Superfoods consumer final

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SuperfoodsSellingSuccessfullyTheresa J. NarteaMarketing& Agribusiness Extension Specialist Virginia State University-Petersburg, VA

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Our Learning ObjectivesDefine Superfoods Market

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Identify SuperfoodsConsumer

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Understand CurrentTrends

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Recommend SalesStrategiesDefineSuperfoods Market

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Superfood definitiona foodthat is considered to be very good for your health and that may even help some medical conditionsMacmillan Publishers Limited. (2011). Retrieved from http://www.macmillandictionary.com/dictionary/american/superfood

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The MarketSuperfoodsMedia driving Superfoods popularity75% of US shoppers value & buy food for health maintenanceHalo Effect of “Superfood” LabelsBusiness Insights Marketing Group .(2011). Future ingredient trends in food and drinks. Retrieved from http://www.docstoc.com/docs/33444601/BUSINESS-INSIGHTS-Future-Ingredient-Trends-in-Food-and; MediaPostPublications. (2007). Functional food sales Hit $25 billion In U.S. In 2006. Retrieved from: http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=55835

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U. S. functionalfoods sales reached $37.4 Billion in 2009. 6 out of 10 consumers bought functional foods in 2009.Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology.

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Superfoods Sales SkyrocketTopU.S. Sales representing 21,000 individual U.S. retail storesLaRoche, J. (2011). Super foods. Retrieved from http://www.cnbc.com/id/43005831/Top_Selling_Superfoods_In_The_U_SUSDA AMS. (2011). National fruit & vegetable retail report. Retrieved from http://www.ams.usda.gov/mnreports/fvwretail.pdf

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IdentifySuperfoods Consumer

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Who is theSuperfoods Consumer?Young Adults (18-24)

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Organics Purchaser

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Local/Natural Purchaser

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Food AllergySufferers

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Older Adults(40+)

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Mothers ofchildren 0-18 What Drives Superfoods Purchasing? Extend Health & Improve Life

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Be Attractive

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Lose Weight

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Improve Performance

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Demonstrate Knowledge

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StatusBiltekoff, C.(2011). Consumer response: the paradoxes of food and health. Ann. N.Y. Acad. Sci., 1190. 174-178. doi:10.1111/j.1749-6632.2009.05268.x

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Make Healthy EatingEasy!Many Consumers Need HelpPhoto Credit: http://www.healthyrevelations.com/blog/wp-content/uploads/2009/12/eating-healthy.jpg

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85% of Americansare still unaware or confused about “functional foods”Urala, N., Schultz, H., & Spinks, J. (2011). Consumer perceptions of “functional foods” in the United States. J. of Food Products Marketing, 17, 407-419. doi:10.1080/10454446.2011.583181

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UnderstandCurrent Trends

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Photo Credit: http://yankeegalscafe.com/wp-content/uploads/2011/03/out-sick.jpg

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Each Year, HealthierDiets Could Prevent Up To $71B: Medical Costs

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LostProductivity

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Disability

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PrematureDeathsFrazao, E. (1999). America’s eating habits: Changes and consequences. Retrieved from http://www.ers.usda.gov/Publications/AIB750/

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The Importance ofDiet The Deadly 3 ~ ½ of U.S. Deaths Diabetes

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Hypertension

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Obesity heart disease, cancer, strokeFrazao, E. (1999). America’s eating habits: Changes and consequences. Retrieved from http://www.ers.usda.gov/Publications/AIB750/

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Processed Food Dependency90%of the American diet is composed of processed foods.Photo Credit: http://www.qcap.org/files/lunchtime%20at%20HS(1).jpgBalch, P. A. (2003). Prescription for dietary wellness. (Second ed.). New York, NY: Avery

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Advertisers spent $7Bon food marketing. Selling processed foods is a priority!Gallo, A. E. (1999). Food advertising in the US. Retrieved from http://www.ers.usda.gov/publications/aib750/aib750i.pdf

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Obesity Epidemic& Weight Loss 52% Adults Try to Lose Weight

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34% Youth(12-17) are Dieting

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Highest ObesityRates

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40+ Black& Hispanic Women

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1 of3 Kids Overweight Photo Credit: http://0.tqn.com/d/healthinsurance/1/0/q/-/-/-/obesity_1.jpgSloane, A. E. (2008, 2010). The top 10 functional foods trends. Food Technology.

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Trend: Drinks SuperfoodsPhoto Credit: http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%25202008/aa-martini-3.jpg

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Trend: Supplements SuperfoodsPhoto Credit: http://iconicnutra.com, http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/Q9fNsUC1Abc/s1600/superfoodRender.jpg

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Trend: PetSuperfoods

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Superfoods Labeling IssuesEuropeanUnion Banned Superfoods Labeling

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Superfoods Labeling NotRegulated in U.S.Nyholm, C. B. (2007).European countries ban marketing of "Superfoods.” Retrieved from http://www.associatedcontent.com/article/291732/european_countries_ban_marketing_of.html?cat=5

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RecommendSales Strategies

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Selling Superfoods ismore than about making money if you are an ethical marketer.

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Cosmetic Foods anti-agingHealthyHairhttp://www.webmd.comDark Green VegetablesBeansNutsPoultryEggsWhole GrainsOystersLow Fat DairyCarrotsGlowing Skinhttp://www.webmd.comLow Fat DairyBerriesPlumsWalnutsFlax SeedOlive OilWhole GrainsTurkeyNutsPhoto Credit: http://en.sial.fr/ExposiumCms/cms_sites/SITE_508003/images508003/logo_food_beauty.jpg, http://www.nyofficelady.com/wp-content/uploads/2010/11/healthy-hair.jpg

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Food Medicine: NutraceuticalsBoosting Immunityhttp://online.prevention.com/flu_immunity/list/1.shtmlYogurtOatsBarleyGarlicFishChickenTeaBeefSweet PotatoesMushroomsHealthy Blood Pressurehttp://www.mypyramid.govSweet PotatoesWhite PotatoesBeansTomatoesBeet GreensSoybeansLima BeansWinter SquashSpinach

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Medical Related DietsDairy-freeGluten-freeLowFatLow SodiumSoySugar ConsciousVegetarianWheat-free

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SellNEW, UNIQUESloane, A.E. (2010). The top 10 functional foods trends. Food Technology. Retrieved from http://sloantrend.com/Documents/2010-04%20IFTFunctional%20Food%20Trends.pdf

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COLORSell By NutraliteHealth Insitute. (2010). America’s phytonutrient report: Heart health by color. Retrieved from http://thecoloringbook.opportunityzone.com/

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Photo Credit: http://www.hometownseeds.com/images/Carrot%20Seeds,%20Purple%20Haze-Vegetable%20Seeds.jpgYou know how to grow carrots…Try to grow a different, new color!

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Arrange by Color!PhotoCredit: http://msnbcmedia1.msn.com/j/ap/whole%20foods%20health-818374907_v2.grid-6x2.jpg

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TASTESell By58% consumersbuy for new/improved recipes37% seek new flavor combinations30% desire improved taste & flavor18% want fresh taste & texturePhoto Credit: http://2.bp.blogspot.com/_d8R4n9H7fR0/TOVP9sWG1xI/AAAAAAAAAYc/Ns9KNRMn_lU/s1600/mom-eating-healthy.jpgSloane, A. E. (2010). The top 10 functional foods trends. Food Technology. Retrieved from http://sloantrend.com/

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VALUE PRICINGSell ByPhoto Credit:http://fastfood.ocregister.com/files/2010/02/extra-value-menus.jpg

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CARINGSell By

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TEACHINGSell ByPhoto Credit: http://www.choosemyplate.gov/

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SIGNSSell withEat YourVitamins!Rich in Vitamin C!Keep Simple!Photo Credits: http://www.ubbcentral.com/store/item/img-large/old-vintage-tin-sign-drink-milk-farm-dairy-original_260813538901.jpg http://greenrightnow.com/wp-content/uploads/2007/09/tomatoes-with-signs.jpg, dianejulia.com/WholeFoods.html

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WEB & P.R.SellwithGet Mapped at Google.comGet on YellowPages.comList on Local Harvest.orgList on Virginia GrownList on Virginia TourismBrochure (focus health)Biz CardsCall the Newspaper (Food/Living Columnist)

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What We LearnedSuperfoods (SF) Market Booming

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Consumer SFEducation Vital

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Current TrendsPromote SF Sales

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Emphasize SFto Sell MoreStart SellingSuperfoods!Be Healthy & Thank You for Listening!Photo Credit: http://www.zerofrictionfatlossx.net/images/eating.jpgTheresa J. Nartea Marketing & Agribusiness Extension Specialist, Virginia State University Petersburg, VA804-524-5491 tnartea@vsu.edu

Superfoods consumer final

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