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The U.S. Gourmet and Specialty Foods Market
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Jul 1, 2001
699 Pages - Pub ID: LA255477
Attention: There is an updated edition available for this report.
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- Executive Summary
Scope and Methodology
- Market Parameters
- Report Methodology
The Overall Market
- Retail Sales Hit $20 Billion in 2000
- Table 1-1: U.S. Retail Sales of Gourmet/Specialty Foods, 1996-2005 (dollars): Coffee/Tea, Confectionery/Desserts, Condiments, Cheese, Pasta/Grains, Other Foods
- Market Composition
- Factors to Market Growth
- "Gourmet" Becoming Mainstream
- Americans Perceive Gourmet Foods as Affordable Treats
- The Ethnic/Gourmet Synergy
- The Natural Foods/Gourmet Synergy
- Thousands of Marketers, from Artisans to Conglomerates
- Pace of New Product Introductions Slower
- Product Trends
- Celebrity Brands
- Mediterranean Style
- Caribbean and Nuevo Latino Cuisine
- National Consumer Advertising Estimated at $200 Million in 2000
- Different Advertising Themes for Different Audiences
- Distribution
- Market Shares by Retail Sector
- Figure 1-1: Estimated Share of Dollar Sales of Gourmet/Specialty Foods by Retail Channel, 2000 (percent): Supermarkets, Gourmet/Specialty Stores, All Other
- Supermarkets Move the Biggest Volume
- Gourmet/Specialty Food Stores
- Mail Order and Internet Sales
- Mail/Phone Order Food Purchasers
The Coffee and Tea Category
- Scope of Market
- Coffee and Tea Sales Top $4.2 Billion in 2000
- Market to Surpass $6.7 Billion by 2005
- Factors to Market Growth
- A Café Culture
- Tea Drinking Becoming Hip
- Complex Channel of Intermediaries
- Prominent Marketers
- Coffee and Tea Retailing
- Overview of Consumer Patterns
The Confectionery and Desserts Category
- Scope of Market
- Confectionery and Desserts Sales at $4 Billion in 2000
- Sales to Approach $5.4 Billion by 2005
- Factors to Market Growth
- Indulgence Lives
- Expanded Distribution Channels
- Gift-Giving Occasions Abound
- Many Hundreds of Marketers
- Confectionery Leaders
- Leading Marketers of Superpremium Ice Cream
- Leading Marketers of Gourmet/Specialty Sweet Baked Goods
- Marketing and Product Trends
- Marketers Strengthen Impulse Offerings
- Artisanal Chocolates
- High Octane Chocolates
- Confectionery and Desserts Retailing
- Overview of Consumer Patterns
The Condiments Category
- Scope of Market
- Condiments Sales Top $2.5 Billion in 2000
- Sales to Approach $3.6 Billion by 2005
- Factors to Market Growth
- Condiments Among the Most Popular Gourmet/Specialty Foods
- Mediterranean Flair
- An Outdoor Cooking Lifestyle, Even Indoors
- Hundreds of Marketers
- Major Players
- Marketing and Product Trends
- Celebrity Lines
- Queuing Up
- Flavors of the Mediterranean—and California
- Condiments Retailing
- Overview of Consumer Patterns
The Cheese Category
- Scope of Market
- Cheese Sales Approached $2.4 Billion in 2000
- Sales to Approach $2.9 Billion by 2005
- Factors to Market Growth
- Americans Eating More Cheese
- Innovative Products
- The Cheese Stands Alone
- Hundreds of Marketers
- A Two-Tiered Market
- Marketing and Product Trends
- Cheese Retailing
- Overview of Consumer Patterns
The Pasta and Grains Category
- Scope of Market
- Pasta and Grain Sales $810 Million in 2000
- Sales to Top $1.0 Billion by 2005
- Factors to Market Growth
- Pasta an American Favorite
- Convenient Staples
- Food Pyramid, Mediterranean Diet Spurs Sales
- Ethnic Diversity Broadens the Menu
- Hundreds of Marketers
- Refrigerated Pasta Cools
- Pasta and Grains Retailing
- Overview of Consumer Patterns
The Overall Market
Scope of Report
- Market Definition
- "Gourmet" vs. "Specialty"
- NASFT Definition
Product Categories
- Product Categories Parallel Food Industry
- Six Broad Product Categories
Government Regulations
- Federal Regulations
- Nutritional Labeling Regulations
- State Regulations
Industry Associations and Marketing Boards
- National Association for the Specialty Food Trade
- Foreign Government Marketing Boards
- State and Regional Development Organizations
- Figure 2-1: Estimated U.S. Retail Sales of Gourmet/Specialty Foods, 1996-2000 (dollars)
Market Size and Growth
- Methodology
- Market Difficult to Measure
- Total Retail Sales $20 Billion in 2000
- Table 2-1: Estimated U.S. Retail Sales of Gourmet/Specialty Foods, 1996-2000 (dollars)
- Gourmet/Specialty Coffee and Tea Nears $4.3 Billion
- Table 2-2: Estimated U.S. Retail Sales of Gourmet/Specialty Coffee and Tea, 1996-2000 (dollars)
- Gourmet/Specialty Confectionery and Desserts $4.0 Billion
- Table 2-3: Estimated U.S. Retail Sales of Gourmet/Specialty Confectionery and Desserts, 1996-2000 (dollars)
- Gourmet/Specialty Condiments Near $2.6 Billion
- Table 2-4: Estimated U.S. Retail Sales of Gourmet/Specialty Condiments, 1996-2000 (dollars)
- Gourmet/Specialty Cheese Sales Near $2.4 Billion
- Table 2-5: Estimated U.S. Retail Sales of Gourmet/Specialty Cheese, 1996-2000 (dollars)
- Gourmet/Specialty Pasta and Grains Sales $810 Million
- Table 2-6: Estimated U.S. Retail Sales of Gourmet/Specialty Pasta and Grains, 1996-2000 (dollars)
- Other Gourmet/Specialty Foods $6 Billion
- Table 2-7: Estimated U.S. Retail Sales of Other Gourmet/Specialty Foods, 1996-2000 (dollars)
Market Composition
- Retail Sales by Product Category
- Figure 2-2: Share of Gourmet/Specialty Food Sales by Category, 1996 vs. 2000 (percent): Coffee/Tea, Confectionery/Desserts, Condiments, Cheese, Pasta/Grains, All Other
- Broad Spectrum of Retail Channels
- Retail Sales by Retail Outlet
- Figure 2-3: Estimated Share of Dollar Sales of Gourmet/Specialty Foods by Retail Channel, 2000 (percent): Supermarkets, Gourmet/Specialty Stores, All Other
- Regional Sales
- Seasonal Sales
Factors to Market Growth
- Age Demographics Positive
- Table 2-8: Projected U.S. Population by Age Bracket, 2000-2010 (number): From Age Under 5 to Age 100 and Over
- The Mainstreaming of Gourmet Foods
- Same Consumers Buy Mainstream Products
- Distribution Expanding
- Market Leaders Moving into Premium and Gourmet Lines
- American Palate Becoming More Sophisticated
- Cooking Shows Proliferating
- Affordable Treats
- Convenience Sells
- Competition from Foodservice
- The Ethnic/Gourmet Synergy
- Ethnic Population Shifts
- Table 2-9: Population Projections for Selected U.S. Ethnic/Racial Populations, 2000-2020 (number): Non-Hispanic White, Non-Hispanic Black, Hispanic, Asian-American
- The Natural Foods/Gourmet Synergy
- Duties and Trade Sanctions
- Figure 2-4: Projected U.S. Retail Sales of Gourmet/Specialty Foods, 2000-2005 (dollars)
Market Projections
- Sales to Exceed $27.6 Billion by 2005
- Table 2-10: Projected U.S. Retail Sales of Gourmet/Specialty Foods, 2000-2005 (dollars)
- Gourmet/Specialty Coffee/Tea Will Top $6.7 Billion
- Table 2-11: Projected U.S. Retail Sales of Gourmet/Specialty Coffee and Tea, 2000-2005 (dollars)
- Confectionery and Desserts Will Near $5.4 Billion
- Table 2-12: Projected U.S. Retail Sales of Gourmet/Specialty Confectionery and Desserts, 2000-2005 (dollars)
- Condiments Projected at Almost $3.6 Billion
- Table 2-13: Projected U.S. Retail Sales of Gourmet/Specialty Condiments, 2000-2005 (dollars)
- Gourmet/Specialty Cheese to Approach $2.9 Billion
- Table 2-14: Projected U.S. Retail Sales of Gourmet/Specialty Cheese, 2000-2005 (dollars)
- Pasta and Grains to Top $1.0 Billion
- Table 2-15: Projected U.S. Retail Sales of Gourmet/Specialty Pasta and Grains, 2000-2005 (dollars)
- Other Foods to Approach $8.1 Billion
- Table 2-16: Projected U.S. Retail Sales of Other Gourmet/Specialty Foods, 2000-2005 (dollars)
The Marketers
- Thousands of Marketers
- From Artisans to Conglomerates
- Most Marketers Compete in Only a Few Product Subcategories
- Major Conglomerates
- Recent Mergers, Acquisitions, and Divestures
- Share of Market Not Determinable
- Selected Marketers
- Table 2-17: The U.S. Gourmet/Specialty Foods Market: Selected Marketers and Brands (154 Marketers)
The Competitive Situation
- Many Cottage Businesses
- A Philosophy As Well As a Product
- Some Marketers Stay Small Intentionally
- Growing Older May Become a Problem for Entrepreneurs
- Major Marketers Increasingly Moving In
- Natural Foods Marketers
- An International Marketplace
- Regional American Products Booming
- California as a Trendsetter
- Private Label from Retailers
Marketing and New Product Trend Overview
- Pace of New Product Introductions Slower
- Product Trends
- Celebrity Brands
- Fusion Cuisine vs. Regional Purity
- Mediterranean Style
- Caribbean and Nuevo Latino Cuisine
Consumer Advertising Trends
- National Consumer Advertising Estimated at $200 Million in 2000
- American Dairy Association Leads Ad Spenders
- Campbell Soup, Kraft, P&G, Ferrero, and Barilla Spend Over $10 Million Apiece
- Second Tier Advertisers
- Most Major Advertisers in Supermarket Distribution
- Most Smaller Marketers Lack Ad Budgets
- Television, Print Media Popular
- Different Themes for Different Audiences
- Magazine Advertorials
- Examples of Consumer Advertising
Consumer Promotions
- In-Store Sampling
- Coupons
- Recipes and Cookbook Tie-Ins
- Merchandise Promotions
- Contests and Sweepstakes
- Publicity Stunts
- Product Announcements as Promotions
- Charitable Contributions
- Examples of Consumer Promotions
Trade Advertising and Promotions
- Most Advertising in Trade Publications
- Trade Promotional Materials Abound
- Training Support
- NASFT Shows are Major Trade Promotional Vehicle
- Other Trade Shows
- Public Relations Campaigns
- Examples of Trade Advertising and Promotions
Distribution and Retail
- Main Methods of Distribution
- Most Distribution Through Specialty Food Distributors
- Other Distribution Options
- Some Supermarkets Buying Direct
- Specialty Food Distributors
- Distributor Functions
- Distributor Margins
- The Role of Brokers
- Broker Services to Retailers
At the Retail Level
- A Wide Range of Retail Outlets
- Supermarkets Move the Biggest Volume
- Upscale Supermarkets
- Supermarkets: Gourmet Section vs. Integration
- Joint Ventures and Concessions
- Gourmet/Specialty Food Stores
- Specialty Store Epicenter to Shift Westward
- Health and Natural Food Stores
- Warehouse Clubs
- Mail Order and Internet Sales
- Discount Stores
Internet Retailing
- Shopping the Internet
- E-tailing Possibilities
- The Internet Food Shopper
- Corporate Websites
Retail Advertising and Promotions
- Retail Advertising
- Promotional Activities Common
- Sampling
- Cross-Merchandising
- Themed Events
- Newsletters
- Cooking Classes
The Consumer
- The Simmons Survey System
- Mail/Phone Order Food Purchasers
- Food Magazine Audiences
- TV Food Network Viewers
- Table 2-18: Demographic Characteristics Favoring Buying Food by Mail/Phone Order: Fruit or Nuts, Meat, and Other Foods, 2000 (U.S. Adults)
- Table 2-19: U.S. Audience Levels for Selected Food Magazines (% adults): 4 Food Magazines
- Table 2-20: Demographic Characteristics Favoring Reading Food Magazines: Cooking Light vs. Bon Appetit, 2000 (U.S. Adults)
- Table 2-21: Demographic Characteristics Favoring Reading Food Magazines: Gourmet vs. Food & Wine, 2000 (U.S. Adults)
- Table 2-22: Demographic Characteristics Favoring Viewing TV Food Network, 2000 (U.S. Adults)
The Coffee and Tea Category
The Products
- Focus on Retail Market
- Products Distinguished by Quality, Price Points, Distribution
- Types of Specialty Coffees
- Decaffeinated Coffee
- Organic, Sustainable, Shade, and Fair Trade Coffee
- Estate Coffee
- Whole Bean or Ground
- Types of Tea: Green, Black, Oolong
- Herbal Teas
- Functional Teas
- Bagged or Loose
- Ready-to-Drink Coffee and Tea
- Powdered Mixes
- Liquid Concentrates
- Chai: The Cappuccino of Tea
- Rooibos or Red Tea
- Figure 3-1: Estimated U.S. Retail Sales of Gourmet/Specialty Coffee and Tea, 1996-2000 (dollars)
Market Size and Growth
- Methodology
- U.S. Retail Sales of Gourmet/Specialty Coffee and Tea Exceed $4.2 Billion
- Specialty Coffee Sales Top $3.4 Billion
- Specialty Tea Sales $800 Million
- Table 3-1: Estimated U.S. Retail Sales of Gourmet/Specialty Coffee and Tea, 1996-2000 (dollars)
Market Composition
- Coffee 81% of Category Sales
- Specialty Coffees Moving Toward Varietal Types
- Popular Flavors
- Organic, Sustainable, Shade, and Fair Trade Coffee Sales
- Specialty Tea Market Fragmented
- Specialty Tea Flavors
- Specialty Stores Account for Half of Retail Sales
- Figure 3-2: Estimated Share of Dollar Sales of Gourmet/Specialty Coffee and Tea by Retail Channel, 2000 (percent): Specialty Stores, Supermarkets, Mail Order, All Other
- Regional Sales
Factors to Market Growth
- Overall Factors Major Influences
- More Americans Drinking Coffee
- More Than Half of Americans Drink Gourmet Coffee
- Gourmet Coffee Draws Young Consumers
- Asian-Americans a Prime Market
- Consumers More Savvy About Specialty Coffees
- Cafés Go Mass Market
- Cafés a Two-Edged Sword
- Café Social Atmosphere
- Café Coffee Tastes Better
- Specialty Coffee Industry Tapping New Markets
- Cafés Facing Challenges
- Café Operators Expanding Abroad
- Will the Tech Recession Cause Cafés to Cool?
- Specialty Coffees and Teas Affordable Little Luxuries
- Specialty Coffee Mostly for Special Occasions
- Coffee Pricing Can Be Volatile
- Environmental and Social Responsibility Woo Consumers
- Specialty Tea Beginning to Emerge from Coffee's Shadow
- Health Considerations Boost Tea Sales
- Tea Becoming More Hip, Crossing Traditional Gender and Age Lines
- Will Tea Shops Take Off?
- Ready-to-Drink Beverages Compete with Soft Drinks
- Figure 3-3: Projected U.S. Retail Sales of Gourmet/Specialty Coffee and Tea, 2000-2005 (dollars)
Market Projections
- Sales to Surpass $6.7 Billion by 2005
- Table 3-2: Projected U.S. Retail Sales of Gourmet/Specialty Coffee and Tea, 2000-2005 (dollars)
The Marketers
- Complex Channel of Intermediaries
- Specialty Coffee Roasters
- Prominent Marketers of Specialty Coffee
- Prominent Marketers of Specialty Tea
- Table 3-3: The U.S. Market for Gourmet/Specialty Coffee and Tea: Selected Marketers and Brands (38 Marketers)
Marketer and Brand Shares
- Methodology
- A&P Leads in Whole Coffee Beans
- Table 3-4: Top Marketers and Brands in Mass-Market Channels: Whole Coffee Beans, 2000 (percent): 10 Marketers/13 Brands, All Others, Private Label
- Celestial Seasonings #2 in Bagged/Loose Tea
- Table 3-5: Top Marketers and Brands in Mass-Market Channels: Bagged/Loose Tea, 2000 (percent): 8 Marketers/10 Brands, All Others, Private Label
The Competitive Situation
- Many Marketers Also Retailers
- Mergers and Acquisitions Shape Industry
- Brothers Gourmet Coffee: How Not to Expand
- Mass/Specialty Barriers Breaking Down
- Frappuccino Dominates RTD Coffee; Coke, P&G Seek to Compete
Competitive Profile: A&P (The Great Atlantic & Pacific Tea Co.)
- Eight O'Clock Coffee Makes History
- But Brand Challenged by Starbucks and Whole Bean Brands
- Nationwide Distribution
- Eight O'Clock Taking it Up a Notch
Competitive Profile: The Hain Celestial Group, Inc.
- Company Background
- Celestial Seasonings Background
- Reasons for Success
- Celestial's Product Line
- Not Everything Turns to Gold
- A Failed Marriage with Kraft
Competitive Profile: Nestlé USA, Inc. (Nestlé S.A.)
- Corporate Overview
- Nestlé USA-Beverage Division
- Nestlé Leads Instant Coffee Market
- Nestlé Exits Ground Coffee Businesses, Selling to Sara Lee
- Nestlé Trying to Reinvent Itself
- Nescafé a New Megabrand?
- Massive Rebranding Effort
- Nestlé Re-Brands its Whole Bean Coffee Line
- Gourmet Instant and Frothé
- Nestlé's RTD Coffee Fiasco
- Nestlé in Tea
Competitive Profile: Procter & Gamble Co.
- Procter & Gamble Beverage Division
- Folgers Coffee
- Folgers Extends Line to Premium Whole Bean Coffee
- Folgers Instant Café Latte
- Millstone Specialty Coffee
- P&G Buys, Then Dumps Brothers Coffee
- P&G to License Folgers Name for RTD Coffee
Competitive Profile: The Republic of Tea
- Company Founded by Husband-and-Wife Team
- A Wide Tea Selection with Award-Winning Style
- New Products for the New Millennium
- Barnes & Noble an Important Outlet
Competitive Profile: Starbucks Corp.
- Company Background
- Enter Howard Schultz
- Schultz's Personal Tastes Shape Starbucks' Menu
- Starbucks Cafés
- Starbucks in Grocery Channels
- Other Profitable Partnerships
- Unprofitable Ventures
- Starbucks Acquires Tazo Tea
- A Global Leader
- Relatively Little Media Spending
Competitive Briefs
- Oregon Chai, Inc.
- R.C. Bigelow, Inc.
- The Stash Tea Co.
Marketing and New Product Trends
- Exoticism Sells
- Snappy, Upscale Packaging
- Environmental and Social Consciousness a Strong Thrust
- Nestlé and Folgers Offer New Gourmet Coffee Lines
- Fair-Trade and Organic Coffee
- Instant Coffeehouse Beverages
- Loose Teas
- Teas Plus
- Green Teas and Chais
- New Rooibos
- Liquid Concentrates
- Coffee and Herb Blends
- "Considerate Coffee"
- Soy Coffee?
- Selected New Product Introductions
- Table 3-6: The U.S. Specialty Coffee and Tea Market: Selected New Product Introductions, 1999-Spring 2001
Consumer Advertising Trends
- P&G, Starbucks, and Gevalia Lead Ad Spenders
- P&G's Competitive Positioning
- Young and Hip
- For Adventurous Taste Buds
- Like Fine Wines
- Handle with Care
- Promoting Websites
- Examples of Consumer Advertising
Consumer Promotions
- In-Store Sampling Demonstrates Quality, Educates Consumers
- Free Samples for Email Responses
- Coupons
- Nestlé Offers a Big Break to Entrepreneurs
- Gift with Purchase
- Free Merchandise to Lure Subscribers
- Event Sponsorship
- Examples of Consumer Promotions
Trade Advertising and Promotions
- Specialty Coffee and Tea Marketers Are Heavy Advertisers
- Trade Promotions
- Examples of Trade Advertising and Promotions
Distribution and Retail
- Several Methods of Distribution
- Specialty Retailers Crucial to Specialty Coffee and Tea Marketers
- Assortments Vary by Individual Store
- The Supermarket Scene
- Coffee and Tea Specialty Stores Offer Top-Quality Products
- Health and Natural Food Stores
- Warehouse Clubs and Mass Merchandisers
- Mail and Phone Order
- Most Major Marketers Have Consumer Websites
The Consumer
- The Simmons Survey System
- Overview of Consumer Patterns
- Upscale Skew to All Products
- Espresso/Cappuccino Drinkers
- Whole Bean Coffee Drinkers
- Starbucks, Gevalia Ground Coffee Purchasers
- Celestial Seasonings, Bigelow, and Twinings Tea Drinkers
- NCA Data on Coffee Drinkers
- Nestlé's Consumer Segmentation Study
- NASFT Research on Tea Drinkers
- Table 3-7: U.S. Usage Levels for Specialty Coffee and Tea, 2000 (% adults): 10 Classifications
- Table 3-8: Demographic Characteristics Favoring Use of Specialty Coffee by Type: Espresso/Cappuccino vs. Ground Whole Bean, 2000 (U.S. Adults)
- Table 3-9: Demographic Characteristics Favoring Use of Specialty Coffee by Brand: Starbucks vs. Gevalia, 2000 (U.S. Adults)
- Table 3-10: Demographic Characteristics Favoring Use of Specialty Tea by Brand: Celestial Seasonings Fruit & Tea, Celestial Seasonings After-Dinner, Twinings, 2000 (U.S. Adults)
- Table 3-11: Demographic Characteristics Favoring Use of Specialty Tea by Brand: Bigelow Regular Teas, Bigelow Flavored Teas, Bigelow Constant Comment, 2000 (U.S. Adults)
The Confectionery And Desserts Category
The Products
- Focus on Retail Market
- Note on the Word "Specialty"
- Definition of Gourmet Confectionery and Desserts
- Scope of Category
- Confectionery
- Chocolates
- Other Candies
- Bars, Packages, or Bulk
- Ice Creams and Frozen Desserts
- Ice Cream
- Sherbet, Sorbet, and Gelato
- Frozen Yogurt
- Frozen Novelties
- Superpremium a Subjective Definition
- Sweet Baked Goods
- Figure 4-1: Estimated U.S. Retail Sales of Gourmet Confectionery and Desserts, 1996-2000 (dollars)
Market Size and Growth
- Methodology
- U.S. Retail Sales of Gourmet Confectionery and Desserts Hit $4.0 Billion
- Gourmet/Premium Confectionery Sales Top $2.2 Billion
- Superpremium Ice Cream Sales Top $1.0 Billion
- Gourmet/Premium Sweet Baked Goods $700 Million
- Table 4-1: Estimated U.S. Retail Sales of Gourmet Confectionery and Desserts, 1996-2000 (dollars): Confectionery, Ice Cream, Sweet Baked Goods
Market Composition
- Confectionery Accounts for 56% of Sales
- Figure 4-2: Share of U.S. Retail Sales of Gourmet Confectionery and Desserts by Type, 2000 (percent): Confectionery, Ice Cream, Sweet Baked Goods
- A Broad Range of Retail Outlets
- Gourmet/Specialty Stores Lead Retail Sales
- Figure 4-3: Estimated Share of Dollar Sales of Gourmet Confectionery and Desserts by Retail Channel, 2000 (percent): Gourmet/Specialty Stores, Supermarkets, All Other
- Regional Sales
- Seasonal Sales
- Confectionery Sales Peak at Holidays
- Ice Cream Peaks in Hot Weather
- Sweet Baked Goods Strongest in Fourth Quarter
Factors to Market Growth
- Premium Market Booming
- An Expanding Niche
- Affordable Treats
- Indulgence Lives
- Expanded Distribution Channels
- Gourmet/Premium Chocolate Prices Coming Down
- Gift-Giving Occasions Abound
- Different Strokes for Different Folks
- Figure 4-4: Projected U.S. Retail Sales of Gourmet Confectionery and Desserts, 2000-2005 (dollars)
Market Projections
- Sales to Approach $5.4 Billion by 2005
- Table 4-2: Projected U.S. Retail Sales of Gourmet Confectionery and Desserts, 2000-2005 (dollars): Confectionery, Ice Cream, Sweet Baked Goods
The Marketers
- Many Hundreds of Marketers
- Confectionery Leaders
- Leading Marketers of Superpremium Ice Cream
- Leading Marketers of Gourmet/Specialty Sweet Baked Goods
- Hundreds of Niche Marketers
- Table 4-3: The U.S. Gourmet Confectionery and Desserts Market: Selected Marketers and Brands (107 Marketers)
Marketer and Brand Shares
- Methodology
- Häagen-Dazs Beats Out Ben & Jerry's… Barely
- Ferrero the Leader in Supermarket Gourmet Chocolate
- Brand Data on Premium Cookies Sketchy
- Table 4-4: Top Marketers and Brands by Supermarket and Drugstore Share: Superpremium Ice Cream, 2000 (percent): 3 Marketers/5 Brands
- Table 4-5: Top Marketers and Brands by Supermarket: Gourmet/Premium Chocolate Candy, 2000 (percent): 3 Marketers/Brands
The Competitive Situation
- Mainstream Marketers Participate Quietly in Gourmet/Premium Tier
- Boxed Chocolatiers Pushing the Envelope
- Reshuffling the Deck in Ice Cream
- Co-Packing Ice Cream
- Few Gourmet Marketers Have Nationwide Distribution
- Gourmet Marketers Expanding Retail Distribution Channels
- Attractive Packaging Gives Marketers a Competitive Edge
Competitive Profile: Ben & Jerry's Homemade, Inc. (Unilever)
- Company Background
- Quirky Flavors and Catchy Names
- From Hippies to an Alternative Corporate Culture
- Distribution and Competition
- Unilever: Buy-Out or Sell-Out?
Competitive Profile: Campbell Soup Co.
(Godiva Chocolatier, Inc. and Pepperidge Farm, Inc.)
- Corporate Overview
- Godiva Chocolatier
- Godiva Chocolates for U.S. Consumers
- Product Line
- Extending Brand Equity
- Godiva Boutiques
- Packaging Focus
- Investment in Direct Marketing
- Investment in Advertising
- Background of Pepperidge Farm
- The Leader in Premium Cookies
- Third-Largest in Cakes
- Ad Campaign Repositions Milano
Competitive Profile: Kraft Foods, Inc. (Philip Morris Companies, Inc.)
- Corporate Overview
- Kraft in the Confectionery Market
- Callard & Bowser-Suchard Expanding U.S. Marketing
Competitive Profile: Lindt & Sprüngli (USA), Inc.
(Chocoladefabriken Lindt & Sprüngli A.G.)
- Corporate Overview
- Lindt Chocolates
- Lindt at Retail
- Lindt Acquires Ghirardelli
- Ghirardelli Chocolates
- Eastward Expansion
Competitive Profile: Nestlé USA, Inc. (Nestlé S.A.)
- Corporate Overview
- Nestlé Chocolate Candy Brands
- Perugina Upscale Chocolates Reorganizing, Expanding?
Competitive Briefs
- Dancing Deer Baking Co.
- Ferrero S.p.A.
- La Tempesta Bakery Confections, Inc.
- Scharffen Berger Chocolate Maker, Inc.
Marketing and New Product Trends
- Class Goes Mass, Marketers Strengthen Impulse Offerings
- Downsized Packages
- Artisanal Chocolates
- Sophisticated Flavors
- Upscale Molded Chocolates
- High Octane Chocolate
- Varietal Chocolates
- Unique Products
- New Ice Cream Flavors
- Alcoholic Ice Cream
- Ethnic Flavors Go Mainstream
- Limited Editions
- Cookie Trends
- Pastries and Cakes
- Selected New Product Introductions
- Table 4-6: The U.S. Gourmet Confectionery and Desserts Market: Selected New Product Introductions, 1999-Spring 2001
Consumer Advertising Trends
- Pepperidge Farm, Ferrero Rocher, Altoids Lead Ad Spending
- Perfect for Entertaining
- Gift Wraps
- Self-Rewards
- Some Roads Lead to Romance and Sex
- Extraordinary … Or Non-Exclusive
- Altoids Beats to Its Own Drummer
- Examples of Consumer Advertising
Consumer Promotions
- Coupons
- Joint Promotions
- Sampling
- Recipes
- Godiva's Sweepstakes and Comps
- Gift Certificates
- Product Placement
- Industry PR Campaign Spurs Sales
- Examples of Consumer Promotions
Trade Advertising and Promotions
- Trade Advertising
- Most Promotions Are Standard
- Examples of Trade Advertising and Promotions
Distribution and Retail
- Several Methods of Distribution
- Some Marketers Use Multiple Distribution Methods
- Warehousing
- Direct Store Delivery
- Perishable Products Air-Shipped
At the Retail Level
- Gourmet/Specialty Stores Strong
- Supermarkets Shine in Ice Cream But Minor in Confectionery, Baked Goods
- Gourmet/Specialty Stores
- Gourmet Chocolate Marketers Establish Presence with Boutiques
- Geographic Strategies Vary
- The Upscale Ambiance
- Elite Brands for Gourmet Food and Kitchenware Stores
- Department Stores
- Warehouse Clubs
- Convenience Stores
- Upscale Cafés
Internet Retailing
- Corporate Websites
- Online Retailers Multiplying
- Ice Cream Online
The Consumer
- The Simmons Survey System
- Overview of Consumer Patterns
- Upscale Skew
- Superpremium Ice Cream Users
- Frozen Novelty Treat Users
- Pepperidge Farm Cookies Users
- Affluent Suburbanites, Urbanites Big Gourmet Cookie Buyers
- Table 4-7: U.S. Usage Levels for Selected Superpremium Ice Cream and Premium Cookies (% adults): 7 Classifications
- Table 4-8: Demographic Characteristics Favoring Use of Superpremium Ice Cream: Ben & Jerry's vs. Häagen-Dazs, 2000 (U.S. Adults)
- Table 4-9: Demographic Characteristics Favoring Use of Frozen Novelty Treats: Ben & Jerry's vs. Häagen-Dazs Bars, 2000 (U.S. Adults)
- Table 4-10: Demographic Characteristics Favoring Use of Pepperidge Farm Cookies: Distinctive Collection, American Collection, and Other, 2000 (U.S. Adults)
The Condiments Category
The Products
- Focus on Retail Market
- Gourmet or Premium?
- Product Types
- Sauces
- Salsa
- Pasta Sauces
- Mustard, Ketchup, Mayonnaise
- Salad and Cooking Oils
- Vinegars
- Salad Dressings
- Chutneys, Relishes, and Savory Jellies
- Herbs, Spices and Seasonings
- Specialty Appetizers and Seasonings
- Jams, Jellies, Honey, Syrups, and Other Sweet Condiments
- Figure 5-1: Estimated U.S. Retail Sales of Gourmet/Specialty Condiments, 1996-2000 (dollars)
Market Size and Growth
- Methodology
- U.S. Retail Sales of Gourmet/Specialty Condiments $2.5 Billion
- Table 5-1: Estimated U.S. Retail Sales of Gourmet/Specialty Condiments, 1996-2000 (dollars)
Market Composition
- A Broad Range of Retail Channels
- Supermarkets, Gourmet/Specialty Stores the Major Retail Outlets
- Figure 5-2: Estimated Share of Dollar Sales of Gourmet/Specialty Condiments by Retail Channel, 2000 (percent): Supermarkets, Gourmet/Specialty Stores, Warehouse Clubs, All Other
- Regional Sales
- Seasonal Sales
Factors to Market Growth
- Condiments Among the Most Popular Gourmet/Specialty Foods
- Ethnic and Regional Explosion
- Mediterranean Flair
- An Outdoor Cooking Lifestyle, Even Indoors
- Restaurants, Cooking Shows, Food Editors Boost Exposure
- Marketers Promote Greater Use of Products
- Jams, Jellies, and Preserves
- Figure 5-3: Projected U.S. Retail Sales of Gourmet/Specialty Condiments, 2000-2005 (dollars)
Market Projections
- Sales to Approach $3.6 Billion by 2005
- Table 5-2: Projected U.S. Retail Sales of Gourmet/Specialty Condiments, 2000-2005 (dollars)
The Marketers
- Hundreds of Marketers
- Major Players
- Independent Larger Marketers
- Smaller Marketers
- Table 5-3: The U.S. Gourmet/Specialty Condiments Market: Selected Marketers and Brands (195 Marketers)
Marketer and Brand Shares
- Methodology
- Premium Brands More than One Out of Four Pasta Sauce Dollars
- Bertolli Leads Olive Oil Marketers
- Grey Poupon Number Two in Mustards
- Marinades Steaming
- Table 5-4: Top Marketers and Brands by Supermarket Share: Pasta Sauce, 2000 (percent): 7 Marketers/8 Brands, All Other Brands, Private Label
- Table 5-5: Top Marketers and Brands by Supermarket Share: Olive Oil, 2000 (percent): 8 Marketers/10 Brands, All Other Brands, Private Label
- Table 5-6: Top Marketers and Brands by Supermarket Share: Mustard, 2000 (percent): 11 Marketers/12 Brands, All Other Brands, Private Label
The Competitive Situation
- Many Mainstream Marketers Are Quiet Participants
- Many Cottage Businesses
- Market Highly Fragmented
- Gourmet/Specialty Condiments Widely Copycatted
- Chefs Go Co-Branding Route
Competitive Profile: Kraft Foods, Inc. (Grey Poupon)
- Company Background
- "Pardon Me…"
- Expanding the Product Line
Competitive Profile: McIlhenny Company
- Company Overview
- A Colorful History
- McIlhenny Buys its Arch-Rival
- Jazzing Up Tabasco
- McIlhenny Turns to Co-Branding
Competitive Briefs
- Bertolli USA, Inc.
- HomeGrown Natural Foods, Inc.: Napa Valley Kitchens/Consorzio
- Lea & Perrins Co.
- Proctor & Gamble Co.: Culinary Sol
Marketing and New Product Trends
- Celebrity Backing
- Trendy vs. Homestyle
- Packaging a Key Ingredient
- New Gourmet/Specialty Condiments Continue to Proliferate
- Queuing Up
- That's the Rub
- Finishing Sauces
- Flavors of the Mediterranean—and California
- Pasta Sauces
- Olive Oils and Beyond
- Vinegars
- International and Exotic Flavors
- Salad Dressings
- Gourmet Mustard and Mayonnaise
- Chutneys, Relishes, and Savory Jellies
- Unique Products
- Salt of the Sea
- In a Jam
- Selected New Product Introductions
- Table 5-7: The U.S. Gourmet/Specialty Condiments Market: Selected New Product Introductions, 1999-Spring 2000
Consumer Advertising Trends
- Barilla, Grey Poupon, Lea & Perrins Lead Ad Spenders
- Second-Tier Advertisers
- A Passion for Food
- Fresh Flavor
- Grey Poupon Turns Yellow
- Tabasco Goes Edgy
- Selling the Sizzle
- Racy Approach for Adult-Targeted Peanut Butter
- Examples of Consumer Advertising
Consumer Promotions
- Coupons
- Recipes
- Joint Promotions
- Contests and Sweepstakes
- Feel Good About Your Purchase
- Examples of Consumer Promotions
Trade Advertising and Promotions
- Trade Advertising
- Most Promotions are Standard
- Recipe Brochures
- In-Store Sampling
- Examples of Trade Advertising and Promotions
Distribution and Retail
- A Mix of Mass-Market and Specialty Distribution Systems
At the Retail Level
- Wide Range of Channels
- Retail Displays
- Dedicated Condiments Stores
- Direct Marketing Rewarding
Internet Retailing
- Online Retailers
- Corporate Websites
The Consumer
- The Simmons Survey System
- Overview of Consumer Patterns
- One Out of Four Americans Prefer Olive Oil
- Bertolli Olive Oil Users
- Berio Olive Oil Users
- Grey Poupon Mustard
- Marzetti's and Caesar Cardini Salad Dressings
- Table 5-8: U.S. Usage Levels for Selected Gourmet/Specialty Condiments (% adults): 6 Classifications
- Table 5-9: Demographic Characteristics Favoring Use of Olive Oil: Any, Bertolli, and Berio, 2000 (U.S. Adults)
- Table 5-10: Demographic Characteristics Favoring Use of Gourmet Condiments: Grey Poupon Mustard, 2000 (U.S. Adults)
- Table 5-11: Demographic Characteristics Favoring Use of Gourmet Salad Dressings: Marzetti's vs. Caesar Cardini, 2000 (U.S. Adults)
The Cheese Category
The Products
- Note on the Word "Specialty"
- Focus on Retail Market
- Definition of Specialty Cheeses
- Artisan and Farmstead Cheese
- Types of Specialty Cheese
- Cow, Goat, Sheep, or Buffalo Milk
- Country of Origin
- From Soft to Hard
- Fat Content Varies
- Special Features and Special Products
- European and Domestic Cheeses Have Different Characteristics
- Cheeses Seasonal
- Most Cheese Requires Refrigeration
- Figure 6-1: Estimated U.S. Retail Sales of Gourmet/Specialty Cheese, 1996-2000 (dollars)
Market Size and Growth
- Methodology
- U.S. Retail Sales of Gourmet/Specialty Cheese Approach $2.4 Billion
- Table 6-1: Estimated U.S. Retail Sales of Gourmet/Specialty Cheese, 1996-2000 (dollars)
Market Composition
- Cheddar and Mozzarella the Most Popular Mass Cheeses in America
- Brie and Cheddar the Most Popular Specialty Cheeses
- Table 6-2: Estimated Share of Retail Dollar Sales of Specialty Cheese by Type, 2000 (percent): 10 Types, Other
- Domestic Cheeses Lead Over French, Italian Imports
- Table 6-3: Estimated Share of Retail Dollar Sales of Specialty Cheese by National Origin, 2000 (percent): 10 Nations, Other
- Low-Fat Sales Eroding
- Retail Channels
- Figure 6-2: Estimated Share of U.S. Dollar Sales of Specialty Cheese by Retail Channel, 2000 (percent): Supermarkets, Specialty Stores, Health and Natural Food Stores, Warehouse Clubs, All Other
- Retail Prices for Cheese
- Regional Sales
- Seasonal Sales
Factors to Market Growth
- Americans Eating More Cheese
- Table 6-4: U.S. Per Capita Consumption of Cheese by Variety, 1994 vs. 1998 (pounds): 13 Varieties
- Consumer Tastes Becoming More Sophisticated
- Increased Availability, Innovation Driving Growth
- The Cheese Stands Alone
- Cheese Becoming Even More Convenient
- Ethnic Markets Boosting Sales
- Quotas and Duties Restrict Imports
- A Future Ban on Raw Milk Cheese?
- Mad Cow/Foot-and-Mouth Diseases Could Affect Market
- Figure 6-3: Projected U.S. Retail Sales of Gourmet/Specialty Cheese, 2000-2005 (dollars)
Market Projections
- Sales to Approach $2.9 Billion by 2005
- Table 6-5: Projected U.S. Retail Sales of Gourmet/Specialty Cheese, 2000-2005 (dollars)
The Marketers
- About 450 Marketers
- Dairy Giants
- Prominent Importers and Distributors
- Niche Marketers
- Table 6-6: The U.S. Gourmet/Specialty Cheese Market: Selected Marketers and Brands (57 Marketers)
Marketer and Brand Shares
- Methodology
- Natural Cheese Marketers
- Bel/Kaukauna, Bongrain Lead in Cheese Balls and Spreads
- Table 6-7a: Top Marketers and Brands by Supermarket Share: Natural Cheese, 2000 (percent): 12 Marketers/17 Brands, All Other Brands, Private Label
- Table 6-7b: Top Marketers and Brands by Supermarket Share: Cheese Balls/Spreads, 2000 (percent): 6 Marketers/11 Brands, All Other Brands, Private Label
The Competitive Situation
- A Two-Tiered Market
- First Impressions Count
- California Set on Becoming a Big Cheese
- Artisanal and Farmstead Cheeses
- Some Large European Companies Have U.S. Production
Competitive Profile: Bongrain S.A.
- Bongrain S.A., a French Company with U.S. Presence
- Three U.S. Cheese Divisions
- Importer and Distributor Subsidiary
Competitive Briefs
- Cabot Creamery
- Groupe Lactalis S.A.
- Karoun Dairies, Inc.
- Laura Chenel's Chčvre, Inc.
- Vella Cheese Co.
Marketing and New Product Trends
- Marketers Play Up Origins
- Classic Artisan and Farmstead Cheeses
- New Blue Cheeses
- New Goat Cheeses
- New Italian-Style Cheeses
- New Imported and Ethnic-Style Cheeses
- New Flavors
- Flavored Hard Cheeses
- Flavored Italian- and French-Style Cheeses
- Flavored Goat Cheeses
- Spreadables
- Snack Attack
- Baked Bries
- Selected New Product Introductions
- Table 6-8: The U.S. Gourmet/Specialty Cheese Market: Selected New Product Introductions, 1999-Spring 2001
Consumer Advertising Trends
- American Dairy Association Leads Ad Spending
- The Power of Cheese
- California: It's the Cheese
- Grana Padano Advertorial
- Examples of Consumer Advertising
Consumer Promotions
- Sampling the Most Common Promotion
- Coupons
- Recipes, Brochures, and Newsletters
- Merchandise Promotions
- Cheese P.R.
- Contests and Sweepstakes
- Examples of Consumer Promotions
Trade Advertising and Promotions
- Trade Advertising
- Most Promotions Are Standard
- Examples of Trade Advertising and Promotions
Distribution and Retail
- A Complex Distribution System
- Distributors Often Package Cheese
At the Retail Level
- Specialty Cheese Less Widely Distributed than Non-Perishable Gourmet Foods
- Specialty Cheese in Supermarkets
- Merchandising and Display
- Service Boosts Sales
- Gourmet/Specialty Stores
- On-Site Aging Facilities
- Cross-Merchandising
- Assortments
- Retail Margins
- Promotions
- Retail Private Label
Internet Retailing
- Cheese Less Represented Online
- Online Retailers
The Consumer
- The Simmons Survey System
- Overview of Consumer Patterns
- Domestic Cheese vs. Imported Cheese
- Brie vs. Camembert Users
- Edam/Gouda vs. Havarti Users
- Alouette Cheese Users
- Table 6-9: U.S. Usage Levels for Selected Gourmet/Specialty Cheese Products (% adults): 7 Classifications
- Table 6-10: Demographic Characteristics Favoring Use of Natural Cheese: Domestic Cheese vs. Imported, 2000 (U.S. Adults)
- Table 6-11: Demographic Characteristics Favoring Use of Specialty Cheese: Brie vs. Camembert, 2000 (U.S. Adults)
- Table 6-12: Demographic Characteristics Favoring Use of Specialty Cheese: Edam/Gouda vs. Havarti, 2000 (U.S. Adults)
- Table 6-13: Demographic Characteristics Favoring Use of Specialty Cheese: Alouette Cheese Spread (U.S. Adults)
The Pasta and Grains Category
The Products
- Focus on Retail Market
- Definition of Gourmet/Specialty Pasta and Grains
- Gourmet/Specialty Pasta
- Different Pasta Shapes
- Shapes Have Eye-Appeal
- Filled Pastas
- Flavor and Color Variations
- A World of Noodles
- Exotic Rice
- Other Gourmet Grains
- Pasta and Grain Mixes
- Figure 7-1: Estimated U.S. Retail Sales of Gourmet/Specialty Pasta and Grains, 1996-2000 (dollars)
Market Size and Growth
- Methodology
- Gourmet/Specialty Pasta and Grains $810 Million in 2000
- Gourmet/Specialty Pasta Sales $515 Million
- Rice and Grains Sales $295 Million
- Table 7-1: Estimated U.S. Retail Sales of Gourmet/Specialty Pasta and Grains, 1996-2000 (dollars)
Market Composition
- Pasta Nearly Two-Thirds of Sales
- Pasta Sales Split Between Dry Pasta and Refrigerated Pasta
- Most Pasta Sales Take Place in Supermarkets
- Retail Share of Gourmet Grains Poorly Tracked
- Sales of Pasta and Grains by Region
- Pasta Sales by Season
Factors to Market Growth
- Pasta an American Favorite
- Pasta and Grains Quick and Convenient
- Food Pyramid, Mediterranean Diet Spurs Sales
- Restaurants, Retailers, Authors Spotlight Pasta and Grains
- Ethnic Diversity Broadens the Menu
- Gourmet Market Growth Driven by Product Innovations
- Aggressive Marketing
- Refrigerated Pastas Cooling Off
- Rice Consumption Growing
- Figure 7-2: Projected U.S. Retail Sales of Gourmet/Specialty Pasta and Grains, 2000-2005 (dollars)
Market Projections
- Sales to Top $1.0 Billion by 2005
- Table 7-2: Projected U.S. Retail Sales of Gourmet/Specialty Pasta and Grains, 2000-2005 (dollars)
The Marketers
- Hundreds of Marketers
- Most Large Marketers Italian or Multinational
- Many Small Marketers Privately Held
- Rare Gourmet/Specialty Imports Have a Following
- Table 7-3: The U.S. Gourmet/Specialty Pasta and Grains Market: Selected Marketers and Brands (59 Marketers)
Marketer and Brand Shares
- Methodology
- Barilla, a Gourmet Brand, the Leading Dry Pasta in Mass Market
- Nestlé Shines in Refrigerated Pasta
- Table 7-4: Top Marketers and Brands by Supermarket Share: Refrigerated Pasta, 2000 (percent): 5 Marketers/8 Brands, All Other Brands, Private Label
- Mahatma, Zatarain's Lead Mass-Market Sales of Specialty Rice and Grains
The Competitive Situation
- Major Food Companies Have the Edge
- The Role of Small Marketers
- Refrigerated Pasta Cools
- Rice and Grains Market Splintered
Competitive Profile: Barilla America, Inc. (Barilla Alimentare S.p.A.)
- Italy's Largest Pasta Maker Invades America
- Barilla Moves Production to Iowa
- Barilla's Line
Competitive Profile: The Monterey Pasta Co.
- Company Overview
- Product Lines
- Acquisitions Increase Distribution
- Internet Presence
Competitive Profile: Nestlé USA, Inc. (Nestlé S.A.)
- Corporate Overview
- Nestlé Shapes Refrigerated Pasta Market
- 52% Share of Market
- The Venerable Buitoni Brand
- Refrigerated Contadina Line Renamed Buitoni
Competitive Briefs
- Lotus Foods
- Lundberg Family Farms
- Mrs. Leeper's Pasta, Inc.
- Quaker Oats Co./Near East Food Products
Marketing and New Product Trends
- The Push to Supermarkets and Warehouse Clubs
- Flavored Pastas
- Pasta Mixes
- New Refrigerated Filled Pastas
- Rice and Grain Mixes
- Premium Plain Rice
- Selected New Product Introductions
- Table 7-5: The U.S. Gourmet/Specialty Pasta and Grains Market: Selected New Product Introductions, 1999-Spring 2000
Consumer Advertising Trends
- Major Ad Spenders
- DiGiorno Leverages Its Pizza Sister
- Making Ethnic Mainstream
- Easy to Prepare
- Examples of Consumer Advertising
Consumer Promotions
- Coupons
- Recipes
- Joint Promotions
- Barilla Participates in Sweepstakes
- Merchandise Offers
- Examples of Consumer Promotions
Trade Advertising and Promotions
- Trade Advertising
- Most Promotions Are Standard
- Recipe Brochures
- In-Store Sampling
- Examples of Trade Advertising and Promotions
Distribution and Retail
- Pasta and Grains Distributed via Standard Grocery Paths
- Refrigerated Pasta Distributed by DSD
- Supermarkets Crucial to Pasta Marketers
- Pasta and Grains Shine in Health and Natural Food Stores
- Gourmet/Specialty Stores
- Supermarket Merchandising and Display
Internet Retailing
- Corporate Websites
- Online Retailers
The Consumer
- The Simmons Survey System
- Overview of Consumer Patterns
- Barilla Pasta Users
- Contadina Pasta Users
- DiGiorno Pasta Users
- Table 7-6: U.S. Usage Levels for Selected Gourmet/Specialty Pasta and Grains (% adults): 3 Classifications
- Table 7-7: Demographic Characteristics Favoring Use of Pasta: Barilla, Contadina, and DiGiorno, 2000 (U.S. Adults)
Appendix I: Examples Of Consumer And Trade Advertising And Promotions
Appendix II: Addresses Of Selected Marketers
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