The Products

• Core Kosher vs Kosher-Certified
• Meat, Dairy, or Parve
• Kosher for Passover
• The Kosher Certification Process
• Four Major Agencies
• Equipment Standards
• Kosher Packaging

The Market

• Core Kosher Retail Sales Near $35 Billion in 1997
• Core Kosher Sales to Approach $7 Billion in 2002
• Table 1-1: The Core Kosher Foods Market: US Retail Sales, 1993- 2002 (dollars)
• Overall Kosher Market Tops $35 Billion in 1997
• Overall Kosher Market to Approach $59 Billion by 2002
• Table 1-2: The Overall Market for Kosher-Certified Foods: US Retail Sales, 1993- 2002 (dollars)
• Core Kosher Accounts for only 10% of Market
• Figure 1-1: Share of Retail Sales in US Kosher Foods Market: Core Kosher vs Other Kosher-Certified, 1997 (percent)
• Number of Kosher Products Continues to Rise
• An Increase in Consumers Seeking Kosher Products
• Supermarkets Sell Majority of Kosher Products
• 29% of Kosher-Seeking Consumers Are Jewish

The Marketers

• Over 8,000 Marketers of Kosher Products
• Taking Nothing for Granted
• Taking Kosher Mainstream
• Beech-Nut and Dannon Gain Leverage from Certification
• Oreo Cookies Go Kosher
• Taking Kosher Wine Upstream
• Private Label Checks In
• Certifying Organizations a "Fractious Fraternity"
• New Product Introductions
• Tracking Ad Expenditures
• Holiday-Targeted Advertising
• Core/Mainstream Alliances
• KosherFest
• The Kosher Food and Jewish Life Expo

Distribution, Retail, and the Consumer

• The Kosher Food Distribution Association
• Distributors Have Held the Cards
• But Current Environment Shifts the Balance of Power
• Kosher Products at 10%-25% Premium
• Passover Prices on the Rise
• Consumer Overview
• Median Household Income of $66,526 for Jewish Adults
• Median Age of 354 for Muslim Adults
• Hebrew National vs Best's Kosher
• Kosher Frankfurters and Jewish Demographics
• A Variant Profile for Kosher Wine
• Manischewitz vs Mogen David

Scope and Methodology

• Market Parameters
• Report Methodology

II The Products

Introduction

• Scope of Report
• Kosher or Kashrut
• The Range of Proscriptions
• Beverage Laws
• Maintaining a Kosher Household
• The Passover Holiday
• Preparing the Household for Passover

Product Classifications

• Various Classifications
• Core Kosher vs Kosher-Certified
• Meat, Dairy, or Parve
• Glatt Kosher
• Kosher for Passover

Certification and Regulation

• The Kosher Certification Process
• Kosher Slaughter
• Over 200 Certification Organizations
• Four Major Agencies
• Fees Associated with Certification
• The Role of the USDA
• Kosher Enforcement at the State Level
• Church, State, and Kosher
• The Division of Consumer Affairs Increases Vigilance
• FDA Revokes Kosher Provision
• Slaughter Guidelines

Ingredient Checklist

• Ingredients Subject to Evaluation
• Non-Kosher Ingredients
• Substitute Ingredients

Packaging and Labeling

• Equipment Standards
• Kosher Packaging
• Kosher Symbols
• The "K" Symbol

Guidelines for Secondary Consumer Groups

• Muslim Dietary Laws: Halal and Haram
• Muslim Principles for Meat Slaughter
• IFANCA Certification
• Seventh Day Adventists
• Vegetarians
• Consumers with Food Allergies

III The Market

• Figure 3-1: The Core Kosher Foods Market: US Retail Sales, 1993- 1997 (dollars)

Market Size and Growth

• Methodology for Sales Estimates
• Core Kosher Retail Sales Near $35 Billion in 1997
• Table 3-1: The Core Kosher Foods Market: US Retail Sales, 1993- 1997 (dollars)
• Overall Kosher Market Tops $35 Billion in 1997
• Table 3-2: The Overall Market for Kosher-Certified Foods: US Retail Sales, 1993-1997 (dollars)
• Number of Kosher Products Continues to Rise
• Table 3-3: Number of Kosher-Certified Products in US Retail Food Market, 1993-1997
• Average Kosher Product Garners $850,000 in Annual Sales
• An Increase in Consumers Seeking Kosher Products
• Table 3-4: Number of US Consumers Seeking Kosher-Certified Products, 1993-1997
• Kosher Consumers Spend $5,000 Annually on Certified Products

Market Composition

• Core Kosher Accounts for only 10% of Market
• Figure 3-2: Share of Retail Sales in US Kosher Foods Market: Core Kosher vs Other Kosher-Certified, 1997 (percent)
• Supermarkets Sell Majority of Kosher Products
• 29% of Kosher-Seeking Consumers Are Jewish
• The Jewish Population by Region
• Table 3-4: Regionality of Distribution of US Jewish Population, 1997 (percent): Northeast, Midwest, West, South
• Sales of Kosher Frankfurters by Region
• Table 3-5: Regionality of Kosher Frankfurter Purchasing by Brand:
• Hebrew National vs Best's Kosher, 1997 (% of Adult Population vs % of Principal Shoppers Purchasing Brand)
• Sales of Kosher Wines by Region
• Table 3-6: Regionality of Kosher Wine Usage by Brand: Manischewitz vs Mogen David, 1997 (% of Adult Population vs % of Adults Using Brand)
• Sales by Season: Holidays Are Key

Factors Affecting Market Growth

• The Orthodox Consumer
• The "Contemporary" Kosher Consumer
• Haute Kosher
• Beyond the Core
• Marketing to Muslims?
• The Vegetarian Factor
• Kosher Foods and Food Allergies
• Kosher Foods and Food Purity
• Kosher Certification and "Good Housekeeping"
• Kosher Certification Organizations on the Rise
• The Mainstream Switch
• Pros and Cons of Higher Price Points
• The Passover Bounty
• Kosher Spillover and Retail Sales
• Figure 3-3: The Core Kosher Foods Market: Projected US Retail Sales, 1997-2002 (dollars)

Projected Market Growth

• Core Kosher Sales to Approach $7 Billion in 2002
• Table 3-7: The Core Kosher Foods Market: Projected US Retail Sales, 1997-2002 (dollars)
• Overall Kosher Market to Approach $59 Billion by 2002
• Table 3-8: The Overall Market for Kosher-Certified Foods: US Retail Sales, 1997-2002 (dollars)
• Number of Kosher-Certified Products Expected to Rise Annually at 11%-12% Rates
• Table 3-9: Projected Number of Kosher-Certified Products in US Retail Food Market, 1997-2002
• Kosher-Seeking Consumers to Top 10 Million by 2002
• Table 3-10: Projected Number of US Consumers Seeking Kosher-Certified Products, 1997-2002

IV The Marketers

The Marketers

• Over 8,000 Marketers of Kosher Products
• Over 40,000 Kosher Products Offered
• Core Kosher Marketers
• Mainstream Kosher Marketers
• Specialty Food Suppliers
• Table 4-1: The US Market for Kosher Foods: Selected Marketers by Product Category

Competitive Situation

• You Don't Have to Be Jewish to Love Levy's
• Beech-Nut and Dannon Gain Leverage from Certification
• Oreo Cookies Go Kosher
• Private Label Checks In
• Certifying Organizations a "Fractious Fraternity"
• Competitive Profiles

Competitive Profile: B Manischewitz Co

• Corporate Overview
• Canandaigua Brands and Manischewitz Wine
• Competing Through New Product Offerings
• The Advertising and Promotion Push
• Website Presence
• More Questions About Passover Pricing
• Sale to the Bernstein Group?

Competitive Profile: Beech-Nut Nutrition Corp (Ralcorp Holdings, Inc)

• Corporate Overview
• Kosher for Baby

Competitive Profile: ConAgra, Inc

• Corporate Overview
• The Kosher ConAgra
• Hebrew National and a Higher Authority

Competitive Profile: Empire Kosher Poultry, Inc

• Corporate Overview
• The Passover Focus
• Legal Skirmishes
• Is Kosher Really Safer?
• Empire Wins on Flavor
• The Empicure and the Empire Website
• Pound for Pound Promotion

Competitive Profile: Hain Food Group, Inc

• Corporate Overview
• The Kineret Makeover
• New Product Introductions

Competitive Profile: Kraft Foods, Inc (Philip Morris Cos, Inc)

• Corporate Overview
• "One-Company" Organization
• The Kosher Kraft

Competitive Profile: Nabisco, Inc (RJR Nabisco Holdings Corp)

• Corporate Overview
• The Kosher Focus

Competitive Profile: Rokeach Foods

• Corporate Overview
• An Expanded Product Reach
• Something for Everyone
• Passover Pricing Investigation

Competitive Profile: Royal Wine Corp

• Corporate Overview
• An Appeal to Non-Kosher Consumers
• An Interactive Website

Competitive Profile: Sara Lee Corp

• Corporate Overview
• The Bessin Corp
• A Healthier Hot Dog

Competitive Profile: Vita Food Products, Inc

• Corporate Overview
• New Products from Old Foods

Marketing and New Product Trends

• Taking Nothing for Granted
• Taking Kosher Mainstream
• Taking Kosher Wine Upstream
• New Product Introductions
• Table 4-2: The US Market for Kosher Foods: Selected New Product Introductions by Core Kosher Marketers or Divisions, 1997 - Spring 1998
• Table 4-3: The US Market for Kosher Foods: Selected New Product Introductions by Mainstream Marketers, 1997 -Spring 1998

Advertising and Promotion

• Tracking Ad Expenditures
• Marketing and Media
• Holiday Targeted Advertising
• Answering (Again) to Authority
• Beech-Nut Targets the New-Born
• Kraft Products for Passover
• Core/Mainstream Alliances
• Products on Parade
• KosherFest
• The Kosher Food and Jewish Life Expo
• Samples of Consumer Advertising and Promotions

V Distribution, Retail and the Consumer

At the Distribution Level

• Direct vs Distributor Distribution
• The Kosher Food Distribution Association
• The What Is Kosher Program
• Distributors Have Held the Cards
• But Current Environment Shifts the Balance of Power
• Kosher-Certification Trend Ambushes Distributors

At the Retail Level

• Expanding Consumer Base in Supermarkets
• Some Retailers Hesitate to Expand or Establish Kosher Sections
• Most Retailers Continue to Expand Kosher Offerings
• Kosher Merchandising
• Kosher Products at 10%-25% Premium
• The Passover Push
• Increased Passover SKUs
• Passover Marketing and Margins
• Passover Prices on the Rise
• Matzo Prices and "Customer Encouragement"
• Kosher Grocers and The Marketplace
• CyberKosher

At the Consumer Level

• Consumer Overview
• The Jewish Population
• Table 5-1: Jewish Population Statistics for the United States by Geographic Region (number and percent): Northeast, South, West, Midwest
• Shift to the Sunbelt
• Top Ten Areas by Jewish Population
• The Jewish Consumer and the Kosher Market
• The Muslim Population
• The Muslim Consumer and the Kosher Market
• The Seventh Day Adventist Consumer
• Vegetarians and Consumers with Food Allergies
• Lactose Intolerance the Sleeping Giant?
• Other Consumer Groups

Simmons Market Research Data

• The Simmons Consumer Survey
• Simmons Data on the Kosher Market

Consumer Overview: Religious Classification

• National Breakout by Religion or Denomination
• Table 5-2: US Adult Population by Religious Classification, 1997 (number and percent): 18 Religious Classifications
• Median Household Income of $66,526 for Jewish Adults
• Prime Demographic Segments
• Segments Showing Under-Representation
• Median Age of 354 for Muslim Adults
• Prime Demographic Segments
• Segments Showing Under-Representation
• Table 5-3: Demographic Indicators by Religious Affiliation: Jewish vs Muslim, 1997 (US Adults)

Consumer Focus: Kosher Frankfurters

• Hebrew National vs Best's Kosher
• Kosher Frankfurters and Jewish Demographics
• Resisters to Kosher Frankfurters
• Table 5-4: Demographic Characteristics Favoring Purchase of Kosher Frankfurters by Brand: Hebrew National vs Best's Kosher, 1997 (US Principal Shoppers)
• Kosher vs Oscar Mayer and Ball Park
• Table 5-5: Demographic Characteristics Favoring Purchase of Frankfurters/Wieners, 1997 (US Principal Shoppers): All Brands, Oscar Mayer, Ball Park

Consumer Focus: Kosher Wines

• A Variant Profile
• Manischewitz vs Mogen David
• Resisters to Kosher Wine
• Table 5-6: Demographic Characteristics Favoring Consumption of Kosher Wine by Brand: Manischewitz vs Mogen David, 1997 (US Adults)
• Kosher vs Domestic
• Table 5-7: Demographic Characteristics Favoring Consumption of Domestic Wine, 1997 (US Adults)

Appendix I: Advertisements. This appendix appears in bound editions only.
Appendix II: Addresses of Selected Marketers and National Certifying Organizations.