Selling
Theresa J. NarteaMarketing & Agribusiness Extension Specialist
Virginia State University-Petersburg, VA
SuperfoodsSuccessfully
• Define Superfoods Market
• Identify Superfoods Consumer
• Understand Current Trends
• Recommend Sales Strategies
Our Learning Objectives
Define Superfoods Market
a food that is considered to be very good for your health and that may even help some medical conditions
Superfood definition
Macmillan Publishers Limited. (2011). Retrieved from http://www.macmillandictionary.com/dictionary/american/superfood
The Market• Media driving Superfoods popularity
• 75% of US shoppers value & buy food for health maintenance
• Halo Effect of “Superfood” Labels
Superfoods
Business 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; MediaPost Publications. (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
U. S. functional foods 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.
Superfoods Sales Skyrocket
Superfood Category Average Weekly Sales (Retail)
Avocado $17.7MBlueberries $15.6M
Broccoli $10.6MPineapples $4.1MAlmonds $3.3MMangoes $3.2MPapaya $1.1M
Pomegranate $966,000Kale $462,000
Top U.S. Sales representing 21,000 individual U.S. retail stores
LaRoche, 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
Identify Superfoods Consumer
Who is the Superfoods Consumer?
•Young Adults (18-24) • Organics Purchaser• Local/Natural Purchaser• Food Allergy Sufferers• Older Adults (40+)• Mothers of children 0-18
What Drives Superfoods Purchasing?
• Extend Health & Improve Life• Be Attractive• Lose Weight• Improve Performance• Demonstrate Knowledge • Status
Biltekoff, 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
Make Healthy Eating Easy!
Photo Credit: http://www.healthyrevelations.com/blog/wp-content/uploads/2009/12/eating-healthy.jpg
Many Consumers Need Help
85% of Americans are 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
Understand
Current Trends
Photo Credit: http://yankeegalscafe.com/wp-content/uploads/2011/03/out-sick.jpg
Each Year, Healthier Diets Could Prevent Up To $71B:
• Medical Costs• Lost Productivity• Disability• Premature Deaths
Frazao, E. (1999). America’s eating habits: Changes and consequences. Retrieved from http://www.ers.usda.gov/Publications/AIB750/
The Importance of Diet• The Deadly 3
~ ½ of U.S. Deaths• Diabetes• Hypertension• Obesity
heart disease, cancer, stroke
Frazao, E. (1999). America’s eating habits: Changes and consequences. Retrieved from http://www.ers.usda.gov/Publications/AIB750/
Processed Food Dependency
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American diet is composed of
processed foods.Balch, P. A. (2003). Prescription for dietary wellness. (Second ed.). New York, NY: Avery
Product Advertising %
Prepared Convenience 23.5%
Sugar Based Snacks 13.2%
Cooking Products/Seasoning 10.3%
Food Beverages 8.8%
Soft Drinks 8.6%
Dairy & Eggs 7.5%
Meats & Fish 4.0%
Produce 1.9%
Bakery Goods 5.5%
Processed Foods 64.4%
Superfoods 18.9%
Advertisers spent
$7B on 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
• 34% Youth (12-17) are Dieting
• Highest Obesity Rates
• 40+ Black & Hispanic Women
• 1 of 3 Kids Overweight Sloane, A. E. (2008, 2010). The top 10 functional foods trends. Food Technology.
Trend: Drinks Superfoods
Photo Credit: http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%25202008/aa-martini-3.jpg
Trend: Supplements Superfoods
Photo Credit: http://iconicnutra.com, http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/Q9fNsUC1Abc/s1600/superfoodRender.jpg
Trend: Pet Superfoods
• European Union Banned Superfoods Labeling
• Superfoods Labeling Not Regulated in U.S.
Superfoods Labeling Issues
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
Recommend
Sales Strategies
Selling Superfoods is more than about
making money if you are an ethical
marketer.
Cosmetic Foods anti-aging
Healthy Hairhttp://www.webmd.com
Dark Green VegetablesBeansNuts
PoultryEggs
Whole GrainsOysters
Low Fat DairyCarrots
Glowing Skinhttp://www.webmd.com
Low Fat DairyBerriesPlums
WalnutsFlax SeedOlive Oil
Whole GrainsTurkeyNuts
Photo 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
Food Medicine: Nutraceuticals
Boosting Immunity
http://online.prevention.com/flu_immunity/list/1.shtml
YogurtOats
BarleyGarlicFish
ChickenTea
BeefSweet Potatoes
Mushrooms
Healthy Blood Pressure
http://www.mypyramid.gov
Sweet PotatoesWhite Potatoes
BeansTomatoes
Beet GreensSoybeans
Lima BeansWinter Squash
Spinach
Medical Related Diets
Dairy-freeGluten-free
Low FatLow Sodium
SoySugar Conscious
VegetarianWheat-free
Sell NEW, UNIQUE
Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology. Retrieved from http://sloantrend.com/Documents/2010-04%20IFTFunctional%20Food%20Trends.pdf
Sell By COLOR
Nutralite Health Insitute. (2010). America’s phytonutrient report: Heart health by color. Retrieved from http://thecoloringbook.opportunityzone.com/
Photo Credit: http://www.hometownseeds.com/images/Carrot%20Seeds,%20Purple%20Haze-Vegetable%20Seeds.jpg
You know how to grow carrots…Try to grow a different, new color!
Photo Credit: http://msnbcmedia1.msn.com/j/ap/whole%20foods%20health-818374907_v2.grid-6x2.jpg
Arrange by Color!
Sell By• 58% consumers buy for
new/improved recipes
• 37% seek new flavor combinations
• 30% desire improved taste & flavor
• 18% want fresh taste & texture
TASTE
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Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology. Retrieved from http://sloantrend.com/
Sell By VALUE PRICING
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Sell By CARING
Sell By TEACHING
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Sell with SIGNS
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
Eat Your Vitamins!
Rich in Vitamin C!
Keep Simple!
Sell with• Get Mapped at Google.com• Get on YellowPages.com• List on Local Harvest.org• List on Virginia Grown• List on Virginia Tourism• Brochure (focus health)• Biz Cards• Call the Newspaper (Food/Living Columnist)
WEB & P.R.
What We Learned• Superfoods (SF) Market Booming
• Consumer SF Education Vital
• Current Trends Promote SF Sales
• Emphasize SF to Sell More
Photo Credit: http://www.zerofrictionfatlossx.net/images/eating.jpg
Start Selling Superfoods!
Theresa J. Nartea Marketing & Agribusiness Extension Specialist, Virginia State University Petersburg, VA
804-524-5491 [email protected]
Be Healthy
& Thank You for
Listening!