Transcript of Selling Superfoods Successfully
- Selling Theresa J. Nartea Marketing & Agribusiness
Extension Specialist Virginia State University-Petersburg, VA
Successfully
- Our Learning Objectives
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- Identify Superfoods Consumer
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- Understand Current Trends
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- Recommend Sales Strategies
- 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
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- Media driving Superfoods popularity
- 75% of US shoppers value & buy food for health
maintenance
- Halo Effect of Superfood Labels
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 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_S
USDA AMS. (2011). National fruit & vegetable retail report.
Retrieved from http://www.ams.usda.gov/mnreports/fvwretail.pdf
Superfood Category Average Weekly Sales (Retail) Avocado $17.7M
Blueberries $15.6M Broccoli $10.6M Pineapples $4.1M Almonds $3.3M
Mangoes $3.2M Papaya $1.1M Pomegranate $966,000 Kale $462,000
- Identify Superfoods Consumer
- Who is the Superfoods Consumer?
- What Drives Superfoods Purchasing? 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
- 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
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- Each Year, Healthier Diets Could Prevent Up To $71B :
Frazao, E. (1999). Americas eating habits: Changes and
consequences. Retrieved from
http://www.ers.usda.gov/Publications/AIB750/
- heart disease, cancer, stroke Frazao, E. (1999). Americas
eating habits: Changes and consequences. Retrieved from
http://www.ers.usda.gov/Publications/AIB750/
- Processed Food Dependency Photo Credit:
http://www.qcap.org/files/lunchtime%20at%20HS(1).jpg Balch, P. A.
(2003). Prescription for dietary wellness. (Second ed.). New York,
NY: Avery
- 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 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%
- Photo Credit:
http://0.tqn.com/d/healthinsurance/1/0/q/-/-/-/obesity_1.jpg
Sloane, A. E. (2008, 2010). The top 10 functional foods trends.
Food Technology.
- Trend: Drinks Photo Credit:
http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%25202008/aa-martini-3.jpg
- Trend: Supplements Photo Credit: http://iconicnutra.com,
http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/Q9fNsUC1Abc/s1600/superfoodRender.jpg
- Trend: Pet
- 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
- Cosmetic Foods anti-aging Healthy Hair http://www.webmd.com
Dark Green Vegetables Beans Nuts Poultry Eggs Whole Grains Oysters
Low Fat Dairy Carrots Glowing Skin http://www.webmd.com Low Fat
Dairy Berries Plums Walnuts Flax Seed Olive Oil Whole Grains Turkey
Nuts 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 Yogurt Oats
Barley Garlic Fish Chicken Tea Beef Sweet Potatoes Mushrooms
Healthy Blood Pressure http://www.mypyramid.gov Sweet Potatoes
White Potatoes Beans Tomatoes Beet Greens Soybeans Lima Beans
Winter Squash Spinach
- Medical Related Diets Dairy-free Gluten-free Low Fat Low Sodium
Soy Sugar Conscious Vegetarian Wheat-free
- Sell 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 Nutralite Health Insitute. (2010). Americas
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
- Photo Credit:
http://msnbcmedia1.msn.com/j/ap/whole%20foods%20health-818374907_v2.grid-6x2.jpg
- Sell By
- 58% consumers buy for new/improved recipes
- 37% seek new flavor combinations
- 30% desire improved taste & flavor
- 18% want fresh taste & texture
Photo Credit:
http://2.bp.blogspot.com/_d8R4n9H7fR0/TOVP9sWG1xI/AAAAAAAAAYc/Ns9KNRMn_lU/s1600/mom-eating-healthy.jpg
Sloane, A. E. (2010). The top 10 functional foods trends. Food
Technology. Retrieved from http://sloantrend.com/
- Sell By Photo
Credit:http://fastfood.ocregister.com/files/2010/02/extra-value-menus.jpg
- Sell By
- Sell By Photo Credit: http://www.choosemyplate.gov/
- Sell with 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
- List on Local Harvest.org
- Call the Newspaper (Food/Living Columnist)
- 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_address] Be Healthy & Thank You for
Listening!