January Grocery Store Choice & Value for Money A Global Nielsen Consumer Report

Transcription

1 January 2008 Grocery Store Choice & Value for Money A Global Nielsen Consumer Report

2 Organic products are popular with shoppers, but considered too expensive, with one in two Europeans and North Americans #1 influencer citing cost of grocery as main store reason choice for not buying Five six shoppers organics. claim good value more important than range, location, Global consumers vote good value for money convenience & environmental friendliness Functional foods are most popular in North America, with The new rules for retailing success Perception, Selection, whole Location grain, high fibre foods and cholesterol-reducing oil and The rules margarines of retailing game seem leading to be changing dramatically Functional Food ranking. as consumers re-evaluate ir criteria for choosing stores y spend ir money in. According to a recent survey Europeans conducted by The Nielsen reject Company, Location, majority Location, of functional foods to choose Location mantra used by retailers as critical success factor natural may need to be and revised. full Globally, flavoured consumers have revealed foods over low calorie options. that Good Value for Money is now most important factor in determining where y buy ir groceries. Organic products remains one of most sought-after food categories in Europe and On a scale of 1 (low) to 5 (high), how important are North following America factors when but you high are deciding prices where and to minimal do your grocery shopping? - Global average (point score) selection and/or lack of availability remain 4.32 biggest obstacles to ir furr growth, according to latest Organics and Functional 2.71 Food survey from The Nielsen Company released at ANUGA today. Good value for money Better selection of high quality The one closest The most convenient/easy Uses recyclable bags and brands and products parking packaging According to Nielsen survey, one in two Europeans and Base: All respondents North Americans say main reason y don t buy organic is simply because it s too expensive. In many markets, from UK to Nordics, demand for organic products can Nielsen found an overwhelming eighty-five percent of exceed world s supply, consumers which ranked is why Good cost Value of most for Money organic most products important is consideration beyond reach when of choosing average a grocery consumer. store, with most avid value-seekers hailing from Philippines, Singapore, Portugal, Germany, India and Austria. On a scale of 1 (low) to 5 (high), how important are following factors when you are deciding where to do your grocery shopping? - Top 10 Good value for money (point score) Philippines Singapore Portugal Germany India Austria South Africa Base: All respondents Organic growth continues Malaysia Turkey Italy Organic Value Sales % of Organic Sales to Total Category % Sales + Growth 07 vs 06 Conducted twice-a-year among 26,486 internet users in % Produce 4.1 1,475 markets from Europe, Asia Pacific, Americas and Middle Meat, fish, poultry 3.1 1,238 East, Nielsen most recently surveyed consumers on factors Dairy 2.9 1,032 that influenced ir choice of grocery store. In addition to Chilled 2.0 Good Value for Money, Nielsen survey asked consumers Bakery % to rank relative importance Total defined of organic a number 1.3 of or features, including: Better Selection of High Grocery Quality 1.2Brands and Products; 16% Closest Location; Most Convenient/Easy Counter deli 0.8 Parking; and 3% Years Ending use Frozen % of Recyclable 76% 83% Bags and Packaging. 3% Penetration BWS 0.2 Organics market - UK Consumers clearly associate Organic with personal health and wellness most important lifestyle trend of this decade. According to survey, one in two (48%) European consumers and 57 percent of North Americans say main reason y choose organic products is because it s healthier for me. Only one in seven Europeans (16%) said y bought organic products because it s better for my children or because it s better for environment. 21

3 Highest Location ranking is still important in European region for organics are Greek Where (67%) you retail and Spanish still of consumers critical importance (60%) who but said only y from a buy market organic selection products perspective; because it s findings healthier clearly for me suggest while that one rules in five of Portuguese retailing consumers game changed buy depending organic because on where it s you retailed. For instance, Nielsen survey found that Malaysian healthier for my children. In renowned green and shoppers prefer supermarkets with most convenient/easy environmentally-friendly parking, South Koreans, Nordic Indonesians countries and of Germans Finland, like Sweden, supermarket Norway closest and to Denmark, m, Russians main and reason Indians consumers seek out buy supermarkets organics is offering because a it s better better selection for of environment high quality brands while and products, while Filipinos and Singaporean top global one in four () Dutch consumers buy organic because it s rankings for placing most importance on getting good value for kinder money. to animals. This unique global snapshot of shopping habits and changing In Nordics where demand for organics exceeds supply, motivations behind grocery shopping behaviour adds greater Nielsen s dimension Health to what and shoppers Organics demand report released from grocery in Sweden retailers earlier today. this These year important cited a significant differences increase shopper in awareness preferences for across environment regions and by countries Swedish are consumers, likely to have yet a significant selection of role organic in determining products retailer is limited success in with many categories. increasing Consumers consolidation and globalization of retail industry. tell us that if se products were readily available and easily The second found most during important ir shopping attribute trip for - y world s would shoppers was a retail outlet that offered a Better Selection of High Quality definitely choose organic products, said Patrick Dodd, Brands and Products. These results chart evolution of President, grocery shopper ACNielsen as well. Europe, Today s The shopper Nielsen appears Company. to be what retailing pundits aptly refer to as The schizophrenic shopper - shoppers that expect best of both worlds from retailers today. On one hand, shoppers are inclined to be bargain By hunters focussing and demand functional good value for and ir organic grocery dollar, food and on at Anuga or, y we also are expect responding retailers to stock a actual wide selection and of high quality brands. important aspects This dual demand indicates that same consumers want cheapest of of current cheap demands. in some categories The and international best of best in scope ors. of Anuga will drive development of both sectors immensely. Wolfgang Kranz, Executive Vice President Koelnmesse GmbH On a scale of 1 (low) to 5 (high), how important are following factors when you are deciding where to do your grocery shopping? - Better selection of high quality brands and products (point score) EEMEA Latam Asia Pacific North America Europe Global Average Base: All respondents In Ranking Denmark, highest organic for choosing sales have a supermarket grown 16% in that offers last year. a Better As Selection in or of countries, High Quality organic Brands choices and Products are gaining were greater consumers in world s booming economies of Russia (93%), India (79%) shares in categories where y are offered, but are also and China (78%) as well as emerging Baltic countries of being Latvia introduced (78%) and into Lithuania new categories (77%) sending that previously a clear message had to no retailers organic operating offering. in or entering those markets. Among those who say y never purchase organic products, main On a reason scale of for 1 (low) not to purchasing 5 (high), how is because important y are don t believe following y offer factors additional when you health are deciding benefits where (53%) to do and your 35 grocery shopping? - Top 10 Better selection of high quality percent brands cite and too products expensive. (point score) 4.62 In UK, demand for 4.15 organic 4.15 produce 4.13 has increased around twenty percent year-on-year for past two years, particularly for fresh fruit and vegetables where demand is currently outstripping supply. Per capita, UK is world s biggest market for organics, with 1.4 billion organic sales in past year. Russia India China Latvia Lithuania UAE Philippines Vietnam South Africa Chile Base: All respondents 3 2

4 Organic Evidence that reflects products differences are in shopper popular preference with shoppers, but considered across countries is mounting. For instance, foreign retailers On a scale of 1 (low) to 5 (high), how important are too looking to expensive, enter emerging with Baltic markets one would in be two well Europeans and North advised to consider fact that local consumers don t react grocery shopping? - The one closest (point score) Americans to promotions and price citing discounts as cost much as as or countries. main reason for not 3.72 Instead, brand reputation, quality and buying habits are more buying important. Earlier organics. this year, Nielsen s ShopperTrends survey for Baltics revealed that consumers are only inclined to buy promotional items when y already like and trust a brand Functional price promotions and foods discounts are simply most not enough popular to in North America, with attract shoppers to a specific retailer in a highly competitive whole and concentrated grain, retailer environment. high fibre foods and cholesterol-reducing oil and As large margarines numbers of consumers leading fast-growing, emerging Functional Food ranking. markets, see ir disposable incomes rise and attain newly acquired, discerning tastes, y seek premium international Promotion and Perception triple play Europeans grocery products in ir reject shopping baskets majority and head to of functional foods to choose supermarkets with a better offering of high quality, branded natural products. Typically, and this full forms flavoured underlying basis foods for over low calorie options. high degree of correlation between an increase in per capita Gross Domestic Product and an increase in share of market that goes through Modern Trade, i.e. Supermarkets and Organic products remains one of most Hypermarkets. sought-after food categories in Europe and North America but high prices and minimal Access and Ease - still important but no longer only selection and/or lack of availability remain differentiators biggest obstacles to ir furr growth, according to latest Organics and Functional Food survey from The Nielsen Company released at ANUGA today. In a world where all retailers choose locations that are accessible and convenient to travel to in terms of parking and related amenities, location ceases to be only differentiator and is now less important than value for money and selection of high quality products and brands. Choosing a supermarket because it s close to where y live According to Nielsen survey, one in two Europeans and (Location) - and Convenient/Easy Parking ranked third and North fourth in Americans importance say on main Nielsen reason list. y The don t Closest buy store organic was is most simply important because to it s EEMEA too expensive. and Asia Pacific In many consumers, markets, from and of least UK importance to Nordics, to Europeans. demand for organic products can exceed supply, which is why cost of most organic products is beyond reach of average consumer. following factors when you are deciding where to do your EEMEA Asia Pacific Latam North America Europe Global Average Base: All respondents What Good Value means to consumers - The Price, With consumers becoming more difficult to read, way in which y define notions such as Good Value becomes critically important for retailers to understand. For those consumers who claimed Good Value as ir most important consideration, Nielsen went on to ask how y defined it. Their answers revealed Organic that growth creating continues image of Good Value Organic Value Sales % of Organic Sales to Total Category for a retailer would entail employing triple play strategy % Sales + of Price, Promotions and Perceptions to attract consumer 07 Growth favor vs 06 over or +20% retailers. Produce 4.1 1,475 1,238 Meat, fish, poultry 3.1 1,032 Dairy 2.9 Price and Promotion - The importance Chilled of giving 2.0 shoppers a good deal Bakery % Total defined organic 1.3 Of those consumers who rated good Groceryvalue 1.2 for money as 16% very or 20 quite important when deciding Counter where deli 0.8 to do ir grocery 3% Years Ending shopping, three in four said it was important Frozen 0.6that a supermarket 74% 76% 83% 3% ran a lot Penetration of promotions and regular price BWS discounts, 0.2 and seventy percent said it was important Organics market - UK store had a reputation for being cheaper than competitors - even if, in reality, this was not case. In third place was prices published in store s Consumers own leaflets, clearly followed associate by I research Organic and with compare personal prices health across and retailers, wellness price reductions most important offered through lifestyle loyalty/store trend of this cards and decade. stores that According promised to to have survey, every one day in low two prices. (48%) European consumers and 57 percent of North Americans say main reason y choose organic products is because it s healthier for me. Only one in seven Europeans (16%) said y bought organic products because it s better for my children or because it s better for environment. 41

5 Highest ranking in European region for organics are Greek In deciding (67%) and what Spanish stores offer consumers good value (60%) for money, who said y how important are following - Global average (Very buy important/somewhat organic products because important) it s healthier for me while one in five Portuguese consumers buy organic because it s The store runs a lot of promotions and regular price discounts healthier The store has for a reputation my for children. being cheaper than In ir renowned green and competitors environmentally-friendly The prices published in store's own leaflets, Nordic flyers, etc countries of Finland, I research and compare prices across retailers 60% Sweden, Norway and Denmark, main reason consumers Price reductions retailers offer ir Store card holders buy organics is because it s better for environment while The store promises to have every day low prices one The in store four carries () a lot of Private Dutch Label products consumers that are buy organic because it s cheaper kinder to animals. Friends tell me where to get best value In Nordics where demand for organics exceeds supply, Nielsen s Health and Organics report released in Sweden earlier Again, this regional year cited and country a significant differences increase prevailed. in awareness European for shoppers environment rated stores by Swedish that run consumers, a lot of promotions yet selection and regular of organic price discounts products and is that limited have in a many reputation categories. for being Consumers cheaper as two best indicators of Good Value. tell us that if se products were readily available and Asia Pacific shoppers who rated good value for money as easily found during ir shopping trip - y would very or quite important when deciding where to go grocery definitely shopping defined choose prices organic published products, in said store s Patrick own Dodd, promotional President, material and ACNielsen stores Europe, promise The to have Nielsen every Company. day low prices as ir most important Good Value indicator. Asian shoppers were also most likely to research and compare prices across retailers (although over three quarters of Turkish, Brazilians, By Polish focussing and Portuguese functional consumers and say y organic also research food and at compare Anuga prices). we Asians are responding are also most likely to actual to listen and to wordof-mouth and friends who tell m where to get best value. important Shoppers in EEMEA aspects and Europe of current were most demands. likely to believe that price reductions through store/loyalty cards are Good Value. The international scope of Anuga will drive development of both sectors immensely. important are following - The store runs a lot of promotions and regular price discounts (Very important/ Somewhat important) Wolfgang Kranz, Executive Vice President Koelnmesse GmbH 57% 57% 54% 50% 62% 70% 75% Promotions and regular price discounts appealed most to bargain-hunters. Nearly ninety percent of Portuguese and Taiwanese shoppers said y shopped in stores which offered promotions and price discounts. Over eighty-five percent of Malaysian, Singaporean and Brazilian shoppers agreed with m. important are following - Top 10 The store runs a lot of promotions and regular price discounts (Very important/ Somewhat important) 89% 89% 87% 87% 86% In Denmark, organic sales have grown 16% in last year. As in or countries, organic choices are gaining greater shares in categories where y are offered, but are also being introduced into new categories that previously had no organic offering. Portugal Taiwan Malaysia Singapore Brazil Hong Kong 82% 82% 81% 81% 80% Philippines Among those who say y never purchase organic products, main reason for not purchasing is because y don t believe y offer additional health benefits (53%) and 35 percent cite too expensive. In UK, demand for organic produce has increased around twenty percent year-on-year for past two years, particularly for fresh fruit and vegetables where demand is currently outstripping supply. Per capita, UK is world s biggest market for organics, with 1.4 billion organic sales in past year. Greece Nerlands Poland 82% 80% 74% 71% 67% 75% Europe Asia Pacific EEMEA North America Latam Global Average 5 2

6 Organic Interestingly, re products are some consumers are who popular are not attracted with shoppers, but considered to promotions and regular price discounts. One in four () too Finnish shoppers expensive, said price promotions with and one discounts in were two not Europeans important are and following North - Top 10 The store has a important and emerging European economies of Russia, important/somewhat important) Americans Hungary and Estonia shared citing view. cost as main reason for not The reasons for this can sometimes relate to a market s maturity 90% 85% buying organics. 84% 82% 81% 81% and evolution of its media. In Russia s urban centers for instance, retail and media trade are both highly fragmented and it s difficult for consumers to receive and access information Functional foods are most popular in North America, with on price discounts and promotions. This creates a situation whole where Russian grain, shoppers aren t high interested fibre in promotions foods and and cholesterol-reducing oil regular price discounts due to a lack of awareness simply and because advertising margarines and promotional leading channels are still under- Functional Food ranking. developed. Europeans reject majority of functional foods to choose Reputation - Good value is a matter of mind natural and full flavoured foods over Or elements low of calorie Value In-store options. activity, price A store s reputation for being cheaper than ir competitors was second most influential factor in what constitutes Good Value in consumers minds. The power of perception is very Organic products remains one of most sought-after food categories in Europe and North America but high prices and minimal selection and/or lack of availability remain out of four Irish and Spanish shoppers. biggest obstacles to ir furr growth, according to latest Organics and Functional Food consumers. survey from The Nielsen Company released at ANUGA today. important especially among South East Asian shoppers. Ninety percent of Filipinos and over eighty percent of Singaporeans, Indonesians, Malaysians and Taiwanese are influenced by price perception, along with eighty-two percent of Greeks and three Interestingly, least concerned about a store s price perception as being cheaper were Danish, Finnish and German According to Nielsen survey, one in two Europeans and North Americans say main reason y don t buy organic is simply because it s too expensive. In many markets, from UK to Nordics, demand for organic products can exceed supply, which is why cost of most organic products is beyond reach of average consumer. reputation for being cheaper than ir competitors (Very comparison, loyalty cards and Everyday Low Prices (EDLP) Adding furr insight into global shopping habits, sixty-two percent of consumers said y were influenced by prices Organic growth continues published by supermarkets in ir own in-store promotional Organic Value Sales % of Organic Sales to Total Category material. + 79% 78% 78% 77% Philippines Singapore Indonesia Greece Malaysia Taiwan Mexico India UAE Chile % Sales Growth 07 vs % 1,475 Produce 4.1 1,238 Meat, fish, poultry 3.1 Dairy 2.9 1,032 important are following - The Chilled prices published 2.0 in store s own leaflets, flyers, etc (Very Bakeryimportant/Somewhat % important) Total defined organic 1.3 Grocery % 71% % % Counter deli Years Ending 59% % 3% 74% 76% 83% Frozen % 3% Penetration BWS 0.2 Organics market - UK Asia Pacific Europe EEMEA North America Latam Global Average Base: Those rated good value for money very or quite important when deciding where to do grocery shopping Consumers clearly associate Organic with personal health and wellness most important lifestyle trend of this decade. According to survey, one in two (48%) European consumers and 57 percent of North Americans say main reason y choose organic products is because it s healthier for me. Only one in seven Europeans (16%) said y bought organic products because it s better for my children or because it s better for environment. 61

7 Highest Four in ten ranking global in consumers European take matters region for into organics ir own are hands and ensured y got good value by researching and comparing Greek (67%) and Spanish consumers (60%) who said y prices across retailers. This was an important task for Turks buy (84%), organic Filipinos products (79%), because Brazilians it s healthier and Poles for (78%) me while and one Portuguese in five Portuguese and Thais (77%). consumers buy organic because it s healthier for my children. In renowned green and environmentally-friendly Nordic countries of Finland, Sweden, In deciding Norway what and stores Denmark, offer good value main for reason money, consumers buy how organics important is because are it s following better - for Top 10 environment I research and while compare prices across retailers (Very important/somewhat one in four () Dutch consumers buy organic because it s important) kinder to animals. 84% 79% 78% 78% 77% 77% In Nordics where demand for organics 74% exceeds 74% 71% supply, 71% Nielsen s Health and Organics report released in Sweden earlier this year cited a significant increase in awareness for environment by Swedish consumers, yet selection of organic products is limited in many categories. Consumers tell Turkey us that Philippines if se Brazil products Poland Portugal were Thailand readily Greece available Hong Kong Indonesia and Russia easily found during ir shopping trip - y would definitely choose organic products, said Patrick Dodd, President, ACNielsen Europe, The Nielsen Company. Over seventy percent of shoppers in Taiwan, Hong Kong and Philippines recognize value for money through price reductions offered through store/loyalty cards and y are also considered By focussing functional and organic food at and Anuga Lithuanians we (68%). are responding to actual and important aspects of current demands. The international scope of Anuga will drive development of both important are following - Top 10 Price reductions sectors retailers immensely. offer ir Store card holders (Very important/ an important good value item for Portuguese (71%), Turks Somewhat important) Wolfgang Kranz, Executive Vice President Koelnmesse GmbH 75% 73% 73% 71% 68% 68% 67% 65% 65% 65% Seventy percent of US shoppers who rated good value for money as very or quite important when deciding where to go grocery shopping rank a store that promises to have everyday low prices as an indicator of Good Value. This is supported by or Nielsen research in USA that shows importance of good value and low prices resonates much more with lower income households. More affluent households, on or hand, regard quality of fresh produce, meat and seafood and selection above good value. Despite this, success of warehouse club retailers also points to importance affluent consumers place on Value as well. important are following - Top 10 The store promises to have every day low prices (Very important/somewhat important) In Denmark, organic sales have grown 16% in last year. 71% 70% 69% 69% As in or countries, organic 68% choices 65% are 65% gaining 65% greater 64% 63% shares in categories where y are offered, but are also being introduced into new categories that previously had no organic offering. Philippines US UK Egypt Singapore Ireland South Malaysia New Australia Among those who say y never purchase Korea organic Zealand products, Base: Those rated good value for money very or quite important when deciding where to do grocery shopping main reason for not purchasing is because y don t believe y offer additional health benefits (53%) and 35 percent cite too expensive. In UK, demand for organic produce has increased around twenty percent year-on-year for past two years, particularly for fresh fruit and vegetables where demand is currently outstripping supply. Per capita, UK is world s biggest market for organics, with 1.4 billion organic sales in past year. Taiwan Hong Kong Philippines Portugal Turkey Lithuania Finland France Malaysia Russia 7 2

8 Organic Private Label preferred products by public are popular with shoppers, but considered too While one expensive, in two global consumers with (54%) one say that in two Good Europeans and North Value means a supermarket would offer a wide range of Americans cheaper priced Private citing Label products, cost Europe as clearly remains main reason important are for following not - The store carries a lot of leading global region for this fast growing and popular buying organics. sector. Greeks (82%), Germans (78%), Portuguese (77%) Italians and Spanish (72%) consumers say it s important for 65% m that a store carries a lot of Private Label products that 52% 49% 48% Functional foods are most popular in North America, with 46% are cheaper. whole grain, high fibre foods and cholesterol-reducing oil In global Nielsen survey, nine out of top ten countries who place highest importance on a Private Label range hail and margarines leading Functional Food ranking. from Western Europe where well established private label category is worth over twenty-percent of FMCG sales. It is Europeans worth noting, however, reject that in countries where majority a small number of functional foods to choose of retailers have a high market share, critical mass exists to natural develop Private Label and furr. full flavoured foods over low calorie options. Organic products remains one of most sought-after food categories in Europe and North America but high prices and minimal selection and/or lack of availability remain biggest obstacles to ir furr growth, according to latest Organics and Functional Food survey from The Nielsen Company released at ANUGA today. According to Nielsen survey, one in two Europeans and North Americans say main reason y don t buy organic is simply because it s too expensive. In many markets, from UK to Nordics, demand for organic products can exceed supply, which is why cost of most organic products is beyond reach of average consumer. Private Label products that are cheaper (Very important/ Somewhat important) important are following - Top 10 The store carries a lot of Private Label products that are cheaper (Very important/ Somewhat important) Organic growth continues 82% Organic 78% Value Sales 77% 1,032 Greece Asia Pacific Europe EEMEA North America Latam Global Average 74% % 1,238 Germany 76% 2005 Penetration Portugal + 1,475 83% 2006 % of Organic Sales to Total Category 72% 72% 71% 70% 69% Italy Produce Meat, fish, poultry Base: Those rated good value for money as very or quite important when Grocery deciding where 1.2 to do grocery shopping Counter deli 0.8 Years Ending Spain % Sales Growth 59% 07 vs 06 Consumers clearly associate Organic with personal health and wellness most important lifestyle trend of this decade. According to survey, one in two (48%) European consumers and 57 percent of North Americans say main reason y choose organic products is because it s healthier for me. Only one in seven Europeans (16%) said y bought organic products because it s better for my children or because it s better for environment. Austria Dairy Chilled Bakery Total defined organic Organics market - UK Nerlands Frozen BWS France % Philippines % Switzerland 13% 16% 3% 3% 81

9 Highest About The ranking Nielsen in Company European region for organics are Greek (67%) and Spanish consumers (60%) who said y The Nielsen Company is a global information and media buy company organic with products leading because market it s healthier positions for me in marketing while one information five Portuguese (ACNielsen), consumers media information buy organic because (Nielsen it s Media healthier Research), for online my children. intelligence In (NetRatings renowned and green BuzzMetrics), and environmentally-friendly mobile measurement, trade Nordic shows countries and business of Finland, publications Sweden, (Billboard, Norway The Hollywood and Denmark, Reporter, main Adweek). reason The consumers privately held company is active in more than 100 countries, with buy organics is because it s better for environment while headquarters in Haarlem, Nerlands, and New York, USA. one in four () Dutch consumers buy organic because it s For more information, please visit, kinder to animals. In Nordics where demand for organics exceeds supply, About ShopperTrends Nielsen s Health and Organics report released in Sweden earlier ShopperTrends, this year cited a service a significant of The Nielsen increase Company in awareness offers for in- depth environment and complete by Swedish analysis consumers, of changing yet selection behaviour of of shoppers in over 50 markets globally. It provides information organic products is limited in many categories. Consumers on where, when and how often people visit different outlet tell us that if se products were readily available and types, how y perceive key retailers, and provides insights easily into key found aspects during of shopping ir shopping behaviour. trip - y would definitely choose organic products, said Patrick Dodd, President, ACNielsen Europe, The Nielsen Company. About Global Online Consumer Survey The Nielsen Global Online Consumer Survey is conducted twice a year to gauge consumer attitudes and opinions to a variety of topics and current affairs. The April 2007 survey was conducted in 47 Markets: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Italy, Japan, Korea, Latvia, Lithuania, Malaysia, Mexico, Nerlands, New Zealand, Norway, Philippines, Poland, Portugal, Russia, Thailand, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Turkey, UAE, United By focussing functional and organic food at Anuga we are responding to actual and important aspects of current demands. The international scope of Anuga will drive development of both sectors immensely. Wolfgang Kranz, Executive Vice President Koelnmesse GmbH Kingdom, US and Vietnam. The margin of error of survey is +/- 4% for n=500 and +/- 3% for n=1000. In Denmark, organic sales have grown 16% in last year. As in or countries, organic choices are gaining greater shares in categories where y are offered, but are also being introduced into new categories that previously had no organic offering. Among those who say y never purchase organic products, main reason for not purchasing is because y don t believe y offer additional health benefits (53%) and 35 percent cite too expensive. In UK, demand for organic produce has increased around twenty percent year-on-year for past two years, particularly for fresh fruit and vegetables where demand is currently outstripping supply. Per capita, UK is world s biggest market for organics, with 1.4 billion organic sales in past year. 9 2

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