Selling Theresa J. Nartea Marketing & Agribusiness
Extension Specialist Virginia State University-Petersburg, VA
Successfully
Our Learning Objectives
Define Superfoods Market
Identify Superfoods Consumer
Understand Current Trends
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
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
Each Year, Healthier Diets Could Prevent Up To $71B :
Medical Costs
Lost Productivity
Disability
Premature Deaths
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.
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
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://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
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)
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!