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					Market Trends                                                                       1
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When considering a new business or product, it is important to study trends in
the marketplace. Successful entrepreneurs are often innovators — they are
perceptive enough to identify a new trend. What are people really interested in?
What about kids? How might new technology affect your ability to be successful?
What new opportunities do you see?

TIP: Look for evidence of trends in newspapers and
magazines, in movies and television, in conversations
with friends, family and business colleagues. What are
people talking about? What’s popular and why?




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                         OFFICIAL NATIONAL HONEY BOARD MARKETING KIT
Market Trends                                                                       2
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DEMOGRAPHICS AND SOCIAL
TRENDS
To better understand your current and potential customers, look at the
demographics and social trends in your community. Here are some national
trends that may affect the sales of your product(s):

  • Baby boomers turn 50
  The population is graying. According to the 2000 U.S. Census, the median age
  of the U.S. population in 2000 was 35.3 years, the highest it has ever been.
  The biggest growth was in the 45 to 54 age category, which was up 49
  percent. By 2030 an estimated one in five Americans will be over the age of
  65.

  • Nontraditional families
  The percent of single parent families is growing. According to the 2000 U.S.
  Census, families maintained by women with no husband in the household
  increased three times as fast as married couple families. Single person
  households also increased. Married couple households dropped from 55
  percent to 52 percent of all households.

  • Women at work
  The percent of women in the workforce continues to rise, although at a
  somewhat slower pace than in the 70s and 80s.

  • Melting pot
  America is a racially diverse nation — a country of immigrants. About 12
  percent of living Americans were born outside of this country. According to the
  2000 U.S. Census, Hispanics/Latinos and Blacks/African-Americans each
  represent about 13 percent of the population.

  • Busy, busy, busy
  Americans have less free time than ever before. Not surprisingly they are
  looking for ways to simplify their lives and reduce stress.




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                         OFFICIAL NATIONAL HONEY BOARD MARKETING KIT
Market Trends                                                                       3
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  • Here’s to your health
  There’s a growing awareness that personal diet and exercise decisions can
  affect longevity and quality of life. More consumers are buying organic foods
  and herbal additives than ever before. They’re also trying alternative
  treatments such as acupuncture.

  • Nostalgia
  Aging consumers find comfort in the pursuits and products of their youth.

  • Pleasure rewards
  While claiming to seek a healthier lifestyle overall, consumers are still quite
  willing to indulge in some less-than-healthy pleasures. Sales of steaks,
  martinis, cigars and decadent restaurant desserts are up.

TIP: When considering a new product, think of products
that are selling well in other parts of the world.




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                         OFFICIAL NATIONAL HONEY BOARD MARKETING KIT
Market Trends                                                                       4
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BUSINESS TRENDS
Technology, the economy and trade also influence the successful introduction of
new products in the marketplace. Here are a few of the trends affecting
businesses today:

  • Globalization
  It’s a global market. It’s not unusual to find beer from Kenya, cars from Korea
  or coffee from Columbia in our markets. New opportunities will develop in
  emerging world markets such as China and the former Soviet Union.

  • E-Commerce
  More and more goods will be ordered and sold online. According to
  Mediamark Research Inc., Internet use has become mainstream. The majority
  of consumers — young and old — have used the Internet during the last 30
  days. Consumers will continue to use this technology to gather and analyze
  information before making major purchases. Internet use to purchase products
  continues to increase each year.

  • Retail consolidation
  There has been a dramatic consolidation of retailers. Thus more food is being
  sold by the large grocery chains than ever before.

  • Mass customization
  Consumers will demand products or services tailored for the individual. For
  example you can choose the skin tone, eye and hair color as well as the outfit
  for a new Barbie doll when you order online.




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                         OFFICIAL NATIONAL HONEY BOARD MARKETING KIT
Market Trends                                                                       5
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FOOD TRENDS
Social and business trends shape the way Americans eat. Here are a few food
trends to watch:

  • Organic foods
  Organic food sales were up 20 percent in 2002 alone. A growing number of
  consumers are asking for organic products — especially organic produce.

  • Time savers
  Increasingly consumers lack the time, energy and know-how to prepare a
  meal. According to the Food Marketing Institute (FMI), consumers are turning
  to pre-cut vegetables, take-out food, “heat-and-eat” and “ready-to-eat” meal
  solutions like never before.

  • Healthier diets
  Shoppers continue to report that they are concerned about nutrition. Although
  consumers are relaxing their efforts to curb fat consumption, lowering intake of
  fat remains their top nutrition concern. Due to the growing popularity of high-
  protein diets, a growing number of consumers claim to make some effort to
  reduce their sugar or carbohydrate intake. Eating more fruits and vegetables
  remains a top strategy for improving health among many consumers.

  • Obesity
  While more and more consumers claim to be adding or deleting specific foods
  from their diet, the sheer amount of food consumed per person has reached
  an all-time high. The percent of obese persons in the United States has
  likewise risen. According to a recent FMI study, shoppers want to eat better
  but lack of time, money and know-how stop them from making healthy
  changes.

  • Eating out
  About one-half of every food dollar is spent on meals prepared away from
  home. According to the National Restaurant Association, more than 54 billion
  meals will be eaten at restaurants and school or work cafeterias this year.

TIP: Look at restaurant menus for insight into “hot”
new flavors and foods.

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                         OFFICIAL NATIONAL HONEY BOARD MARKETING KIT
Market Trends                                                                       6
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  • Experimental
  Perhaps because of wider travel and the growing ethnicity of the American
  population, consumers are “spicing up their lives” with a wide range of ethnic
  dishes. Over the past 20 years, consumption and in-home preparation of
  ethnic food has steadily increased and there’s even more room for growth.
  According to a 2002 FMI study, 86 percent of supermarkets now have an
  ethnic food section.

  • Food quality and safety
  Americans remain concerned about food quality and safety. Concerns about
  bioterrorism have also reached and will impact the food industry.

  • Everyday gourmet
  Consumers are enjoying casual indulgences and comfort foods such as fresh
  baked artisan breads and cheeses.




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                         OFFICIAL NATIONAL HONEY BOARD MARKETING KIT
Market Trends                                                                       7
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MARKET TREND RESOURCES
  Food Marketing Institute
    655 15th Street NW
    Washington, DC 20005
    Tel: (202) 452-8444
    Fax: (202) 429-4519
    Web site: www.fmi.org

  Institute of Food Technologists
     525 W Van Buren Suite 1000
     Chicago, IL 60607
     Tel: (312) 782-8424
     Fax: (312) 782-8348
     Web site: www.ift.org

  International Food Information Council
     1100 Connecticut Avenue NW Suite 430
     Washington, DC 20036
     Tel: (202) 296-6540
     Fax: (202) 296-6547
     Web site: www.ific.org

  National Association for the Specialty Food Trade Inc.
    120 Wall Street 27th Floor
    New York, NY 10005-4001
    Tel: (212) 482-6440
    Fax: (212) 482-6459
    Web site: www.fancyfoodshows.com

  National Honey Board
    390 Lashley Street
    Longmont, CO 80501
    Tel: (800) 553-7162 or (303) 776-2337
    Fax: (303) 776-1177
    Web site: www.nhb.org




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                         OFFICIAL NATIONAL HONEY BOARD MARKETING KIT
Market Trends                                                                       8
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  National Restaurant Association
    1200 17th Street, NW
    Washington, DC 20036
    Tel: (202) 331-5900 or (800) 424-5156
    Fax: (202) 331-2429
    Web site: www.restaurant.org

  Organic Trade Association
    PO Box 547
    Greenfield, MA 01302
    Tel: (413) 774-7511
    Fax: (413) 774-6432
    Web site: www.ota.com

  Small Business Administration
    409 Third Street SW
    Washington, DC 20416
    Tel: (800) 827-5722
    Web sites: www.sba.gov
    or consult your local phone book for an office near you.

  U.S. Department of Commerce
    Office of Consumer Affairs
    1401 Constitution Avenue NW
    Washington, DC 20230
    Web site: www.commerce.gov/

  U.S. Patent and Trademark Office
    Assistant Commissioner for Trademarks
    2900 Crystal Drive
    Arlington, VA 22201-3513
    Tel: (703) 557-INFO or (703) 308-4357
    Web site: www.uspto.gov

Publications and software

  American Demographics magazine

  “Honey Packaging Study,” The National Honey Board, 2003.

  “Making Honey Stick With Consumers,” The National Honey Board, 2002.

  Wall Street Journal
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                         OFFICIAL NATIONAL HONEY BOARD MARKETING KIT
Market Trends                                                                       9
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Web sites of interest to market trends

  American Demographics              www.marketingtools.com

  Better Business Bureau             www.bbbonline.org

  Business Owner’s Toolkit           www.toolkit.cch.com

  Companies Online                   www.companiesonline.com

  Entrepreneur Magazine              www.entrepreneur.com

  FedWorld                           www.fedworld.gov

  Guerilla Marketing Online          www.gmarketing.com

  Hewlett-Packard Business           www.hp.com/cgi-bin/sbso/home.pl

  Hoover’s Online                    www.hoovers.com

  Institute of Food Technology       www.ift.org

  Link’s Exchange                    www.bcentral.com

  The Marketing Resource Center www.marketingsource.com

  Mediamark Research                 www.mediamark.com

  Quicken.com                        www.quicken.com/small_business

  Stat-USA Internet                  www.stat-usa.gov

  U.S. Census Bureau                 www.census.gov


The National Honey Board has many marketing tools and research available to
help you with market trends. For more information, call (800) 553-7162 or visit
www.nhb.org.




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                         OFFICIAL NATIONAL HONEY BOARD MARKETING KIT