Swot Analysis Of Organic Foods

This action point consists of two separate somewhat combined points. They consist of the current healthy food trend and the sustainability trend. Most of the time healthy gurus are very aware of what they eat and want the least processed foods and the ones that are well prepared (Wier & Calverley, 2002). Hence, we see these points as integrated. The mature threat, previously depicted in SWOT analysis will be managed with this health trend.

The trend that we see nowadays is that of organic, or ‘safe’, ‘clean’ products. Organic products are only a niche nowadays, however it might become common in the future (Wier & Calverley, 2002). An increase in health consciousness leads consumers to focus on the safety and quality of food. Hence, they

A sweetener that would for example be ‘healthier and cleaner’ than sugar is Stevia. It is a “calorie free sweetener having no carbohydrate and fat. It is 20 to 30 times sweeter than cane and beet sugar, highly nutritious, delicious, non-toxic and non-additive sugar’’ (Singh & Rao, 2005, p17). It is argued by Wier and Calverley (2002) that organic food and thus 'natural' food is bought mainly out of health considerations. More specifically is that according to Kearney: “Motives for purchasing organic foods found that [it is healthier for them] (48%) and [better for the environment] (16%) were the most two important reasons for selecting such foods’’ (Kearney, 2010, p2800). Wandel (1994) suggests that consumers in Sweden are concerned about health risks that is related to food. However, the highest risk associated with food was the bacterial and chemical contamination. Even food additives and contaminants were ranked higher than the diet concerns. These can lead back to the sustainability trend, where products are made with less additives and contaminants, which therefore is seen as healthier. Associations regarding diet concerns were placed way down in a list on the consumers’ concerns. Cloetta can see this as an opportunity

A price premium is seen as an important reason for buying 'clean' products. Hence, a price fall would imply an increase in the demand. It has been found that in 2002 Sweden had one of the highest consumptions of ‘clean’ food per capita (Wier & Calverley, 2002). There is a potential for growth of organic products in all categories, however a leading trend is found from generic goods to processed products, such as candy. It has been found in studies on consumers that it is very important to have a trustworthy label that guarantees that the organic products are really organic (Wier & Calverley, 2002). Consumers also tend give less attention to the origin of products when the products are distributed through a supermarket (Wier & Calverley, 2002). All in all, the knowledge about nutrition and health is growing. Hence, consumers change their habits and lifestyles. Consumers become more aware of their health, which seems to correspond with knowledge, interest and a desire to use organic products. There is only a limited amount of processed organic foods available. This in turn makes it difficult for busy consumers to find time to buy foods in special place. Therefore, limiting their desire to consume