Kosher-certified foods in popularity boom across U.S.
New data from Mintel’s Global New Products Database (GNPD), has found that, for 2011, the “most frequent health-focused on-package claim” for new products in the American food and beverage industry was “kosher”. Mintel’s data showed that “Kosher” appeared on 27% of new products.
The United States is home to 40% of the world’s Jewish population or about 6.15 million consumers, but kosher food has always occupied an important marketing sector beyond the Jewish or ethnic market. Consumers who are not of Jewish descent have been fuelling this explosive growth in kosher foods.
The U.S. kosher market was valued at $12.5 billion in 2008, an increase of 64% since 2003. In 2010, products as diverse as Tootsie Rolls, Gatorade and Glenmorangie Original, Scotland’s favourite single malt whiskey, attained Orthodox Union Kosher certification.
Mintel’s report has found that 62% of U.S. consumers are purchasing kosher for its quality rather than because of religious reasons. Only 15% of respondents say they buy kosher food because of religious rules.
Menachem Lubinsky, President and CEO of Lubicom Marketing and Consulting, said, “The kosher market is the beneficiary of a young, loyal, and thriving consumer who appreciates better foods that are kosher certified. Many of these consumers have larger families, spend more than the average customer on foods, entertain more, and are extremely open to creative new ideas in their kosher diets.”