Consumption of organic products is on the rise:
- New research released in 2008 by The Natural Marketing Institute (NMI) reveals that consumers are increasingly incorporating organic into their lifestyles. Total household penetration across six product categories has risen from 57 percent in 2006 to 59 percent in 2007. The research also showed that the number of core users has increased from 16 percent in 2006 to 18 percent in 2007.
Source: http://www.nmisolutions.com/, 2008.
- According to findings published by The Hartman Group in 2008, over two-thirds (69 percent) of U.S. adult consumers buy organic products at least occasionally. Furthermore, about 28 percent of organic consumers (about 19 percent of adults) are weekly organic users. Organic categories that continue to be of high interest to consumers are dairy, fruit and vegetables, prepared foods, meats, breads and juices, according to the report.
Source: The Hartman Group, The Many Faces of Organic 2008, Summer 2008.
- Consumer interest in buying environmentally friendly products and organic food remains high among Northwest natural and organic product consumers despite tough economic times and rising food and energy prices. Recent market research by Mambo Sprouts Marketing released in 2008 showed that consumers in Washington and Oregon see buying ‘green’ as a priority. More than nine in ten consumers (92%) reported buying the same (54%) or more (38%) environmentally friendly products compared to six moths ago. Rather than cutting out such products, consumers report they are using money-saving strategies, such as using coupons, stocking up on sales, and cooking meals at home to stretch their grocery dollars.
- A Harris Interactive® online survey conducted for Whole Foods Market during August 2008 showed that despite rising food prices, 79 percent of consumers do not want to compromise on food quality and 70 percent continuing to buy the same amount of natural and organic foods as always. Findings also showed two in three adults prefer to buy natural or organic products if prices are comparable to those of non-organic products. Overall, the survey found that 74 percent of adults purchase natural or organic foods, with 20 percent saying that more than one-fourth of all the groceries they buy are natural or organic. In addition, 66 percent of adults would like to find ways to buy natural or organic foods within their budget.
- A survey of shoppers has found that 21.2 percent had purchased organic and natural meat in a three-month period in 2007, up from 17.4 percent for the same period in 2006, according to The Power of Meat—An In-Depth Look at Meat Through the Shoppers’ Eyes. Nearly half (48.9 percent) bought these products in supermarkets, more than two in ten (22.8 percent) at natural and organic stores, and one in ten (10.6 percent) at super-centers. The report, published by the American Meat Institute and Food Marketing Institute, showed chicken is the most popular natural and organic meat, purchased by 73.2 percent of shoppers, followed by beef (50.7 percent) and ground meat (31 percent). Shoppers cited five beliefs for buying these products, including better health and treatment of the animal, better nutritional value, better taste, positive long-term health effects, and freshness. Price was the biggest hurdle to more purchases.
Source: American Meat Institute and Food Marketing Institute, The Power of Meat—An In-Depth Look at Meat Through the Shoppers’ Eyes, 2007.
- Results from a national survey released by the Food Marketing Institute and Prevention magazine showed 44 percent of respondents purchased organic fruits and vegetables in the first six months of 2006, versus 38 percent for the same period in 2005. In addition, 30 percent purchased organic milk or other dairy products (up from 23 percent), 29 percent purchased organic cereals, breads or pasta (up from 25 percent), 24 percent purchased organic meats or poultry (versus 17 percent) and organic packed goods (up from 21 percent), 21 percent purchased organic eggs (up from 18 percent), and 16 percent purchased organic soups and sauces (up from 12 percent). The chief motivation cited for buying organic foods was perceived nutritional value, followed by long-term health effects. Just over half of respondents listed the environmental impact of growing or producing these foods.
Source: The Shopping for Health 2006: Making Healthy Eating Easier survey conducted in July 2006 by telephone (included more than 1,000 adults).
Consumers choose to buy organic for a wide variety of reasons. Among the most commonly cited of these reasons are related to health and the environment.
- According to the “Hartman Report on Sustainability: Understanding the Consumer Perspective,” sustainability-minded customers:
*are twice as likely to think it is important that they buy environmentally friendly products
*are seven times as likely to perceive buying organically grown food whenever possible as important
*are twice as likely to think that purchases have an impact on society.
Source: Laurie Demeritt, “Consumer Understanding of Sustainability,” in Organic Processing Magazine, May/June 2008.
- Primary reasons given for buying organic products by participants in The Hartman Group survey, Organic2006: Consumer Attitudes & Behavior, Five Years Later & Into the Future:
*To avoid products that rely on pesticides or other chemicals
*To avoid products that rely on antibiotics or growth hormones
*For nutritional needs
*To support the environment
*To avoid genetically modified products
*Health reasons other than allergies
*They taste better
*To support sustainable agriculture.
Source: The Hartman Group, Organic 2006: Consumer Attitudes & Behavior, Five Years Later & Into the Future.
- A Global Industry Analysts report released in May 2008 shows that health and well-being are increasingly important to consumers, helping to spur double-digit annual growth in the global organic food and beverage market. “Recent outbreaks of food scares and heightened awareness of the health benefits of organically produced ingredients are thought to be behind the dramatic turn from unhealthy ingredients,” according to the report.
Source: Global Industry Analysts, Organic Foods & Beverages: A Global Business Report, May 2008.
- Research conducted by the Natural Marketing Institute (NMI) found that the top three reasons prompting consumers to begin using organic products are:
*These products are better for them and their families
*They promote overall health, and
*They enable consumers to avoid additives, pesticides, and toxins.
Additional NMI studies found that twenty-eight percent of “general population consumers” indicate that they would like to purchase organic foods at restaurants. This number jumps to 76 percent among consumers that are most dedicated to organic.
Source: Maryellen Molyneaux “Consumer Pathways and Barriers to Usage for Organic Products,” in Organic Processing Magazine, Jan/Feb 2008.
- A study by Information Resources, Inc., has found U.S. consumers are increasingly becoming concerned over social and environmental implications when choosing packaged food and beverage brands. According to the findings, about 40 percent of the 22,000 shoppers polled indicated they look for products grown or produced to meet organic standards.
Source: Information Resources, Inc. (http://us.infores.com/), Times & Trends report, January 2008.
- A survey conducted online in January 2006 among 1,040 adults projected that half of all U.S. adults sometimes buy organic food. The main reasons cited were taste, environmental responsibility, freshness, social responsibility, and a belief that organic products were better for their children. “While produce tends to be consumers’ main pathway into this category, many are now taking advantage of the wide selection of organic foods found in supermarkets and natural food stores,” according to a spokesperson for the Consumer Packaged Goods Research Practice at Harris Interactive®.
Source: Harris Interactive®, “Healthy Eating: Impact on the Consumer Packaged Goods.”
Organic Trade Association, August 2008
The Organic Trade Association is the leading business association representing the organic industry in the United States, Canada, and Mexico. Its 1,700 members include growers, processors, shippers, retailers, certification organizations and others involved in the business of producing and selling certified organic products.
© 2008, Organic Trade Association. |
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