Tuesday, June 23, 2009

Ground-breaking report on consumer attitudes about organic products

Findings from the 2009 U.S. Families' Organic Attitudes and Beliefs Study released last week at the Organic Trade Association's (OTA's) All Things Organic™ Conference and Trade Show in Chicago show that U.S. families are not giving up their purchases of organic products despite uncertainty over the economy.

In the study three in ten U.S. families (31 percent) indicated they are actually purchasing more organic foods compared to a year ago, with many parents preferring to reduce their spending in other areas before targeting organic product cuts. In fact, 17 percent of U.S. families said their largest increases in spending in the past year were for organic products.

Compiling results gathered from 1,200 families across the United States, this research identifies and profiles those who promote buying organic among family, friends and co-workers, specifically exploring the role parents play as potential influences. Data reveal the typical path of organic purchases, beginning with the most common points of entry and tracing this through succeeding product category purchases. The study also explores families' organic grocery shopping experiences and their preferences for the way organic products are organized and displayed on the retail level. In addition, it examines consumers' understanding of organic product labels.