The Organic Trade Association (OTA) is out with a new study saying that “in spite of the sluggish economic recovery, U.S. families continue to buy more organic products than ever before and from a wider variety of categories.” The study, called “U.S. Families’ Organic Attitudes & Beliefs 2010,” says that “41 percent of parents report they are buying more organic foods today than a year ago, up significantly from 31 percent reporting organic purchases in 2009.”
The study also reports that “parents buy organic because they see organic products are generally healthier, address their concern about the effects of pesticides, hormones and antibiotics on children, or provide a means to avoid highly processed foods and/or artificial ingredients. Although perceived price disparity between conventional and organic products remains a barrier to purchase for some families, the study revealed significant opportunities for marketers of organic products to educate consumers on the value of these products, and of the significant differences between organic, conventional and unregulated ‘natural’ products.
“Demographically, consumers’ education level appears to be more significant than income level in predicting organic purchase behaviors.”
The study also reports that “parents buy organic because they see organic products are generally healthier, address their concern about the effects of pesticides, hormones and antibiotics on children, or provide a means to avoid highly processed foods and/or artificial ingredients. Although perceived price disparity between conventional and organic products remains a barrier to purchase for some families, the study revealed significant opportunities for marketers of organic products to educate consumers on the value of these products, and of the significant differences between organic, conventional and unregulated ‘natural’ products.
“Demographically, consumers’ education level appears to be more significant than income level in predicting organic purchase behaviors.”
- KC's View:
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The real surprise would have been if an OTA study said that people were buying fewer organics. The OTA study reinforces its mission ... not that there’s anything wrong with that.
