Table of Contents
Executive Summary
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- Overview
- Possible plateau in organic penetration
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- Figure 1: Types of organic foods used
- Millennials expanding the definition of organic and food retailing in general
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- Figure 2: Organic purchase locations, by generation, December 2014
- Households with children purchasing organics at a host of locations
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- Figure 3: Organic purchase locations, by presence of children in household, December 2014
- Health leads reasons for purchasing organics
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- Figure 4: Reasons for purchasing organics, by gender, December 2014
- Organics: an excuse to charge more?
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- Figure 5: Perceptions of organic food and beverages – Any agree, by generation, December 2014
- To consumers, organics are free of pesticides
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- Figure 6: Reasons for purchasing organics, by region, December 2014
- Food safety motivating Millennial organic purchase
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- Figure 7: Reasons for purchasing organics, by generation, December 2014
- Opportunity to reach Hispanics with organics
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- Figure 8: Perceptions of organic food and beverages – Any disagree, by race/Hispanic origin, December 2014
- What we think
Issues and Insights
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- Manufacturers have not communicated organic benefits
- Issues
- Insights
- Organics should embrace non-Millennials as well
- Issues
- Insights
- Organic products must justify their added expense
- Issues
- Insights
Trend Applications
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- Trend: Prove It
- Trend: Factory Fear
- Trend: Guiding Choice
Market Penetration
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- Key points
- Organics the choice for healthful and indulgent
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- Figure 9: Natural supermarket sales of organic foods and beverages in selected categories, at current prices, rolling 52 weeks 2012 and 2014
- Organic claims sizable portion of fruits, vegetables, soups
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- Figure 10: Natural supermarket sales of selected foods and beverages, by organic share of total sales, at current prices, rolling 52 weeks 2012 and 2014
- Possible plateau in organic penetration
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- Figure 11: Types of organic foods used
- Income level strongly impacts consumption of organic meat, poultry
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- Figure 12: Types of organic foods used, by income level, 2014
- Parents more likely to choose organic
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- Figure 13: Types of organic foods used, by presence of children, 2014
Market Drivers
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- Key points
- Expanding organic availability may reduce prices – and supply
- Availability of natural products could dilute organic’s value
- Lack of standardized definitions could be leading to consumer backlash
- Retailers and brands proactively address sustainability, health
Organic Consumers
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- Key points
- Organic remains niche
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- Figure 14: Target consumers for organic foods/beverages, by gender, December 2014
- Organic consumption greatest among younger consumers
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- Figure 15: Target consumers for organic foods/beverages, by generation, December 2014
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- Figure 16: Organics' portion of total food/beverage purchases, by generation, December 2014
- Organic consumption most in the West
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- Figure 17: Target consumers for organic foods/beverages, by region, December 2014
Reasons for Purchasing Organics
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- Key points
- Food safety motivating Millennial organic purchase
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- Figure 18: Reasons for purchasing organics, by generation, December 2014
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- Figure 19: Reasons for purchasing organics, by generation, December 2014
- Health leads reasons for purchasing organics
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- Figure 20: Reasons for purchasing organics, by gender, December 2014
Organic Purchase Points
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- Key points
- Millennials expanding the definition of organic and food retailing in general
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- Figure 21: Organic purchase locations, by generation, December 2014
- Figure 22: Organic purchase locations, by generation, December 2014
- Households with children purchase organics at a diversity of retailers
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- Figure 23: Organic purchase locations, by presence of children in household, December 2014
Consumer Attitudes toward Organics
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- Key points
- Perception and Millennial organic purchase
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- Figure 24: Perceptions of organic food and beverages – Any agree, by generation, December 2014
- Organics: an excuse to charge more?
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- Figure 25: Perceptions of organic food and beverages – Any agree, by generation, December 2014
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- Figure 26: Perceptions of organic food and beverages – Any agree, by generation, December 2014
- To consumers, organics are free of pesticides
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- Figure 27: Reasons for purchasing organics, by region, December 2014
- Price not necessarily a factor in buying organics
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- Figure 28: Opinions of organic food/beverages, by gender, December 2014
Race/Hispanic Origin
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- Key points
- Organics appeal to Hispanics
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- Figure 29: Target consumers for organic foods/beverages, by race/Hispanic origin, December 2014
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- Figure 30: Organics' portion of total food/beverage purchases, by race/Hispanic origin, December 2014
- Hispanics appear less concerned about processed organics
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- Figure 31: Reasons for purchasing organics, by race/Hispanic origin, December 2014
- Figure 32: Reasons for purchasing organics, by race/Hispanic origin, December 2014
- Opportunity to reach Hispanics with organics
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- Figure 33: Perceptions of organic food and beverages – Any disagree, by race/Hispanic origin, December 2014
Appendix – Other Useful Tables
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- Figure 34: Types of organic foods used, by race/Hispanic Origin, 2014
- Figure 35: Types of organic foods used, by race/Hispanic Origin, 2014
- Organic food/beverage share of cart
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- Figure 36: Target consumers for organic foods/beverages, by area, December 2014
- Figure 37: Target consumers for organic foods/beverages, by household income, December 2014
- Figure 38: Target consumers for organic foods/beverages, by education, December 2014
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- Figure 39: Target consumers for organic foods/beverages, by presence of children in household, December 2014
- Figure 40: Organics' portion of total food/beverage purchases, by gender, December 2014
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- Figure 41: Organics' portion of total food/beverage purchases, by area, December 2014
- Figure 42: Organics' portion of total food/beverage purchases, by household income, December 2014
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- Figure 43: Organics' portion of total food/beverage purchases, by education, December 2014
- Figure 44: Organics' portion of total food/beverage purchases, by presence of children in household, December 2014
- Reasons for choosing organics
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- Figure 45: Reasons for purchasing organics, by region, December 2014
- Figure 46: Reasons for purchasing organics, by area, December 2014
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- Figure 47: Reasons for purchasing organics, by presence of children in household, December 2014
- Where organics are purchased
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- Figure 48: Organic purchase locations, by gender, December 2014
- Figure 49: Organic purchase locations, by gender, December 2014
- Figure 50: Organic purchase locations, by area, December 2014
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- Figure 51: Organic purchase locations, by household income, December 2014
- Figure 52: Organic purchase locations, by household income, December 2014
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- Figure 53: Organic purchase locations, by presence of children in household, December 2014
- Figure 54: Organic purchase locations, by presence of children in household, December 2014
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- Figure 55: Organics' portion of total food/beverage purchases – High-volume organic consumers, by organic purchase locations, December 2014
- Figure 56: Organics' portion of total food/beverage purchases – High-volume organic consumers, by organic purchase locations, December 2014
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- Figure 57: Organics' portion of total food/beverage purchases – High-volume organic consumers, by organic purchase locations in non-traditional food retailers, December 2014
- Figure 58: Organics' portion of total food/beverage purchases – High-volume organic consumers, by organic purchase locations – Organic purchases at traditional food retailers, December 2014
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- Figure 59: Organics' portion of total food/beverage purchases – High-volume organic consumers, by organic purchase locations – Organic purchases at non-conventional food, December 2014
- Opinions of organic products
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- Figure 60: Perceptions of organic food and beverages, December 2014
- Figure 61: Perceptions of organic food and beverages – Any agree, by gender, December 2014
- Figure 62: Perceptions of organic food and beverages – Any agree, by generation, December 2014
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- Figure 63: Perceptions of organic food and beverages – Any agree, by generation, December 2014
- Figure 64: Perceptions of organic food and beverages – Any agree, by area, December 2014
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- Figure 65: Perceptions of organic food and beverages – Any agree, by household income, December 2014
- Figure 66: Perceptions of organic food and beverages – Any agree, by household income, December 2014
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- Figure 67: Perceptions of organic food and beverages – Any agree, by presence of children in household, December 2014
- Figure 68: Perceptions of organic food and beverages – Any agree, by presence of children in household, December 2014
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- Figure 69: Perceptions of organic food and beverages – Any disagree, by gender, December 2014
- Figure 70: Perceptions of organic food and beverages – Any disagree, by generation, December 2014
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- Figure 71: Perceptions of organic food and beverages – Any disagree, by area, December 2014
- Figure 72: Perceptions of organic food and beverages – Any disagree, by household income, December 2014
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- Figure 73: Organics' portion of total food/beverage purchases – High-volume organic consumers, by perceptions of organic food and beverages – Any agree – Trust/skepticism, December 2014
- Figure 74: Organics' portion of total food/beverage purchases – High-volume organic consumers, by Perceptions of organic food and beverages – Any agree – Image/Appearance, December 2014
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- Figure 75: Organics' portion of total food/beverage purchases – High-volume organic consumers, by Perceptions of organic food and beverages – Any agree – Product availability, December 2014
- Figure 76: Organics' portion of total food/beverage purchases – High-volume organic consumers, by Perceptions of organic food and beverages – Any agree – Room for improvement/Other, December 2014
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- Figure 77: Organics' portion of total food/beverage purchases – High-volume organic consumers, by Perceptions of organic food and beverages – Any disagree – Trust/Skepticism, December 2014
- Figure 78: Organics' portion of total food/beverage purchases – High-volume organic consumers, by Perceptions of organic food and beverages – Any disagree – Image/Appearance, December 2014
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- Figure 79: Organics' portion of total food/beverage purchases – High-volume organic consumers, by Perceptions of organic food and beverages – Any disagree – Product Availability, December 2014
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- Figure 80: Organics' portion of total food/beverage purchases – High-volume organic consumers, by Perceptions of organic food and beverages – Any disagree – Room for improvement/Other, December 2014
- Organic vs. natural claims
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- Figure 81: Consumer opinions of organic claims versus natural, December 2014
- Figure 82: Consumer opinions of organic claims versus natural, by gender, December 2014
- Figure 83: Consumer opinions of organic claims versus natural, by generation, December 2014
- Statements about organic food/beverages
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- Figure 84: Opinions of organic food/beverages, by household income, December 2014
- Figure 85: Opinions of organic food/beverages, by gender, December 2014
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- Figure 86: Opinions of organic food/beverages, by generation, December 2014
- Figure 87: Opinions of organic food/beverages, by generation, December 2014
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- Figure 88: Opinions of organic food/beverages, by region, December 2014
- Figure 89: Opinions of organic food/beverages, by region, December 2014
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- Figure 90: Opinions of organic food/beverages, by area, December 2014
- Figure 91: Opinions of organic food/beverages, by household income, December 2014
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- Figure 92: Opinions of organic food/beverages, by presence of children in household, December 2014
- Figure 93: Opinions of organic food/beverages, by presence of children in household, December 2014
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- Figure 94: Organics' portion of total food/beverage purchases, by opinions of organic food/beverages, December 2014
- Figure 95: Organics' portion of total food/beverage purchases, by opinions of organic food/beverages, December 2014
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- Figure 96: Organics' portion of total food/beverage purchases, by opinions of organic food/beverages, December 2014
- Race/Hispanic Origin
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- Figure 97: Perceptions of organic food and beverages – Any disagree, by race/Hispanic origin, December 2014
- Figure 98: Opinions of organic food/beverages, by race/Hispanic origin, December 2014
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- Figure 99: Perceptions of organic food and beverages – Any disagree, by race/Hispanic origin, December 2014
- Figure 100: Opinions of organic food/beverages, by race/Hispanic origin, December 2014
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Appendix – Trade Associations
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- American Nutraceutical Association (ANA)
- Community Alliance with Family Farmers (CAFF)
- Council for Responsible Nutrition (CRN)
- The Food Institute
- Food Marketing Institute (FMI)
- Grocery Manufacturers Association (GMA)
- International Federation of Organic Agricultural Movements (IFOAM)
- International Food Information Council Foundation (IFIC)
- National Association for the Specialty Food Trade Inc. (NASFT)
- Natural Products Association (NPA)
- Organic Consumers Association (OCA)
- Organic Trade Association (OTA)
- USDA National Organic Program Agricultural Marketing Service
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