USA: Eight in ten parents purchase organic products
by Redaktion (comments: 0)
Families in the USA are increasingly embracing organic products in a wide range of categories, with 81% now reporting they purchase organic at least sometimes. This finding is one of many contained in the Organic Trade Association’s newly released 2013 US Families’ Organic Attitudes and Beliefs Study, conducted in January 2013.
Not only are more consumers choosing organic products at least sometimes, but the majority of those buying organic foods are purchasing more items than a year earlier. New entrants to buying organic now represent 41% of all families – demonstrating interest in the benefits of organic food and farming is on the rise. Produce continues to be the leading category of organic purchases, with 97% of organic buyers saying they purchased organic fruits or vegetables in the past six months. Breads and grains, dairy and packaged foods were also frequently cited among those who purchase organic. Families choosing organic foods are increasingly important to retailers of all types, with organic buyers reporting spending more per shopping trip, and shopping more frequently than those who never purchase organic food.
Consistent with findings from previous studies, nearly half of those who purchase organic foods said they do so because they are “healthier for me and my children.” Additionally, parents’ desire to avoid toxic and persistent pesticides and fertilizers, antibiotics and growth hormones, and genetically modified organisms ranked high among the reasons cited for buying organic products.
Awareness of the USDA organic seal has also grown, with more consumers more likely to look for the seal when shopping for organic products. Moreover, over four in ten parents say their trust in organic products has increased. Younger, new-to-organic parents are significantly more likely to report improved levels of trust in organic products. More information is available here.
Access to exclusive articles Exklusive articles, interviews & videos Market overview
Login for subscribers