Organic 2006 - Consumer Attitudes & Behavior, Five Years Later & Into the Future
Hartman Group, The, January 2007, Pages: 120
Organic 2006 is The Hartman Group's sixth focused report on consumer participation in the organic products market. This report integrates new primary quantitative and qualitative research findings and builds upon more than 15 years of consumer research in the organic category. The report documents lifestyle, shopping, purchase and usage habits of American consumers with regard to organics and finds that today, as organic products increasingly enter mass-market channels, almost three-quarters of the U.S. population buy organic products at least occasionally. At the core of the market, 23% of U.S. consumers buy organic products on a regular (at least weekly) basis.
Report Overview
Specifically, the report provides comprehensive analysis of attitudes and behaviour by organic consumer segment, as well as insights on perceptions and language about organics, motivators and barriers to purchase, pricing factors, purchase and use by channel, and consumer familiarity and usage of over 60 organic brands.
Nationwide online survey of 2,109 US consumers. The qualitative and ethnographic methods used involved case studies of individuals according to their use and adoption of organic products, corresponding to our Core, Mid-level and Periphery designations for the world of wellness.
Sample findings include
- Channels: Compared to five years ago, consumers are much more likely to use natural food stores to purchase organic foods and beverages: 29% were doing so in 2000, while nearly half (49%) are doing so today. Furthermore, while using grocery stores for organic purchases has fallen somewhat (from 63% of consumers in 2000 to 58% in 2005), using supercenter/discount stores for organics has increased (from 9% to 15%).
- Demographics: Compared to the general population, two ethnic and racial groups are somewhat more likely to purchase organics: Asian Americans and Latino/Hispanic Americans. Latino/Hispanic Americans and African Americans are much more likely than Caucasians to be Core organic consumers.
- Emerging usage theme: In both quantitative and qualitative research, one of the strongest concerns expressed by consumers compared to five years ago is the impact of additional hormones in food products and their effect on children’s health.
As a combination of the latest ethnographic and quantitative research methods, Organics 2006 provides vivid insights on the various aspects of how consumers live, shop and use organic products and brands.
By combining the latest ethnographic and quantitative research methods, this report's findings provide key insights for manufacturers and retailers on the ongoing cultural adoption of organic products as the category expands into the mainstream.
Introduction
Key Findings
Consumer Segmentation in the World of Organics
Consumer Understanding of Organics
Organic Use: Triggers, Motivators and Barriers
The Price Issue
Organic Product Use
Patterns in Organic Purchases
Demographics and Cultural Factors
Shopping Channels for Organics
Consumer Resonance with Organic Brands
Chapter I . Consumer Segmentation in the World of Organics
Participation in the World of Organics
Continuing Trend Toward Wider Use of Organics
Organic Consumer Lifestyle Segmentation
Periphery Organic Consumers: “Dabbling and Experimenting”
Mid-Level Organic Consumers: “Figuring It Out”
Core Organic Consumers: “Living the Lifestyle”
Dimensions of Consumption
Universal Dimensions
Core/Mid-level Dimensions
Mid-level/Periphery Dimensions
Chapter I: Key Findings
Chapter II . Consumer Understanding of Organics
Consumer Perceptions of Organics.
Consumer Perceptions of Organics by Consumer Segment
Organic, Natural and Local
Organic vs. Natural
Organic vs. Local
Consumer Beliefs About Organics
Organic Governmental Standards: Consumer Awareness, Understanding and Use
Awareness of Organic Governmental Standards
Understanding of Organic Governmental Standards
Use of Organic Governmental Standards
Chapter II: Key Findings
Chapter III . Organic Use: Triggers, Motivators and Barriers
Triggers for Entry into Organic Products
Motivators for Continued Usage of Organic Products
Barriers to Using Organic
Chapter III: Key Findings
Chapter IV . The Price Issue
Perception of Organics’ Cost
Impact of Organics’ Cost on Purchases
Premium Organic Products
Surplus Prices for Organic Products
Dining Prices for Organic Products
Price vs. Value
Chapter IV: Key Findings.
Chapter V . Organic Product Use
Current Use of Organics
Continuing Trend Toward Greater Use of Organics
Trends in Availability of Organics
Chapter V: Key Findings
Chapter VI . Patterns in Organic Purchases
Patterns in Organic Purchases8
Organic Product Category Adoption Path
Impact of Corporate Ownership
Organic Food Categories
Loyalty to Organic
Economics 101 Revisited
Measuring Loyalty to Organic
Loyalty to Organic Across Products and Segments
Dining Channels for Obtaining Organics: Awareness, Practices, Preferences
Chapter VI: Key Findings
Chapter VII . Demographics and Cultural Factors
Demographics of the Organic Consumer.
Cultural Factors Driving the Diversity of the Organic Consumer
New Themes
Continuing Themes
Chapter VII: Key Findings
Chapter VIII . Shopping Channels for Organics
Shopping Channels for Organics
Integration vs. Segregation
Chapter VIII: Key Findings
Chapter IX . Consumer Resonance with Organic Brands
Consumer Brand Resonance: Familiarity, Trial, Adoption
Familiarity
Trial
Adoption
Implications of Differing Levels of Brand Resonance
Resonance of Brands Within Consumer Segments
Relative Resonance of Brands Across Consumer Segments
Chapter IX: Key Findings
Chapter X . Recommendations
Satisfy the Core
Focus on the Mid-level
Educate the Periphery and Non-buyers
Appendix I . Methodology
Quantitative Methods
Sampling Frame
Segmenting Organic Consumers
Qualitative Methods
Defining “Primary Household Shopper”
LIST OF FIGURES AND TABLES
Figure 1. Organic Consumers in the Marketplace
Figure 2. How Often Have You Used Organic Foods or Beverages in the Past Three Months?
Figure 3. Core to Periphery World Model
Figure 4. Segment Percentages Within the World of Organics
Figure 5. Dimensions of Consumption Organizing the World of Organics
Figure 6. When You Hear the Term “Organic,” as in “Organic Foods,” What Properties Do You
Think are Implied or Suggested?
Figure 7. When You Hear the Term “Organic,” as in “Organic Foods,” What Properties Do You
Think Are Implied or Suggested? (By Organic Consumer Segment and Non-Users)
Figure 8. Natural Products Language Map
Figure 9. Organic Products Language Map
Figure 10. When You Hear the Term “Organic,” as in “Organic Foods,” What Properties Do You Think Are Implied or Suggested? (“Locally Grown,” by Organic Consumer Segment and Nonusers)
Figure 11. What Are the Main Reasons Your Household Buys Organic Foods and Beverages? (“To Buy Local Products,” by Organic Consumer Segment)
Figure 12. Percentage Agreeing with Selected Statements About Organic Foods/Beverages as
Compared to Non-Organic Products (Among Organic Users)
Figure 13. Percentage Agreeing with Statements About Validity of Organic Foods/Beverages as
Compared to Non-Organic Products (By Organics Use)
Figure 14. Percentage Agreeing (Strongly or Somewhat) with Selected Statements About Organic
Foods/Beverages as Compared to Non-Organic Products (By Organic Consumer Segment)
Figure 15. Were You Aware That There are Governmental Standards Regulating the Use of the
“Organic” Label on Foods and Beverages?
Figure 16. Were You Aware That There are Governmental Standards Regulating the Use of the
“Organic” Label on Foods and Beverages? (By Organic Consumer Segment)
Figure 17. How Has Your Understanding of These Governmental Standards Regulating Organics
Changed Over the Past Few Years? (By Organic Consumer Segment)
Figure 18. What Does the USDA Organic Seal (Pictured Below) Indicate When Placed on a
Product?
Figure 19. What Does the USDA Organic Seal (Pictured Below) Indicate When Placed on a Product? (by Organic Consumer Segment)
Figure 20. How Does/Would the Difference Between a “USDA Organic” Label and a More
General “Organic” Label Usually Affect Your Purchasing Decisions? (By Organic Consumer
Segment)
Figure 21. What are the Main Reasons Your Household Buys Organic Foods and Beverages? (By
Organic Consumer Segment)
Figure 22. Why Doesn’t Your Household Purchase More Organic Foods/Beverages Than You
Currently Do? (By Organic Consumer Segment)
Figure 23. Why Doesn’t Your Household Purchase Organic Foods/Beverages? (Among Non-
Buyers)
Figure 24. Why Doesn’t Your Household Purchase Organic Foods/Beverages? (Among Non-
Buyers Who Have/Have Not Considered Buying Organics)
Figure 25. Organics Are More Expensive (General Levels of [Dis]Agreement by Organic Consumer Segment and Non-Users)
Figure 26. How Does the Price of Organics Compare to Conventional Foods and Beverages in the Stores You Shop? (By Organic Consumer Segment and Non-Users)
Figure 27. How Does the Price of Organics Compare to Conventional Foods and Beverages in the Stores You Shop? (By Place of Purchase)
Figure 28. Why Doesn’t Your Household Purchase More Organic Foods/Beverages Than You
Currently Do? (By Organic Consumer Segment)
Figure 29. Why Doesn’t Your Household Purchase Organic Foods/Beverages? (Among Non-
Buyers)
Figure 30. Why Doesn’t Your Household Purchase Organic Foods/Beverages? (Among Non-
Buyers Who Have/Have Not Considered Buying Organics)
Figure 31. For Which Organic Foods Are You Willing to Pay 30% More Than Their Conventional Versions? (Among Organic Category Buyers)
Figure 32. For Which Organic Foods Are You Willing to Pay 30% More Than Their Conventional Versions? (Among Organic Category Buyers - By Organic Consumer Segment)
Figure 33. For Which Organic Foods/Beverages Are You Willing to Pay 30% More Than Their
Conventional Versions? (Among Organic Category Buyers - Core and Mid-level Segments)
Figure 34. How Likely Would You Be to Pay 30% More for an Organic Entrée in a Restaurant? (By Organic Consumer Segment)
Figure 35. Percentage “Very Likely” or “Almost Certain” to Pay 30% More for an Organic Entree in a Restaurant? (By Household Annual Income Level)
Figure 36. How Price Plays a Role in the Organic Purchase Decision
Figure 37. Organic Usage Patterns by Organic Consumer Segment
Figure 38. Organic Consumer Segment Organic Usage Distribution
Figure 39. In Which Food Product Categories Have You Noticed the Largest Increases in the
Availability of Organics? (Check All That Apply) (By Organic Consumer Segment)
Figure 40. In Which Beverage Product Categories Have You Noticed the Largest Increases in the
Availability of Organics? (Check All That Apply) (By Organic Consumer Segment)
Figure 41. In the Future, What Changes Would You Like to See in the Percentage of Available Food Products That are Organic? Figure 42. In the Future, What Changes Would You Like to See in the Percentage of Available Food Products That are Organic? (By Organic Consumer Segment)
Figure 43. Which Types of Organic Foods/Beverages Has Your Household Ever Purchased?
Figure 44. Which Types of Organic Foods/Beverages Has Your Household Ever Purchased? (Top 12 Categories by Organic Consumer Segment)
Figure 45. Number of Categories of Organic Foods/Beverages Ever Purchased by Household
Figure 46. Organic Adoption Language Map
Figure 47. How Would Your Shopping Behaviour Change if You Found Out That a Large
Corporation Has Just Purchased the Company That Produces an Organic Product You Buy
Regularly? (By Organic Consumer Segment)
Figure 48. Among Shoppers Buying Particular Food Category in the Past 3 Months, Percentage with at Least Half of Their Typical Purchases Being Organic (By Organic Consumer Segment)
Figure 49. Among Shoppers Buying Particular Beverage Category in the Past 3 Months, Percentage with at Least Half of Their Typical Purchases Being Organic (By Organic Consumer Segment)
Figure 50. If an Organic Food You Buy Regularly is Temporarily Out-of-Stock, What Would You Probably Do? (Percent Unwilling to Settle for a Non-Organic Version) (By Organic Consumer Segment)
Figure 51. If an Organic Beverage You Buy Regularly is Temporarily Out-of-Stock, What Would
You Probably Do? (Percent Unwilling to Settle for a Non-Organic Version) (By Organic
Consumer Segment)
Figure 52. At What [Eating] Establishments Would You Expect to Find Organic Foods or Beverages Available? (By Organic Consumer Segment)
Figure 53. Where Do You Like to Go to Find Organic Foods or Beverages? (By Organic Consumer Segment)
Figure 54. Where Would You Like to See More Organic Foods or Beverages? (By Organic Consumer Segment)
Figure 55. Organic Ethnic Purchase Index
Figure 56. Core Organic Consumer Index
Figure 57. Where Does Your Household Buy Organic Foods and Beverages? (By Organic Consumer Segment)
Figure 58. Patterns of Shopping for Organic Food and Beverages
Figure 59. Organic Segment Makeup of Individual Channels
Figure 60. Where Are Consumers Buying Organic Foods and Beverages? (By Year) Figure 61. When Shopping for Groceries, Which Placement of Organics Do You Prefer?
Figure 62. When Shopping for Groceries, Which Placement of Organics Do You Prefer? (By
Organic Consumer Segment)
Figure 63. The Placement of Organics Should Be Consistent Across All Types of Products (By Type of Placement Preferred)
Figure 64. Which of the Following Organic Brands Have You Heard of/Ever Purchased/Buy
Regularly? (Top 30 Most Familiar Brands)
Figure 65. Which of the Following Organic Brands Have You Heard of/Ever Purchased/Buy
Regularly? (Top 31-66 Most Familiar Brands)
Figure 66. Which of the Following Organic Brands Have/Do You…Heard of? …Ever Purchased?
…Buy Regularly? (Top 30 Most Familiar Brands of Core Consumers)
Figure 67. Which of the Following Organic Brands Have/Do You…Heard of? …Ever Purchased?
…Buy Regularly? (Top 30 Most Familiar Brands of Mid-level Consumers)
Figure 68. Which of the Following Organic Brands Have/Do You…Heard of? …Ever Purchased?
…Buy Regularly? (Top 30 Most Familiar Brands of Periphery Consumers)
Figure 69. How Much of Your Household’s Food and Beverages Do You Shop for?
Table 1. Frequency of Organic Use, 2000-2005
Table 2. Key Points of Similarity and Difference in Periphery Consumers' Orientations to Organic Between 2000 and 2005
Table 3. Key Points of Similarity and Difference in Mid-level Consumers' Orientations to Organic Between 2000 and 2005
Table 4. Key Points of Similarity and Difference in Core Consumers' Orientations to Organic
Between 2000 and 2005
Table 5. Percentage of Consumers Correctly Identifying Meaning of USDA Organic Label (As “At Least 95% Organic”) (By Status of Consumer’s Understanding of Organic Standards and
Organic Consumer Segment)
Table 6. If Non-organic Versions of the Following Items are Priced as Indicated, What’s the Most You’d Be Willing to Pay for an Organic Version? (Median Price Willing to Pay)
Table 7. Gateway Products: First Area of Adoption
Table 8. Gateway Products: Second Area of Adoption
Table 9. Gateway Products: Third Area of Adoption
Table 10. Gateway Products: Fourth Area of Adoption
Table 11. Demographics of Organic Users and Non-Users
Table 12. Illustration of Differing Levels of Brand Resonance (Comparison of Two Brands)
Table 13. Rankings of Organic Brands Heard Of (By Consumer Segment)
Table 14. Rankings of Organic Brands Ever Purchased (By Consumer Segment)
Table 15. Rankings of Organic Brands Bought Regularly (By Consumer Segment)
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