June
12, 2009, U.S. – Findings from the 2009 U.S. Families’ Organic Attitudes and
Beliefs study shows that U.S. families are not giving up their purchases of
organic products despite uncertainty over the economy.
In
the study jointly sponsored by Organic Trade Association and KIWI Magazine, three
in 10 families (31 per cent) 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 per cent of families said their largest increases in spending in the past
year were for organic products.
Compiling results gathered from 1200 families, this research identifies and
profiles those who promote buying organic among family, friends and co-workers,
specifically exploring the role parents play as potential influencers. 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.
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