The Many Faces of Organic

Published by: Hartman Group

Published: Jul. 15, 2008 - 161 Pages

Table of Contents

Executive Summary

Chapter I: Consumer Segmentation in the World of Organics

Chapter II: Consumer Understanding of Organics

Chapter III: Organic Use: Triggers, Motivators & Barriers

Chapter IV: The Issue of Price

Chapter V: Organics While Dining Outside the Home

Chapter VI: Organic Product Category Adoption Path

Chapter VII: Demographic Factors in Organic Use

Chapter VIII: Shopping Channels for Organics

Chapter IX: Organic Brands

Chapter I Consumer Segmentation in the World of Organics

Participation in the World of Organics

A Leveling Out in the Use of Organics

Using the World Model

Organic Consumer Lifestyle Segmentation

Organic Usage Patterns Within Segments

Core Organic Consumers: “A Holistic Perspective”

Mid-Level Organic Consumers: “Avoidance of Negatives”

Periphery Organic Consumers: “Interest Laced with Skepticism”

Key Trends of Organics in 2008

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: In the Body, On the Body, Around the Body

Major Themes in the World of Organics

Health

Quality

Local

Social Responsibility

Environmental Impact

Regulation and Certification

The Relationship Between Organic and Natural

Chapter III: Key Findings

Chapter III Organic Use: Triggers, Motivators & 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 Issue of Price

Perception of the Cost of Organics

Impact of the Cost of Organics on Purchases

Natural and Price

Premium Organic Products

Chapter IV: Key Findings

Chapter V Organics While Dining Outside the Home

Relevance of Organics While Dining Outside the Home

Prices for Organic Products While Dining Out

Consumer Impressions of Organic Restaurants

Chapter V: Key Findings

Chapter VI Buying Organics: Adoption, Criteria & Patterns

Organic Product Category Adoption Path

Purchase Criteria by Organic Product Categories

Purchasing Patterns Across Organic Product Categories

Trends in Organic Product Categories Purchased

Differences Across Consumer Segments in Organic Categories Purchased

Purchases of Specific Meats

Patterns Across Consumer Segments in Organic Categories Purchased

Differences across Consumer Segments in the Number of Organic Categories Purchased 109

Trends in the Types of Organic Categories Purchased by Core Consumers

Chapter VI: Key Findings

Chapter VII Demographic Factors in Organic Use

Demographics of the Organic Consumer

Differences Across Race/Ethnicity: Latino Americans and Organics

Summary of Findings on Latino Americans and Organics

Differences Across Income: High-Income Consumers and Organics

Other Notable Effects of Demographics on Aspects of Organic Use

Chapter VII: Key Findings

Chapter VIII Shopping Channels for Organics

Shopping Channels for Organics

Trends in the Use of Organic Channels

Integration vs. Segregation of Organic Offerings in Retail Grocers

Chapter VIII: Key Findings

Chapter IX Organic Brands

Consumer Familiarity & Adoption

Familiarity

Adoption

Notable Trends in Brand Familiarity and Adoption

Brand Familiarity and Adoption Within Consumer Segments

Earning Organic Brand Loyalty

Relative Familiarity and Adoption of Brands Across Consumer Segments

Influence of Store Brand Organics

Chapter IX: Key Findings

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 U.S., 2008

Figure 2. Frequency of Organic Use, 2008

Figure 3. Organic Use, 2000, 2006, 2008

Figure 4. Frequency of Organic Use, 2000, 2006, 2008

Figure 5. World Model: Core to Periphery

Figure 6. Segment Percentages Within the World of Organics

Figure 7. Organic Usage Patterns by Organic Consumer Segment

Figure 8. Organic Consumer Segment Organic Usage Distribution

Figure 9. Organic Usage (by Organic Consumer Segment), 2006 and 2008

Figure 10. Dimensions of Consumption Organizing the World of Organics

Figure 11. Organic Products Language Map

Figure 12. The Body-World Continuum

Figure 13. Properties Associated with the Term “Organic”

Figure 14. Properties Associated with the Term “Organic,” 2006 and 2008

Figure 15. Properties Associated with the Term “Organic” (By Organic User and Non-User)

Figure 16. Properties Associated with the Term “Organic” (By Organic Consumer Segment)

Figure 17. Importance of Various Labels/Phrases When Shopping for Foods and Beverages

Figure 18. Importance of Various Labels/Phrases When Shopping for Foods and Beverages (By Organic User or Not)

Figure 19. Importance of Various Labels/Phrases When Shopping for Foods and Beverages (By Organic Consumer Segment)

Figure 20. Association of the Term “Organic” with “Locally Grown” (by Organic Consumer Segment and Non-users)

Figure 21. “To Buy Local Products” As a Main Reason for Buying Organic Foods and Beverages (by Organic Consumer Segment)

Figure 22. Awareness of Governmental Standards for “Organic” Label on Foods and Beverages, 2006 and 2008

Figure 23. Awareness of Governmental Standards for “Organic” Label on Foods and Beverages, 2006 and 2008 (By Organic Consumer Segment)

Figure 24. Trust in “USDA Organic” Label on Foods and Beverages (By Organic Consumer Segment)

Figure 25. Natural Products Language Map

Figure 26. Reasons for Buying Organic Foods and Beverages

Figure 27. Reasons for Buying Organic Foods and Beverages, 2006 and 2008

Figure 28. Reasons for Buying Organic Foods and Beverages (by Organic Consumer Segment)

Figure 29. Reasons for Not Purchasing More Organic Foods/Beverages (Mid-Level and Periphery Organic Consumer Segments)

Figure 30. Reasons for Not Buying Organics (Among Non-Buyers, 2006 and 2008)

Figure 31. Reasons for Not Buying Organics (Among Non-Buyers Who Have / Have Not Considered Buying Organics)

Figure 32. Reasons for Not Purchasing More Organic Foods/Beverages (Mid-Level and Periphery Organic Consumer Segments)

Figure 33. Product Categories in Which Consumers Are Willing to Pay a Premium (30% More) for Organic (Among Organic Category Buyers)

Figure 34. Categories in Which Consumers Are Willing to Pay a Premium (30% More) for Organic (Among Organic Category Buyers - By Organic Consumer Segment)

Figure 35. Importance of Organic Foods and Beverages Outside of the Home Compared to Organic Foods Prepared at Home

Figure 36. Premium Amount Consumers Are Willing To Pay For Organics When Dining Out (By Organic Consumer Segment)

Figure 37. Premium Amount Consumers Are Willing To Pay For Organics in a Restaurant (By Household Income)

Figure 38. Consumer Impressions of Restaurant with Organic Items (By Organic Consumer Segment)

Figure 39. Organic Product Category Adoption Pathway

Figure 40. Categories of Organic Products Purchased

Figure 41. Top Categories of Organic Products Purchased (By Organic Consumer Segment)

Figure 42. Specific Categories of Organic Meats Purchased

Figure 43. Number of Organic Categories Purchased in the Past 3 Months

Figure 44. Consumer Segment by Race (Including Non-Users)

Figure 45. Consumer Segment by Race (Excluding Non-Users)

Figure 46. Frequency of Organic Use by Race (Excluding Non-users)

Figure 47. Organic Food and Beverage Purchase Channels

Figure 48. Organic Food and Beverage Purchase Channels (By Organic Consumer Segment)

Figure 49. Use of Grocery Store as One’s Only Organic Purchase Channel (by Organic Consumer Segment)

Figure 50. Organic Food and Beverage Purchase Channels (By Year)

Figure 51 Approaches to In-Store Organic Product Placement

Figure 52 Preferred Placement of Organics When Shopping for Groceries

Figure 53. Familiarity and Regular Use of Organic Brands

Figure 54. Familiarity and Regular Use of Organic Brands: 30 Most Familiar Brands Among Core Consumers

Figure 55. Familiarity and Regular Use of Organic Brands: 30 Most Familiar Brands Among Mid-level Consumers

Figure 56. Familiarity and Regular Use of Organic Brands: 30 Most Familiar Brands Among PeripheryConsumers

Figure 57. Consumer Assessment of Store Brand Organics (By Organic Consumer Segment)

Figure 58. Identifying Primary Household Shoppers

Abstract

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