The organics category is growing in just about every measurable way: in volume, monies spent and even in conversations in the media.
When consumers dabble in organic produce, they are more likely to purchase organic goods like organic snacks or organic cotton sheets. This means it is important for retailers that sell organic products across departments to pay attention to trends in organic produce.
The organic shopper
“Organics are becoming mainstream, and shoppers are beginning to choose organic items over conventional items,” says Michael Castagnetto, vice president of sourcing for Robinson Fresh. “In our survey with U.S. consumers who buy products, we found that 51 percent of respondents purchased organic produce and of those, 73 percent purchased both conventional and organic produce during the same trip.”
Research indicated that the organic shopper of today is most likely under the age of 35 or has young children living at home. Organic purchases are also highly correlated to household income.
Millennials, Generation X and baby boomers all show a preference for organic produce.
Why organic is becoming mainstream
“In the past, purchasing anything organic was an emotional-based purchase,” continues Castagnetto. “However, for today’s casual shopper, organic purchases are increasingly becoming more of an impulse purchase. The way that produces is merchandised makes a difference in how consumers make purchasing decisions.”
How organic produce is purchased
Here are the main factors people cite when asked why they go organic:
* The freshness and quality of the produce: 73 percent of respondents ranked this as a top driving factor
* The price of the produce: 61 percent of respondents rank this as a top driving factor
* The packaging the product comes in
* Whether the organic produce is locally grown