Now that the organic marketing concept has been around for a few generations, you’d think it would be easier to win consumers over. According to a recent survey by BFG Consulting it is. With the plethora of stores that now handle everything from organic bananas to pesticide-free, organically made canned food, today’s shoppers have little problem tracking down that “back-to-basics” version in or around the produce isle.
The only thing is, do they really know what it is? Would they be able to explain what it is that makes it stand out from regularly grown food? According to BFG’s research, not necessarily.
Only 20 percent of the consumers who participated in the survey could accurately tell researchers the fairly stringent requirements that define the organic food market, even though almost 70 percent of those who were surveyed said they bought organic products.
It’s an interesting statistic, considering the fact that according to the USDA, organic purchases now represent 4 percent of food sales in the U.S. — and is continuing to grow. Even more interesting is that a significant portion (93 percent) of those sales occur in supermarkets and natural food venues, where there’s often plenty of dialogue about what makes organic food special. Another 7 percent of purchases occur at farmers’ markets and locations where organic food is often sought out.
It also notes that organic premiums have remained high, even though the supply is much better than it was some years ago. Although that’s a troubling statistic, it does corroborate BFG’s finding that millennials are currently willing and able to return to the pesticide-free isle and pay more for organic foods.
And what drives their purchases is interesting as well: honesty.
“They desire honesty,” notes BFG CEO Kevin Meany. “They want to believe.”Click to continue reading »