NBJ Blog

Harris Poll of 2,392 finds organic foods perceived as safer, better & worth the extra cost by consumers

There is no denying that organic is the latest driver of growth for the greater "healthy foods" category, which Nutrition Business Journal defines as organic, natural, lesser-evil and functional foods. More definitions are available here.

What is interesting, is how many different consumer types (as defined by Harris Interactive) buy organic foods on a regular basis.

Harris finds, "Some segments of the population are more likely to buy organic foods regularly: college graduates (11%), Liberals (11%), Westerners (10%), Echo Boomers (those aged 18-30; 10%), and Gen Xers (those aged 31-42; 9%)."

For many years, organic was just a niche frequented by the very wealthy or the core, organic food "passionates". That has changed, and now there is a piece of research to prove it.

NBJ also publishes annual research on the organic foods market in the form of an issue of the journal, a report and downloadable data charts.

Check them out! NBJ's market figures on organics are broad and deep!

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