A study of organic brands has found soymilk market leader Silk has the highest rate of recognition among US consumers even though less than half had heard of it. The survey, part of a report on the organic market by analyst The Hartman Group, found Silk to be the best-known brand with 43 per cent recognition.
The next most recognised brands were Ben & Jerry's Organic (ice cream), Celestial Seasonings (tea), Kashi (cereal), Kettle Chips (crisps) ? all with about 40 per cent identification.
But when it came to actually trying or regularly using organic brands, the results were even less positive, with only six brands being tried by more than 20 per cent of respondents. Sixteen per cent of those polled said they regularly used Celestial Seasonings ? the highest ranked brand in that category. Kashi (14 per cent), Trader Joe's Organic (variety, 12 per cent), Silk, Kettle Chips, Morningstar Farms and Boca Foods (both meat alternatives, all 11 per cent) followed.
Hartman noted that in what is still a nascent organics market, the gap between recognition, trial and adoption can be large as indicated by the fact Silk is the most recognised but only the fourth most regularly used brand.