Organic Lifestyle Integration is on the Rise

New NMI research indicates that consumer integration of organics is growing

Harleysville, PA – March 2008: Natural Marketing Institute (NMI), the leading market research and strategic consulting firm specializing in health, wellness and sustainability, reported today that its recent Health & Wellness Trends Database™ survey revealed that consumer integration of organic into their lifestyles is growing. New data reveals that total organic household penetration across six product categories is up from 57% in 2006 to 59%, but some categories are experiencing significant penetration growth while others are flat.

More importantly the number of core users, DEVOTEDS™, has grown. The chart below shows the percentage of general population/primary grocery shoppers who fall into each of NMI’s organic consumer segments for 2007 and 2006.






DEVOTEDS, as their name implies, are the most committed to organic and its ideals and are most likely to have changed their lifestyle to integrate organic. The more a category is used, the more it has to be organic. TEMPERATES have modern organic attitudes and fit organic into their lifestyle; the more they use a category, the more an organic version becomes a treat. DABBLERS are non-committal about organic – they can take it or leave it. For them, buying organic is more about hipness than the health benefits. RELUCTANTS are the least trustful of organic and believe that conventional products are just as good (if not better) than organics and that organics are not worth the extra cost.

According to NMI President Maryellen Molyneaux, “NMI research shows that the number of DEVOTEDS is up, and DABBLERS are down, which indicates that consumers are moving up the ladder of organic lifestyles. They are learning more about organics which is leading to increased usage. This reflects the mainstreaming of the organic marketplace and the opportunity that brands have to attract the most loyal segment of organic users – DEVOTEDS.”

More information on NMI’s organic research will be presented at a workshop entitled “Reaching Your Best Organic Target” which will take place prior to the All Things Organic Trade show on April 25, 2008. Maryellen Molyneaux and Patti Marshman-Goldblatt will lead a three-hour interactive workshop that will analyze organic consumer dynamics and current marketplace activities. Participants will learn how to identify, target, communicate and develop strategies in the organic marketplace. For more information or to register, visit:

Enter code 9780 when you register and save $50!

Can’t attend the workshop? More information can be found in NMI’s upcoming 2008 Health & Wellness Trends Report™, which will be published in April or in the 2007 Organic Consumer Trends Report™ which contains over 200 pages of charts, graphs and insights related to the organic category. More information can be found on NMI’s website at:


NMI is an international strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. Since 1990, NMI has provided unparalleled insight to hundreds of clients around the world. For more information on NMI’s proprietary research tools, customized research services, and insightful market reports, visit NMI’s web site at

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