Tightening their spending habits amid economic uncertainty, U.S. families, however, are not giving up their purchases of organic products. In fact, nearly three-quarters (73 percent) of U.S. families buy organic products at least occasionally, chiefly for health reasons according to a new study to be unveiled this week.
Findings from the 2009 U.S. Families' Organic Attitudes and Beliefs Study, jointly sponsored by the Organic Trade Association (OTA) and KIWI Magazine, also show that three in ten U.S. families (31 percent) are actually buying more organic foods compared to a year ago, with many parents preferring to reduce their spending in other areas before targeting organic product cuts. In fact, 17 percent of U.S. families said their largest increases in spending in the past year were for organic products.
"These findings reinforce the data collected in OTA's 2009 Organic Industry Survey that showed continued healthy growth in U.S. sales of organic products," said Christine Bushway, OTA's executive director.
"We are pleased that so many parents are continuing to choose organic. It's inspiring to see the degree to which these parents are leading the charge for a healthier way of life among their families and friends," said Maxine Wolf, chief executive officer for KIWI Magazine.
OTA collaborated with KIWI Magazine on the national research study to gauge attitudes and behavior of families concerning organic product purchases. Managed by RMI Research and Consulting, LLC, the study was fielded among U.S. households during April. Highlights of the findings will be presented in Chicago at the All Things Organic(TM) Conference and Trade Show keynote session "Into the Mouths of Babes--Parents' Reflections on Organic for Kids" Thursday, June 18, at 9:30 a.m.
Compiling results gathered from 1,200 families across the United States, this research identifies and profiles those who promote buying organic among family, friends and co-workers, specifically exploring the role parents play as potential influencers. Data reveal the typical path of organic purchases, beginning with the most common points of entry and tracing this through succeeding product category purchases. The study also explores families' organic grocery shopping experiences and their preferences for the way organic products are organized and displayed on the retail level. In addition, it examines consumers' understanding of organic product labels.
The final written report and an accompanying CD providing a PowerPoint presentation of study highlights are available for purchase from OTA via its online bookstore (http://www.ota.com/bookstore/2.html) or by contacting OTA staffer Don Fisher ([email protected]).
The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. Its members include growers, shippers, processors, certifiers, farmers' associations, distributors, importers, exporters, consultants, retailers and others. OTA's Board of Directors is democratically elected by its members. OTA's mission is to promote and protect the growth of organic trade to benefit the environment, farmers, the public and the economy (www.ota.com).