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07.12.2002

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The Organic Consumer May Not Be Who You Think It Is

As you may know, we have been tracking the organic market for the past 10 years. In order to keep you updated on our leading-edge information and analysis, I've attached the following information on the organic consumer. Because of our continued quantitative and qualitative research focus on this evolving market, we were the first to give you many ground-breaking insights. For example, we were first to say:

"Organic consumers are buying for health, not the environment..." (Food & the Environment, Phase I, 1996 and Phase III, 1999; The Evolving Organic Marketplace, 1997.)
"Organics are going mainstream..." (Food & the Environment, Phase I, 1996.) "Having your first child is a clear motivator for organic purchase..." (The Evolving Organic Marketplace, 1997).
"Organic is a lifestyle, NOT a demographic..." (Food & the Environment, Phase II, 1997; The Organic Lifestyle Shopper Study, 2000.)
"Organic shoppers want to shop their regular grocery stores for organics; and they want these products integrated in the store, rather thansegregated to their own section..." (The Organic Consumer Profile, 2000 and The Organic Lifestyle Shopper Study, 2000.)

And now we're first again...

Organics undoubtedly have hit the mainstream; however, the data below suggests this evolution to mainstream shopping and lifestyle has permeated deeper and wider than earlier perceived. Contrary to common industry beliefs, we at THG understand that the organic consumer is no longer represented by just a single ethnic group.

In fact, compared to Caucasians, certain ethnic groups are much more likely to choose organics for many of their food purchases:

Additionally, compared to the Caucasian group, certain ethnic groups are much less deterred by price and much more motivated by family reason to purchase organics:

These findings have now been not only reinforced but strongly endorsed by our anthropologists, ethnographers and sociologists who are engaging consumers daily in their lives, their homes and where they shop. We will continue to bring you the most relevant information that applies to your business.

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