12.06.2002

“HartBeat” is The Hartman Group's FREE online newsletter, providing insight, analysis, information and strategy to give business leaders the knowledge and vision to build sustainable brands.

This issue of HartBeat is excerpted from the latest Hartman Group report, Hartman Organic Research Review.

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The Gateways To Organics

Produce continues to be a significant gateway category throughout the evolutionary process of organic adoption. In fact, 92% of all organic users buy fruits or vegetables in their purchase of organic categories.

A specific organic product category breakdown shows the following usage patterns by heavy and light organic buyers. Heavy organic buyers account for 3% of U.S. households and light organic buyers make up 29%. In this study, buyer groups are determined by organic product purchases in a three-month period. Heavy buyers average 28 items, versus 9 items for light buyers. Because these groups represent only purchase behavior, they do not correlate to the core to periphery lifestyle segmentation. Fruit, vegetables and cereal/grain top the list of organic categories shopped by both groups of buyers. Frozen and packaged foods tend to be purchased at a lower rate than the fresh categories by both groups.

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