The Hartman Group : Hartman Group Study Reports Organics Going Mainstream

News

Hartman Group Study Reports Organics Going Mainstream

2000-10-27

Hartman Group Study Reports Organics Going Mainstream

BELLEVUE, WA, October 27, 2000 - The Hartman Group today released The Organic Lifestyle Shopper Study, the company's most comprehensive qualitative research study of organic consumers across the United States. According to The Organic Lifestyle Shopper Study organic products are becoming more mainstream with 48% of consumers reporting use of organics at least occasionally. In addition to organic produce and packaged foods and beverages, the study addresses organic household products, beauty aides, clothing and fiber, and supplements.

The Organic Lifestyle Shopper Study divides organic consumers into core, mid-level and periphery users based on their level of participation in organic categories. Core (high-level) consumers make up 6% of the organic market, mid-level organic consumers make up 35% and periphery (low-level) organic consumers make up 59%. Further analysis segments organic consumers along the lines of lifestyle, shopping behavior and purchase patterns based on in-depth interviews and observation of organic attitudes and behavior.

Consumers report three main triggers for entry into organic products in The Organic Lifestyle Shopper Study: having children, having specific health conditions such as food allergies or seeking a healthy lifestyle. Other concerns that influence consumers to buy organically grown products are taste, health and nutrition, genetically modified foods, food-borne illness, and chemical exposure.

Media and news reports influence consumers' perceptions of organic in both positive and negative ways; health and safety reports one week favor organic products and another week favor conventional products. Consumers find these conflicting media reports confusing and tend to trust personal information sources such as friends, family and co-workers more than other sources.

Channel analysis in The Organic Lifestyle Shopper Study indicates over 50% of organic and natural products sell through grocery and over 13% sell through mass merchandiser/discounter channels (e.g. Wal-Mart, Costco, etc.), up from just 1% in 1999.

About The Hartman Group
Founded in 1989, The Hartman Group specializes in the analysis and interpretation of consumer lifestyles, and how these lifestyles affect the purchase and use of health and wellness products and services. The Hartman Group offers syndicated studies, consulting services and publications based on proprietary research methodologies that enhance brand strategy, product development and channel distribution.

For further information about The Organic Lifestyle Shopper Study and other syndicated studies, contact us.

For press inquiries and further information please contact:

Jen Rittenhouse
Marketing Specialist
jen.rittenhouse@hartman-group.com
425-452-0818 ext. 154

We encourage you to subscribe to Harman Group mailings, including our press releases, newsletter articles and new research annoucements.
For general, non-press related inquiries, please contact info@hartman-group.com