2000-02-08

One-Third of U.S. Consumers Buying Organic, According to New Hartman Group Study

BELLEVUE, WA, February 8, 2000 - The Hartman Group is pleased to announce the release of a new report, The Organic Consumer Profile, which focuses on the rapidly growing and evolving organic marketplace.

The report, which surveyed over 26,000 consumers, reveals that almost one-third of the U.S. population currently buys organically grown food products. Another 60% of the population is willing to try organic food although they do not currently buy these products. Only 10% of the U.S. population reports that they would "never" consider buying an organic product.

Over 80% of organic users could not think of a specific organic brand name. Only four brands were mentioned by more than 1% of organic buyers: Amy's, Edensoy, Hain and Health Valley.

The most frequently purchased organic product group is vegetables (purchased by 70% of organic buyers in the last three months) followed by fruit (68%) and cereal/grain (61%). The average number of organic products purchased by organic users in the last three months is 12.

Over 55% of all organic purchases take place at the grocery store/supermarket while only 11% of purchases are at health food stores and 9% at natural food supermarkets.

The report also details the demographics of organic consumers including age, education, income, occupation and geographic location.

Asked to comment on The Hartman Group's Organic Consumer Profile, founder and president Harvey Hartman said, "This report clearly shows that the organic food business has evolved from fringe status to widespread adoption by both conventional store chains and mainstream shoppers."

About The Hartman Group
Founded in 1989, The Hartman Group develops, collects and strategically analyzes consumer and trade information for companies and organizations that seek to produce and market natural, nutritional, health-promoting or environmentally enhanced consumer products and services. The Hartman Group offers consulting services and publications based on proprietary research methodologies that enhance retail and brand strategy, product development and channel distribution.