The Many Faces of Organic 2008

The Hartman Group is back with the most in-depth understanding into the consumer perceptions, motivations and behaviors driving the organic marketplace. Learn what organic now means since our 2006, 2003, 2000 and 1997 studies.

The Many Faces of Organic 2008 is the authoritative marketplace report that explores and explains the consumer lifestyle and cultural shifts occurring in organic shopping and usage.

Many factors are currently at play to influence the current and future picture of organic consumption. Our research clearly reveals that while organics are still an important cue to millions of consumers for products that contribute to healthy lifestyles, conventional culture is now including organic as but one of many symbolic distinctions of equal importance beneath the overall moniker of “quality.” Specifically, this report shows where organic now resides in terms of importance in consumers’ minds.

As consumers and companies navigate the turbulent waters of a difficult economy, the findings contained within The Many Faces of Organic bears new economic and cultural significance that cannot be ignored by manufacturers, marketers, retailers and other stakeholders.

What You Can Expect

The Many Faces of Organic 2008 explores how far into the mainstream organic has reached—representing ever more ideas and practices to a wider audience—and how any changes in behavior will influence further innovation.

This report integrates new primary quantitative and qualitative research to update the consumer perspective on the World of Organics with a longitudinal perspective that allows us to see into the future of organic by understanding its past. It provides a present-day, consumer-centric account of the world of organics and what lies beyond organic.

• CH I provides an updated view on organic usage including any shifts occurring between 2000 and 2008 in segment profiles, usage patterns and key dimensions of consumption.

• CH II details the consumer understanding of organics, past and present, the relationship between natural and organic and major themes with the World of Organics.

• CH III is an in-depth examination of organic usage: triggers for entry into organic products, motivators for continued usage, and barriers to using organics.

• CH IV explores the issue of price: perception of cost of organics, impact of cost of organics on purchases, the relationship between natural and price, and premium organic products.

• CH V probes the relevance of organics while dining outside the home including the price for organic products while dining out and consumer impressions of organic restaurants.

• CH VI looks at who is buying organics, purchase criteria, purchasing patterns across organic product categories and trends in organic product purchased.

• CH VII is a breakdown of the demographic factors in organic usage.

• CH VIII looks at the retail trends in shopping for organics over time and placement of organic products within the store (integration vs. segregation of products).

• CH IX is an assessment of consumer familiarity and adoption of organic brands and the influence of store brand organics.

• Appendix: Methodology