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Release Date: 2010-02-22
Report Length: Report package consists of a general report (115 pages in PowerPoint format) and supporting data tables in Excel format
Market Coverage: US Market
Methodology: The Hartman Group will utilize and integrate ethnographic research and online quantitative research for this study. Ethnographic research will be fielded in Seattle and Atlanta. Quantitative research will be fielded online to a nationally representative sample of 1,500 U.S. primary household shoppers.
Category: Food Culture
A syndicated study for CPG companies, marketers, retailers, brand and category managers, and strategic decision-makers
Consumer understanding and shopping behavior of organic and natural foods and beverages continues to change and evolve. Today’s consumers are confused, yet continue to be engaged by the vast array of products, messages, symbols and labels they encounter when making decisions about what to eat or drink and where they shop.
The picture is no longer black or white; it is a colorful mosaic where organic and/or natural intersects and overlaps with attributes such as local, fresh, sustainable, safe, green, quality, lack of additives and many more.
This study will identify the hierarchy among these attributes and point out differences by product category as well as deeper distinctions between “organic” and “natural” themselves. It will enable companies to go beyond the clutter of product call-outs to have a singular focus on what matters most to consumers thereby increasing brand loyalty and likelihood of purchase.
The Hartman Group has conducted an organic and natural syndicated study every other year since 1996, so we are able to build upon and expand an extensive amount of consumer insight.
Director, Marketing & Communications
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