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home : publications : reports : organic-consumer-evolution-2003

Product Price: $1,500

Release Date: 2003-04-01

Report Length: 52 pages

Market Coverage: US Market

Methodology: Nationwide qualitative interviews with heads of households, including, one-on-one interviews, shop-and-talk retail tours and social network parties.

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Organic Consumer Evolution 2003

This report defines the various organic lifestyles that consumers are currently engaged in and explores how they integrate products into these lifestyles. Using our Live-Shop-Buy Model, this report provides extensive analysis of consumer perception and behavior to support marketing implications and recommendations for the high-growth category of organic food and beverages. Qualitative research for this report was conducted in Seattle, San Francisco, Denver, Boston, Chicago and New York. Where available, qualitative findings are combined with national survey data collected by The Hartman Group in 2000-2002.

Consumer Segments, Triggers for Usage & Dimensions of Consumption

  • This Is Not a Fad
  • The World of Organics: Segmentation & Demographics
  • Triggers for Using Organic
  • Organic Dimensions of Consumption (Motivation & Barriers)
  • Organic Category Barriers
  • Who Is Using Organic?
  • Meaning of Organic to Consumers
  • USDA Labeling

How Organic Consumers Live: The Organic Consumer Deep Dive

  • What Is an "Organic Lifestyle"?
  • What Organic Consumers Look Like: The Big Picture
  • Segment Targeting
  • Exploring the Mid-Level (Information Sources, Shopping Preferences & Channels, Values, Food & Nutrition Practices)

How Organic Consumers Shop: Shopping Typifications, Evolution & Brands

  • How to Segment Consumers by Shopping Behavior
  • A Closer Look at the Mid-Level: Key Purchase Criteria
  • The Organic Journey
  • Importance of the Retail Environment
  • Integration or Segregation?
  • What They Believe
  • What They Want to Know
  • Who They Want to Hear It From

What Organic Consumers Buy: Product Category Adoption, Brands & Purchase Channels

  • Organic Product Category Adoption Path
  • Different Drivers for Product Category Entry
  • Importance of Brands
  • Brands Based on Occasion and/or Situation
  • Market Basket Review
  • Brand Recall
  • How Consumers Shop the Organic Category

Marketing implications and recommendations conclude the report with communication techniques, specific opportunities and trends.