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Product Price: $30

Release Date: 2004-07-01

Report Length: 52 pages

Market Coverage: US Market

Methodology: The Organic Trends Study, conducted over the Internet in December of 2003, had a nationally representative sample of 5,000 respondents drawn from the consumer panel maintained by Greenfield Online. A survey of 353 consumers from the Hartman Interactive, The Hartman Group's online panel.

The report also incorporates qualitative research including case studies of individuals according to their use and adoption of organic products. We screened consumers who matched the typical profiles of those with high, medium and low interest in organics. These profiles correspond to our core, mid-level and periphery designations for the world of wellness.

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Organic Food & Beverage Trends 2004: Lifestyles, Language and Category Adoption

The Hartman Group has been following and studying the organic consumer for over fifteen years. During that time, the consumer meaning and perceived value of organic has evolved, along with the users of organic themselves.

Currently, 66% of consumers report being users of organic. More than 40% of those (or 27% of the total population) report being regular (i.e. weekly) organic users. This latest report looks at the current trends in how those consumers perceive, talk about, shop for, and buy organic products.

Specifically, it answers the questions:

  • How have organic consumer lifestyles changed and which lifestyle segment holds the greatest organic opportunity?
  • With today's widespread availability of organic products, how have consumer motivators and barriers to purchase changed?
  • How can you engage today's organic consumer?
  • What is current consumer opinion of organics?
  • How are they talking about organic products and their benefits?
  • What changes are occurring in channel selection?
  • Should retailers integrate or segregate organic products?
  • Which shopping channels are loosing and which are gaining?
  • How are consumers choosing shopping channels and why are they shopping multiple channels?
  • Beyond produce, what are the current trends in organic category adoption?
  • Which new organic products are consumers purchasing and on which occasions?
  • What does current organic product usage look like, including frequency and length of use?
  • Why are some brands resonating with consumers and which are not?