Organic Lifestyle Shopper: Mapping the Journeys of Organic Consumers

Today's organic marketplace is not only growing, but also thriving. With organic sales increasing at a rate of 15-20% annually, consumers are experimenting with new organic items and validating that organic is now mainstream. No longer confined to just pockets of the U.S. population, large-scale organic consumption is affecting the way in which manufacturers, distributors and retailers must look at consumers as the center of this category.

These findings come as a part of the Organic Lifestyle Shopper Syndicated Study, fielded in Summer 2000 and includes all study findings, excluding any sponsors' proprietary information. This study explores the consumer stages of organic product usage and adoption from core to periphery. An in-depth analysis of organic lifestyles, consumer purchase behavior, distribution channels, information sources and other issues supports marketers in their efforts to understand organic consumers and target them effectively. The study is based upon primarily qualitative methodologies, with some quantitative measures of organic behaviors.

The Organic Consumer - Core to Periphery

• The Hartman Model: Understanding the World of Organics
• Organic consumer segmentation from core to periphery
• The organic lifestyle evolution from periphery to mid-level and mid-level to core
• Organic product usage and cross-usage patterns

Organic Purchase Patterns and Distribution Channels

• Motivators and barriers of organic product purchasing
• Channel breakdown of organic purchases in grocery stores, drugstores, mass discounters, farmers' markets, vitamin stores, natural food stores, direct from manufacturer and direct mail
• Perceptual mapping of key reasons for channel selection
• Channels as wellness information sources

Organic Information and Knowledge

• Breakdown of 15 sources of information for health and wellness products
• Evaluation of organic-related issues such as GMOs, food-borne illness and chemical exposure

Marketing implications and recommendations conclude the report in support of consumer positioning and communications strategy.