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home : publications : reports : organic-marketplace

Product Price: $475 $120

Release Date: 1997-10-01

Report Length: 100 pages

Market Coverage: US Market

Methodology: Findings are based on a survey sent to a representative sample of 1,000 American consumers, to assess the understanding consumers have of the organic products and what it means to be organic. More than 40 questions tested respondents with regard to their attitudes, preferences, definitions, usage and purchase patterns with regard to organic products.

Category: Food and Beverage

The Evolving Organic Marketplace

Published November 1997, The Hartman Group's first strategic series report, The Evolving Organic Marketplace, provides in-depth analysis on both the organic consumer and the industry that produces and sells to these consumers.

This 110-page report functions as a navigation guide and handbook for organic and natural products businesses on how to better understand and sell to the some 18% of U.S. consumers who are strongly interested in buying organic, the 28% who are generally interested, and the 16% who are ambivalent.

Consumer understandings, preferences and attitudes to organic foods and other products are coupled to strategic analyses of how businesses both currently, and in the future, can grow sales and services to this vast, emerging market. The Evolving Organic Marketplace covers key trends revolutionizing the organic products industry including:

Changes in the Public:

  • Evolving Cultural Values: Emphasizing health, nature, community, spirituality.
  • Demographic Changes: Involving aging baby boomers with more children.
  • Growing Awareness: About health,the environment and even organic issues.

Changes in Organic Products:

  • Better Quality Products: In terms of taste, appearance, packaging, convenience.
  • Reduced Price Premiums: Due to better production methods and scale economies.
  • Mushrooming Product Offerings: Within existing categories and new categories.
  • Growth of "Sub-Organic" Natural Products: Products with health and "eco" improvements.

Changes in the Conventional Food Industry:

  • Conventional Retailing: With consolidation, automation, category management, etc.
  • Conventional Production: With farm buyouts, corporate expansion, biotech, etc.
  • Conventional Food Distribution: With consolidation, third-party warehousing, etc.

Changes in the Organic Industry:

  • Expanded Retail Availability: In natural foods and conventional supermarkets, etc.
  • Mergers, Acquisitions and Joint Ventures: Among organic retailers and producers.
  • Entry by Mainstream Food Companies: Via acquisition or new product development.
  • Focus and Financing from "Wall Street": For selected organic products companies.
  • National Certification Standard: To regulate organic claims and verification.
  • Growing "Professionalization" and Competitive Sophistication among companies.

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