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Product Price: $275, 25% discount for OTA members
Release Date: 2000-04-01
Report Length: 49 pages
Market Coverage: US Market
Methodology: A unique and powerful feature of the study lies in the number of households surveyed: some 26,434 households returned the survey. Of these, 8,223 (or 31% of total returns) were households that purchase organic products. Statistical methods used for analysis included correspondence mapping which allows for identification of products used by various demographic groups and q-factor/cluster analysis which allows for analysis of what products are most commonly associated in use with other products by specific demographic clusters.
Category:
The Organic Consumer Profile
in Partnership with the Organic Trade Association
In 1999 we conducted a survey of 26,000 representative U.S. households to identify interest and participation levels in the organic food and beverage market. Results of the initial survey indicated approximately one-third of U.S. consumers are currently using organic products. Within that figure, we segmented users with similar characteristics into distinct groups to better understand what drives participation in the organic market.
Results include consumer demographics, top products, top brands, brand awareness, distribution channels, segmentation analysis, market trends and a multi-product user analysis.
The Organic Consumer Profile contains the following:
- Consumer demographics (household size, lifestage, education, occupation, income and geographic location)
- Heavy and light buyer segments
- Segmentation of consumers using 12 or more organic products
- Top 15 products purchased by consumer segments
- Organic brand awareness
- Distribution of organic products purchased by channel
- Market trends and other consumer drivers
- Graphical representation of consumer demographics and purchase data
