BELLEVUE, WASHINGTON—A whopping 73 percent of consumers now buy organics, and more than a third use them at least monthly, but people question the integrity of its certification and regulation and the ability of big companies to do organic “right.”

The Hartman Group’s new Organic and Natural 2014 report delves into that and other issues in the evolving organic marketplace:

  • Organic users continue to skew younger and have higher incomes and educations.
  • Consumers are turning toward local, which is poised to surpass both organic and natural as a symbol of transparency and trust. People believe in the integrity of local producers and small farmers, seeing them as deeply invested in the quality of their products. Their trust is bolstered by the close proximity of local food sources, which translates into shorter distances traveled – and thus a perception of greater freshness. They like keeping their money in the community and the idea that they are eating food that’s in season. 
  • Price has declined as a major barrier to buying organics, but 63 percent of consumers still feel organics are too expensive. It remains a hurdle for categories in which people would like to buy organics such as produce, milk, whole grains and meat.
  • Consumers are quick to distinguish between natural as an ideal and as a marketing term. Similarly, they are skeptical of highly processed foods carrying the organic label. Such products undermine confidence in the label as people question whether it’s possible to trace and verify the organic origins of products with long ingredient lists.
  • For consumers, genetically modified organisms (GMOs) have become a potent symbol of the ills of the American food system. More than organic or natural, GMOs touch on nerves of deepening mistrust of big companies and governmental institutions. It’s important that food companies speak up about the issue now or risk losing relevance and credibility as others start to shape the conversation.

About The Hartman Group
The Hartman Group, a leading advisor to the world’s best-known food and beverage brands, understands consumer behavior from a cultural perspective. It offers custom research, market analytics and business strategy services rooted in decades of anthropological work and constantly updated with new insights based on consumers’ evolving relationships and experiences with the world of food.

About the Organic and Natural 2014 report
Dialogue about organic was once rooted in sustainability (e.g., good for the environment) but now encompasses messaging around healthy (better for me and the environment) and locally sourced (better for my community). The report provides strategic and tactical insights into the hierarchy of product attributes and how they ladder up to brand distinctions; it features a section on GMOs. 

Blaine Becker
Senior Director, Marketing
425.452.0818, ext. 124
blaine@hartman-group.com