retail news in context, analysis with attitude

The Organic Trade Association’s (OTA) is out with its annual U.S. Families’ Organic Attitudes and Beliefs Study, concluding that "US families are increasingly embracing organic products in a wide range of categories, with 81 percent now reporting they purchase organic at least sometimes."

The study goes on: "Not only are more consumers choosing organic products at least sometimes, but the majority of those buying organic foods are purchasing more items than a year earlier. New entrants to buying organic now represent 41 percent of all families – demonstrating interest in the benefits of organic food and farming is on the rise.

"Produce continues to be the leading category of organic purchases, with 97 percent of organic buyers saying they had purchased organic fruits or vegetables in the past six months. Breads and grains, dairy and packaged foods were also frequently cited (all scoring above 85 percent) among those who purchase organic. Families choosing organic foods are increasingly important to retailers of all types, with organic buyers reporting spending more per shopping trip, and shopping more frequently than those who never purchase organic food."

And: "Nearly half (48 percent) of those who purchase organic foods said they do so because they are 'healthier for me and my children.' Additionally, parents’ desire to avoid toxic and persistent pesticides and fertilizers (30 percent), antibiotics and growth hormones (29 percent), and genetically modified organisms (22 percent) ranked high among the reasons cited for buying organic products."
KC's View:
I think that these shifting attitudes ultimately mean that people are going to want food suppliers to be a lot more specific about what is in their foods, how they are made, and what those foods' health implications are. Which means total transparency and accuracy.

People are going to demand it.