Who Buys?

THE CONSUMER

Consumers prefer organically produced food because of their concerns regarding health, the environment, and animal welfare, and are willing to pay the price premiums established in the marketplace. The top seller by far is produce with vegetables winning over fruit. Most popular items are strawberries, lettuce, carrots, broccoli, apples, grapes, bananas, potatoes. Organic Dairy products are rapidly gaining popularity.

One third of the us population is currently buying organics with heavy buyers accounting for 3%

Reasons for buying organic.
66% health and nutrition and a new understanding of allergies
38% taste
26% environmental concerns
16% availability

12% of the shoppers said the word ”organic” was a primary factor in their purchasing decision

Deciding factors are : Appearance (fewer defects), price, size and packaging, whether the item is on sale, organic.

The Person: female, small household with higher income, a household knowledge of organic agriculture, children under 18.