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More Households Go Organic to the Core: Study

HARLEYSVILLE, Pa. -- More consumers are integrating organics into their lifestyles, according to research from specialist market research and consulting firm Natural Marketing Institute.

The consultant said last week that its recent Health & Wellness Trends Database survey found that consumer integration of into lifestyles is growing. New data reveals that total organic household penetration across six product categories has reached 59 percent, compared to 57 percent in 2006. However, some categories are experiencing significant penetration growth, while others are flat.

More importantly, the number of core users, who NMI calls “devoteds,” has grown. Devoteds now make up 18 percent of consumers, compared to 16 percent in 2006.

“Temperates,” defined as having modern organic attitudes and fitting organic into their lifestyle, hold steady at about 22 percent of the population, it said. “Dabblers,” or those who are non-committal about organic, have decreased to 41 percent, compared to 44 percent in 2006. Finally, “reluctants,” the least trustful of organics, who believe that conventional products are just as good (if not better) and that organics are not worth the extra cost, have grown slightly, accounting for 19 percent of consumers, compared to 18 percent in 2006, said NMI.

“NMI research shows that the number of Devoteds is up, and Dabblers are down, which indicates that consumers are moving up the ladder of organic lifestyles,” said NMI president Maryellen Molyneaux in a statement. “They are learning more about organics, which is leading to increased usage. This reflects the mainstreaming of the organic marketplace and the opportunity that brands have to attract the most loyal segment of organic users -- Devoteds.”

NMI will present more on its organics research at a workshop entitled “Reaching Your Best Organic Target,” just before the All Things Organic Trade show in Chicago on April 25.
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