Organic Purchase Motivators Extend Beyond Nutrition: Hartman Group

The recent Stanford University study that concluded organic foods were no more nutritious than their conventionally-produced equivalents is unlikely to deter consumers from purchasing organics, according to findings from a soon-to-be-released new report by The Hartman Group.

In fact, over one-third of all U.S. consumers buy organics at least monthly, an increase of 3 percent since 2010, according to the forthcoming Organic and Natural 2012 report from the Bellevue, Wash.-based Hartman Group.

“Shoppers, historically, adopt and continue their purchase and consumption of organic foods and beverages for reasons that extend beyond nutritional values,” says Laurie Demeritt, president and COO of The Hartman Group. “Organic gained prominence for the many other quality and health notions it represents, like authentic, pure and, most importantly, the halo of being free from negative ingredients.”

Beneath this halo of healthfulness, the absence of negatives outshines many other factors associated with the purchase of organics. As the following chart illustrates, the absence of genetically-modified foods and growth hormones, according to Hartman Group insights, is also motivation for the continued purchase of organics.

"Consumers are much more knowledgeable about organics today than they were 10 years ago,” asserts Demeritt. “In addition, as the organic marketplace has evolved, consumers are demanding even more from organic manufacturers in terms of transparency and narratives regarding product origin. They are also now looking to retailers as docents in the product selection process.”

The Bellevue, Wash.-based Hartman Group’s Organic and Natural 2012 report is the latest in the longest-running series of consumer-centric syndicated research exploring the organic and natural trend in America. The full report will be available October 1, 2012.

For more information, contact Blaine Becker via [email protected] or 425.452.0818, ext. 124.