OTA to Present Report on Consumer Attitudes to Organics

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OTA to Present Report on Consumer Attitudes to Organics

Findings from the “2009 U.S. Families’ Organic Attitudes and Beliefs Study,” which will be released next week at the Organic Trade Association’s (OTA) All Things Organic Conference and Trade Show in Chicago, indicate that U.S. families aren’t giving up on organic products despite the uncertain economy.

According to the study, which was jointly sponsored by OTA and KIWI Magazine, three in 10 U.S. families (31 percent) said they’re actually buying more organic foods vs. a year ago, with many parents opting to reduce their spending in other areas before cutting down on organic products. In fact, 17 percent of U.S. families noted that their biggest spending increases in the past year were for organic items.

OTA will reveal more study highlights June 18 at the Chicago conference and trade show, during a keynote session called “Into the Mouths of Babes --Parents’ Reflections on Organic for Kids.”

Managed by RMI Research and Consulting, LLC, the study was fielded among U.S. households during the month of April. Compiling results gathered from 1,200 families across the United States, the research identifies and profiles those consumers who promote buying organic among family, friends and co-workers, particularly investigating the role parents play as potential influencers.

Among the topics covered in the report is the typical path of organic purchases, starting with the most common points of entry and tracing this through subsequent product category purchases. The study additionally explores families’ organic grocery shopping experiences and their preferences for the way organic products are organized and displayed in retail stores. It also looks into shoppers’ understanding of organic product labels. The final written report and an accompanying CD containing a PowerPoint presentation of study highlights is available for purchase from OTA at www.ota.com/bookstore/2.html.

Greenfield, Mass.-based OTA’s members include growers, shippers, processors, certifiers, farmers’ associations, distributors, importers, exporters, consultants and retailers.