Organic Appeal Narrow But Deep
In a new survey that has organic marketers seeing opportunity, fewer than 20% of consumers were found to account for almost half of all organic food purchases. Information Resources Inc. and SPINS surveyed 5,000 consumers and identified two small segments—totaling just 18% of the population—responsible for 46% of all organic and so-called “natural” food sales. (Only the term “organic” actually signifies that a product meets USDA standards.) The survey dubbed these groups “true believers” (enthusiasts for the health benefits promised by such products) and “enlightened environmentalists” (passionate about earth-friendly choices). Both tended to be better educated and earn more than most of the groups not buying organic and natural foods.