Organic Consumers Association

Campaigning for health, justice, sustainability, peace, and democracy

Twenty-five Percent of U.S. Adult Shoppers Frequently Buy Organic Food

The report  "Ethical Food and Beverage, Personal Care and Household Products in the U.S."  states that despite the economic downturn of 2008-2009, ethical grocery products are continuing to make headway in the market, especially when contrasted with the relatively flat market for conventional groceries. Indeed, by many accounts, consumer demand is steadily increasing for products that fulfill eco-friendly, natural, organic, local, humane, and fair trade criteria. Major marketers and retailers are increasingly tapping into this trend by offering more ethical products, upping their corporate responsibility efforts through energy-efficient "green" facilities and sustainable business practices, and increasing their associated cause-related marketing efforts.

Underpinning market advancement is ongoing strong consumer demand for products perceived to be healthier and safer. According to the 348 page report, approximately one-fourth of U.S. adult shoppers frequently buy certified organic food or beverage products, and one-third are usually willing to pay more for organic foods-even in the midst of economic recession.

The report examines key issues and trends affecting the marketplace across two classifications-Foods & Beverages, and Non-Food Products-with the latter defined as encompassing personal care products (cosmetics, skin care, hair care, etc.) and household products (paper goods, diapers, detergents, cleaning products, light bulbs, etc.). Coverage includes historical and projected retail sales estimates from 2005 through 2014, case studies of key marketers and retailers, and trends in new product development and competitive positioning.
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