Many Faces of Organic 2008

Table of Contents

Executive Summary

• Chapter I: Consumer Segmentation in the World of Organics
• Chapter II: Consumer Understanding of Organics
• Chapter III: Organic Use: Triggers, Motivators & Barriers
• Chapter IV: The Issue of Price
• Chapter V: Organics While Dining Outside the Home
• Chapter VI: Organic Product Category Adoption Path
• Chapter VII: Demographic Factors in Organic Use
• Chapter VIII: Shopping Channels for Organics
• Chapter IX: Organic Brands

Chapter I Consumer Segmentation in the World of Organics

• Participation in the World of Organics
  • A Leveling Out in the Use of Organics
• Using the World Model
  • Organic Consumer Lifestyle Segmentation
• Organic Usage Patterns Within Segments
  • Core Organic Consumers: "A Holistic Perspective"
  • Mid-Level Organic Consumers: "Avoidance of Negatives"
  • Periphery Organic Consumers: "Interest Laced with Skepticism"
  • Key Trends of Organics in 2008
• Dimensions of Consumption
  • Universal Dimensions
  • Core/Mid-level Dimensions
  • Mid-level/Periphery Dimensions
• Chapter I: Key Findings

Chapter II Consumer Understanding of Organics

• Consumer Perceptions of Organics: In the Body, On the Body, Around the Body
• Major Themes in the World of Organics
  • Health
  • Quality
  • Local
  • Social Responsibility
  • Environmental Impact
  • Regulation and Certification
• The Relationship Between Organic and Natural
• Chapter III: Key Findings

Chapter III Organic Use: Triggers, Motivators & Barriers

• Triggers for Entry into Organic Products
• Motivators for Continued Usage of Organic Products
• Barriers to Using Organic
• Chapter III: Key Findings

Chapter IV The Issue of Price

• Perception of the Cost of Organics
• Impact of the Cost of Organics on Purchases
• Natural and Price
• Premium Organic Products
• Chapter IV: Key Findings

Chapter V Organics While Dining Outside the Home

• Relevance of Organics While Dining Outside the Home
• Prices for Organic Products While Dining Out
• Consumer Impressions of Organic Restaurants
• Chapter V: Key Findings

Chapter VI Buying Organics: Adoption, Criteria & Patterns

• Organic Product Category Adoption Path
• Purchase Criteria by Organic Product Categories
• Purchasing Patterns Across Organic Product Categories
• Trends in Organic Product Categories Purchased
• Differences Across Consumer Segments in Organic Categories Purchased
  • Purchases of Specific Meats
• Patterns Across Consumer Segments in Organic Categories Purchased
  • Differences across Consumer Segments in the Number of Organic Categories Purchased
  • Trends in the Types of Organic Categories Purchased by Core Consumers
  • Chapter VI: Key Findings

Chapter VII Demographic Factors in Organic Use

• Demographics of the Organic Consumer
• Differences Across Race/Ethnicity: Latino Americans and Organics
  • Summary of Findings on Latino Americans and Organics
• Differences Across Income: High-Income Consumers and Organics
• Other Notable Effects of Demographics on Aspects of Organic Use
• Chapter VII: Key Findings

Chapter VIII Shopping Channels for Organics

• Shopping Channels for Organics
• Trends in the Use of Organic Channels
• Integration vs. Segregation of Organic Offerings in Retail Grocers
• Chapter VIII: Key Findings

Chapter IX Organic Brands

• Consumer Familiarity & Adoption
  • Familiarity
  • Adoption
  • Notable Trends in Brand Familiarity and Adoption
• Brand Familiarity and Adoption Within Consumer Segments
• Earning Organic Brand Loyalty
• Relative Familiarity and Adoption of Brands Across Consumer Segments
• Influence of Store Brand Organics
• Chapter IX: Key Findings

Appendix I Methodology

• Quantitative Methods
• Sampling Frame
• Segmenting Organic Consumers
• Qualitative Methods
• Defining "Primary Household Shopper"

LIST OF FIGURES AND TABLES

• Figure 1. Organic Consumers in the U.S., 2008
• Figure 2. Frequency of Organic Use, 2008
• Figure 3. Organic Use, 2000, 2006, 2008
• Figure 4. Frequency of Organic Use, 2000, 2006, 2008
• Figure 5. World Model: Core to Periphery
• Figure 6. Segment Percentages Within the World of Organics
• Figure 7. Organic Usage Patterns by Organic Consumer Segment
• Figure 8. Organic Consumer Segment Organic Usage Distribution
• Figure 9. Organic Usage (by Organic Consumer Segment), 2006 and 2008
• Figure 10. Dimensions of Consumption Organizing the World of Organics
• Figure 11. Organic Products Language Map
• Figure 12. The Body-World Continuum
• Figure 13. Properties Associated with the Term "Organic"
• Figure 14. Properties Associated with the Term "Organic," 2006 and 2008
• Figure 15. Properties Associated with the Term "Organic" (By Organic User and Non-User)
• Figure 16. Properties Associated with the Term "Organic" (By Organic Consumer Segment)
• Figure 17. Importance of Various Labels/Phrases When Shopping for Foods and Beverages
• Figure 18. Importance of Various Labels/Phrases When Shopping for Foods and Beverages (By Organic User or Not)
• Figure 19. Importance of Various Labels/Phrases When Shopping for Foods and Beverages (By Organic Consumer Segment)
• Figure 20. Association of the Term "Organic" with "Locally Grown" (by Organic Consumer Segment and Non-users)
• Figure 21. "To Buy Local Products" As a Main Reason for Buying Organic Foods and Beverages (by Organic Consumer Segment)
• Figure 22. Awareness of Governmental Standards for "Organic" Label on Foods and Beverages, 2006 and 2008
• Figure 23. Awareness of Governmental Standards for "Organic" Label on Foods and Beverages, 2006 and 2008 (By Organic Consumer Segment)
• Figure 24. Trust in "USDA Organic" Label on Foods and Beverages (By Organic Consumer Segment)
• Figure 25. Natural Products Language Map
• Figure 26. Reasons for Buying Organic Foods and Beverages
• Figure 27. Reasons for Buying Organic Foods and Beverages, 2006 and 2008
• Figure 28. Reasons for Buying Organic Foods and Beverages (by Organic Consumer Segment)
• Figure 29. Reasons for Not Purchasing More Organic Foods/Beverages (Mid-Level and Periphery Organic Consumer Segments)
• Figure 30. Reasons for Not Buying Organics (Among Non-Buyers, 2006 and 2008)
• Figure 31. Reasons for Not Buying Organics (Among Non-Buyers Who Have / Have Not Considered Buying Organics)
• Figure 32. Reasons for Not Purchasing More Organic Foods/Beverages (Mid-Level and Periphery Organic Consumer Segments)
• Figure 33. Product Categories in Which Consumers Are Willing to Pay a Premium (30% More) for Organic (Among Organic Category Buyers)
• Figure 34. Categories in Which Consumers Are Willing to Pay a Premium (30% More) for Organic (Among Organic Category Buyers - By Organic Consumer Segment)
• Figure 35. Importance of Organic Foods and Beverages Outside of the Home Compared to Organic Foods Prepared at Home
• Figure 36. Premium Amount Consumers Are Willing To Pay For Organics When Dining Out (By Organic Consumer Segment)
• Figure 37. Premium Amount Consumers Are Willing To Pay For Organics in a Restaurant (By Household Income)
• Figure 38. Consumer Impressions of Restaurant with Organic Items (By Organic Consumer Segment)
• Figure 39. Organic Product Category Adoption Pathway
• Figure 40. Categories of Organic Products Purchased
• Figure 41. Top Categories of Organic Products Purchased (By Organic Consumer Segment)
• Figure 42. Specific Categories of Organic Meats Purchased
• Figure 43. Number of Organic Categories Purchased in the Past 3 Months
• Figure 44. Consumer Segment by Race (Including Non-Users)
• Figure 45. Consumer Segment by Race (Excluding Non-Users)
• Figure 46. Frequency of Organic Use by Race (Excluding Non-users)
• Figure 47. Organic Food and Beverage Purchase Channels
• Figure 48. Organic Food and Beverage Purchase Channels (By Organic Consumer Segment)
• Figure 49. Use of Grocery Store as One' s Only Organic Purchase Channel (by Organic Consumer Segment)
• Figure 50. Organic Food and Beverage Purchase Channels (By Year)
• Figure 51 Approaches to In-Store Organic Product Placement
• Figure 52 Preferred Placement of Organics When Shopping for Groceries
• Figure 53. Familiarity and Regular Use of Organic Brands
• Figure 54. Familiarity and Regular Use of Organic Brands: 30 Most Familiar Brands Among Core Consumers
• Figure 55. Familiarity and Regular Use of Organic Brands: 30 Most Familiar Brands Among Mid-level Consumers
• Figure 56. Familiarity and Regular Use of Organic Brands: 30 Most Familiar Brands Among Periphery Consumers
• Figure 57. Consumer Assessment of Store Brand Organics (By Organic Consumer Segment)
• Figure 58. Identifying Primary Household Shoppers