The 2007 Organic Consumer Trends Report

Table of Contents

• Copyright Notice/Contact Information
• Research Methodology
• Abbreviations

CHAPTER 1: FUTURE OF THE INDUSTRY

• Introduction
• U.S. Organic Industry Sales
• Total U.S. and Global Organic Product Introductions
• Total Global Organic Product Introductions by Region
• The State of Organic Consciousness in America
• The Politics of Organic
• Supply and Demand Issues
• The Comparative Importance of Organic Products
• Trends in Organic Usage in the General Population
• Cross Usage among Organic Category Users
• NMI Trends Affecting the Organic Marketplace - The New Fear Factor
• NMI Trends Affecting the Organic Marketplace - Seize the Moment
• NMI Trends Affecting the Organic Marketplace - A Deeper Values Experience
• NMI Trends Affecting the Organic Marketplace - Back to the Future
• NMI Organic Category Predictions

CHAPTER 2: ORGANIC CONSUMER SEGMENTS

• DEVOTEDS
• DEVOTEDS at a Glance
• TEMPERATES
• TEMPERATES at a Glance
• DABBLERS
• DABBLERS at a Glance
• RELUCTANTS
• RELUCTANTS at a Glance
• Universe of Users by Segment
• Demographic Profile of Organic Segments
• Summary Organic Beliefs of the Four NMI Segments
• Leisure and Lifestyle Activities of the Four NMI Segments
• Magazine Readership among Segments
• Top 20 Magazine Readership among DEVOTEDS and TEMPERATES
• Bottom 20 Magazine Readership among DEVOTEDS and TEMPERATES
• Sources of Influence among DEVOTEDS
• Concern with Prevention of Health Issues among Segments
• Incidence among Consumer Segments: More Serious Medical Conditions
• Managing Less Serious Health Issues
• Weight Management and Body Mass Index (BMI) Comparisons
• Exercise Habits among Segments

CHAPTER 3: SHOPPING FOR ORGANIC

• Spending on Organic Foods & Beverages
• Spending on Organic
• Willingness to Pay Premium for Organic
• Channels Shopped for Organic Foods and Beverages
• Channels Shopped Most Often for Organic Foods and Beverages
• Cross Channel Shopping
• Shopping "Locally"
• Specific Retail Shopper by Segment Membership
• Specific Fast Food Shopper by Segment Membership
• The Wal-Mart/Target Effect
• Internet Shopping among Organic Segments
• Merchandising Preferences
• Purchase Criteria Differences
• Organic Away from Home

CHAPTER 4: PATHWAYS & BARRIERS TO USAGE

• Top Drivers of a Healthy Lifestyle among Organic Consumer Segments
• Six-Year Trends: The Importance of Natural & Organic Foods
• Reasons for Maintaining a Healthy Lifestyle
• Healthy Diet Challenges
• Nutrient Deficiencies
• Organic and Related Terminology Awareness
• Top 10 Reasons to Use Organics
• Pathways to Usage among Segments
• Regulations versus Perceptions
• Trended Understanding of Organic Regulations
• Organic Attributes and the Organically Grown Label
• Food Purity Issues
• Organic Usage Justification
• Organic Trust & Understanding
• Organic Credibility
• Other Barriers to Trial
• Price Resistance
• The Impact of Price on Segments' Purchase Patterns
• Emerging Platforms for Organic Growth

CHAPTER 5: INGREDIENTS - ISSUES & OPPORTUNTIES

• The Desire for Healthy Ingredients
• Nutritional Connection for DEVOTEDS and DABBLERS
• Label Monitoring: Positive Ingredients
• Ingredient Watch By Organic User Parents
• Health Benefits of Fiber and Whole Grains
• Fiber and Whole Grains - Importance and Usage
• Heart Healthy Diet
• Health Claims Related to Fiber, Calcium, Antioxidants
• Vegetarian, Soy
• Allergy Connection to Organics
• Allergy Concerns - Gluten Free and Dairy Free
• Fat - Trans-Fat, Low, Fat Free
• Trended Attitudes toward Sweeteners
• Organic Segments' Attitudes toward Sweeteners
• The Organic Family' s Role in Sweetener Usage
• Usage of Artificial Sweeteners
• Low Glycemic Index and Blood Sugar Management
• Rise of Heart Healthy Organic Product Introductions
• New Organic Product Launches for Allergy and Additive Conscious Products
• Fat, Carb and Sugar Conscious New Product Introductions

CHAPTER 6: BRANDING & INFLUENCES

• USDA Certified Organic Label Importance and Influence
• Attitudes toward Local and Store Brands
• The Effect of Brand Image on Consumer Purchase
• Brand Adoption Patterns
• Source of Influence for Healthy and Natural Product Purchases
• General Interest Magazine Readership Patterns
• Health and Wellness Magazine Readership Patterns
• The Impact of News Sources/Other Media
• Influence of Children on Organic Trial
• Influence of Children on Organic Attitudes

CHAPTER 7: FOCUS ON ORGANIC CATEGORIES

• Recent Organic Food and Beverage Introductions
• Organic Usage: Produce, Packaged Foods, Beverages
• Food & Beverage Categories: Duration of Usage
• Frequency of Organic Usage: Produce, Packaged Foods, Beverages
• Recent Purchase of Specific Organic Food and Beverage Categories
• Organic Category Opportunities
• Opportunities in Organic Meat and Poultry
• Healthy Food and Beverage Usage Overview among NMI Segments
• Increased Usage of Healthy Food and Beverages
• Children' s Organic Nutritional Foods/Beverages
• Mainstreaming of Organic Brands
• Organic Brand Usage among Segments
• Organic Opportunity among Mainstream Brands
• Usage of Natural and Organic Personal Care Products
• Spending on Natural & Organic Personal Care
• Product Usage among Organic Personal Care Users
• Preferred Ingredients
• LOHAS Product Attributes
• Ingredient Based Benefits
• Natural/Organic Personal Care Brand Usage
• Sources of Influence on Personal Care Purchases
• Awareness and Usage of Organic Clothing and Linens
• Usage of Natural/Organic Pet Foods
• Supplements - Attitudes and Usage among Organic Users
• Opportunities in Organic Supplements
• Summary of Opportunities in Organic General Merchandise
• Summary of U.S. Organic Product Introductions