Abstract
The Hartman Group is back with the most in-depth understanding into the
consumer perceptions, motivations and behaviors driving the organic
marketplace. Learn what organic now means since our 2006, 2003, 2000 and 1997
studies.
The Many Faces of Organic 2008 is the authoritative marketplace report that
explores and explains the consumer lifestyle and cultural shifts occurring in
organic shopping and usage
Many factors are currently at play to influence the current and future picture
of organic consumption. Our research clearly reveals that while organics are
still an important cue to millions of consumers for products that contribute
to healthy lifestyles, conventional culture is now including organic as but
one of many symbolic distinctions of equal importance beneath the overall
moniker of "quality." Specifically, this report shows where organic now
resides in terms of importance in consumers' minds.
As consumers and companies navigate the turbulent waters of a difficult
economy, the findings contained within The Many Faces of Organic bears new
economic and cultural significance that cannot be ignored by manufacturers,
marketers, retailers and other stakeholders.
What You Can Expect
The Many Faces of Organic 2008 explores how far into the mainstream organic
has reached-representing ever more ideas and practices to a wider audience-and
how any changes in behavior will influence further innovation.
This report integrates new primary quantitative and qualitative research to
update the consumer perspective on the World of Organics with a longitudinal
perspective that allows us to see into the future of organic by understanding
its past. It provides a present-day, consumer-centric account of the world of
organics and what lies beyond organic.
- CH I provides an updated view on organic usage including any shifts
occurring between 2000 and 2008 in segment profiles, usage patterns and key
dimensions of consumption.
- CH II details the consumer understanding of organics, past and present,
the relationship between natural and organic and major themes with the World
of Organics.
- CH III is an in-depth examination of organic usage: triggers for entry
into organic products, motivators for continued usage, and barriers to using
organics.
- CH IV explores the issue of price: perception of cost of organics, impact
of cost of organics on purchases, the relationship between natural and price,
and premium organic products.
- CH V probes the relevance of organics while dining outside the home
including the price for organic products while dining out and consumer
impressions of organic restaurants.
- CH VI looks at who is buying organics, purchase criteria, purchasing
patterns across organic product categories and trends in organic product
purchased.
- CH VII is a breakdown of the demographic factors in organic usage.
- CH VIII looks at the retail trends in shopping for organics over time and
placement of organic products within the store (integration vs. segregation of
products).
- CH IX is an assessment of consumer familiarity and adoption of organic
brands and the influence of store brand organics.
- Appendix: Methodology
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