Organic consumers remain loyal despite negative reports

25 June 2018


Recent publicity that pesticide levels in organically grown foods is equal to that of conventionally grown foods raised the question: will consumers of organic foods switch to all natural or conventionally grown foods? According to The NPD Group, it’s not likely since organic consumers hold a strong belief in their nutritional knowledge and healthy lifestyle and won’t let it be undermined.

Consumption of organic beverages and foods has been growing for a variety of reasons including increased availability, more affordable organic options, and a growing number of health-conscious consumers. The percentage of eating occasions where foods with organic labels were consumed increased from 7.5% to 9.7% in the past three years. Over a seven-day period about 10% of the population consumes all organic foods, 19% consumes all natural and organic foods, 20% eats only all-natural foods, and 51% of the population are non-users of organic and all-natural foods, according to NPD’s National Eating Trends, which continually tracks all aspects of how U.S. consumers eat.

Organic-only consumers tend to be female, aged 35–44 and 55–64, live on the West Coast, have a household income of $75,000+, and have strong convictions when it comes to their healthy lifestyle. They feel they know more about nutrition than most people and frequently check labels.

The demographics of those who consume both all-natural and organic foods skew towards children aged 6 and under, females aged 18–54, and Hispanics. Similar to organic-only consumers, they maintain a healthy lifestyle and consider themselves knowledgeable about nutrition and the foods they eat. Interestingly, all-natural consumers are remarkably average in their attitudes toward healthful eating and put greater importance on taste and convenience.

“Organic consumers will hold steadfast to their beliefs and continue to seek organic foods despite negative reporting, and all-natural consumers will continue to place convenience and taste first,” said Darren Seifer, NPD food and beverage industry analyst. “For food manufacturers, grocers, and producers, it’s a matter of understanding the attitudes and behaviors of each group and responding to their unique needs and wants.”

Published by on May 16, 2018
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