At Greenfield Online we regularly survey respondents not only to learn more about them, but to keep them engaged in fun surveys. The information below was gathered in one of our omnibus surveys for use in our Fact of the Week, a Bi-Monthly data-driven newsletter.
When Greenfield Online asked approximately 1,200 respondents about their organic food purchasing habits, we learned that approximately one-third (33%) are regular consumers of organic food.
Most consumers are purchasing their organic foods at the local supermarket, which is not surprising given the convenience. However 50% also shop at specialty organic food stores as well. Some consumers even grow their own!
Organic foods continue to gain in popularity with consumers. In fact, according to the Organic Trade Association website, (www.ota.com) U.S. sales of organic food and beverages have grown from $1 billion in 1990 to an estimated $20 billion in 2007, and are projected to reach nearly $23 billion in 2008.
86% of respondents said they are purchasing organic food products because they are healthier for themselves and their family. 48% responded equally that they not only taste better, but that they believe they are better for the environment.
Finally, although everyone is somewhat cost conscious about their grocery bills, 77% of consumer that buy organic are willing to pay "a little bit more" to get organic foods. 10% are even willing to pay "a lot more."
Here are the results:
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