NMI's Organic Segmentation

DEVOTEDS®	TEMPERATES®	DABBLERS®	RELUCTANTS®

Committed High usage and willingness to pay premium Integrated into lifestyle Highest belief in diet/health connection Most likely to influence others to try products they like	Pragmatists Moderate organic attitudes Fit organic into existing lifestyle Above average orientation toward healthy living Pathway to organic show strong health orientation	Non-committal Price sensitive Only 45% indicate usage Higher orientation toward disease prevention Less trust in and understanding of organic regulations and benefits	Don't trust organic labeling Don't feel organic is worth the money Believe conventional foods taste better Only 29% indicate usage

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