News
Release
For Immediate Release
May 24, 2001
Contact: Nancy White
P: 215-513-7300 ext 225
F: 215-513-1713
Nancy.White@NMIsolutions.com
ORGANIC
CONSUMER TRENDS 2001
Published
in Cooperation with the Organic Trade Association (OTA)
Harleysville,
PA – Forty three percent of U.S. consumers
use organic products according to Organic Consumer Trends 2001
(OCT). This research study, a cooperative effort of the Natural
Marketing Institute (NMI) and the Organic Trade Association
(OTA) examines one of the fastest growing segments in consumer
packaged goods – organics. Retail sales of organic products
have grown steadily for the past ten years, showing compounded
annual growth (CAG) of 22.74% over that period. Growth rates
are similar over the most recent five year (22.61%) and three
year (24.72%) periods. Assuming steady growth at a rate of
20% annually, retail sales of organics in 2001 are projected
at $9.3 billion. By 2005, sales are expected to reach nearly
$20 billion.
Source:
Organic Consumer Trends 2001
©2001 The Natural
Marketing Institute
OCT
was generated from 2,000+ consumer households nationwide
and is balanced to U.S. census/general population,
nationally projectable to within +/- 2%. It
contains attitudinal and behavioral findings across relevant consumer
segments including all organic users, new users,
core users, and non-users. This
segmenting of consumers by duration and frequency
of use allows comparisons between
and among the user groups and non-users, in an effort
to search out opportunities
within the marketplace for conversion of new users into long-term users,
and non-users into users. For example, while 43%
of the general population have
used organic products in the past year, 7% of the
general population tried them for
the first time. In addition, core users, which represent 6% of the
general population, have been using organic products
more than
3 years and once per week or more.
Heavy users, those who use more than once a day, account for 5% of
the general population.
OCT
presents the most recent data on organic consumers in
an understandable and relevant format, and also generates
insightful reasons and extrapolations behind
and beyond the facts. It explores organic entry points, as well as attraction,
conversion, retention, and penetration of consumer segments. Product usage,
sources of influence, and brand awareness/loyalty are
presented across all retail channels.
Each page offers actionable findings via charts, graphs, and tables, which
are accompanied by textual analysis explaining organic
market trends and identifying
future organic opportunities. This study contains 100+ pages of essential data
for strategic planning, opportunity analysis, and product development.
In
the face of changing demographics, socioeconomic factors,
lifestyle adaptation, and inherent idiosyncrasies, an
insightful review of the organic product consumer
is vital to any business activity in this field. OCT also lays the foundation
for customized analysis across a variety of specific brands, product categories,
sales channels, and a host of other measures. Please contact the publisher
for customization information.
The
cost of the report is $995. All sales benefit the OTA.
For further information or questions please contact Pamela
Smith at 215-513-7300 ext 225.
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