Overview

The Institute supports & trends

Organic Consumers!

THE INSTITUTE'S ORGANIC CONSUMER SEGMENTATION IDENTIFIES LEADER & FOLLOWER OPPORTUNITIES

A snapshot overview of organic segments within the general population provides a cursory understanding of their level of organic integration.

DEVOTEDS

DEVOTEDS

35% of GP

(10% Leaders 25% Followers)

  • Committed Crusaders
  • Integrated
  • High Usage - all in P3M
  • Willingness to pay a premium
  • 89mm adults 18+
DEVOTEDS

DEVOTEDS

35% of GP

(10% Leaders 25% Followers)

  • Committed Crusaders
  • Integrated
  • High Usage - all in P3M
  • Willingness to pay a premium
  • 89mm adults 18+

TEMPERATES

21% of GP

  • Pragmatists, 77% use P3M
  • It's still about taste
  • Moderate organic attitudes
  • Fit organic into existing lifestyle
  • 53mm adults 18+
TEMPERATES
TEMPERATES

TEMPERATES

21% of GP

  • Pragmatists, 77% use P3M
  • It's still about taste
  • Moderate organic attitudes
  • Fit organic into existing lifestyle
  • 53mm adults 18+
DABBLERS

DABBLERS

22% of GP

  • Rational
  • Non-Committal
  • 19% use P3M
  • Price Sensitive
  • 56mm adults 18+
DABBLERS

DABBLERS

22% of GP

  • Rational
  • Non-Committal
  • 19% use P3M
  • Price Sensitive
  • 56mm adults 18+

RELUCTANTS

22% of GP

  • Uninterested, 8% use P3M
  • Don't trust organic
  • Not worth paying more
  • Conventional tastes better
  • 56mm adults 18+
RELUCTANTS
RELUCTANTS

RELUCTANTS

22% of GP

  • Uninterested, 8% use P3M
  • Don't trust organic
  • Not worth paying more
  • Conventional tastes better
  • 56mm adults 18+

The Institute's Organic Consumer Trends Database...

18 Years Trending, 50,000+ Consumers, 4 Unique Segments.

Understanding the Consumer Changes Everything!