Organic shoppers are more mainstream and diverse than most stereotypes of pro-organic shoppers, according to the results of an annual survey conducted by Earthbound Farm. Of the more than 500 consumers surveyed, 40 percent say they plan to increase their household's organic consumption in 2019.
Not surprisingly, health is still the top reason why consumers purchase organic. A majority, 75 percent of organic consumers, say they choose organic because it's healthier for themselves or their families. The next closest reason, at 45 percent, was because "it's higher quality."
Millennials, Gen Z, and Gen X are more likely than Boomers to choose organic, with upwards of 50 percent for the younger generations and only 30 percent for Boomers. People with kids at home are more likely than those without kids to buy organic, 52 percent vs. 41 percent. Nearly half of all organic consumers say they're open to any kind of organic product. Dinner was the most likely meal occasion for which to buy organic, and lunch was the runner up.
Related: Grocery Prices Continued to Increase in 2018; Organic Price Premiums Dip as Demand Grows.
from Industry Operations http://bit.ly/2UJkKwD
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