Organic Food Trends
Five trends in organic foods.
By David Smith
With the latest food movements trending towards clean eating, consumers are buying more organic foods. Most grocery stores now have their own private label for organic products. Even foods that you’d never think of as organic are being reformulated to cash in on the trend – organic pop tarts, anyone?
Ripple Street, a consumer engagement and research platform, recently surveyed its national consumer panel and discovered these five emerging trends in the organic foods industry.
Trend 1 – Organics are for everyone, but price is crushing sales.
All incomes purchase organic foods. More than 80 percent of consumers with household income of $50,000 or less have purchased organic foods this year. However, 91 percent of consumers said price is preventing them from buying more organics. This held true across age, gender and income level.
Trend 2 – Consumers know the benefits of organics.
Sixty-six percent of consumers agree that organic food is healthier while 72 percent agree it’s better for the environment, and the vast majority (88 percent) are concerned about GMOs in their food. Millennials agreed at slightly higher rates than older consumers, but everyone shared these feelings.
Trend 3 – Trial in organics category is most strongly influenced by in-store discovery.
Eighty-seven percent of consumers said that seeing a product in-store is the most common way they discover organic foods – this is 2 times greater than any other method of discovery. (Trying it at a friend or family member’s house was the next most common method of discovery at 44 percent).
Trend 4 – Organics make parents feel good.
Parents know that sometimes we all feel insecure about the quality of our parenting. Buying organic food makes parents feel like they’re doing a great job – and that holds an enormous potential value. Over half of parents said they are more likely to buy organic food for their kids than themselves, and 46 percent of parents agreed that “feeding my kids organic food makes me a better parent.”
Trend 5 –Private label is a huge opportunity – or threat.
Consumers want organic products and most of them don’t care what brand makes them. At least 67 percent of consumers across all organic food categories have “no preference” between brand or private label when it comes to purchasing organic foods. If price is crushing sales, private label organics could provide the price relief consumers are seeking. And organic brands will need to do more to convey they are worth paying more for.
Ripple Street (formerly House Party Inc.) is a leading consumer engagement and research platform that connects brands with everyday consumer influencers. They build communities of authentic consumer influencers and give them the tools to experience and share the brands they love with the people they love. Their proprietary platform has been driving brand lifts and sales for over a decade, empowering brands to identify influential brand advocates, engage them with memorable brand experiences, amplify those experiences online and off, and measure the impact on brand lifts and sales.
Ripple Street Research provides actionable, affordable insights from their panel of more than 1 million consumers in just 24 to 48 hours.
David Smith is the vice president of research and analytics at Ripple Street. Smith has been instrumental in the development of industry measurement standardization through his involvement with WOMMA/ANA and has worked with many Fortune 500 brands and top agencies on their consumer research and their marketing strategies and measurement.