Instore - January/February 2014 - (Page 22)
consumer trends
CONSIDER
All Natural and Organic
It's no secret that many of today's consumers lack a certain amount of
US consumers shopping for consumer packaged goods (CPG) are
trust for the manufacturers that produce a majority of the foods we eat.
increasingly looking for products with "natural" or "organic" on their
A spike in foodborne illnesses, obesity and the like, have all contrib-
labels, according to a new Eco Pulse survey conducted by the Shelton
uted to consumers becoming more wary of the ways and means in
Group. The survey of more than 1,000 US shoppers revealed 25% said
which their foods get to the table. Movements like farm to table have
they look for "100% natural" or "all natural" products, while 24% said
become more and more popular and continued to gain momentum
"USDA certified organic" or "100% organic" affected their purchases.
with mainstream shoppers.
Industry observers say organic's steady post-recession return to
double-digit growth has been driven significantly by longtime organic
More parents are buying organic
consumers broadening their purchases across more categories,
48% 30%
such as textiles, body care and supplements. But, besides committed
say it's because
say it's to avoid
Agriculture's Organic seal out of concern for their families' health. A
"it's healthier for me
toxic pesticides
2013 US Families' Organic Attitudes and Beliefs study from the Organic
and my family"
and fertilizers
Trade Commission states that 81% of US families are buying organic
consumers buying more, organic continues to slowly attract
newcomers, many of them parents drawn to the US Department of
29% 22%
(up from 73 percent) in 2009.
say it's to avoid anti-
say it's to avoid
* 89% of seasoned organic shoppers visit two or more stores per week
biotics and growth
genetically modified
* 97% of organic buyers purchased organic fruits and vegetables in the
hormones
organisms (GMO)
Some of the revelations from the Organic Trade Commission's Study:
past six months
SOURCE: ORGANIC TRADE COMMISSION
What is the meaning of 'natural' on the label of food?
American shoppers continue to seek out healthy alternatives to feed
From a food science perspective, it is difficult to define a food product
their families. All natural and organic foods have both seen tremen-
that is 'natural' because the food has probably been processed and is no
dous growth in popularity, and many consumers have shown that they
longer the product of the earth. That said, FDA has not developed a defi-
will pay a premium for these types of offerings. Supermarket opera-
nition for use of the term natural or its derivatives. However, the agency
tors should consider making as many all natural and organic products
has not objected to the use of the term if the food does not contain added
available to their shoppers. Offering these products is the first step in
color, artificial flavors, or synthetic substances.
getting the extremely discerning customer out of the health food store
SOURCE: WWW.FDA.GOV
and into the traditional supermarket.
Key highlights from Thomson Reuters poll:
56%
17.2%
34.2%
63.5%
52.7%
38%
of people who make
believe that organic
of people are concerned
of people who have a
of people who have a
of people over the
$25,000 or less prefer
food is better for the
about toxins in non-
college degree or more
high school diploma or
age of 68 prefer
organic food
environment
organic food
prefer organic food
less prefer organic food
non-organic food
22 * JAN + FEB 2014 * instore
http://WWW.FDA.GOV
Table of Contents for the Digital Edition of Instore - January/February 2014
Instore - January/February 2014
Editor's Note - The Halloween Issue
What's in store for Sept + Oct
Table of Contents
News - On Our Radar
Consumer Insights - Trending Bagels
Trending Deli Meats
Regulation Watch - Trans Fats
Consumer Trends - Consider Mediterranean
All Natural and Organic
Gear Up for Halloween - Fall Forward
Other Emerging Shopper Trends
Understanding Shoppers - Generational Differences
Gear Up for Tailgating - Tailgating 'round the clock
Amazon Fresh expands to LA
Product Trends
Product Showcase
Next Up: The Thanksgiving Issue
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