Interest in Organics Waning, but Opportunities Still Exist Especially Among Core Consumers

According to a new report, The Many Faces of Organic 2008, by leading consumer insights specialists The Hartman Group, Inc., rumblings of slowdowns in certain categories within the organic market and a plateauing of overall organic sales are beginning to surface. As consumers and companies navigate the turbulent waters of a difficult economy, the findings contained within The Many Faces of Organic bears new economic and cultural significance that cannot be ignored by manufacturers, marketers, retailers and other stakeholders.

"Many factors are currently at play to influence the current and future picture of organic consumption," said Laurie Demeritt, president and COO of The Hartman Group. "Our research clearly reveals that while organics are still an important cue to millions of consumers for products that contribute to healthy lifestyles, conventional culture is now including organic as but one of many symbolic distinctions of equal importance beneath the overall moniker of 'quality.' Specifically, this report shows where organic now resides in terms of importance in consumers' minds."

While self-reported consumer purchase activity is leveling off, Hartman Group research shows that the organic market is far from reaching an expiration date or even a saturation point. Related to cultural concerns for quality and health (especially for children, personal and family welfare), consumers resonate more strongly today than ever before to fresh organic categories.

"In 2006, for example," explained Demeritt, "for every one category of organic products every purchased by Mid-level organic consumers, Core consumers purchased 1.65 categories. In 2008, this ratio has shifted dramatically: Core consumers now purchase 2.26 organic product categories for every one category purchased by the Mid-level."

The Many Faces of Organic 2008 is the authoritative marketplace report that explores and explains the consumer lifestyle and cultural shifts occurring in organic shopping and usage. The report examines strategic implications in the evolving arena and provides an in-depth look at the key trends reshaping the organic products industry.