According to the 2013 U.S. Families' Organic Attitudes and Beliefs Study, more consumers are choosing organic products at least sometimes, but the majority of those buying organic foods are purchasing more items than a year earlier. New entrants to buying organic now represent 41% of all families—demonstrating interest in the benefits of organic food and farming is on the rise."More and more parents choose organic foods primarily because of their desire to provide healthful options for their children," said Christine Bushway, OTA's CEO and executive director.
Produce continues to be the leading category of organic purchases, with 97% of organic buyers saying they had purchased organic fruits or vegetables in the past six months. Breads and grains, dairy and packaged foods were also frequently cited (all scoring above 85%) among those who purchase organic. Families choosing organic foods are increasingly important to retailers of all types, with organic buyers reporting spending more per shopping trip, and shopping more frequently than those who never purchase organic food.
Consistent with findings from previous studies, 48% of those who purchase organic foods said they do so because they are "healthier for me and my children." Additionally, parents' desire to avoid toxic and persistent pesticides and fertilizers (30%), antibiotics and growth hormones (29%), and genetically modified organisms (22%) ranked high among the reasons cited for buying organic products.
Awareness of the USDA Organic seal has also grown, with more consumers more likely to look for the seal when shopping for organic products. Moreover, 4 in 10 parents (42%) say their trust in organic products has increased, versus 32% who indicated this point of view one year ago. In fact, younger, new-to-organic parents are significantly more likely to report improved levels of trust in organic products.
"Consumer trust is on the upswing for organic as the gold standard when seeking to avoid toxic and persistent pesticides, antibiotics, synthetic hormones, genetically engineered ingredients, and additives," Bushway said.
