Consumers are increasingly buying organic dairy products when grocery shopping, with 89% of organic buyers purchasing organic dairy products and 25% always buying organic dairy products, according to a study by the Organic Trade Association (OTA).
The "2013 U.S. Families' Organic Attitudes and Beliefs Study," based on responses from 1,239 U.S. households and conducted Jan. 18-24, 2013, showed more and more U.S. families are embracing organic products in a wide range of categories, as 81% of respondents report purchasing organic products at least sometimes. Study findings, gathered in partnership with KIWI Magazine, also showed that the majority of those buying organic foods are purchasing more items per year than one year earlier. New entrants to buying organic now represents 41% of families, showing interest in organic food and farming is on the rise.
Study results show that produce continues to be the leading category of organic purchases with 97% of organic buyers citing that they've purchased organic fruits or vegetables in the past six months. Breads and grains, dairy and packaged foods were also frequently cited—all scoring over 85% among those who purchase organic.
Families purchasing organic foods are important to retailers of all types as organic buyers report spending more per shopping trip as well as shopping more often than those who never purchase organic foods. Findings reveal that almost half, 48%, of those consumer who buy organic foods do so because they are "healthier for me and my children." Thirty percent of parents also cite wanting to avoid toxic and persistent pesticides and fertilizers, 29% want to avoid antibiotics and growth hormones and 22% cite wanting to avoid genetically modified organisms.
Consumer awareness of the USDA Organic seal also has grown as trust in organic products has increased. Findings showed 42% of parents say their trust in organic products has increased, compared to the 32% a year ago, with younger, new-to-organic parents being significantly more likely to report improved levels of trust in organic products.
