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What consumer needs do organic foods fulfill? |
A. F. BARR, Marr Barr Communications, 2101 Ken Pratt Blvd., Ste. 106, Longmont, CO 80501-6568 The organic industry in the U.S. alone is growing at a 20-percent annual clip. And, organic sales around the world are expanding at an accelerating rate, mirroring consumers’ interests in organic foods, fibers and personal care products. Consumer attitudes and opinions are driving this growth, and availability of more organic products continues to expand to match these demands. The latest consumer research – both U.S. and international – underscores consumer concerns and motivators driving the growth of the organic industry worldwide, including similarities and differences between and among various consumer groups. Motivating issues encompass concerns related to the proliferation of genetically modified foods; use of pesticides, herbicides and other agrochemicals; impact on water and land quality; animal welfare practices; etc. Negative opinions concerning organic products and barriers to consumers purchasing organic goods also are documented, including price comparisons with conventionally produced foods; distrust of the “organic” moniker; and general disinterest in organic products. Consumers’ knowledge and expectations related to the National Organic Standards, including labeling definitions and regulations therein, also reveal confusion, acceptance and various levels of consumer knowledge pertaining to “organic.”
Session 36, Organic foods in the post USDA final rule era
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