Mintel Reporting Consumers Staying Organic Despite Economy
“Heavy users of natural and organic food and drink are most likely to indicate they’ve traded down to less expensive organic options,” notes David Browne, senior analyst at Mintel. “However, less-frequent consumers of organic products have shown that they haven’t shifted their behavior. This is good news for the organic food and drink market, as this group may begin to buy more once recession-related fears begin to fade.”
With a slight decline in supermarket sales in 2009 (-0.3%), Mintel and natural products industry expert SPINS (www.spins.com) expect the organic food and drink market to recover gradually during 2010-12, but not at pre-recession growth rates. Consumers have made shifts in their purchase behavior that are likely to carry on through this time period.
“The natural and organic food industry has an opportunity to instill trust and educate consumers as we work our way out of this recession,” comments David Browne.
Currently, only one-third (33%) of survey respondents trust the term “natural” on labels and nearly half (45%) trust the term “organic.” However, roughly 30% of respondents say they don’t know if they can trust either term.