Sixty-six percent (66%) of consumers report using organic products at least occasionally. That's up from 55% who reported using organic products in 2000. This coincides with a surge in organic use at the periphery, those consumers buying organics only occasionally, where 41% of periphery consumers began using organics in the past year. This is according to The Hartman Group's latest report, Organic Food & Beverage Trends 2004: Lifestyles, Language and Category Adoption.

The report integrates both quantitative and qualitative research to provide a complete picture of current organic consumer trends. Based on qualitative consumer interviews, the surge in periphery organic shoppers is largely driven by increased access to organic products in mainstream channels, heightened concern about health, gradual emergence of organic alternatives in mainstream brands, and an increase in information sources.

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About The Hartman Group

The Hartman Group, Inc. is a full-service consulting and market research firm offering a wide range of services and products focusing on the health and wellness markets. Our experienced staff, with diverse, yet complementary backgrounds are experts in providing trade reports, syndicated studies, strategic consulting and customized research. This team has extensive knowledge and experience in marketing, business management, retail anthropology, sociology, nutrition, healthcare management, consumer economics and statistics.