In Organic2006: Consumer Attitudes & Behavior, Five Years Later & Into the Future, The Hartman Group tracks the evolution of U.S. consumers through their ever-expanding exploration of organic categories. This report integrates new primary quantitative and qualitative research findings building upon consumer research in the organic arena from over 15 years. During that time, the consumer meaning and perceived value of organic has evolved, along with the users of organics themselves. This report first explores the World of Organics and presents The Hartman Group segmentation of consumers, including key dimensions of consumption. This world is expanding, both in the number of consumers participating and the number of categories. To illustrate how consumers understand organics, the report then explores perceptions and awareness regarding terminology (organic, natural and local) and standards. Beyond perceptions, the current use of organics is explored, including triggers, motivators and barriers. This is followed by a deep dive into consumers' price perceptions both at retail and restaurants. Usage, availability and patterns in organic purchases are detailed, including product category adoption. Within patterns of purchases, consumer sentiments regarding corporate ownership, loyalty to organics and dining channels are investigated. The report updates demographics and cultural factors of organic consumers noting new and continuing themes. It then addresses shopping channels and retailing issues of integration versus segregation. With an expanding array of organic products on the market, consumer resonance with organic brands is addressed, including familiarity, trial and adoption. The report closes with recommendations for reaching the organic consumer.
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