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Jennifer Chait

Targeting Parents is Smart for Organic Retailers

By December 18, 2010

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If you're an organic retailer and you're not targeting parents, you're missing a key demographic for sales. According to various consumer studies, parents are very likely to buy certified organic food and other organic products - more likely, than say single adults or older adults.

In fact, a 2009 U.S. Families' Organic Attitudes and Belief Study notes that many parents will actually reduce their spending in other areas before they'll stop buying organic products. The belief study also noted that 17% of U.S. families said their largest increases in spending in the past year were for organic products.

PLUS a brand new consumer survey finds that 41% of parents are buying more organic foods than a year ago, even in spite of the sluggish economic recovery. According to OTA, the new survey, conducted between Aug. 11 and 27, 2010, "Found that parents buy organic because they see organic products are generally healthier, address their concern about the effects of pesticides, antibiotics and hormones on children, or provide a means to avoid highly processed foods and/or artificial ingredients."

So with this in mind, if you're a retailer, you should promote to parents like there's no tomorrow. Be sure to label organics correctly in your retail setting, make organic brochures and other organic literature available and appeal to parents with fun organic promotions and goodies for the kids, like a coloring contest or free organic kid-minded samples.

Photo Garrison Photography via sxc.


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