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Jennifer Chait

Consumers Want Less Expensive Organics

By June 13, 2012

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A new survey from CouponCabin.com reveals that nearly three-in-four (72%) U.S. adults would be more likely to buy organic food items if they were less expensive than regular grocery items. Color me shocked. It's no surprise that Americans will buy something if it costs less. However, when it comes to organics, the price hikes are often for good reasons such as more time intensive growing practices, certification costs and less harmful, yet more costly, ingredient alternatives.

According to the survey, 45% of U.S. adults said they rarely seek out organic food items, while 52% shop for organics at least occasionally. Many consumers noted they didn't believe organics were healthier (which is true some of the time, but not others). Consumers who say they never seek out organic food gave the following reasons:

  • They're too expensive (65%).
  • Organics don't matter (38%)
  • Prefer non-organic food items (9%)
  • Don't understand what organic means (8%)
  • Organics aren't available (7%)

The survey provides some interesting insight and makes it clear that we not only need better consumer education, but that the industry needs to do a much better job when it comes to marketing the benefits of organic food.


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