Organic Food & Beverage Trends 2004

BELLEVUE, Wash.--Consumer use of organic products increased from 55 percent in 2000 to 66 percent in 2004, according to the latest Organic Food & Beverage Trends 2004: Lifestyles, Language and Category Adoption report, released by The Hartman Group in August.

The report covers current trends such as consumer segmentation, changes in organic product usage, consumer opinion on organics with an analysis of consumer language, changes in shopping channels, the latest categories adopted and a review of organic brands that resonate with consumers. The report integrates both quantitative and qualitative research to provide a complete picture of current organic consumer trends.

“Health and nutritional concerns remains the most frequently selected reason for purchasing organic foods with 46 percent of all organic consumers citing this as a reason,” said Laurie Demeritt, president and chief of operations of The Hartman Group. “Consumers’ specific health concerns focus on avoiding food and beverage products with pesticides, growth hormones and antibiotics.”

The quantitative results in the study are taken from two primary sources: 1) the Organic Trends study, conducted over the Internet in December 2003, with a nationally representative sample of 5,000 respondents; and, 2) a survey of 353 consumers from the Hartman Interactive Consumer Panel, The Hartman Group’s online panel of over 15,000 consumers. In addition, the report incorporates qualitative research including case studies of individuals according to their use and adoption of organic products.

For more information, visit www.hartman-group.com/products/reportorganic2004.html.

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