June 23, 2003
Hartman Surveys Cover Organic Products, Healthy Beverages
BELLEVUE, Wash.--The Hartman Group released its latest report, OrganicConsumer Evolution 2003, which defines various U.S. organic lifestyles andexplores how consumers integrate products into these lifestyles. The key tounderstanding organic consumption is to understand the organic consumer,according to the Hartman Group. Organic consumers comprise periphery (37 percentof shoppers), middle (53 percent) and core (10 percent) shoppers, that each havedifferent amounts of knowledge about the organic movement.
Hartman's analysis of the different organic shoppers offers insights fororganic producers and retailers addressing the key barriers to organic use, suchas awareness, price and availability, according to the research firm (www.hartman-group.com).Further assessment of organic trends indicates the importance of the retailexperience and targeted consumer communication to create a successful organicbrand.
In additional company news, the Hartman Group also released WellnessInteractive Survey: Healthy Beverages. This survey examines consumerattitudes toward healthy beverages and their self-reported consumption of suchproducts. The report indicates what ingredients healthy beverages should notcontain, what influences purchases and what health concerns consumers addresswith health beverages. Some key findings demonstrate most wellness consumersbelieve artificial ingredients should not be in a healthy beverage, nor shouldcaffeine or sugar. In addition, of 453 respondents, those surveyed most oftencited considering a healthy beverage for the following health conditions:general health (66 percent), bone strength (66 percent), energy (64 percent),colds and flu (60 percent), and digestion (52 percent).
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