Per the OTA’s “2011 U.S. Families’ Organic Attitudes and Beliefs Study,” some four in 10 families say they are buying more organic products than they were a year ago. The “2011 Organic Industry Survey” found the U.S. organic industry grew at a rate of nearly 8% in 2010.
What has proven to be the most compelling reason prompting consumers to opt organic? Some 47% of parents surveyed said their strongest motivator for buying organic is a belief that organic products are “healthier for me and my children.”
Some 72% of parents are now familiar with the organic seal (nearly a decade after the federal rules for organic were implemented)—a significant rise from the 65% of familiarity in 2009. Furthermore, the study indicated three in 10 U.S. families are new entrants to the organic marketplace. pf