Even with the tight economy, natural and organic consumers remain committed to eating healthy with 9 in 10 (87%) reporting that they were not willing to give this up. A majority (about 55% each) would not forego healthy and eco activities such as natural and organic products, vitamins and supplements and "green" environmentally friendly products.
Those adjusting their organic buying and eating habits (45% of respondents) are frugal shoppers seeking value and ways to purchase organics more economically such as being more selective when buying organics (67%), buying organics on sale (65%), using more coupons (50%), and buying more store brand/private label organics (48%).
Respondents see this change in the way they purchase organics as long term. Most will (52%) or may (32%) continue these new buying habits when the economy improves. The outlook for organic products looks strong, with more than 8 in 10 respondents planning to buy the same amount of organics (46%) or more (36%) when economy improves (1 in 6 were unsure; only 2% will buy less).
Store brand/private label organics remain part of the cost saving strategy with 9 in 10 (88%) buying on a regular (38%) or occasional (50%) basis. One in four (26%) are buying more of these products since the recession started. Grocery staples such as cereal, grains and pasta (80%), dairy (72%), condiments (61%) and household cleaning products (61%) displayed the highest store brand/private label category purchasing.
"For branded organic products, the challenge is to regain market share through brand building initiatives such as layered promotions, education regarding brand values and coupons so that they are well positioned post-recession," said Matthew Saline, CEO for Mambo Sprouts Marketing.
SOURCE Mambo Sprouts Marketing
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