Organics are no longer seen as the choice for only those on the fringes of society. According to a new Harris Interactive poll, the majority of Americans report having a positive attitude toward organics, believing that organic food is healthier not only for individual bodies but also for the environment.
The overall public, regardless of whether or not they regularly purchase organics, overwhelmingly believes that organics are better; 79 percent believes that they are better for the environment, and 76 percent believe they
are safer for individual health. Among those who frequently buy organics, these beliefs are held by 92 percent and 98 percent, respectively.
Although only 7 percent of the respondents said that they buy organic food "all or most of the time", an additional 31 percent said that they buy organics at least occasionally. The results also clearly show that organic consumption is increasing: 32 percent of those who buy organics (whether frequently or only occasionally) stated that their organic purchases have increased, while only 5 percent reported a decrease. This trend of increase suggests that organics are likely to comprise a greater share of total grocery purchases in the future.
Not surprisingly, almost everyone (95% of the overall public, including 88% of frequent organic food buyers) believes organic food is more expensive. About a third (36%) of the public, including almost all (91%) frequent organic food buyers, believes that "organic food is much better for you" and that "the extra expense is worth it to have better food". A smaller 29 percent of the public believe it is "a waste of money as it is no better for you than conventional foods". Another 36 percent are not sure. Most (86%) frequent organic food buyers also think it tastes better, but only 39 percent of all adults think this way.
The Harris poll also showed that there are some demographic differences in organic purchasing and consumption. The segments of the population most likely to buy organic foods regularly: college graduates (11%), Liberals (11%), Westerners (10%), Echo Boomers (those aged 18-30; 10%), and Gen Xers (those aged 31-42; 9%). Surprisingly, those in the East region of the country had the lowest consumption of organics, showing that major gains have been made in the South and Midwest. Also contrary to conventional wisdom, Baby Boomers are actually less likely to regularly purchase organics than are younger adults.
The poll, conducted online during the period of September 11-18, 2007, surveyed 2,392 adults about their opinions about organic foods. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. The fact that only a certain percentage of the population was likely to be online was also accounted for in the survey methodology.
October 15, 2007
By Holly Case
Natural Food Network Newsletter Editor
