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Organic Lifestyle Integration is
on the Rise
New NMI research indicates that consumer integration of
organics is growing
Natural Marketing Institute (NMI), the leading market
research and strategic consulting firm specializing in health, wellness and sustainability, reported today that its recent Health & Wellness Trends Database™ survey revealed that consumer integration of organic
into their lifestyles is growing. New data reveals that total organic household penetration across six product categories is up from 57% in 2006 to
59%, but some categories are experiencing significant penetration growth while others are flat.
More importantly the number of core users, DEVOTEDS™, has grown. The chart below shows
the percentage of general population/primary grocery shoppers who fall into each of NMI’s organic consumer segments for 2007 and
2006.
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2007 |
2006 |
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DEVOTEDS |
18% |
16% |
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TEMPERATES |
22% |
22% |
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DABBLERS |
41% |
44% |
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RELUCTANTS |
19% |
18% |
DEVOTEDS, as their name implies, are the most committed to organic and its ideals and are most
likely to have changed their lifestyle to integrate organic. The more a category is used, the more it has to be organic. TEMPERATES have modern
organic attitudes and fit organic into their lifestyle; the more they use a category, the more an organic version becomes a treat. DABBLERS are
non-committal about organic – they can take it or leave it. For them, buying organic is more about hipness than the health benefits.
RELUCTANTS are the least trustful of organic and believe that conventional products are just as good (if not
better) than organics and that organics are not worth the extra cost.
According to NMI President Maryellen Molyneaux, “NMI research shows that the number of DEVOTEDS is up, and
DABBLERS are down, which indicates that consumers are moving up the ladder of organic lifestyles. They are learning more about organics which is
leading to increased usage. This reflects the mainstreaming of the organic marketplace and the opportunity that brands have to attract the most loyal
segment of organic users – DEVOTEDS.”
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More information on NMI’s organic research will be
presented at a workshop entitled “Reaching Your Best Organic Target” which will take place prior to the All Things Organic Trade show
on April 25, 2008. Maryellen Molyneaux and Patti Marshman-Goldblatt will lead a three-hour interactive workshop that will analyze
organic consumer dynamics and current marketplace activities. Participants will learn how to identify, target, communicate and develop strategies in
the organic marketplace. For more information or to register, visit: http://www.organicexpo.com/08/public/Content.aspx?ID=14928&sortMenu=112000.
Enter code 9780 when you register and save
$50! |
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Can’t attend the workshop? More information can be
found in NMI’s upcoming 2008 Health & Wellness Trends Report™, which will be published in April or in the 2007 Organic Consumer Trends Report™ (OCTR) which contains
over 200 pages of charts, graphs and insights related to the organic category. The OCTR is a comprehensive look at the organic marketplace including
an intensive analysis of organic consumers. NMI provides predictions regarding the future of organic sales, household penetration and the
sustainability and market potential of specific categories. More information can be found on NMI’s website at: http://www.nmisolutions.com/r_organic.html. |
| NMI is an international strategic consulting, market research, and business
development company specializing in the health, wellness, and sustainable marketplace. Since 1990, NMI has provided unparalleled insight to hundreds
of clients around the world. For more information on NMI’s proprietary research tools, customized research services, and insightful
market reports, visit NMI’s web site at www.NMIsolutions.com. |
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Natural Marketing Institute
/ 272 Ruth Road / Harleysville, PA 19438
Phone: 215 513 7300 / Fax: 215 513 1713
www.NMIsolutions.com
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