器官的各種面貌：2008年

Abstract

The Hartman Group is back with the most in-depth understanding into the consumer perceptions, motivations and behaviors driving the organic marketplace. Learn what organic now means since our 2006, 2003, 2000 and 1997 studies.

The Many Faces of Organic 2008 is the authoritative marketplace report that explores and explains the consumer lifestyle and cultural shifts occurring in organic shopping and usage

Many factors are currently at play to influence the current and future picture of organic consumption. Our research clearly reveals that while organics are still an important cue to millions of consumers for products that contribute to healthy lifestyles, conventional culture is now including organic as but one of many symbolic distinctions of equal importance beneath the overall moniker of "quality." Specifically, this report shows where organic now resides in terms of importance in consumers' minds.

As consumers and companies navigate the turbulent waters of a difficult economy, the findings contained within The Many Faces of Organic bears new economic and cultural significance that cannot be ignored by manufacturers, marketers, retailers and other stakeholders.

What You Can Expect

The Many Faces of Organic 2008 explores how far into the mainstream organic has reached-representing ever more ideas and practices to a wider audience-and how any changes in behavior will influence further innovation.

This report integrates new primary quantitative and qualitative research to update the consumer perspective on the World of Organics with a longitudinal perspective that allows us to see into the future of organic by understanding its past. It provides a present-day, consumer-centric account of the world of organics and what lies beyond organic.

• CH I provides an updated view on organic usage including any shifts occurring between 2000 and 2008 in segment profiles, usage patterns and key dimensions of consumption.
• CH II details the consumer understanding of organics, past and present, the relationship between natural and organic and major themes with the World of Organics.
• CH III is an in-depth examination of organic usage: triggers for entry into organic products, motivators for continued usage, and barriers to using organics.
• CH IV explores the issue of price: perception of cost of organics, impact of cost of organics on purchases, the relationship between natural and price, and premium organic products.
• CH V probes the relevance of organics while dining outside the home including the price for organic products while dining out and consumer impressions of organic restaurants.
• CH VI looks at who is buying organics, purchase criteria, purchasing patterns across organic product categories and trends in organic product purchased.
• CH VII is a breakdown of the demographic factors in organic usage.
• CH VIII looks at the retail trends in shopping for organics over time and placement of organic products within the store (integration vs. segregation of products).
• CH IX is an assessment of consumer familiarity and adoption of organic brands and the influence of store brand organics.
• Appendix: Methodology

Table of Contents

Executive Summary

• Chapter I: Consumer Segmentation in the World of Organics
• Chapter II: Consumer Understanding of Organics
• Chapter III: Organic Use: Triggers, Motivators & Barriers
• Chapter IV: The Issue of Price
• Chapter V: Organics While Dining Outside the Home
• Chapter VI: Organic Product Category Adoption Path
• Chapter VII: Demographic Factors in Organic Use
• Chapter VIII: Shopping Channels for Organics
• Chapter IX: Organic Brands

Chapter I Consumer Segmentation in the World of Organics

• Participation in the World of Organics
  • A Leveling Out in the Use of Organics
• Using the World Model
  • Organic Consumer Lifestyle Segmentation
• Organic Usage Patterns Within Segments
  • Core Organic Consumers: "A Holistic Perspective"
  • Mid-Level Organic Consumers: "Avoidance of Negatives"
  • Periphery Organic Consumers: "Interest Laced with Skepticism"
  • Key Trends of Organics in 2008
• Dimensions of Consumption
  • Universal Dimensions
  • Core/Mid-level Dimensions
  • Mid-level/Periphery Dimensions
• Chapter I: Key Findings

Chapter II Consumer Understanding of Organics

• Consumer Perceptions of Organics: In the Body, On the Body, Around the Body
• Major Themes in the World of Organics
  • Health
  • Quality
  • Local
  • Social Responsibility
  • Environmental Impact
  • Regulation and Certification
• The Relationship Between Organic and Natural
• Chapter III: Key Findings

Chapter III Organic Use: Triggers, Motivators & Barriers

• Triggers for Entry into Organic Products
• Motivators for Continued Usage of Organic Products
• Barriers to Using Organic
• Chapter III: Key Findings

Chapter IV The Issue of Price

• Perception of the Cost of Organics
• Impact of the Cost of Organics on Purchases
• Natural and Price
• Premium Organic Products
• Chapter IV: Key Findings

Chapter V Organics While Dining Outside the Home

• Relevance of Organics While Dining Outside the Home
• Prices for Organic Products While Dining Out
• Consumer Impressions of Organic Restaurants
• Chapter V: Key Findings

Chapter VI Buying Organics: Adoption, Criteria & Patterns

• Organic Product Category Adoption Path
• Purchase Criteria by Organic Product Categories
• Purchasing Patterns Across Organic Product Categories
• Trends in Organic Product Categories Purchased
• Differences Across Consumer Segments in Organic Categories Purchased
  • Purchases of Specific Meats
• Patterns Across Consumer Segments in Organic Categories Purchased
  • Differences across Consumer Segments in the Number of Organic Categories Purchased
  • Trends in the Types of Organic Categories Purchased by Core Consumers
  • Chapter VI: Key Findings

Chapter VII Demographic Factors in Organic Use

• Demographics of the Organic Consumer
• Differences Across Race/Ethnicity: Latino Americans and Organics
  • Summary of Findings on Latino Americans and Organics
• Differences Across Income: High-Income Consumers and Organics
• Other Notable Effects of Demographics on Aspects of Organic Use
• Chapter VII: Key Findings

Chapter VIII Shopping Channels for Organics

• Shopping Channels for Organics
• Trends in the Use of Organic Channels
• Integration vs. Segregation of Organic Offerings in Retail Grocers
• Chapter VIII: Key Findings

Chapter IX Organic Brands

• Consumer Familiarity & Adoption
  • Familiarity
  • Adoption
  • Notable Trends in Brand Familiarity and Adoption
• Brand Familiarity and Adoption Within Consumer Segments
• Earning Organic Brand Loyalty
• Relative Familiarity and Adoption of Brands Across Consumer Segments
• Influence of Store Brand Organics
• Chapter IX: Key Findings

Appendix I Methodology

• Quantitative Methods
• Sampling Frame
• Segmenting Organic Consumers
• Qualitative Methods
• Defining "Primary Household Shopper"

LIST OF FIGURES AND TABLES

• Figure 1. Organic Consumers in the U.S., 2008
• Figure 2. Frequency of Organic Use, 2008
• Figure 3. Organic Use, 2000, 2006, 2008
• Figure 4. Frequency of Organic Use, 2000, 2006, 2008
• Figure 5. World Model: Core to Periphery
• Figure 6. Segment Percentages Within the World of Organics
• Figure 7. Organic Usage Patterns by Organic Consumer Segment
• Figure 8. Organic Consumer Segment Organic Usage Distribution
• Figure 9. Organic Usage (by Organic Consumer Segment), 2006 and 2008
• Figure 10. Dimensions of Consumption Organizing the World of Organics
• Figure 11. Organic Products Language Map
• Figure 12. The Body-World Continuum
• Figure 13. Properties Associated with the Term "Organic"
• Figure 14. Properties Associated with the Term "Organic," 2006 and 2008
• Figure 15. Properties Associated with the Term "Organic" (By Organic User and Non-User)
• Figure 16. Properties Associated with the Term "Organic" (By Organic Consumer Segment)
• Figure 17. Importance of Various Labels/Phrases When Shopping for Foods and Beverages
• Figure 18. Importance of Various Labels/Phrases When Shopping for Foods and Beverages (By Organic User or Not)
• Figure 19. Importance of Various Labels/Phrases When Shopping for Foods and Beverages (By Organic Consumer Segment)
• Figure 20. Association of the Term "Organic" with "Locally Grown" (by Organic Consumer Segment and Non-users)
• Figure 21. "To Buy Local Products" As a Main Reason for Buying Organic Foods and Beverages (by Organic Consumer Segment)
• Figure 22. Awareness of Governmental Standards for "Organic" Label on Foods and Beverages, 2006 and 2008
• Figure 23. Awareness of Governmental Standards for "Organic" Label on Foods and Beverages, 2006 and 2008 (By Organic Consumer Segment)
• Figure 24. Trust in "USDA Organic" Label on Foods and Beverages (By Organic Consumer Segment)
• Figure 25. Natural Products Language Map
• Figure 26. Reasons for Buying Organic Foods and Beverages
• Figure 27. Reasons for Buying Organic Foods and Beverages, 2006 and 2008
• Figure 28. Reasons for Buying Organic Foods and Beverages (by Organic Consumer Segment)
• Figure 29. Reasons for Not Purchasing More Organic Foods/Beverages (Mid-Level and Periphery Organic Consumer Segments)
• Figure 30. Reasons for Not Buying Organics (Among Non-Buyers, 2006 and 2008)
• Figure 31. Reasons for Not Buying Organics (Among Non-Buyers Who Have / Have Not Considered Buying Organics)
• Figure 32. Reasons for Not Purchasing More Organic Foods/Beverages (Mid-Level and Periphery Organic Consumer Segments)
• Figure 33. Product Categories in Which Consumers Are Willing to Pay a Premium (30% More) for Organic (Among Organic Category Buyers)
• Figure 34. Categories in Which Consumers Are Willing to Pay a Premium (30% More) for Organic (Among Organic Category Buyers - By Organic Consumer Segment)
• Figure 35. Importance of Organic Foods and Beverages Outside of the Home Compared to Organic Foods Prepared at Home
• Figure 36. Premium Amount Consumers Are Willing To Pay For Organics When Dining Out (By Organic Consumer Segment)
• Figure 37. Premium Amount Consumers Are Willing To Pay For Organics in a Restaurant (By Household Income)
• Figure 38. Consumer Impressions of Restaurant with Organic Items (By Organic Consumer Segment)
• Figure 39. Organic Product Category Adoption Pathway
• Figure 40. Categories of Organic Products Purchased
• Figure 41. Top Categories of Organic Products Purchased (By Organic Consumer Segment)
• Figure 42. Specific Categories of Organic Meats Purchased
• Figure 43. Number of Organic Categories Purchased in the Past 3 Months
• Figure 44. Consumer Segment by Race (Including Non-Users)
• Figure 45. Consumer Segment by Race (Excluding Non-Users)
• Figure 46. Frequency of Organic Use by Race (Excluding Non-users)
• Figure 47. Organic Food and Beverage Purchase Channels
• Figure 48. Organic Food and Beverage Purchase Channels (By Organic Consumer Segment)
• Figure 49. Use of Grocery Store as One' s Only Organic Purchase Channel (by Organic Consumer Segment)
• Figure 50. Organic Food and Beverage Purchase Channels (By Year)
• Figure 51 Approaches to In-Store Organic Product Placement
• Figure 52 Preferred Placement of Organics When Shopping for Groceries
• Figure 53. Familiarity and Regular Use of Organic Brands
• Figure 54. Familiarity and Regular Use of Organic Brands: 30 Most Familiar Brands Among Core Consumers
• Figure 55. Familiarity and Regular Use of Organic Brands: 30 Most Familiar Brands Among Mid-level Consumers
• Figure 56. Familiarity and Regular Use of Organic Brands: 30 Most Familiar Brands Among Periphery Consumers
• Figure 57. Consumer Assessment of Store Brand Organics (By Organic Consumer Segment)
• Figure 58. Identifying Primary Household Shoppers