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Industry research shows growth in sales of organic foods, in their share of market-basket space, and in the number of products with clean label claims. As with any former niche that goes mainstream, one factor is simply be that a wider range of products, at a wider range of outlets and price points, are readily available. But Organic and Clean Label Food Consumer in the U.S. analyzes the core consumers, those who buy these products with intention and conviction. This report examines current market dynamics including shifts in consumer usage rates, cross-usage, psychographics, and demographics. The focus is on market drivers and implications, to highlight cross-category sales growth opportunities for product manufacturers and retailers, including through private-label and the Internet.
Analysis in Organic and Clean Label Food Consumer in the U.S. draws heavily on proprietary Packaged Facts National Consumer Surveys to explore the priorities, preferences, and attitudes that drive organic and clean label food purchases. While “clean label” (unlike “organic”) has no standard definition, the research presented confirms and quantifies how consumer mindsets align with industry use the term, covering three broad areas of concern — what’s in the food, how the food is produced, and who produces, sells, and serves it.
To highlight opportunities for sales growth, this report provides you with strategic data and insights on:
Specific consumer segments, including adults who shop in the natural food channel; who mainly buy natural/organic groceries; who buy foods with animal welfare-related claims; who seek out non-GMO foods and local and seasonal fresh produce; and who favor regional/local and specialty/natural companies over large food corporations
The social and cultural environment driving interest in organic and clean label foods, such as the perception that these foods are healthier, tastier, and safer than their standard counterparts; concerns about animal welfare, food safety, and sustainability; and distrust or lack of knowledge about issues like regulation and label and marketing claims
The emotional component of organic and clean label consumerism and the role of a company’s ethical behavior, values, and transparency in purchase decisions
The label claims consumers respond to, the store features organic and clean label consumers consider when they are choosing where to buy groceries, and online grocery shopping
Demographics and psychographics
Scope and Methodology
Organic and Clean Label Food Consumer in the U.S. brings you 125 tables and charts illustrating trends and supporting the analysis, drawing foremost on two primary sources of consumer data. The first source is the Packaged Facts National Online Consumer Survey, which includes a panel of 2,000 U.S. adults (age 18 and older) that is balanced to the national population on primary demographic measures such as age cohort, gender, geographic region, marital status, race/ethnicity, presence or absence of children in the household, and household income. The other source of primary consumer data in this report are Simmons Profile Reports from Simmons Research, LLC. On an ongoing basis, Simmons conducts booklet-based surveys of large and randomly selected samples of consumers (approximately 25,000 for each 12-month survey compilation), which, as an aggregate, are intended to represent a statistically accurate cross-section of the U.S. population as a whole. Secondary sources consulted for this report include trade associations, environmental and animal-welfare advocacy groups and third-party credentialing organizations, and trade, business, and consumer publications. U.S. government agency websites provided information on labeling and other regulations affecting organic and clean label foods.
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