Need strategic insights on what today's organic and clean label food consumer is searching for? This report answers your questions by providing you with strategic insights, analysis, and data on the following:

  • 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‚Äôs 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
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Table Of Contents

  • Executive Summary
    • Scope and Methodology of Report
      • The Cultural Milieu
      • Consumer Usage and Attitude Trends
        • Table Look for Organic or Natural Foods When Shopping, 2010-2017\
        • Table Consuming More Organic and Clean Label Foods, 2017
      • Motivations for Organic and Clean Label Eating
        • Table Food and Nutrition Attitudes: Natural Food Channel Shoppers and Natural/Organic Consumers, 2017
        • Table Concerns About Animals Raised for Food
        • Table Importance of Sourcing in Food Purchase Decisions, 2017
      • The Organic and Clean Label Consumer in the Marketplace
        • Table Meals at Home: Cooking, Takeout, and Delivery, 2017
      • Who is the Organic/Clean Label Consumer? Demographics and Psychographics
    • Insights, Implications, and Opportunities for Stakeholders
      • Shopping with Intention
      • Emotional Connection
      • Fuzzy Language
      • Leveraging Local
      • Organic/Clean Label Consumers Demand More of Grocery Stores
      • Recasting Perceived Drawbacks as Assets
      • The Future of Electronic Disclosure
      • Acculturation Among Organic and Clean Label Hispanics
  • The Cultural Milieu
    • Clean Label Terminology
      • Definitions and Standards
      • Clean Label
      • Organic
      • Natural
      • Non-GMO
      • Food Allergens
      • Gluten-Free
      • Animal Welfare-Related Label Claims
      • USDA Publishes, Then Withdraws Rule Ensuring Better Treatment of Organic Livestock
    • Sources of Information on Foods to Eat and Avoid
      • IFIC: Consumers Trust Health and Nutrition Professionals, But Turn to Friends and Family
        • Table Trusted Sources for Information About Which Foods to Eat/Avoid, 2017
        • Table Most Frequent Sources for Information About Which Foods to Eat/Avoid, 2017
    • Food Safety Issues
      • Only 15% Very Confident in Safety of U.S. Food Supply
      • Foodborne Illness the Top Safety Concern
      • Scientific Studies the Most Influential Source for GMO Information
        • Table Most Influential Sources for Information About Food Safety, by Top Concern, 2017
    • Third-Party Certification
    • Animal Antibiotic Ban Boosts Confidence in Food Safety for Some Consumers
      • Most Consumers Don't Think Animal Welfare Standards Are Upheld
      • Understanding of Animal Welfare Claims Is Spotty
      • AWI: "Humane" Means Whatever the Producer Wants It to Mean
      • A Little Learning Can Be a Dangerous Thing
      • Consumer Reports Center Unimpressed with USDA Process Verified Shield
  • Consumer Usage and Attitude Trends
    • Key Points
    • Overall Usage Trends
      • Household Usage of Organic Foods Grows to 30%
        • Table Household Usage of Organic Foods, 2010-2017
      • Fresh Food Categories Show Highest Usage and Growth Rates
        • Table Household Usage of Organic Foods, by Type: 2010-2017
      • Consumption of Organic Fresh Produce Grows at Expense of Non-Organic
        • Table Household Consumption of Organic and Non-Organic Fresh Produce, 2010-2017
    • Shopping with Intention
      • Seeking Out Product Attributes
      • Nearly 30% of Adults Look for Organic or Natural Foods When Shopping
        • Table Look for Organic or Natural Foods When Shopping, 2010-2017
      • More Are Choosing Organic/Natural Foods for Health and Weight Management
        • Table Foods Eaten When Watching Diet, 2010-2017
      • Efforts to Buy Locally Grow Stronger
        • Table Make Effort to Buy Locally Grown Food, 2013-2017
      • Non-GMO Shopping Shifts from Buying Products to Seeking Them Out
        • Table Seek Out Non-GMO Grocery Products, 2013-2017
    • Changes in Attitudes and Behaviors
      • Half of Adults Are Buying More Natural and Organic Foods
        • Table Consuming More Organic and Clean Label Foods, 2017
      • Two-Thirds of Adults Are Paying More Attention to Label Communications
      • Most Adults Report Growing Concern About Animal Welfare Issues
      • Preference for Additive-Free Foods at an All-Time High
        • Table Preference for Foods Without Artificial Additives, 2013-2017
    • Corporate and Personal Responsibility
      • Staking Out Positions
        • Table Opinions About Corporate Responsibility, 2013-2017
        • Table Positions on Environmental Consumerism, 2013-2017
  • Motivations for Organic and Clean Label Eating
    • Key Points
    • Relative Importance of Clean Label Features
      • Seven in Ten Adults Bought Organic or Natural Packaged Foods in the last Month
      • Store Brands Outrank Many Clean Label Attributes Among Organic Consumers
        • Table Product Claims on Packaged Food and Beverage Products Bought in Last 30 Days, 2017
      • Organically and Humanely Produced Foods Are Seen as Healthier
        • Table Opinions About Impact of Food Production Practices on Healthfulness, 2017
        • Table Importance of Healthfulness of Foods with Animal Welfare Claims
      • Most Consumers Believe Organic/Clean Label Foods Taste Better
        • Table Opinions About Impact of Food Production Practices on Taste, 2017
      • Food Safety Concerns Also Drive Usage
      • Growing Concern About Treatment of Animals in the Food Supply
        • Table Concerns About Food Safety, Animal Welfare, and the Environment, 2017
        • Table Concerns About Animals Raised for Food
      • Consumers of Products with Animal Welfare Claims More Likely to Trust the System
        • Table Opinions About Animal Welfare Regulation and Certification
      • Lack of Information About GMOs Causes Consumers to Err on the Side of Caution
      • Half of Adults Buy Natural/Organic Foods When Managing Food Intolerances
        • Table Buy Natural/Organic Foods When Watching Diet, by Reason for Watching Diet 2017
      • Sourcing Is a Key Clean Label Virtue
        • Table Importance of Sourcing in Food Purchase Decisions, 2017
      • Recognizable Ingredients Most Important Production-Related Feature
      • Clean Label Values Linked to Age and Education
        • Table Demographics: Clean Label Values and Purchase Decisions, 2017
  • The Organic and Clean Label Consumer in the Marketplace
    • Key Points
    • Where Organic and Clean Label Consumers Shop, and Why
      • Organic and Clean Label Consumers Shop Around
        • Table Channels Shopped for Groceries and Fresh Foods Last 12 Months, 2017
      • Under-35 Millennials Shop at Each Channel More Than Anyone
        • Table Demographics: Mainly Buy Natural/Organic, by Grocery Channels Shopped, 2017
        • Table Demographics: Mainly Buy Natural/Organic, by Grocery Channels Shopped, 2017
        • Table Demographics: Mainly Buy Natural/Organic, by Grocery Channels Shopped, 2017
      • Older Millennials and Younger Generation Xers Are Avid Online Grocery Shoppers
        • Table Demographics: Ordered Food/Groceries Online in Past Three Months, 2017
      • Natural Food Channel Consumers Enjoy Shopping and Are Budget-Conscious
        • Table Grocery Shopping Psychographics: Adults Overall vs. Natural Food Channel Shoppers, 2017
    • Priorities and Preferences at the Retail Level
      • Fresh Foods Valued Over Low Prices
        • Table Important Features When Choosing Where to Buy Groceries, 2017
      • Parents Choose Stores Based on Organic Produce, Packaged Foods Selections
        • Table Demographics: Organic Selection Important in Choosing Where to Shop for Groceries, 2017
      • Most Adults Will Pay More for Organic and Clean Label
        • Table Willingness to Pay More for Foods with Clean Label Features
      • Availability, Access to Organic Foods Significantly Influences Purchasing
      • Organic/Natural Shoppers Strongly Prefer Stores with Knowledgeable Employees
        • Table Preference for Stores with Knowledgeable Employees, 2017
    • Organic and Clean Label Influences in the Fresh Produce Department
      • FMI on Demand for Local Products, Shifting Consumer Profiles, and Alternative Channels
    • Organic and Clean Label Influences in the Fresh Meat Department
      • Organic Meat Trends Mirror Those of Produce in FMI Study
      • Organic and Clean Label Attributes in Purchasing of Meat and Poultry
    • Organic and Clean Label Influences at the Dairy Case
      • Cage-Free, Local Are the Clean Label Features of Choice for Fresh Eggs
      • Cage-Free Eggs Considered Healthier by 60% of Purchasers
    • Organic and Clean Label Influences in Foodservice: Restaurants, Takeout, and Delivery
      • Clean Label Menu Penetration
      • Knowing Where Food Comes From Most Important Factor When Choosing Restaurant
        • Table Importance of Clean Label Factors When Choosing Where to Eat Out, 2017
      • One-Third of Diners Recently Ordered Locally Grown Menu Items
      • Three in Four Organic/Natural Shoppers Applaud Healthier Fast Food
        • Table Opinions About Fast Food, 2017
      • Clean Labelers Under 25 Are Most Disposed Toward Fast Food and Store-Prepared Meals
        • Table Demographics: Opinions About Convenience and Cost of Fast Food, 2017
        • Table Demographics: Often Eat Store-Made, Pre-Cooked Meals, 2017
      • Organic/Natural Consumers Cook More, Order Food More, and Buy More Meal Kits
        • Table Meals at Home: Cooking, Takeout, and Delivery, 2017
  • Who is the Organic/Clean Label Consumer? Demographics and Psychographics
    • Key Points
    • Demographics
      • A Core Organic/Clean Label Consumer Profile Emerges
        • Table Demographics: Households That Use Organic Foods, 2017
        • Table Demographics: Look for Organic/Natural Foods When Grocery Shopping, 2017
      • Consumers of Locally Grown Foods Are Disproportionately Boomers and Seniors
        • Table Demographics: Make Extra Effort to Buy Locally Grown Food, 2017
      • Parents Are Avid Clean Label Consumers Across Product Attributes and Categories
        • Table Demographics: Shop for Clean Label Groceries, by Type of Product and Claim, 2017
      • Many Natural/Organic Consumers May Prefer Mainstream to Specialty Channels
        • Table Demographics: Attitudes Toward the Natural/Organic Shopping Experience, 2017
    • Psychographics
      • Clean Label Attitudes Can Be Strong Predictors of Organic/Natural Food Usage
        • Table Clean Label Attitudes Among Organic and Natural Food Consumers, 2017
        • Table Clean Label Attitudes Among Organic Fresh Produce Consumers
        • Table Clean Label Attitudes Among Organic Meat and Dairycase Products Consumers
      • Natural/Organic Consumers and Natural Food Shoppers Exhibit Similar Food and Diet Psychographics
        • Table Food and Nutrition Attitudes: Natural Food Channel Shoppers and Natural/Organic Consumers, 2017
      • Consumers Concerned About GMOs Buy Humanely Raised and Local Foods
        • Table Shopping Behavior and Preferences: Adults Concerned About Safety of GMO Foods:, 2017
      • Environmental Responsibility Considered a Personal Obligation
        • Table Environmental Attitudes and Actions: Locally Grown Food Consumers and Organic/Natural Food Consumers, 2017
      • Organic/Natural Consumers Express the Preferences of a Foodie
        • Table Agreement with Selected "Foodie" Statements, 2017
      • Engagement with Food Extends to Cooking
        • Table Attitudes About Cooking, 2017
        • Table "On average, how often do you prepare/cook full meals at home?": All Adults vs. Natural/Organic Consumers, 2017
      • Novelty Is an Asset
        • Table interest in Trying New Food and Drink Products, 2017
      • Seven of Ten Organic/Natural Consumers Snack Between Meals
        • Table Attitudes Toward Meals and Snacking, 2017
      • Organic/Natural Consumers Judge Their Dietary Lapses Harshly
        • Table Attitudes Toward Dieting, 2017
        • Table Psychographics: Attitudes Toward Snacking and Dieting
      • Clean Label Consumers Consider Themselves Influential in Peer Groups and Communities
        • Table Statements About Personal Influence on Friends, Community, and Business, 2017
    • IFIC 2017 Food & Health Survey Food Decision Profiles
      • Purchase Drivers Include Sustainability and Shared Values
        • Table IFIC Food Decision Profiles, by Product Purchase Drivers, 2017
    • Simmons Consumer Segmentations
      • Organic/Natural Consumers Aren't Just Foodies, They're True Foodies
      • Clean Label Consumers Are Active in Personal Health Management
        • Table Simmons Health and Well Being Consumer Segmentation, by Selected Clean Label Indicators, 2017
      • Organic and Clean Label Consumers Are "Try-sumers"
        • Table Simmons Retail Shopping Segmentation, by Selected Clean Label Indicators, 2017
      • Cell Phones Are Integral to the Lives of Organic/Natural Consumers
        • Table Simmons Mobile Segmentation, by Selected Clean Label Indicators, 2017
      • Simmons Hispanic Acculturation Segmentation