Source: The Organic Advantage, Biological Farmers of Australia Co Op Ltd.

One of the most comprehensive research studies on organic consumers in Australia has just been released by Nourish Foods and Metier Consulting. 

The Australian Organic Consumer Report 2005 provides numerous insights, including:

• Only 20% of organic consumers regularly buy their organic products at supermarkets.  Other channels are organic food stores (42%), farmers markets (10%) and online (6%)
• Over 90% of consumers believe organic food is better for their health
• There appears to be little evidence to support a typical organic shopper, although they are more likely to be married and highly educated
• Organic consumers believe current prices are too high, but are prepared to pay a premium for them (although not as much as the industry may think)
• Most organic consumers can recall organic brand names but no brand dominates
• Key reasons why consumers buy organic products are for better health, environmental benefits and taste.

The 250-page Report is a detailed study and analysis of organic consumers attitudes, behaviour and consumption patterns.  The Report also covers key demographic and segmentation profiles, product purchase intentions, retail channel preferences, brand awareness, purchase motivations and decision criteria, pricing perceptions, information sources used by consumers, and incentives to encourage more purchasing.

The BFA has already published some of the key research findings in the Summer edition of the Australian Organic Journal, and more results will be available in the upcoming Autumn edition.

Source: Nourish Food Pty. Ltd.

Nourish recently conducted one of the most comprehensive research studies into the attitudes and behaviour of over 300 Australian organic consumers.

The following media releases provide an overview of key findings from the Australian Organic Consumer Report conducted during July-September 2005 (PDF format):

• Organic consumers seek shopping experiences that supermarkets fail to deliver

• Over 90% of organic consumers believe that organic food is better for their health

• Consumers willing to continue paying a premium for organic food but not as much as the industry may think

• Trust in organic food labelling standards is divided. with one third of consumers lacking trust in labels

To purchase a copy of the Australian Organic Consumer Report, please click here for the order form.