Sales of organic foods and beverages reached $16.7 billion in 2006, up from $13.8 billion in 2005. With sales expected to more than double to $35 billion by 2011, it appears that organics are here to stay. But which product categories are poised for growth, who are these organic consumers, and what trends are driving their behavior?

The Changing Face of Organic Consumers

To answer these questions, the Natural Marketing Institute (NMI)—an international strategic consulting, market research, and business development company specializing…

Figure 2. Influence of USDA’s Organic Seal on consumers’ purchase decisions.

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