NMI and SPINS Report That 39% of Consumers Choose Organic.Health/Medical Writers SAN FRANCISCO--(BUSINESS WIRE)--Nov. 18, 2002 The 2002 Organic Consumer Trends Report (OCTR), jointly produced by The Natural Marketing Institute (NMI (NonMaskable Interrupt) A high-priority interrupt that cannot be disabled by another interrupt. It is used to report malfunctions such as parity, bus and math coprocessor errors. NMI - Non-Maskable Interrupt ) and SPINS, reports that 39% of the U.S. population -- over 40 million households -- uses organic products, and that this robust household penetration accounts for $6.9 billion in U.S. food and beverage F&B is a common abbreviation in the United States and Commonwealth countries, including Hong Kong. F&B is typically the widely accepted abbreviation for "Food and Beverage," which is the sector/industry that specializes in the conceptualization, the making of, and delivery of foods. organic sales. The OCTR includes in-depth analysis of consumer attitudes and purchase behaviors along with actual dollar and unit sales unit sales Sales measured in terms of physical units rather than dollars. Unit sales data are often used by financial analysts when evaluating the health of a company. of over 40 organic product categories and 100+ sub-segments. Based on a NMI study of over 2,000 general population consumer households and supermarket scanner data from SPINS, the report is 150+ pages packed with analysis of consumer attitudes, purchase behaviors, demographics The attributes of people in a particular geographic area. Used for marketing purposes, population, ethnic origins, religion, spoken language, income and age range are examples of demographic data. , and category sales. This integration is what makes the OCTR such an invaluable resource for companies defining, targeting, and communicating to consumer segments in the organic marketplace. The importance of organic will continue to grow based on the U.S. Department of Agriculture's October 21st regulation for organic food and beverage certification and labeling. Now it will be more important than ever for marketers to understand and effectively target this dynamic consumer. With this in mind, the OCTR identifies a range of organic consumer segments -- Organic Integrated, Middle, and Fringe -- and compares key attitudes, behaviors, and purchase patterns of each. Whereby the organic food and beverage market continues its double-digit growth (compared to the stagnated conventional food and beverage market) there are challenges to entering the marketplace. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. NMI Managing Partner Steve French Steve French is a music composer and producer. Biography He first appeared on the music industry radar in England the early 90s, when his brit/pop band, Starclub signed to Island records and had a minor radio hit in both England and the United States with their single, , "There is some fundamental misunderstanding of what makes a product organic. Across a variety of criteria regarding the understanding of organics, 48% of consumers seem to have a firm grasp of the true meaning. Even more concerning is the low recognition of the perceived product benefits that are derived from organics, including taste and nutritional benefits. Although the recent USDA USDA, n.pr See United States Department of Agriculture. label initiatives will add credibility to the industry, marketers need to take the responsibility of communicating these key benefits of organic products to consumers." "The importance of branded packaged goods Noun 1. packaged goods - groceries that are packaged for sale foodstuff, grocery - (usually plural) consumer goods sold by a grocer plural, plural form - the form of a word that is used to denote more than one to the organic industry is increasing each year," states Jeff Nibler, SPINS' Director of Consulting Services Noun 1. consulting service - service provided by a professional advisor (e.g., a lawyer or doctor or CPA etc.) service - work done by one person or group that benefits another; "budget separately for goods and services" . "This indicates the key educational role consumer marketers are playing in the industry today, and underscores the importance of understanding consumer drivers and crafting effective messages based on those drivers." NMI is a leading business consulting and market research firm specialized in the world of health and wellness (www.NMIsolutions.com). SPINS is the leading provider of business information and services to the natural products industry (www.spins.com). This report is available for $3,995 by calling JD Bodine at NMI (215-513-7300, X-226) or Amy Jacobsen at SPINS (415-957-4410). |
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