The organic products industry is often portrayed, at least anecdotally, as a movement for affluent suburbanites who fit a predictable demographic profile: well-educated, high-income, liberal-leaning, heterosexual Caucasian females in their 30s or 40s with children. As the organic movement strides into the mainstream, however, any effort to pigeonhole the organic consumer may lag behind reality."The range of people who want green and organic products is very broadly distributed through the population. It's entirely possible to find working-class households that want organic foods, or ethnic households that you don't think of as the standard natural products customers. Research suggests that even consumers who do have lower incomes demonstrate a higher interest in organic foods than the "ideal" high-income consumer. In February 1998, Food Chemical News quoted from a talk given by Christine Bruhn of the i love your style Center for Consumer Research at the University of California at Davis: "About 30 percent of consumers with incomes under $12,500 told the Economic Research Service that organic foods are 'extremely important' compared with 14 percent of consumers with incomes over $50,000."(Natural Foods Merchandiser)
Tightening their spending habits amid economic uncertainty, U.S. families, however, are not giving up their purchases of organic products. In fact, nearly three-quarters (73 percent) of U.S. families buy organic products at least occasionally, chiefly for health reasons.
The largest category of organic buyers, "Newly Organic" parents (representing 32% of parents overall), are younger than other organic buyer groups with younger children. Furthermore, findings indicate it is these younger parents who are more active when it comes to incorporating organic products into their and their children's lives, both in terms of product choices, as well as topics of discussion and environmental/social activities.
Source: (Natural Foods Merchandiser)
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