The Natural/Organic Food Shopper - US - July 2017
"Certain consumer demographics are embracing the organic claim on foods and beverages, but this is found significantly more in younger consumers and parents. Other consumers appear to lack trust in the organic label, and the lack of a uniform regulatory definition for “natural” in most foods could negatively impact consumer regard for the term going forward. Organic, while relatively clearly defined from a regulatory standpoint, appears largely misunderstood by consumers, suggesting brands could benefit from increasing awareness of exactly what the organic label represents and the strict requirements in attaining the claim. "
- Billy Roberts, Senior Analyst – Food and Drink
This Report discusses the following key topics:
- Organics fail to leverage healthier perception
- Organic transitional could “water down” organic
- Children are the present; older consumers are the future
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