For organic consumers, the decision to purchase the higher priced organically grown products is not based on economic factors, but rather a lifestyle choice.
This characteristic has allowed the category to enjoy continual growth, according to suppliers.
“As most of us can relate to, when we make a lifestyle choice, or a choice based on principle, we do not easily or readily abandon that choice, even when that choice becomes difficult,” Simcha Weinstein, director of marketing for Albert’s Organics Inc., Bridgeport, N.J., said in an e-mail.
The growth of the organic category, despite the economic conditions, is noticeable.
Today, 81% of parents report they buy organic products, up from 73% who reported doing so in the 2009 U.S. Families’ Beliefs and Attitudes benchmark study, according to the Organic Trade Association.
“More and more parents choose organic foods primarily because of their desire to provide healthful options for their children,” Christine Bushway, the organic association’s chief executive officer and executive director, said in a news release.
“The past few years have been an impressive testament to the commitment many have towards not only their own health, but the health of our environment — as this can be seen through their support of organic foods,” Weinstein said in an e-mail.
The Nunes Co., Salinas, Calif., which offers organic and conventional produce items, sees its organic program as a way of supporting this lifestyle choice.
“Our philosophy is that we are offering people a choice,” said Matt Seeley, vice president of marketing.
“If consumers feel there is a reason to purchase organic, for a variety of reasons, all we want to do is provide a choice,” he said.