Posted on May 18, 2020 by Sustainable Food News

82% of organic shoppers ‘open to experimenting’ with new products, brands

Organic Trade Association takes pulse of shoppers in online survey

With less time spent in the grocery store, and less selection on store shelves, 93 percent of “likely organic” shoppers said they prioritize organic when purchasing produce, while 46 percent said choosing organic dairy was important, and 39 percent expressed a preference for organic meat.

That’s according to new survey results from the Organic Trade Association (OTA), which conducted an online poll of 3,188 “likely organic” shoppers from April 28 to May 6.

The Washington, D.C.-based trade group released some of the poll results Monday and will release more of the survey results next month when it publishes its 2020 Organic Industry Survey, which examines U.S. organic retail sales in 2019.

OTA said the survey showed that more than 90 percent of “likely organic” shoppers “indicated that, in their current food shopping, organic is more important than ever.”

Meanwhile, 82 percent of organic shoppers said they are “open to experimenting” with new products or brands, said OTA.

“The poll asked organic shoppers to give one word that described their priority for food shopping at this time. In addition to organic, they also cited health and safety, anxiety and availability. They talked about food delivery, but also mentioned their favorite stores. They reported wearing masks and being hopeful,” OTA said. “In short, they painted a pretty good picture of what it’s like to shop for groceries in this moment.”

When asked how they anticipate their organic shopping habits to evolve over the coming three to six months, 56 percent of shoppers indicated that the changes they have experienced – including “home cooking and simplified ways of eating” – will become lasting habits, OTA said.

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