Lifestyle changes are making consumers shop in new ways that position wellness categories as a prime destination, with organic perishables in the forefront.
nts a $66 billion opportunity every year with a 15% to 20% growth rate, dwarfing growth in the overall food industry, which is estimated to expand at 4%.
The use of organics is apparently unrelated to income level, the report stated. More than one-third of the heavy buyers reported a household income level of $15,000, and 52% of heavy users are in the under $30,000 segment. The largest group of light buyers, 41%, made over $50,000.
"The interest in wellness is not tied to economy," said Laurie Demeritt, Hartman Group's president. "Lifestyle choice, not economic considerations, is the leading reason the category is shopped."
With more than one-half of consumers shopping for at least one organic food and beverages in grocery stores, retailers looking to increase sales of these premium-price products are wise to expand their offerings, the report concluded.
Asian-Americans, African-Americans and those of Spanish origin are more likely than Caucasians to choose organics for many food purchases, being less deterred by price and more motivated by family reasons.
"Retailers should look at how consumers live, shop and buy," said Demeritt. "That reveals more meaningful consumption patterns that cut across demographic boundaries. It's about lifestyle, not life-stage."
