Organic Lifestyle Integration is on the Rise

Natural Marketing Institute (NMI), the leading market research and strategic consulting firm specializing in health, wellness and sustainability, reported today that its recent Health & Wellness Trends DatabaseTM survey revealed that consumer integration of organic into their lifestyles is growing. New data reveals that total organic household penetration across six product categories is up from 57% in 2006 to 59%, but some categories are experiencing significant penetration growth while others are flat.

More importantly the number of core users, DEVOTEDSTM, has grown. The chart below shows the percentage of general population/primary grocery shoppers who fall into each of NMI's organic consumer segments for 2007 and 2006.

DEVOTEDS, as their name implies, are the most committed to organic and its ideals and are most likely to have changed their lifestyle to integrate organic. The more a category is used, the more it has to be organic. TEMPERATES have modern organic attitudes and fit organic into their lifestyle; the more they use a category, the more an organic version becomes a treat. DABBLERS are non-committal about organic — they can take it or leave it. For them, buying organic is more about hipness than the health benefits. RELUCTANTS are the least trustful of organic and believe that conventional products are just as good (if not better) than organics and that organics are not worth the extra cost.

According to NMI President Maryellen Molyneaux, 'NMI research shows that the number of DEVOTEDS is up, and DABBLERS are down, which indicates that consumers are moving up the ladder of organic lifestyles. They are learning more about organics which is leading to increased usage. This reflects the mainstreaming of the organic marketplace and the opportunity that brands have to attract the most loyal segment of organic users — DEVOTEDS.'

More information on NMI's organic research will be presented at a workshop entitled 'Reaching Your Best Organic Target' which will take place prior to the All Things Organic Trade show on April 25, 2008.