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    Most U.S. families Buy Organic: OTA/KIWI Study

    They may be cutting back on certain purchases, given the dismal economy, but U.S. families are continuing to buy organic products. As a matter of fact, almost three-quarters (73 percent) of U.S. families buy organic products at least occasionally, mainly for health reasons, according to the 2009 U.S. Families’ Organic Attitudes and Beliefs Study, which was jointly sponsored by the Organic Trade Association (OTA) and KIWI Magazine.

    They may be cutting back on certain purchases, given the dismal economy, but U.S. families are continuing to buy organic products. As a matter of fact, almost three-quarters (73 percent) of U.S. families buy organic products at least occasionally, mainly for health reasons, according to the 2009 U.S. Families’ Organic Attitudes and Beliefs Study, which was jointly sponsored by the Organic Trade Association (OTA) and KIWI Magazine.

    The study, which was unveiled June 18 at the All Things Organic Conference and Trade Show, also shows that three in 10 U.S. families (31 percent) are actually buying more organic foods vs. a year ago, with many parents preferring to lower spending in other areas before purchasing fewer organic products. Interestingly, 17 percent of U.S. families said their biggest spending increases in the past year were for organic items.

    “These findings reinforce the data collected in OTA’s 2009 Organic Industry Survey that showed continued healthy growth in U.S. sales of organic products,” noted Christine Bushway, executive director of Greenfield, Mass.-based OTA.

    “It’s inspiring to see the degree to which these parents are leading the charge for a healthier way of life among their families and friends,” added Maxine Wolf, chief executive officer of KIWI Magazine, a New York-based publication dedicated to “[introducing] families to the latest in natural and organic living,” in the words of its Web site.

    OTA joined forces with KIWI on the national research study to gauge attitudes and behavior of families in relation to organic product purchases. Managed by RMI Research and Consulting, LLC, the study was fielded among 1,200 U.S. households during April.

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