Beyond Natural and Organic 2010

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State of the Organic Consumer 2010 A HARTMAN GROUP SYNDICATED STUDY A HARTMAN GROUP WEBINAR EXPRESS | APRIL 2010

Stabilization of Organic:Organic Consumers : 

Stabilization of Organic:Organic Consumers

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One-third of Consumers Now Use Organic Foods at Least Monthly Q14. How often have you used ORGANIC foods or beverages in the PAST THREE MONTHS? If you use some organic products more often than others, please indicate the greatest frequency. For example, if you used organic milk daily and organic fruit occasionally, choose daily. Source: Beyond Organic & Natural report, The Hartman Group, Inc. February 2010

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The Hartman World Model Source: Beyond Organic & Natural report, The Hartman Group, Inc. February 2010 Core (24%) is most intensely involved - early adopters, trendsetters, evangelists Mid-level (62%) is the majority of consumers and can be split in to the inner Mid-level and outer Mid-level Periphery (14%) is where consumers begin their journey

Organic and Natural are Complementary Attributes : 

Organic and Natural are Complementary Attributes

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Organic & Natural are Seen as Complementary Attributes by Consumers All the Way From the Periphery to Core Organic is understood as pertaining to what happens to food at origin (e.g. the farm, the plant, the animal). Consumers think of organic as making a product “more natural” Natural is understood as what happens to the food after it is grown (e.g., reducing processing steps). vs.

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Top 6 Associations with Natural and Organic are the Same Q11. From the following list, what properties do you think are implied or suggested by the term "ORGANIC"? Q10: From the following list, what properties do you think are implied or suggested by the term "NATURAL"? “No Artificial Flavors/Colors/ Preservatives” is more strongly associated with natural

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Organic Means More than “No Pesticides” Organic is a term that refers to the farming practices and in its simplest form for consumers is “Grown without pesticides” Organic can also mean a variety of other things to consumers in different segments as well as for a variety of categories No Herbicides No Synthetic Fertilizers Non-GMO No Hormones No Antibiotics Which imply for consumers: Safe Healthy Sustainable

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Meanings of Natural: Consumers are Seeking an Ideal Consumers are seeking an ideal of natural that would mean that the food and beverages they buy are healthy, whole, real, and minimally processed. There are a variety of attributes that are necessary for “natural” Nothing Artificial (e.g. colors, flavors, etc) No Preservatives No Additives or Fillers Minimally Processed Short (Clean) Ingredient Line Recognizable (Real) ingredients

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Meanings of Natural – Ideals vs. Reality Consumers do not believe that the word “natural” ensures that foods and beverages live up to the ideal that they are seeking

“Clean” Food Goes Beyond Organic and Natural : 

“Clean” Food Goes Beyond Organic and Natural

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Consumers are Continually Redefining Quality The notion of “Clean” encompasses a wide variety of attributes that communicate quality to consumers including farming, production, processing and ingredients

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To Consumers Clean Has Both Symbolic and Objective Associations

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Communicating Clean*: Key Packaging Elements Consumer created packages illustrate key packaging elements Mission Statement Provides a personal connection

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Communicating Clean*: Key Packaging Elements Consumer created packages illustrate key packaging elements High Quality Imagery Of the product itself Representing production Raw ingredients The farm

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Communicating Clean*: Key Packaging Elements Consumer created packages illustrate key packaging elements Tell the product’s and company’s stories Specific attributes of the product (e.g., no artificial colors, no preservatives, organic, etc.) Production, processing, company narratives to differentiate the brand

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Communicating Clean*: Key Packaging Elements Consumer created packages illustrate key packaging elements Certifications Consumers are often unclear about what certifications mean, but they are reassuring and seen as positive elements on packages *Clean represents a constellation of attributes and is not meant to be used in marketing messages

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Inner Mid-Level Packaging Build a package exercise where consumers were asked to create an ideal natural or organic package during their in-home interview This package created by an Inner Mid-Level consumer illustrates:

Consumers Seek Authenticity : 

Consumers Seek Authenticity

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Several Private Label Products are Perceived as More “Authentic” than National Organic Brands As a consumer, how believable is it that the following brands produce an authentic organic product? Q26. As a consumer, how believable is it that the following brands produce an authentic organic product? 59% 48% 45% 32% Trader Joe’s (59% Believable/17% Unbelievable) Safeway O Organics (48% Believable/24% Unbelievable) Annie’s (45% Believable/26% Unbelievable) Kraft (32% Believable/42% Unbelievable)

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Beyond Organic: Consumers in the Core are Seeking More Consumers in the core have moved beyond organic. They still see organic as a positive, but it no longer satisfies their social, environmental and personal health standards These consumers are seeking foods that are traceable through personal relationships with farmers in order to know that they truly align with all of their standards: Pesticide & synthetic fertilizer free Non-Mono Crop Local Biodynamic Sustainable

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Consumers Seek Authentic Retail Experiences The increase in consumers purchasing organics through farmers markets, CSAs and co-ops reflects their desire for clean, authentic foods through clean, authentic retail experiences Farmers markets, CSAs and co-ops provide consumers with more knowledge about the products they buy and the ways in which they are grown

Recommendations : 

Recommendations

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Develop natural and/or organic products that meet objective criteria and align with consumers symbolic associations Communicate company ideals and connections to social responsibility through a mission statement Provide consumers holistic experiences at retail that tap into their symbolic associations with clean, whole and real Three Key Recommendations

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To learn more about the Beyond Organic & Natural report, please visit our website. Sign up for our free inspirational and influential newsletter, HartBeat: www.hartman-group.com/hartbeat ABOUT THE HARTMAN GROUP The Hartman Group, located in Bellevue, Washington, blends leading-edge customized research and consulting to understand the subtle complexities of consumer and shopper behavior. Since 1989, Hartman Group has been listening loudly to the underlying motivations and behaviors that move the needle for our clients. To learn more about how Hartman Group stays sharply focused on how consumers live, shop and use brands and products visit: www.hartman-group.com THE HARTMAN GROUP, INC 1621 114TH AVE SE, STE 105 BELLEVUE, WA 98004 TEL (425) 452 0818 FAX (425) 452 9092

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