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Marketing Organics in a Changing World

The Better Organic Business Links Project has published a review of information on consumers' attitudes to organic produce from Wales. The review was carried out by Beaufort Research to inform the development of a survey to monitor the current attitudes of consumers to organic produce from Wales. The review and results of the later survey will be made available to organic businesses in Wales. The work will also help identify key messages for consumers.

Dafydd Owen, BOBL Project Manager said: “The market for organic produce has changed dramatically over the last two years as the recession has forced people to look at how they spend their money. The good news is that consumers are still willing to pay extra for food where they believe their expenditure is bringing additional benefits. This willingness to pay extra has benefited Fair Trade and local produce, but the organic sector has suffered as conveying the benefits of organic systems is more challenging.”

The Beaufort Research review looks at actual data from consumer purchases of organic product as well as reporting on researching. The review provides an insight into the market for organic products and what has driven its phenomenal growth over the last ten years. It also identifies the information required to understand consumers' current purchasing decisions.

Dafydd Owen added: “The second phase of this study was conducted to plug these gaps in our knowledge through a survey of 1,500 consumers half of whom were in Wales. The survey examined the current attitudes of consumers to organic products generally, and the reasons they chose organic. The survey also looks at the demographics of consumers and their attitudes to related issues, such as animal welfare, the environment and the provenance of food.”

The report of the survey by Beaufort Research will be published at the Welsh Organic Producers' Conference to be held on 21st October at the RWAS, Builth Wells.

Click here to view the report: read more   

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