41% of Parents Buy Organic Foods

BRATTLEBORO, Vt.Three-quarters of U.S. families are purchasing organic products for their households and more than 40 percent of parents are buying organic foods for their kids, according to new findings from a consumer study sponsored by the Organic Trade Association (OTA) and KIWI Magazine.

According to the U.S. Families Organic Attitudes & Beliefs 2010" tracking study, 41 percent of parents are buying more organic foods today than one year ago, up significantly from 31 percent in 2009. Parents surveyed said they are buying organic because they see organic products are generally healthier, address their concern about the effects of pesticides, hormones and antibiotics on children, or provide a means to avoid highly processed foods and/or artificial ingredients.

While perceived price disparity between conventional and organic products is a barrier to purchase for some families, the study revealed significant opportunities for marketers of organic products to educate consumers on the value of these products, and of the significant differences between organic, conventional and unregulated natural" products.

Consumers are increasingly interested in where their food comes from and how it is produced. With organic, they have that transparency," said Christine Bushway, OTAs Executive Director and CEO. She added, It is exciting to see parents recognize the importance of organic products to their families."