Survey Finds Strong Preference for Artisanal Foods

According to findings from the Natural Marketing Institute (NMI) 2007 Lifestyles of Health and Sustainability (LOHAS) database, consumers gravitate toward artisanal products most often when given the choice between artisanal, fair trade, organic or local foods. As noted in a recent press release, NMI notes that such preferences fall in line with an integrated, rapidly growing market for goods and services that appeal to consumers who have a meaningful sense of environmental and social responsibility and incorporate those values into their purchase decisions.

After artisanal, those surveyed ranked fair trade second, followed by organic and then local.

The concept of buying local has received a great deal of media attention this year, said Steve French, managing partner, NMI. It was interesting to discover that of the four choices presented to them, consumers ranked it last and that artisanal was by far the most important criteria. This observation points out the need to stay abreast of ever-changing consumer trends.

NMI suggests that by stating a preference for artisanal products, consumers are expressing an interest in more unique products rather than mass commoditization that has traditionally driven the market. Artisanal products tend to be more exclusive and, therefore, provide the consumer with a way in which to feel distinctive about their purchase. NMI also notes that artisanal products tie in to a broad-based experiential trend the firm has observed for several years.