Consumers are likely to maintain natural and organic grocery purchasing in 2009 despite the economic recession, according to a recent Mambo Track study by Mambo Sprouts Marketing, the leader in natural and organic product marketing and promotions in the US.
The report, conducted on 24-25 November, surveyed the buying habits of 1,066 natural and organic (N&O) consumers in the US and their outlook for N&O purchasing for the coming year.
Even with further economic deterioration and the weakening job market, the survey deduced that consumers will remain committed to natural and organic product purchasing in 2009, with 8 in 10 reporting no plans to change (41 per cent) or only changing somewhat (40 per cent). Only one in five (18 per cent) planned notable adjustments to their N&O shopping habits.
Still, the study revealed that cost saving activities were on the rise. Consumers are taking a variety of actions to stretch their food dollars including using more grocery coupons (81 per cent), stocking up more on sale items (73 per cent), and cooking more meals at home (61 per cent). One in two are being more selective when buying organics (50 per cent) and buying store brand/private label organic products (49 per cent).
Consistent with 2008, consumers identified taste (93 per cent), health/nutrition benefits (89 per cent) and ingredients (87 per cent) as important factors in brand purchasing decisions. However, price factors ranked higher for 2009 across three categories: sale price (82 per cent rating important versus 76 per cent in 2008), coupon for brand (70 per cent versus 65 per cent) and advertisement or promotion for brand (44 per cent versus 24 per cent).
Similarly, in deciding where to shop, consumers ranked price (71 per cent versus 60 per cent rating very important) and in-store specials (52 per cent versus 44 per cent) higher in importance in 2009. While consumers will continue to shop for natural and organic groceries at multiple outlets, they planned to shop more at farmer’s markets (31 per cent) and less at gourmet markets (24 per cent).
Asked what actions natural product companies and retailers can take to assist with organic purchasing, nine in 10 respondents called for more organics coupons (91 per cent) and lower prices (88 per cent). About one in two looked for a wider selection of organic products (54 per cent) and organic money saving tips (51 per cent).
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