While product labelling was relatively minimal in major grocery retail and healthfood chains visited by Kairos Consumers, USDA certification seems to inspire consumer confidence and offer a clear indicator of which products are organic. The key to the success: overall consumer awareness of the merits of organic fruit and vegetables...and the danger of pesticides.
As a product category, retailers and consumers alike acknowledge clear distinctions between organic and conventional produce, although in-store positioning varies greatly from leading grocery chains operated by SuperValu to natural and organic retailing chains like Whole Foods. Key insights included:
What else do consumers think about organic produce? And do perceptions differ drastically for other segments, like dairy? Access our complimentary Kairos Studies at www.kairosconsumers.com |
Last Updated on Monday, 25 April 2011 12:57 |