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  • From: "Tradingpost" <tradingpost@lobo.net>
  • To: livingontheland@lists.ibiblio.org
  • Subject: [Livingontheland] New Study: Local Tops Organic at the Grocer
  • Date: Tue, 02 Sep 2008 11:54:53 -0600


New Study: Local Tops Organic at the Grocer
http://blog.americanfeast.com/local_foods/
June 19, 2008

U.S. consumers are changing the criteria they consider at the grocery store,
valuing locally grown products over organic, according to the BBMG Conscious
Consumer Report. This new national consumer study on purchasing behavior and
social values found that adults have a strongly favorable response to
eco-labels and attributes including biodegradable (48% strongly favorable),
cruelty free (46%), and locally grown (45%), a measure that falls
dramatically for USDA Organic (26%).

The BBMG Conscious Consumer Report also found that "Enlighteneds," the 10% of
adult consumers who are most likely to purchase from companies that engage in
socially responsible behaviors, are three times more likely than the average
consumer to be early adopters, signaling that eco-friendly and local products
will continue to gain an edge. Compared to average consumers, Enlighteneds
expressed nearly double the strongly favorable responses for eco-labels like
biodegradable (88% strongly favorable), cruelty free (87%), locally grown
(85%) and USDA Organic (67%).

Consumers still say quality and price are paramount (66% say quality is very
important, and 58% say price is very important). But Enlighteneds do as well,
placing a much higher premium on quality (83% say it's very important) and
price (69% very important) than average consumers.

"Consumers are more aware of the impact that their purchasing decisions have,
and in every sector we're seeing values-driven criteria becoming part of
consumers' decision-making process," said Mitch Baranowski, principal and
co-founder, BBMG. "It's not just about choosing organic anymore. Determining
whether or not a product is local has become more significant, demonstrating
that relationships, trust and accountability are increasingly important when
it comes to brand value."

Baranowski added, "There is no place where the trend toward localism is more
evident than in America's supermarkets, where consumers are making the
everyday purchases that have the greatest impact on their own health and
households."






  • [Livingontheland] New Study: Local Tops Organic at the Grocer, Tradingpost, 09/02/2008

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