Consumers Prefer Organics; That Spells PL Opportunity

July 27, 2011
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Fifty-Eight percent of American consumers say that, given the choice, they prefer organic food over conventionally produced food, according to the most recent Thompson-Reuters-NPR Health Poll.


Reasons given for the choice include to support local famers, 36 percent, and to avoid exposure to toxins, 34 percent. Conventionally produced food is generally produced using soil that is chemically fertilized while food labeled organic must be grown without such products being used.


The survey points to an opportunity for retailers to sell more organic private label products. But to connect with wary organic shoppers, retailers must first build confidence in their organic private labels, says Paula Rosenblum, managing partner at Miami-based Retail Systems Research (RSR Research). To do that, they should use targeted in-store promotions, advertising and unique packaging, she explains.

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