For every product that you find in the market, there are different types of consumers. By knowing who buys organic food, it becomes easy to pitch them up for longer. Organic food products have a large and varied customer group.
According to a study conducted by Hartman Group in 2009, there are three types of organic food consumers-
- Periphery Consumers: These consumers make up 14% of organic consumers. They get attracted to organic food but do not make any purchases. This means that there is no significant behavioral change in the consumers regarding organic food.
- Mid-level Organic Consumers: These consumers make up 65% of organic consumers in total. This consumer group not only changes their habits but also adopts organic foods by making frequent purchases.
- Core Consumers: This group constitutes 21% of organic food consumers. The core consumers show their investment by buying and consuming organic food as a habitual act.
Apart from the three consumer categories discussed above, various other factors shape organic consumers. These factors include education, demography, health, financial status, culture, environmental concerns, etc.
Different consumers have different reasons that influence their purchase decisions.
Major Consumer Groups
The different organic food consumers can be categorized into the following groups-
Kids and Parents
Several studies have suggested that organic foods are beneficial for young children. Even before that parents have always depended on organic foods for their kids. Usually, parents buy organic foods often to ensure the good health of their kids and also to avoid chemically treated consumables.
New or soon-to-be parents also tend to buy organic food products regularly to protect their babies from artificial foods. Research has shown that 1 out of every 10 pregnant women eats organic food regularly. Also, kids that eat organic food since their childhood are more likely to become organic food consumers when they grow up.
Therefore, organic food companies must focus on parents and kids as their target consumers.
New Potential Consumers
Gaining new consumers is not easy but the potential for increased sales is always there with these types of consumers. Since there is a lot of confusion surrounding the high prices and effectiveness of organic foods. To reach potential consumers, organic food manufacturers must have proper consumer education.
The new potential consumers aren’t sure of their choices regarding organic food. The original organic food products have several benefits to offer but if they aren’t marketed, consumers won’t know about them.
Savvy Consumers
The savvy organic food consumers are a group of individuals already familiar with the benefits of organic foods and buy these regularly. Such consumers are always willing to pay more since they understand the value of investing in organic foods.
The best organic food brands talk about their organic practices and integrity openly to reach more consumers. Savvy consumers always choose organic food products as they understand the advantages of making healthier choices.
Health-conscious Consumers
More than half of the consumers are health-conscious and so their every purchase is influenced by their health-conscious attitude. In general, people buy organic foods because they consider conventional foods to be unhealthy. According to a poll, 34% of consumers prefer organic foods as they want to avoid toxins in their food which they consider unhealthy.
To reach out to health-conscious consumers, organic food manufacturers should present health facts such as the benefits of consuming organic fruits, vegetables, dairy products, etc. Consumers need this information to start shifting their food preferences from conventional to organic foods.
Local Consumers
Local consumers refer to consumers who choose locally produced organic foods to support sustainability. So to promote eco-friendly and local organic products, organic sellers must appeal to the locally distributed consumer.
Although consumers of organic food products are limited as of now, the growth of organic food is rapidly increasing. There are plenty of ways that can help organic food manufacturing companies to increase their sales by understanding the demographics of different consumers. To find the best organic foods and related products visit www.doctorgula.com