Media Information: 1 December 2005

ORGANIC CONSUMERS ARE MUCH THE SAME THE EU OVER

Insights into consumers’ beliefs, attitudes and behaviour with regard to organic foods are revealed for producers and manufacturers by CONDOR, the 8-country EU research funded project into consumer decision-making on organic foods (www.condor-organic.org)

“The experiences of marketing organic foods in mature markets in Europe – such as Germany, the UK and Denmark – are directly applicable to developing effective marketing campaigns in less mature markets,” states Professor Richard Shepherd of the University of Surrey and co-ordinator of CONDOR.

“Our research with a large sample of consumers across Europe has revealed that the reasons why consumers buy, and the reasoning behind purchase, are very similar across countries as different as Greece and Germany, Spain and Denmark.  

When defining the organic consumer - it’s not so much age, gender, education or income. What sets organic consumers apart from non-organic consumers is what they think and feel about organic foods, whether these are fresh or processed foods, and their belief in the benefits they provide.

Understanding these beliefs is the key to growing the market overall and establishing new markets.”

Improved taste, being more natural, making a contribution to a longer healthier life, creating beneficial outcomes for the environment and society as a whole are seen as the key benefits by consumers and found in all countries involved.

“Additionally, organic consumers believe that by following their organic purchasing habits they are doing the right thing and are seen to be doing so by friends, family and neighbours,” continues Professor Richard Shepherd.

“Organic consumption across Europe has now entered the mainstream – it is not restricted to ‘niche’ consumers. And whilst the organic market is less than 10% of total food spend, it is a significant part and in many EU countries set for growth.”

“From our research, the route to converting non-organic consumers to organic consumers appears to be ensuring more are able to experience and become involved with organic foods, a precursor of which is education and information,” Shepherd adds.

Evidence from mature organic markets, such as Denmark, demonstrates that once a good variety of organic products become available in a number of outlets, consumers do purchase and convert to organic.

“Getting inside the heads of non-organic consumers, using the belief structures identified, and overcoming mistrust and uncertainty through exposure and encouraging initial use, coupled with getting the supply chain right, will ensure growth in the organic market – in both the fresh and processed foods sectors” concludes Shepherd.   

“And because these common belief structures exist across the EU, identified by our research, the clear message is that what has worked before in marketing terms will work again.   

This is an insight of great importance for both pan-European and home market producers, manufacturers and retailers of organic foods.”

ENDS/

Notes:

• The CONDOR project (Consumer decision-making on organic products) is a three-year EC funded research project conducted in the UK, Denmark, Finland, Germany, Greece, Italy, Spain and Sweden.
• The 5 workpackages making up the project cover the development of common methods of collecting views from consumers, creating a model of consumer choice, segmentation analysis, cross-country comparative study and dissemination of results to industry, NGOs, policy makers and the general public.
• Log onto www.condor-organic.org/researchresults for more information and to view videos of the speakers at the first dissemination meeting in London, November 2005.

Further media information from Rhonda Smith – 07887 714957 – rhonda.smith1@btinternet.com

Professor Richard Shepherd, University of Surrey, UK,
Anne Arvola, VTT Technology, Finland,
Salvador Ruiz, University of Murcia, Spain and
John Thøgersen, The MAAP Centre, Denmark available for interview by arrangement.

  Media Release [102Kb]