Media Information: 1 December 2005

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It’s official - Organic Consumers think the same the EU over

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

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 the key benefits named by consumers and recorded by researchers across the European Union as part of the CONDOR project investigating consumer attitudes to organic foods.

“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, ” states Professor Richard Shepherd of the University of Surrey and co-ordinator of the 8-country EU-wide CONDOR project.

“Organic consumption across Europe has now entered the mainstream – it is not restricted to very specific kinds of consumers,” continues Professor Shepherd. “And whilst the organic market is less than 10% of total food spend, it is a significant part and in many EU countries is set to grow.”

“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 additionally once a good variety of organic products become available in a number of outlets, consumers do purchase and convert to organic.

“Helping those non-organic consumers overcome initial mistrust and uncertainty through exposure and encouraging initial use, coupled with getting the supply chain right, will ensure growth in the organic market,” Shepherd concludes.                                                   

                                                                                                                                                       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 and other project leaders available for interview by arrangement.

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