Green Business Trends

December 7, 2005

Whole Foods Survey: Americans Consuming More Organics

According to an August survey sponsored by Whole Foods Market, the number of Americans who have tried organic foods jumped to 65 percent in 2005, compared to 54 percent in 2003 and 2004. What’s more, 10 percent of respondents to the survey reported consuming organic foods within the previous week, up from seven percent last year. Three-quarters of respondents to the 1,000-person survey noted that their main barrier to purchasing more organics is price, with slightly less than half citing lack of availability as their greatest barrier. The survey, now in its fourth year, found more than half of all respondents agreeing that organics are better for “health” and “the environment”, with fruits and vegetables leading the product categories in popularity.

Online Consumers Seeking Socially Responsible Businesses

A 17-nation survey by research firm Global Market Insite indicates, “conscious consuming” is on the rise with online consumers. In America, consumers most wanted to see “community involvement” on the part of companies. In all other countries surveyed, “environmentally preferable practices” was the top factor. Among Americans, the survey found those between the ages of 18-29 most likely to seek out organic, environmentally preferable or fair trade products.

NMI: Gap Between Consumer Belief and Action

In categories including basic nutrition, exercise patterns, multi-vitamin use, and purchase of environmentally friendly products, the Natural Marketing Institute (NMI) has found significant gaps between how consumers say they should behave and their actual behavior. According to NMI managing partner Steve French, “The difference between attitudes and behavior indicates a continuing struggle for consumers to fully integrate health and wellness measures in their lives. While 86 percent of consumers believe there is a connection between diet and health, only 50 percent select food based on nutrition. And 45 percent admit that they know they should eat healthier.”

The findings come from NMI’s 2005 Health and Wellness Trends Report; to view a table of contents or order a copy, visit www.nmisolutions.com.

Table of Contents

Americans Consuming More Organics

Consumers Seeking Socially Responsible Businesses

Gap Between Consumer Belief and Action