Survey reveals food labelling really does count
reveals that on the eve of the national standards for organic
product labelling being implemented, two-thirds of organic shoppers
(68 per cent) are relying primarily on product labels and food
manufacturers as their information sources.
A survey recently published by Whole Foods Markets in the US reveals that on the eve of the national standards for organic product labelling being implemented, two-thirds of organic shoppers (68 per cent) are relying primarily on product labels and food manufacturers as their information sources.
The new survey also shows significantly higher taste and quality ratings for organic food by consumers who regularly use organic products, suggesting that once sampled, organics become a lifestyle choice. In addition, the survey supports that organics are going mainstream, as the income and education levels of organic shoppers are edging toward the median for consumers nationwide.
"Organic products offer an alternative to consumers who seek to protect the wellness of the environment, their families and themselves. It comes as no surprise to Whole Foods Market that more and more consumers are trying organic products to satisfy their lifestyle needs," said Margaret Wittenberg, vice president, public and governmental affairs for Whole Foods Market.
Overall sales and the numbers of Americans who eat organic food are increasing despite the fact that prices are often higher. Among regular organic shoppers, 78 per cent say organic foods taste better and 87 per cent agree they are of better quality. This compares to 25 per cent of infrequent and non-users who say that organic foods taste better and 38 per cent who agree that they are of better quality.
Reflecting the mainstreaming of organics and to help consumers better understand the meaning of organic foods and the new national labelling, Whole Foods Market has developed an educational campaign called The Heart of Organics. Details of the campaign are contained on the company website.
