Consumer issues: consumer awareness of and attitudes towards organic food

What do UK consumers really think and feel about organic foods?

The market for organic foods is showing significant year-on-year growth. The range of organic products available now extends well beyond primary products such as fresh fruit, vegetables, eggs and meat to include a wide range of processed products such as bread, biscuits, cakes, pasta, soups, sauces, fruit juice, preserves, spreads and even ready meals, desserts and confectionery. So what exactly is fuelling the renewed consumer interest in these products? What do consumers think about organic foods? And what factors shape consumer decisions to buy them?

This report provides a factual analysis of consumer attitudes to organic foods and organic production systems. It is based on a questionnaire designed to assess consumer knowledge and awareness regarding the nature of organic production, the perceived quality and safety of organic (versus non-organic) products, and the environmental impact of their production. The report contains copies of the questionnaires used, the survey results presented both pictorially and in tabular format, and a general discussion of the main points that emerge.

Contents include:

• Introduction - background, aims and scope

• Methods - recruitment, fieldwork, respondents and questionnaire

• Research findings
  
  The organic consumer
    - Demographic differences
    - Environmental concerns
    - Special diet
  
  The purchase of organic food
    - Place of purchase
    - Products purchased
    - Position of products in supermarkets
    - Reasons for purchase and non-purchase
  
  Consumer knowledge and awareness
  
  Consumer attitudes towards organic foods
    - Safety
    - Price
    - Sensory and health
    - Organic farming and certification
  
  Influences on food purchases
  
  Future purchase of organic foods

• Conclusions and implications

• References

• Appendices - questionnaires and data