Organic’s mainstream appeal was born from a desire for safer, healthier products. While the USDA Organic certification is most closely associated with safety-related, "free from" attributes, consumers also associate it with other qualities that suggest purity — qualities that are not yet well-defined and are not currently part of the organic seal. With the industry and its certifications at a crossroads, consumers are thinking critically about what they really want from the foods and beverages they consume .

Let’s take a look at some early qualitative findings from our forthcoming report, Beyond Organic 2024:

Consumers most deeply engaged in organic consider a range of factors in their pursuit of good health and naturally grown, simply made food.

“I look for high-quality, non-GMO, minimally processed and organic when possible/doable… Grass-fed and pasture-raised is important to me as well when it comes to dairy, meat and eggs. I seek out healthy foods that are nutrient-dense, taste good and feel good to consume (both mentally and physically).”

— Alisa, Millennial

And while more engaged consumers do tend to see organic products as more nutritious, they are also more likely to acknowledge the limitations and nuances.

“I think it's still just a label…I really don't just automatically think that one thing is going to be good for you or bad for you because it has the organic [certification] or no sugar; it's a conjunction of things. Not necessarily healthier, I but want to support that approach growing that way.”

— Angela, Gen Z

Local farmers have a high degree of trust (whether their products are certified or not), and consumers remain skeptical of “big food.”

“There's plenty of food that I buy from local farms that might not have that organic certification but still carry through those practices to the letter of the law, maybe with even more fidelity than that. As I understand it, I know that getting that organic certification can really set up a lot of hoops to jump through for a farmer and I believe that there is some associated costs with that. Maybe not everyone can afford it but they are going through those same practices.”

— Michael, Millennial

Eager to see how quantitative data adds dimension to these consumers’ thoughts? Mark your calendars for the full report release on June 28th. Beyond Organic 2024 will examine perceptions around the organic halo today and where engaged consumers are seeking standards beyond organic, such as regenerative agriculture. We’ll dig into sourcing dynamics, certifications and labeling, and illuminate key attributes within 22 specific categories:

Contact Melissa Abbott today to learn more about topics covered in the report and to purchase your copy: melissa@hartman-group.com.

Source: Beyond Organic 2024, Hartman Group