Organic 2022: Then, Now, Next
What’s next for organic may be two-fold: mainstream consumers crave greater accessibility to organic while leading consumers and producers look to additional certifications and health attributes to extend the original promise of organic beyond current USDA standards.
“Organic 2022: Then, Now, Next” – a continuation of Hartman Group’s long-running syndicated research on the organic market – explores the transformation of organic from a niche category based on a social movement to a mainstream marker of quality across categories. The report will provide thought-provoking insights backed by a range of data for startups, established companies, investors, and stakeholders across the food and beverage industry interested in understanding the factors, concerns, and long-term developments that influence consumer attitudes and buying behaviors around organic and natural food and beverage products.
Published March 2022 | Report length: 112 pages | U.S. market coverage
- Executive summary
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
- Primary Quantitative Research: Online national survey February 1–11, 2022, n=2,858 U.S. adult primary shoppers aged 18–76 (MOE ±1.8% at 95% confidence level).
Respondents recruited as a nationally representative sample. Results balanced by age, gender, division, income, race/ethnicity, and presence of children to match the 2022 Census Bureau Current Population Survey.
- Primary Qualitative Research: Digital ethnographies: n=16 participants. Week-long immersive engagement via asynchronous virtual platform.
Consumers participated in 1-hour virtual interviews tovcontextualize assignment uploads and dig deeper into key topic areas.
- Methodology
- Executive Summary
- Chapter One: The World of Organic
- Chapter Two: Organic and Related Perceptions Today
- Chapter Three: Sourcing of Organic and Natural Products
- Chapter Four: Organic across Categories
- Chapter Five: Organic Tomorrow
- Implications and Recommendations
- Organic food and beverage usage trends
- Hartman Group’s proprietary World of Organic segmentation
- Important food and beverage purchase criteria
- Purchase of organic and natural food and beverages, total and across categories
- Future of organic
