Organic Category Reports
Beyond Organic 2024: Expanding Distinctions in Food & Beverage examines perceptions around the organic halo today and where consumers seek standards beyond organic, such as regenerative agriculture. The full report uncovers shifting attitudes in sourcing dynamics, certifications and labeling, plus key attributes within 22 categories in the organic food and beverage industry.
A Category Report is an an efficient way to access essential category insights and data from the full Beyond Organic 2024 study. These reports also feature additional category data views and analysis that are not included in the full report.
Please indicate which category you'd like to focus on in the "order comments" section when checking out, and you’ll receive a 10-page report tailored to that category.*
*Organic Category Reports are made-to-order based on the category (or categories) you select. Please allow two weeks from the purchase date for electronic report delivery.
- Consumer participation in the category overall and across Hartman’s World of Organic segments
- Reach of organic within category overall and the World of Organic segments
- Placement of category along the spectrum of first to last organic categories consumers adopt
- Importance of organic, regenerative and other sourcing distinctions within category (including trend from 2022 for most categories)
- Consumer response when organic version is not available (shopping elsewhere, switching to conventional, etc.)
- Perceptions of organic among past 3-month category buyers:
- Associations with the word “organic”
- Frequency of organic use
- Reasons for purchasing organic and barriers to purchasing more
- Typical basket composition: organic vs. natural vs. conventional products
- Attitudes on GMOs
- Level of skepticism about organic and desire for more stringent standards
- Interest in regenerative agriculture
- Profile of category buyers: demographic profile and distribution across World of Organic segments
- Category-specific analysis, takeaways and recommendations
Available categories:
- Fresh fruits and vegetables
- Fresh meat
- Plant-based meat alternatives
- Eggs
- Dairy yogurt
- Dairy milk
- Milk alternatives
- Juice
- Baby food (n=153)
- Packaged meats
- Pasta and noodles
- Hot or cold cereal
- Prepared ready-to-eat meals
- Canned/jarred/pouched fruits & vegetables
- Frozen fruits or vegetables
- Bars
- Seasonings/spices/herbs
- Coffee
- Ready-to-drink tea
- Salty snacks
- Frozen meals or snacks
- Spreads
Quantitative: Online national survey April 22, 2024–May 2, 2024, n=3,042 U.S. primary shoppers aged 18-78. (MOE) ±1.8 pts at 95% confidence level. Respondents recruited based on age-based quotas and balanced to match the 2024 Census Bureau Current Population Survey by gender, region, income, household structure and ethnicity.
A sample of n=~320 per category (except baby food n=153)
Qualitative: Each Category Report incorporates qualitative insights into takeaways and category recommendations. These insights are primarily derived from the full report's digital ethnographies (n=16) and when applicable, in-depth 1:1 virtual ethnographies (n=8).
