Organic and Beyond 2020
Organic remains one of the most prominent and significant markers of quality in foods and beverages in the U.S. today. In recent years, we have witnessed the advance of organic products into new categories even as organic foods and beverages become more affordable to the mainstream American consumer.
“Organic and Beyond 2020” provides a critical update to Hartman Group’s long-running syndicated research series on the organic market and natural foods movement, delivering trended data and informed perspectives on consumer attitudes and behaviors surrounding the current organic landscape with an eye to future-oriented developments.
Published March 2020 | Report length: 104 pages | U.S. market coverage
- Executive summary
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
- Primary Quantitative Research: A nationally representative online survey of n=2,289 U.S. adults (aged 18–74), primary household grocery shoppers, conducted in January 2020.
Participants were assigned randomly to two modules. One module answered questions on organic food and beverages; the other focused on natural food and beverages.
- Primary Qualitative Research: Two in-depth methodologies: (1) Mobile ethnographies: 5-day immersive engagement via a virtual platform (2) In-home ethnographies/homework on organic shopping/products.
- Methodology
- Executive Summary
- Chapter 1. The World of Organic
- Chapter 2. Organic & Related Distinctions Today
- Natural
- GMOs
- Other Distinctions (Glyphosate, Local, Animal/Worker Welfare)
- Chapter 3. Beyond Organic
- Chapter 4. Food & Beverage Categories
- Chapter 5. Retailers & Restaurants
- Retailers
- Restaurants
Implications and Recommendations
- Organic and natural 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
