Special Discount for Early Participation Until January 15, 2018
Since 1996, The Hartman Group has used our deep understanding of consumer culture to track the shifts in the organic and natural marketplace. In this study, we continue to delve deep into consumer behaviors, attitudes and intentions around organic and natural food, including the factors that affect trial, adoption and continued usage of organic and natural fresh and packaged product categories. We combine this highly nuanced data with an encompassing view of the macro forces shaping the market, providing strategic and tactical recommendations for navigating this complex landscape.
Organic & Natural 2018
Around 9 in 10 consumers now participate in the organic and natural food market, and the perception that “more natural is better” has become common sense. But what it means to consumers to eat “naturally” and the trade-offs consumers are willing to make to live by that ideal continue to evolve. Long gone are the days when consumers could divide their food world neatly into “natural” and “conventional.” Now they navigate a complex palette of shades of quality, whose resonance shifts based on the category, the context and the consumer.
Organic & Natural 2018 will explore the distinctions and similarities among organic consumers and natural consumers to assess how their beliefs and behaviors manifest in the marketplace.
In addition to describing mainstream organic and natural consumers, we will also dive into the beliefs and behaviors of the highly engaged, trend-forward consumers, who can serve as the bellwether of the shape of more widespread sentiment of the future.
In this way, we will describe the emerging world of organic and natural. We will speak to key industry questions, including not only, “Is it worth offering organic today?” but also, “Will it be enough to offer organic in the future?”
Special reduced rate for early participation expires February 15, 2018
To learn more about the syndicated research and cost of early participation, download the study overview: Organic v. Natural 2018