Organics - Hot or Not?

One of the biggest trends taking hold of shoppers is interest in organics. We're seeing the word "organic" in everything - from clothing to cosmetics. But, is this trend really the next big thing? Our findings show it might be time to reconsider.

Interest is down. Less then half of us believe that organic products are both better for us and the environment; which is down from two years ago.

Shoppers aren't seeing the value. Only a quarter of shoppers think organics are worth the cost - not a good position to be in as shoppers struggle through the recession.

Consumer skepticism. Almost half of shoppers don't trust that products that say they're organic, really are organic.

As retailers and manufacturers continue to add to the proliferation of products on the market, its time to consider that shoppers might not be responding. The number of shoppers who are buying more organics is, for the most part, unchanged since 2006

    The Pulse

To read more about this trend, including shopper attitudes and behaviors across multiple product categories, log into our shopper insights database, and search for Organics.