My mom and I have long disagreed on which organic products to buy. My mom is motivated by the health benefits of organic and avoiding certain ingredients and pesticides while I am motivated by the environmental benefits of organic farming. Together, we represent the diversity of organic consumers with Mom representing more mainstream buyers while I represent more leading edge consumers. The Hartman Group’s Organic 2022: Then, Now, Next shows that while health is still the top reason to buy organic, environmental and other social benefits of organic are a growing motivation among younger generations. With more consumers shopping with the environment in mind, we will see a shift in the products they want–creating both opportunity and challenge in the organic sector.
 
Thirty-seven percent of consumers say they buy organic because “(organic) is safer for me and my family.” This is still the top reason cited by consumers for buying organic joined by avoiding products that “rely on pesticides or other chemicals (34%), rely on antibiotics or growth hormones (32%), or GMOs (30%).” These are reasons cited more often by members of the Boomer generation. The good news is that organic products, and regulations, consistently meet these expectations, though some caution is warranted around National List 605 or 606 materials (nonagricultural substances and nonorganic agricultural substances allowed in organic products).
 
While health is still the leading reason to buy organic, the well-being of farmers, pets, the environment and animals is a growing focus. The top six attributes sought by the most engaged organic consumers are: USDA Organic, supports regenerative agriculture, gut healthy, nutrient dense, sustainable and Fair Trade/socially responsible.  Twenty-two percent of consumers say they buy organic to “support sustainable agriculture,” up from 16% in 2020. Younger generations and the most engaged organic buyers disproportionally cite reasons related to the wellbeing of farmers, pets, the environment and animals as purchase motivators. This trend is a watch-out signal, since most of these attributes are not currently required in the National Organic Program regulations. 
 
As a parallel trend, reservations about the USDA Organic Seal are growing. Seventy-nine percent of consumers somewhat or complete agree that they want USDA standards to have more stringent animal welfare requirements, 76% want to see practices that improve soil health and biodiversity more explicitly included and a growing number want stricter standards for better worker conditions (+4% since 2020). Although consumers may lack specific knowledge about regenerative farming they are learning quickly–67% of consumers already use or are interested in regenerative agriculture–and seek brands that improve soil health, water management and the climate. An increasing number of consumers wonder whether organic’s higher prices are justified because organic regulations do not address the fundamental issues of industrial agriculture. As a call for organic sector engagement in the evolution of the National Organic Program standards, this trend is also a market opportunity for individual companies to enhance supply chains and address these needs for consumers. 
 
Organic 2022: Then, Now, Next is an update on The Hartman Group’s 15 year study of organic consumer buying and use behavior. While the report is only available for a fee, a webinar summarizing the report is available for free. Watch to glean your own insights!

Katrina Heinze brings more than a decade of experience in organic public policy, strategy, and regulatory compliance to W&A. Previously the organic subject matter expert for a large consumer products company, Katrina has also served on the National Organic Standards Board in a designated scientist seat. Today, Katrina serves on several non- and for-profit boards focusing on the intersection of growth and inspiring people to good in the world. Her strategic planning expertise encompasses quality management, food safety, sustainability, marketing, regulatory compliance and government relations. With a deep understanding of business needs and organic production from farm to fork, Katrina helps W&A’s clients clear a strategic path through thorny problems.