DYK: Price is barrier to adoption

Current organic users continue to claim that price is the most prominent barrier to their continued adoption of organic products. However, once consumers internalize the value of a particular organic product, price does not prevent them from purchase.

DYK: Effect of events/scares

Events or “scares” will help bump up organic sales, but the larger consumer driver-perceived health benefits- will continue to play a much greater role in consumer trial and long-term adoption of organic products.

DYK: Consumers influence one another

One of the strongest influences on continued organic purchase is the influence of consumers on one another.

DYK: USDA labeling

The associated press around USDA labeling has increased top-of-mind awareness around the word “organic,” but it has not suddenly propelled new consumers into the marketplace simply because of this government regulation.