Post on 10-Feb-2016
description
Prepared for the Soil Association By Taylor Nelson Sofres
Method - Omnibus
• 2 weeks of Omnibus research• 4000 adults (16+) recruited across GB. In
home, interviewer administered, interview• Principal shoppers selected• General attitudes to organics• Organic buying by category established• Detailed questions according to category
experience
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Attitude study
• Claimed buying across categories• General attitudes to organic foods• Entry points• Finding/recognising organic foods• Category specific reasons for purchase• Country /region or origin and paying a
premium
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Claimed buying
Prepared for the Soil Association By Taylor Nelson Sofres
12
10
7
6
5
5
4
3
8
9
5
5
5
5
4
3
14
23
18
15
14
14
13
66
58
70
75
76
76
80
8112
Eggs
Fruit and vegetables
Dairy products
Packaged goods
Fruit juice and soft drinks
Pork, chicken or bacon
Beef
Lamb
Almost always Mostly Occasionally Never
Eggs the most frequently purchased organic product. Meats (pork, chicken, beef and lamb) the least frequent.
Q. B1 How often do you buy Base: All principal shoppers
Prepared for the Soil Association By Taylor Nelson Sofres
Weight of usage • On subsequent charts we have used the following
analysis breaks, derived from the matrix of claimed behaviour
• Each consumer has a score based on category importance (relative size from Superpanel data) and regularity of buying organic in that category.
• Reviewing scores across all consumers gives us 4 organic groups, with scores as follows
• 1 – 50 very light • 51 – 100 light• 101 – 200 medium • 201 – 300 heavy
Prepared for the Soil Association By Taylor Nelson Sofres
12
10
7
6
5
5
4
3
8
9
5
5
5
5
4
3
14
23
18
15
14
14
13
66
58
70
75
76
76
80
8112
Eggs(8)
Fruit and vegetables(31)
Dairy products(18)
Packaged goods(29)
Fruit juice and soft drinks(6)
Pork, chicken or bacon(4)
Beef(3)
Lamb(2)
3 2 1 0
How the scoring works….
Q. B1 How often do you buy Base: All principal shoppers
e.g. Occasional buyer of eggs and
packaged goods has score:(8x1) + (29x1) = 37
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Almost half of principal shoppers claim to have never purchased organic products.
Q.B1 Weight scores Base: All principal shoppers
52
13 1612
7
0
10
20
30
40
50
60
0 1-50 51-100 101-200 201-300
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2
5
6
7
7
9
15
18
34
33
33
35
35
34
32
36
36
35
34
33
33
34
32
29
28
27
27
26
25
23
20
17
Packaged goods
Fruit juice and soft drinks
Beef
Lamb
Pork, Chicken or bacon
Dairy products
Eggs
Fruit and vegetables
1-50 51-100 101-200 201-300
Packaged goods with highest heavy user base, fruit and vegetables with the lowest.
Q. B1 How often do you buy/ Weight scores Base: All organic buyers
Prepared for the Soil Association By Taylor Nelson Sofres
10 17 23 29 2023
3030 28
2529 29
25 2524
39 39 22 1831
0 1-50 51-100 101-200 201-300
AB C1 C2 DE
Heavy buyers are likely to be young and living in the South. Medium buyers are more upmarket
Q.B1 Weight scores demographicsBase: All buyers of organic products
29 25 30 30 38
32 3238 36
34
39 4332 34 28
0 1-50 51-100 101-200 201-300
16-34 35-54 55+
Social Class Age
38 34 27 27 31
26 23 27 28 20
36 43 46 45 48
0 1-50 51-100 101-200 201-300
North Midlands South
Region
29
Prepared for the Soil Association By Taylor Nelson Sofres
Claimed buying
• Half of all shoppers claim they never buy any organics
• Organic buyers in all categories see themselves as ‘occasional’ not ‘habitual’
• Eggs is the category with most consumer commitment (but may not be purely organic)
• 4 relatively discrete types of organic purchase which do not necessarily overlap (fruit/veg, eggs, meats, packaged grocery/dairy
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General attitudes
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Overall attitudes towards specific organic foods not as strong as knowing where food comes from.
8473726968
6359
5049
444343
393634
27
71519
1825
1330
3839
344344
4020
4518
912
913
724
111212
221413
2144
2155
I regularly cook from scratch
I like to know where my food comes from
I believe in supporting local farmers
I like to buy local foods in season where possible
Farmers use too many chemicals and fertilisers
I like to spend as little time food shopping
Organic foods are friendlier to the environment
Organic foods mean better animal welfare
Organic foods are healthier
I don’t think organic foods are good value
Organic foods are safer
I trust organic food
Organic foods are better quality
I like to buy my food from smaller local shops
Organic foods taste better
I think health foods are only bought by fanatics
% Agree Strongly/Slightly
4.44.04.03.94.03.73.73.63.53.43.43.43.32.93.22.6
Mean
Q. A1 Statements about food and shoppingBase: All principal shoppers
% Disagree
Prepared for the Soil Association By Taylor Nelson Sofres
Organic foods taste better 0.4
I trust organic food 0.3
I like to know where my food comes from 0.2
Organic foods are healthier 0.2
I like to buy my food from smaller local shops 0.2
Organic foods mean better animal welfare 0.2
Organic foods are safer 0.2
I believe in supporting local farmers 0.1
I regularly cook from scratch 0.1
I like to buy local foods in season where possible 0.1
Organic foods are better quality 0.1
Organic foods are friendlier to the environment 0.1
Farmers use too many chemicals and fertilisers 0.0
I like to spend as little time food shopping -0.1
I don’t think organic foods are good value -0.2
I think health foods are only bought by fanatics -0.2
The single most important belief is ‘Organic foods taste better’.
Based on multi-dimensional analysis
Prepared for the Soil Association By Taylor Nelson Sofres
Reasons for not buying
Prepared for the Soil Association By Taylor Nelson Sofres
51
18
15
14
9
3
3
2
1
Too expensive
None
I don't think theseproducts taste better
I need more informationto justify cost
There are no healthbenefits
The quality is not what Iexpect
Too much is imported
Hard to obtain where Ilive
I avoid these productson medical advice
Q. B2 Reasons for not buying organic… Base: All none buyers of ANY organic
26% 16-24
55% female
Main reason for not buying ANY organic category was price. Younger consumers don’t believe organic products taste
better.
Base=24% of principal shoppers
Prepared for the Soil Association By Taylor Nelson Sofres
General attitudes to organics
• Most consumers believe that they cook from scratch, and that it is a good thing to know where foods come from and to support local suppliers
• ‘Better taste’ is the main driver of organic food purchase
• The 1 in 4 shoppers who don’t buy any organic foods give ‘expense’ as the main reason. Significantly 1 in 4 of the under 24’s don’t think organic foods taste better than non organic
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Entry points
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55
26
21
8
7
7
5
2
6
14
10
8
6
8
7
4
4
8
7
8
6
8
4
3
35
52
62
76
79
77
84
91
Fruit and vegetables
Eggs
Dairy products
Bread, pasta, cereals
Beef
Pork, Chicken, Bacon
Fruite juice and soft drinks
Lamb
Tried first Tried second Tried third Tried fourth +
Fruits and vegetables the most frequent entry point.
Q. B3 Which of these do you try first, second, third Base: All organic shoppers
Prepared for the Soil Association By Taylor Nelson Sofres
46
21
13
13
1
6
3
6
42
13
16
65
1
3
3
13
Fruit and vegetables
Eggs
Dairy products
Pork, Chicken, Bacon
Beef
Lamb
Bread, pasta, cereals
Fruite juice and soft drinks
DK
101-200 201-300
Medium and heavy buyers enter the market in similar ways
Q. B3 Which of these do you try first Base: All organic shoppers
Prepared for the Soil Association By Taylor Nelson Sofres
Entry points
• Fruit and vegetables is the category which most try first
• Eggs is the second most likely category to be tried first
• Shoppers who are now medium/heavy buyers of organic foods entered the market in a similar way
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Finding / recognising organic foods
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5215
1111
76
444
221
I look/would look for organicon the label
I buy/would buy freshproduce
I look/would look for thenatural on the label
I look/would look for symbolor logo of organic cert. body
I buy/would buy at weeklymarkets
I buy/would buy from anorganic farm
I buy/would buy in anexclusively organic shop
Code number of the organiccertification body
I buy/would buy in healthshops
Buy fromsupermarket/organic section
Don't know
Q. A2 How do you identify organic productsBase: All principal shoppers
17% AB
29% 65+30% DE
Clear information on the label is critical to make organic identification easier.
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Heavy users of organic products rely more on the channel to identify the product than the actual labelling, whilst light users rely on the label.
Dimension 1 = 84%Dimension 2= 16%
201-300
101-200
51-100
1-50
0Don't know
I buy/would buy in an exclusively organic shop
I buy/would buy in health shops
Code number of the organic certification body
I buy/would buy from an organic farm
I buy/would buy at weekly markets
I look/would look for symbol or logo or organic certification
body
I look/would look for the natural on the label
I buy/would buy fresh produce I look/would look for organic
on the label
-2
-1.5
-1
-0.5
0
0.5
1
1.5
2
2.5
-2 -1 0 1 2 3 4
Label informs
Channel informs
Prepared for the Soil Association By Taylor Nelson Sofres
Finding / recognising organics
• ‘Organic’ on the label is of paramount importance
• 1 in 5 shoppers (more 65+) don’t know how to identify
• ‘Fresh produce’ and ‘natural’ are also assumed to indicate organic
• Heavy users are more reliant on shopping in specific channels whereas lighter users rely on product labelling
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Influences on first purchase
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25
25
20
18
14
3
2
9
From an article
From a TV programme
Advertising
Promotions in shop
From a family member
From a book
From a health profesional
Don't know
Media (Press and TV) are claimed to be key initial influences. More in advertising by AB’s.
Q. B4 How did you first find out about organic…. Base: All organic shoppers
33% AB29% C1
28% AB
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TV coverage appears to have influenced initial purchase of organic eggs
Q. B4 How did you first find out about organic…. Base: All organic shoppers
Significant difference, 95% confidence
TotalDairy
products Eggs BeefPork,
ChickenPackaged
foods Fruit juiceFruit and
vegetablesFrom an article 25 31 28 16 25 30 11 23From a TV programme 25 24 32 9 25 27 19 25Advertising 20 17 20 37 29 34 35 19Promotions in shop 18 25 11 19 23 22 24 18From a family member 14 12 10 22 11 2 18 17From a book 3 2 2 0 0 3 0 4From a health profesional 2 3 1 8 4 3 9 2Don't know 9 5 8 0 14 2 0 7
Prepared for the Soil Association By Taylor Nelson Sofres
Significant difference, 95% confidence
Better taste and safer food are the main general drivers of organic purchasing. Concern about animal welfare
has encouraged purchase of organic eggs .
TotalDairy
products Eggs BeefPork,
ChickenPackaged
foodsFruit juice
Fruit and vegetables
Organic would taste better 24 23 27 23 31 23 17 25Concerned about food safety 22 23 24 18 12 23 25 23Wanted to reduce exposure to pesticides 18 16 12 24 20 26 14 20I was concerned about GM 15 12 14 23 24 17 20 16I was concerned about pollution 15 13 13 12 18 19 20 15Organic farming produces better quality foods 15 17 12 6 16 20 31 14Concerned about animal welfare 14 11 22 12 15 15 11 13Organic food higher in vitamins and minerals 10 12 8 21 5 20 16 11I had developed understanding of organic approach 9 8 9 6 5 18 3 10For my children 8 7 5 2 5 10 22 8Medically advised 6 11 5 10 1 19 3 4I got to know a local organic farmer 5 3 6 5 9 2 6 5None 11 11 6 15 7 12 8 11Don't know 10 6 9 12 8 4 4 10
Q. B5 Factors influenced decision/Q. B3 Products tried first Base: All organic shoppers
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Significant difference, 95% confidence
Those who buy most organic foods are not necessarily as concerned about pollution / GM / animal welfare as
others who actually buy less.
Q. B5 Factors influenced decision Base: All organic shoppers
Total 1-50 51-100 101-200 201-300Believed organic food would taste better 24 20 27 23 23Concerned about food safety 22 14 22 29 27Wanted to reduce expose to pesticides 18 9 16 26 22Organic farming produces better quality food 15 9 16 18 16I was concerned about pollution 15 7 12 26 15I was concerned about GM 15 7 16 22 16Concerned about animal welfare 14 10 12 21 16Organic food higher in vitamins and minerals 10 5 12 14 10
I had developed understanding or organic approach 9 3 8 18 11I decided I should buy organic for my children 8 4 7 10 9Medically advised to eat organic 6 4 5 9 7I got to know a local organic farmer 5 4 5 6 8
None 11 21 10 2 9Don't know 10 18 7 5 9
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Reasons for deciding to try specific categories influenced by self/others and taste/health dimensions
Dimension 1 = 41%Dimension 2= 33%
Q. B5 Factors influenced decision Base: All organic buyers of category
Fruit and vegetables
Fruit juice
Packaged foods
Pork, Chicken
Beef
Eggs
Dairy products
Don't know
None
I got to know a local organic farmer
Medically advised
For my childrenI had developed understandingof organic approach Organic food higher in
vitamins and minerals
Concerned about animal welfare
Organic farming producesbetter quality foods
I was concerned about pollution
I was concerned about GM
Wanted to reduceexposure to pesticides
Concerned about food safety
Organic would taste better
-4
-3
-2
-1
0
1
2
3
-3 -2 -1 0 1 2 3 4
For othersFor me
Health
Taste
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Specifics by category
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40
37
36
34
30
24
23
11
3
7
49
38
40
37
32
30
29
15
5
4
47
22
37
42
40
14
23
8
5
6
They taste better
They contain fewer chemical
They are more healthy
They are safer
The quality is better
They are better for the environment
I want to avoid GM food
Animals better cared for by farmers
I have to use it for medical reasons
None
Total 101-200 201-300
Q. C8 Reasons for buying organic fruit j and vegetables Base: All buyers of organic fruit j and vegetables
Quality and safety are significantly higher among heavy users
H+
H
H
H
H+
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42
38
33
20
37
51
25
3
2
39
41
39
16
36
24
17
5
4
They taste better
They are safer
They are more healthy
They are better for the environment
The quality is better
The chickens are better cared for by farmer
I want to avoid GM food
I have to use it for medical reasons
None
Total 101-200 201-300
Q. C2 Reasons for buying eggs Base: All buyers of eggs
The importance of health increases as the usage level also increases. Animal welfare matters to medium
buyers more than heavy buyers
H
H+
H
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51
39
38
35
28
34
23
4
3
50
40
33
23
35
27
17
6
4
They are more healthy
They are safer
They taste better
They are better for the environment
The quality is better
I want to avoid GM food
The cows are better cared for by farmer
I have to use it for medical reasons
None
Total 101-200 201-300
Q. C1 Reasons for buying dairy products Base: All buyers of diary products
Quality is a key driver of heavy usage
H
H+
H
H
H
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35
37
26
24
40
19
7
0
14
47
44
38
34
31
23
24
2
7
42
24
29
31
27
19
19
4
12
They taste better
The chickens are better cared for by farmer
They are safer
The quality is better
They are more healthy
I want to avoid GM food
They are better for the environment
I have to use it for medical reasons
None
Total 1-50 101-200 201-300
Q. C5 Reasons for chicken, pork Base: All buyers of chicken, pork
Taste and animal welfare matter, again to medium buyers.
L
H
H+
H
H
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3532
3026
2424
1914
419
3632
2926
3033
2618
58
4229
3630
201212
115
9
They taste better
They are more healthy
They are safer
The quality is better
I want to avoid GM food
I want to avoid too many additives
They are better for the environment
Animals are better cared for
I have to use it for medical reasons
None
Total 101-200 201-300
Q. C6 Reasons for buying packaged goodsBase: All buyers of organic packaged goods
Taste and safety (avoid GM?) clear drivers of bread, pasta and cereal purchasing.
H+
H
H+
H
H
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34
31
30
27
24
22
14
8
2
10
33
31
25
28
29
26
21
10
2
8
37
34
36
33
14
22
9
9
5
9
They taste better
They are more healthy
The quality is better
I want to avoid too many additives
They are safer
I want to avoid GM food
They are better for the environment
Animals better cared for
I have to use it for medical reasons
None
Total 101-200 201-300
Q. C7 Reasons for buying organic fruit juice and soft drinksBase: All buyers of organic fruit juice and soft drinks
Quality and additive avoidance, but not sacrificing taste are the main drivers
H
H+
H+
H+
H
Prepared for the Soil Association By Taylor Nelson Sofres
42
34
33
30
38
22
21
3
10
37
36
30
30
20
20
19
7
13
They taste better
They are safer
The quality is better
They are more healthy
The cattle are better cared for by farmer
I want to avoid GM food
They are better for the environment
I have to use it for medical reasons
None
Total 101-200 201-300
Q. C37 Reasons for buying beef Base: All buyers of beef
As with eggs, importance of farmers care decreased as usage reaches it’s highest level. Overall no clear
attitude/behaviour relationship.
H
H
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44
38
34
33
29
22
23
1
9
39
20
27
30
30
15
18
5
16
They taste better
The lambs are better cared for by farmer
The quality is better
They are safer
They are more healthy
I want to avoid GM food
They are better for the environment
I have to use it for medical reasons
None
Total 101-200 201-300
Q. C4 Reasons for buying lamb Base: All buyers of lamb
As with eggs and beef, importance of farmer decrease once the highest usage level is reached.
H
H
H
H
H
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Q. C1-8 Reasons for buying… Base: All buyers of organic…
Fruit & veg
Fruit juice
Packaged Pork, chickenLambBeef
Eggs
Dairy
They taste better
They are safer
They are more healthy
They are better for the environment
The quality is better
Animals are better cared for by farmer
I want to avoid GM food
I have to use it for medical reasons
-2.5
-2
-1.5
-1
-0.5
0
0.5
1
1.5
2
2.5
-1.5 -1 -0.5 0 0.5 1 1.5 2 2.5 3
Dimension 1 = 83%Dimension 2= 12%
All organic buyers
Animal welfare dimension but taste/quality and safety are universal
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Category specific drivers
• Fruit and vegetables – quality and safety backed by taste
• Eggs – health. Care of chickens of great importance to medium users
• Dairy – quality.• Chicken, bacon, pork – taste. Care of
animals of importance to medium users
Prepared for the Soil Association By Taylor Nelson Sofres
Category specific drivers
• Bread, pasta, cereals – taste and safety• Drinks – taste and quality, plus avoidance
of additives• Beef – Animal welfare more important for
medium users than heavy users• Lamb – Animal welfare more important for
medium users than heavy users
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Country / region of origin and price levels
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4638
2814
2515
179
133
2
4336
2027
171213
79
22
Tesco
Sainsburys
Asda
Other Supermarket
Local Grocers
Farmers markets
Farm shop
Co-Op
Waitrose
Order from internet
Delivered by local farmer
Total 101-200 201-300
Q. I1 Groceries bought from nowadays Base: All buyers of organic products
Heavier buyers of organic buy from more outlets
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57
53
48
44
42
41
41
34
3
6
11
8
9
12
10
17
40
42
41
48
48
47
49
49
Eggs
Dairy products
Fruit and vegetables
Pork, chicken or bacon
Beef
Packaged goods
Lamb
Fruit juice and soft drinks
Within UK Outside UK Don’t know
Limited awareness of origin of organic foods. Eggs and dairy assumed UK
Q. D1 Where do… come from Base: All principal shoppers
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77
76
76
74
73
72
72
72
1
1
2
1
2
2
2
1
16
17
17
17
18
17
17
17
7
7
6
7
7
9
9
10
Eggs
Dairy products
Fruit and vegetables
Packaged goods
Fruit juice and soft drinks
Pork, chicken or bacon
Beef
Lamb
Within UK Outside UK Don’t care Don't know
UK is preferred, regardless of the organic category, as country of origin
Q. D2 Where do prefer to buy …Base: All buyers of organic products
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Q. E1 Label or packaging indicated…produced in UK/locally Base: All buyers of organic products
More people prefer UK to region. Strong Welsh identity apparent.
More likely, 60
Less likely, 1
No dif., 38
5267
6252
4644
7053
8161
4733
21
05
25
50
01
31
4632
3842
5350
2547
1937
5066
All local regions
Scotland
North
Yorks & Hum.
North West
West Mids.
East Mids.
East Anglia
Wales
South West
South East
London
More likely Less Likely No difference
Purchase likelihood if product from region where livePurchase likelihood if product from UK
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Two thirds claim they are prepared to pay more for locally produced organic products.
5267
6252
4644
7053
81
6147
33
21
05
25
50
0
13
1
4632
3842
5350
2547
19
3750
66
All local regions
Scotland
North
Yorks & Hum.
North West
West Mids.
East Mids.
East Anglia
Wales
South West
South East
London
More likely Less Likely No difference
7067
8182
6465
737572
7264
76
2731
1418
3335
271218
2636
20
22
5
3
1310
2
4
All local regions
Scotland
North
Yorks & Hum.
North West
West Mids.
East Mids.
East Anglia
Wales
South West
South East
London
Yes No Don't know
More likely
Q. E1/2 Would be prepared to pay above the normal price, locally? Base: All buyers of organic products
Purchase likelihood if product from region where live Prepared to pay more
Prepared for the Soil Association By Taylor Nelson Sofres
As expected highest purchase likelihood amongst residents of area of origin.
22
18
10
22
14
16
13
11
44
52
23
18
4
9
3
5
7
4
2
12
7
2
4
74
74
87
73
79
80
85
77
49
48
75
78
Total
Scotland
North
Yorks & Hum.
North West
West Mids.
East Mids.
East Anglia
Wales
South West
South East
London
More likely Less LikelyNo difference
Q. E3 Likelihood to purchase if from …. Region? Base: All buyers of organic products
23
18
12
25
14
18
14
3
31
60
22
21
3
7
3
3
4
2
3
14
3
1
3
74
75
85
73
82
80
83
83
66
40
77
76
Total
Scotland
North
Yorks & Hum.
North West
West Mids.
East Mids.
East Anglia
Wales
South West
South East
London
More likely Less LikelyNo difference
22
18
6
19
17
18
17
11
80
40
21
17
3
9
3
3
1
5
2
12
1
4
75
74
91
78
82
77
82
77
20
60
77
79
Total
Scotland
North
Yorks & Hum.
North West
West Mids.
East Mids.
East Anglia
Wales
South West
South East
London
More likely Less LikelyNo difference
If from ‘Cornwall’.. If from ‘the West country’ If from ‘Wales’
Prepared for the Soil Association By Taylor Nelson Sofres
69
66
65
65
62
61
60
56
31
34
35
35
38
39
40
44
Eggs
Fruits and vegetables
Beef
Pork, Chicken
Dairy products
Lamb
Packaged goods
Juice, soft drinks
Yes No
Q. J1 Prepared to pay more for… Base: All buyers of organic category
In general organic products can only command a 10% premium.
69
72
68
69
71
68
74
71
26
25
26
26
25
25
22
24
5
3
4
6
3
8
4
5
Up to 10% more10%-25% moreOver 25%
Prepared to pay more? How much more?
Prepared for the Soil Association By Taylor Nelson Sofres
Country / region of origin and paying a premium
• Widespread lack of knowledge about country of origin for all categories.
• Eggs and dairy tend to be assumed to be UK sourced
• UK is preferred to non UK source and overall UK preferred to local region (except Wales / rural areas)
• About 2/3 claim they’d pay more for local products
• In general all categories may command 10% premium
Prepared for the Soil Association By Taylor Nelson Sofres
Overall conclusions
Prepared for the Soil Association By Taylor Nelson Sofres
Overall Conclusions(1)
• Market growth slows as lighter buyers leave
• Even for the heaviest of buyers, organics only account for 14% of their total spend
• Really heavy buyers are significantly different to medium buyers
• Medium buyers may have a specific (e.g. health) reason underlying their buying
Prepared for the Soil Association By Taylor Nelson Sofres
Conclusions(2)
• Taste / taste better is the over-riding driver of heavy organic purchase
• Motivations for buying specific categories differ but invariably include taste as a major reason
• Entry to market is via fruit/veg and eggs. Ambiguity re organic eggs may be a problem
• Origins of organic produce largely unknown• UK origin preferred but strong Wales/SW in
those regions• 10% premium seems acceptable