Buying Organics

What’s the Buzz?

Our firm, Umbria Inc., collected and examined blogosphere conversations that took place from April to June 2006 in an effort to understand key trends in organic food purchasing. In addition to general organic food topics, we looked specifically at organics discussions that involved Wild Oats, Whole Foods, Safeway and Wal-Mart.

We wanted to determine why people are buying organic foods and often paying a premium to do so. Bloggers provide a clear picture of the prime motivators: health benefits, taste and environmental effects.

• Health Benefits: Bloggers talked most frequently about the impact that eating organics can have on overall health, including the absence of pesticides and perceived fresher quality.
• Taste: A close second to health, the better taste of organic produce and food was also a key impetus to buying organic, and a rationale for paying higher prices.
• Environmental Impact: Environmental sustainability and buying locally also emerged as a major theme among bloggers discussing organic purchases, but wasn’t as strong of a consideration as direct and personal health benefits.

Another organics purchasing factor that surfaced in the analysis was animal welfare. Shoppers are concerned about ducks being raised for foie gras, the ethical issues around catching wild seafood and the treatment of cows.

Female bloggers across all age groups conducted most of the online conversation around organics. The discussion volume was driven most markedly by Generation Y females who enjoy aisle browsing and, in general, the less conventional experience of shopping at higher-end organic retailers.

Additionally, female bloggers chatted about the attractiveness of organic retailers offering luxury and grab-n-go items such as premium juices and salad bars, prepared sushi and high-quality baked goods. Females and males alike also discussed how an abundance of in-store free samples at these retailers often brings them to the store and entices them to return.

Buying organics is a growing phenomenon among many consumers, and many develop a real passion for the stores that cater to their needs. It goes beyond simply stocking organic products; many consumers talk about feeling positive about buying from health- and environmentally-conscious stores like Whole Foods and Wild Oats.

We also found frequent blog mentions about shopping at farmers’ markets and local natural food stores, particularly among those that value the freshness and minimized environmental impact of organic produce grown locally.

Safeway’s O ORGANICS private-label brand was addressed sparingly, but the level of discussion volume did increase slightly throughout the quarter, indicating a growing brand presence.

What’s more, bloggers post serious thoughts about the personal and moral issues they are considering when deciding whether to “go organic.” When Wal-Mart announced it would begin carrying organic products, it sparked a debate among bloggers. Many who weighed in believe that Wal-Mart will dilute federal organic definitions and distort the ideals of organic farming, local consumption and support of small, independent businesses.

And while blog conversations about organic food and the pre-identified retailers were generally positive, negative commentary was found by a variety of bloggers disenchanted with organic food in one or more ways. Common complaints are that organics are part of a trendy and over-hyped craze, that “organic” is a code word for “overpriced,” that organic food is a status-conscious choice, and/or that bloggers are not convinced that a switch to organic foods would impact their lives.

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