Study highlights organic consumers' mindset
According to a report on organic consumption trends, core organic consumers, those who are the most loyal to buying organics, are seeking more authentic, clean foods through farmers' markets and community support agriculture. The study, called State of the Organic Consumer 2010, estimates that these types of shoppers make up 24% of the organic market and sheds light on how they, and other types of shoppers, perceive organic and natural products. For example, core consumers are intensely involved in organics, whereas "peripheral" consumers tend to be motivated by price. Also, the study notes that shoppers see private-label products as being more authentic than mainstream organic products.