New research into the US organic sector by the Hartman Group reveals intriguing differences between the American and UK markets. In numbers, the US sector has grown slower, about 1/3 as quickly as the UK: the US organic market grew by just over 30% between 2002-2005, whereas the UK achieved 33% growth in 2006 alone.
The qualitative observations are revealing. In the US a key purchasing factor is ‘avoiding hormones’ (especially so for parents buying food for daughters) whereas this is rarely cited by UK consumers. Also in the US the vast majority of organic use is occasional, whereas in the UK committed consumers account for 50-60% of organic sales. Also in the US there is a growing trend for packaging that tells the story behind the product and the people who grow and make it. This trend towards food ‘narratives’ is aimed at providing ‘soul’ and to humanise the organic experience. Key words in US organic food marketing include ‘local’, ‘fresh’, ‘seasonal’, ‘pasture-fed’, and ‘artisanal’. In the US is there also a single, well-recognised certification symbol underwritten by the US Department of Agriculture.
Reflecting on these qualitative differences it seems that US consumers continue to rely upon big brother to certify “quality” and to rely on suppliers to deliver a “feel good factor”, whilst the majority of shoppers remain uninformed about the real choices they are making. (Of course there are careful shoppers in the US as the OCA and others illustrate, but the research suggests that this is not the majority.)
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