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The West Coast of the United States is a stronghold for organics consumers. Out of the 79 local markets measured, 23 were identified as organics markets (those markets that have an above-average percentage of organics consumers). Of these 23 organics markets, more than half are in the Western census region, more than one-quarter are in the Southern census region, three cities are in the Northeast, and one is in the Midwest.
The study by Scarborough Research finds that 35% of San Francisco adults used organic foods during the past month, making it the top U.S. city for organics users (adults who used any organic food product in their household during the past month). In the total US.,17% of all adults are organics users.
The top five markets for organics consumers have youth, higher than average annual household incomes, and a fitness mentality in common it makes sense that these are the top markets for organics users, however, the industry should keep an eye on the Southern region of the U.S. Nationally, organics consumers spend an average of $127 on their weekly household grocery bill - that is 10% higher than the national norm of $115, says the report. The annual household income of the organics consumer is $86,000/year, 22% higher than the national average. Organics consumers are 19% more likely than the national average to be ages 18-34 and 13% more likely to have two or more children at home.
Whole Foods has the highest concentration of organics consumers in their aisles. Organics consumers are 272% more likely than the average consumer to have shopped Whole Foods during the past week. By contrast, they are 21% less likely to have shopped Wal-Mart Supercenter during this timeframe.
Wal-Mart Supercenter, is, however, the top grocery store for organics users. 29% of organics consumers shopped Wal-Mart Supercenter during the past week. Other grocery stores that have a higher than average concentration of organics consumers include:
• Trader Joe's (organics consumers are 180% more likely than the average consumer to have shopped Trader Joe's during the past week)
• Safeway (72% more likely)
• Costco (70% more likely)
• SuperTarget (50% more likely)
Wine and imported beer may be leading beverage categories to promote to organics users, concludes the report. One in four organics users aged 21+ bought wine at a grocery store during the past month, and they are more likely than the total 21+ market to have bought all types of wine - from sparkling and white wines to reds and roses. And, 31% of organics shoppers drank an imported beer during the past month, versus 20% of the total 21+ adult population. Organics consumers are 24% more likely to have bought beer at a grocery store during the past month. |
