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Parents Willing to Pay More for Organic Label

Phase 2

A new Organic Trade Association (OTA) tracking study reveals an increasing number of American parents are willing to pay more for organic food for their families.

The assocaiton’s U.S. Families’ Organic Attitudes & Beliefs 2014 Tracking Study, a survey of more than 1,200 households with at least one child under the age of 18, found that price has become much less of a barrier to purchasing organic products, reports OTA.

“Parents in charge of the household budget recognize the benefits of organic, and are willing to pay a little more to know that they are giving their families the highest quality and most healthy products being offered in their local store,” said Laura Batcha, executive director and CEO of OTA.

OTA partnered with KIWI Magazine to conduct the study in late February and early March.

Fifty-one percent of those parents surveyed said the cost of organic products was one of the key factors in limiting their organic purchases, a sharp drop from the previous year in which 62 percent said organic items were sometimes too expensive for their household budget, reports OTA.

According to the study, families who include organic products on their grocery list on a regular basis spend an average of $125 a week at the grocery store, compared to $110 a week for those not buying any organic items.

Organic food products have become more mainstream in recent years as demand has jumped, OTA reports, noting all natural foods are no longer just found in niche specialty stores, with supermarkets the go-to source for 70 percent of households buying organic.

The survey takes an in-depth look at the buying patterns of American households: who buys organic products, what products are being purchased, and the reasons behind those decisions. A lack of availability of organic products was cited in the survey by just 12 percent as a reason for not buying organic, down from last year’s 21 percent.

For more information, visit www.ota.com.

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