The organics industry has been dominating headlines, but there may be some facts that still surprise you, such as who is buying.
Entrepreneur.com:
It’s an organic world out there. After eating a meal of organic fruits, organic vegetables and organic pasta, you can wear organic jeans and roll around on organic carpet. With organic perfume, furniture and even pizza and beer, you might think there would be no surprises left for an entrepreneur hoping to make a statement in the organics industry. But you’d be wrong.
Who’s buying: 20 years ago, the typical consumer in the organic market was generally labeled some sort of health nut or possibly an aging hippy. 10 years ago, the stereotype claimed the young, affluent upper-middle class. Now, it’s dangerous to your bottom line to assume anything about your typical organic consumer, because there’s hardly a typical organic consumer anymore.
According to Barbara Haumann, press secretary for the Organic Trade Association, Hispanics and Asian-Americans are buying more organics than the typical white population. Meanwhile, the report, ‘Organic 2006: Consumer Attitudes & Behavior, Five Years Later & Into the Future’ by the Hartman Group, reveals that African-Americans are 24% more likely to be core organic consumers than members of the general population. The Hartman Group also has found that many pregnant women are lured to the organic market as they begin to become more concerned with what they’re eating.
For business owners, this means even more markets to tap into. Jodi Jones, founder of Vitality Gourmet, a fresh organic meal service providing home delivery across the country, also has a line for kids and even a fresh organic gourmet meal line for dogs. She’ll soon be expanding into the baby market. ‘I believe in organic for everyone and everything breathing,’ she says.
What’s being bought… continue reading.
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