Temperate users have stayed constant at 22%, 2006-2007, and have modern organic attitudes and fit organic into their lifestyle.
Dabblers are non-committal about organic—they can take it or leave it, and their numbers have seen a small drop from 44% in 2006 to 41% in 2007. For these users, buying organic is more about hipness than the health benefits. Reluctant users, a segment that grew from 18% in 2006 to 19% in 2007, are the least trustful of organic, and believe that conventional products are just as good (if not better) than organics and that organics are not worth the extra cost.
According to NMI president Maryellen Molyneaux, these numbers indicate that consumers are moving up the ladder of organic lifestyles, and increased self-education about organics is leading to increased usage and reflects the mainstreaming of the organic marketplace and the opportunity that brands have to attract the most loyal segment of users.
More information can be found in NMI’s upcoming 2008 Health & Wellness Trends Report, which will be published in April, or in the 2007 Organic Consumer Trends Report. More information can also be found here.