Description

This report defines the various organic lifestyles that consumers are currently engaged in and explores how they integrate products into these lifestyles. Using our Live-Shop-Buy Model, this report provides extensive analysis of consumer perception and behavior to support marketing implications and recommendations for the high-growth category of organic food and beverages. Qualitative research for this report was conducted in Seattle, San Francisco, Denver, Boston, Chicago and New York. Where available, qualitative findings are combined with national survey data collected by The Hartman Group in 2000-2002. * Consumer Segments, Triggers for Usage & Dimensions of Consumption * How Organic Consumers Live: The Organic Consumer Deep Dive * How Organic Consumers Shop: Shopping Typifications, Evolution & Brands * What Organic Consumers Buy: Product Category Adoption, Brands & Purchase Channels Marketing implications and recommendations conclude the report with communication techniques, specific opportunities and trends.

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