OTA's U.S. Families' Organic Attitudes & Beliefs 2014 Tracking Study, a survey of more than 1,200 households in the United States with at least one child under 18, found that eight out of ten American families have bought organic products one or more times in the past two years. In nearly half of those families, concern about their children's health is a driving force behind that decision.
"My children influence my purchase of organic food, because I want them to be as healthy as they can be," commented one of the parents who participated in the survey. "I am responsible for providing my children with all their food since they cannot buy it. I choose healthy and organic foods and they enjoy whatever I give to them. Win-win!" said another parent.
Ninety percent of parents report that they choose organic food products for their children at least "sometimes," with almost a quarter of those parents saying they always buy organic.
Moms and dads purchasing baby food are even more committed to organic; more than a third of those parents say they always choose organic for their infant or toddler. Meanwhile, 74 percent of daycares throughout the country now offer organic options for the children they serve.
"Choosing organic foods is increasingly a large part of how families are trying to take better care of themselves and the planet," said Laura Batcha, CEO and Executive Director of OTA. "The proportion of families who say they never buy organic food has been on a steady decline for the past five years, and those who are choosing organic are buying more."
The proportion of parents who reported that they never buy any organic products fell to 19 percent, a significant decline from just five years ago when almost 30 percent of households surveyed said that organic was never a choice.
The findings are in line with the OTA's annual industry survey released earlier this year which showed that organic sales in the United States in 2013 jumped to $35.1 billion, a new record. OTA expects the upward trend to continue, pegging organic sales during 2014 to increase by 12 percent or more.
It's not just parents who are buying organic. Ad-ology Research has found that nearly 13% of U.S. adults strongly agree that they will pay more for healthy or organic food products. About 19.3% of these consumers have visited a winery in the past 12 months, a 49% higher rate than average and this tendency may offer vendors some cross-promotional opportunities. Marketers may want to target organic food shoppers with radio advertising as 39.5% of these consumers say they've taken action as a result of a radio ad they heard in the last 30 days.
AudienceSCAN data is available as part of a subscription to Ad-ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.