Organic at risk?

Given the same price point, 50% of consumers say they would choose locally grown produce over the options of organic and store-packaged produce. That nugget and others are in this news release describing details of the FMI's 16th annual Shopping for Health 2008 survey, released May 5 at the Las Vegas Show. Some highlights:

Nearly everyone (80%) tries “a lot” or “some” to eat healthfully. Among those who try a lot, 10 percent say they are “always successful.” This survey profiles the one in 10 who succeeds.

TK: One out of eight "always succeed" in eat healthfully. Sounds like an honest group of respondents.

• Successful eaters say their grocery decisions are driven strongly by goals to manage weight (52%). They are also more likely than average to shop in order to avoid future medical conditions or manage a current condition.

• They develop a plan and stick to it, starting with using a list when they shop — done by 65% of healthy eaters, compared with 42% of all consumers.

• Their plans include eating more fruits and vegetables (87% vs. 63% of all shoppers), limiting foods with trans fats (79% vs. 63%) and reducing portion sizes (79% vs. 47%).

TK: One thing people know is this: if you want to eat better, eat more fruits and vegetables. That's not a bad place to be in the food market place.

This year, shoppers are opting to choose locally grown produce over organic alternatives.

• When cost is the same, 50% of consumers say they would choose locally grown produce vs. organic (28%). Only 9% would choose a store-packaged alternative.

• When store-packaged strawberries are less expensive than the organic or locally grown varieties, 45% say they would choose store-packaged; 34% would still choose locally grown; and 22%, organic.

“Shoppers’ new interest in locally grown food reflects their strong desire to purchase fresh fruits and vegetables,” said Cary Silvers, director of consumer insights for Rodale, the publisher of Prevention, who presented the findings today at the FMI Show plus MARKETECHNICS®. “The battle between organic and locally grown represents who shoppers believe can deliver the freshest produce.”

Reasons Consumers Who Once Purchased Organic No Longer Do

• 70% say it is too expensive.

• 39% cite the lack of perceivable difference between organic and non-organic foods.

• 33% are concerned about the safety of organic produce.