While product labelling was relatively minimal in major grocery retail and healthfood chains visited by Kairos Consumers, USDA certification seems to inspire consumer confidence and offer a clear indicator of which products are organic. The key to the success: overall consumer awareness of the merits of organic fruit and vegetables...and the danger of pesticides.

As a product category, retailers and consumers alike acknowledge clear distinctions between organic and conventional produce, although in-store positioning varies greatly from leading grocery chains operated by SuperValu to natural and organic retailing chains like Whole Foods. Key insights included: 

• Plastic packaging can detract from organic integrity

• Retailer knows best...or knows nothing at all

• Consumers are willing to pay more for safer, cleaner, better

What else do consumers think about organic produce? And do perceptions differ drastically for other segments, like dairy?

Access our complimentary Kairos Studies at www.kairosconsumers.com