Method - Omnibus

Prepared for the Soil Association By Taylor Nelson Sofres

Method - Omnibus

• 2 weeks of Omnibus research• 4000 adults (16+) recruited across GB. In

home, interviewer administered, interview• Principal shoppers selected• General attitudes to organics• Organic buying by category established• Detailed questions according to category

experience


Attitude study

• Claimed buying across categories• General attitudes to organic foods• Entry points• Finding/recognising organic foods• Category specific reasons for purchase• Country /region or origin and paying a

premium


Claimed buying


12

10

7

6

5

5

4

3

8

9

5

5

5

5

4

3

14

23

18

15

14

14

13

66

58

70

75

76

76

80

8112

Eggs

Fruit and vegetables

Dairy products

Packaged goods

Fruit juice and soft drinks

Pork, chicken or bacon

Beef

Lamb

Almost always Mostly Occasionally Never

Eggs the most frequently purchased organic product. Meats (pork, chicken, beef and lamb) the least frequent.

Q. B1 How often do you buy Base: All principal shoppers


Weight of usage • On subsequent charts we have used the following

analysis breaks, derived from the matrix of claimed behaviour

• Each consumer has a score based on category importance (relative size from Superpanel data) and regularity of buying organic in that category.

• Reviewing scores across all consumers gives us 4 organic groups, with scores as follows

• 1 – 50 very light • 51 – 100 light• 101 – 200 medium • 201 – 300 heavy


12

10

7

6

5

5

4

3

8

9

5

5

5

5

4

3

14

23

18

15

14

14

13

66

58

70

75

76

76

80

8112

Eggs(8)

Fruit and vegetables(31)

Dairy products(18)

Packaged goods(29)

Fruit juice and soft drinks(6)

Pork, chicken or bacon(4)

Beef(3)

Lamb(2)

3 2 1 0

How the scoring works….

Q. B1 How often do you buy Base: All principal shoppers

e.g. Occasional buyer of eggs and

packaged goods has score:(8x1) + (29x1) = 37


Almost half of principal shoppers claim to have never purchased organic products.

Q.B1 Weight scores Base: All principal shoppers

52

13 1612

7

0

10

20

30

40

50

60

0 1-50 51-100 101-200 201-300


2

5

6

7

7

9

15

18

34

33

33

35

35

34

32

36

36

35

34

33

33

34

32

29

28

27

27

26

25

23

20

17

Packaged goods


Beef

Lamb

Pork, Chicken or bacon

Dairy products

Eggs


1-50 51-100 101-200 201-300

Packaged goods with highest heavy user base, fruit and vegetables with the lowest.

Q. B1 How often do you buy/ Weight scores Base: All organic buyers


10 17 23 29 2023

3030 28

2529 29

25 2524

39 39 22 1831

0 1-50 51-100 101-200 201-300

AB C1 C2 DE

Heavy buyers are likely to be young and living in the South. Medium buyers are more upmarket

Q.B1 Weight scores demographicsBase: All buyers of organic products

29 25 30 30 38

32 3238 36

34

39 4332 34 28

0 1-50 51-100 101-200 201-300

16-34 35-54 55+

Social Class Age

38 34 27 27 31

26 23 27 28 20

36 43 46 45 48

0 1-50 51-100 101-200 201-300

North Midlands South

Region

29


Claimed buying

• Half of all shoppers claim they never buy any organics

• Organic buyers in all categories see themselves as ‘occasional’ not ‘habitual’

• Eggs is the category with most consumer commitment (but may not be purely organic)

• 4 relatively discrete types of organic purchase which do not necessarily overlap (fruit/veg, eggs, meats, packaged grocery/dairy


General attitudes


Overall attitudes towards specific organic foods not as strong as knowing where food comes from.

8473726968

6359

5049

444343

393634

27

71519

1825

1330

3839

344344

4020

4518

912

913

724

111212

221413

2144

2155

I regularly cook from scratch

I like to know where my food comes from

I believe in supporting local farmers

I like to buy local foods in season where possible

Farmers use too many chemicals and fertilisers

I like to spend as little time food shopping

Organic foods are friendlier to the environment

Organic foods mean better animal welfare

Organic foods are healthier

I don’t think organic foods are good value

Organic foods are safer

I trust organic food

Organic foods are better quality

I like to buy my food from smaller local shops

Organic foods taste better

I think health foods are only bought by fanatics

% Agree Strongly/Slightly

4.44.04.03.94.03.73.73.63.53.43.43.43.32.93.22.6

Mean

Q. A1 Statements about food and shoppingBase: All principal shoppers

% Disagree


Organic foods taste better 0.4

I trust organic food 0.3

I like to know where my food comes from 0.2

Organic foods are healthier 0.2

I like to buy my food from smaller local shops 0.2

Organic foods mean better animal welfare 0.2

Organic foods are safer 0.2

I believe in supporting local farmers 0.1

I regularly cook from scratch 0.1

I like to buy local foods in season where possible 0.1

Organic foods are better quality 0.1

Organic foods are friendlier to the environment 0.1

Farmers use too many chemicals and fertilisers 0.0

I like to spend as little time food shopping -0.1

I don’t think organic foods are good value -0.2

I think health foods are only bought by fanatics -0.2

The single most important belief is ‘Organic foods taste better’.

Based on multi-dimensional analysis


Reasons for not buying


51

18

15

14

9

3

3

2

1

Too expensive

None

I don't think theseproducts taste better

I need more informationto justify cost

There are no healthbenefits

The quality is not what Iexpect

Too much is imported

Hard to obtain where Ilive

I avoid these productson medical advice

Q. B2 Reasons for not buying organic… Base: All none buyers of ANY organic

26% 16-24

55% female

Main reason for not buying ANY organic category was price. Younger consumers don’t believe organic products taste

better.

Base=24% of principal shoppers


General attitudes to organics

• Most consumers believe that they cook from scratch, and that it is a good thing to know where foods come from and to support local suppliers

• ‘Better taste’ is the main driver of organic food purchase

• The 1 in 4 shoppers who don’t buy any organic foods give ‘expense’ as the main reason. Significantly 1 in 4 of the under 24’s don’t think organic foods taste better than non organic


Entry points


55

26

21

8

7

7

5

2

6

14

10

8

6

8

7

4

4

8

7

8

6

8

4

3

35

52

62

76

79

77

84

91


Eggs

Dairy products

Bread, pasta, cereals

Beef

Pork, Chicken, Bacon

Fruite juice and soft drinks

Lamb

Tried first Tried second Tried third Tried fourth +

Fruits and vegetables the most frequent entry point.

Q. B3 Which of these do you try first, second, third Base: All organic shoppers


46

21

13

13

1

6

3

6

42

13

16

65

1

3

3

13


Eggs

Dairy products

Pork, Chicken, Bacon

Beef

Lamb

Bread, pasta, cereals

Fruite juice and soft drinks

DK

101-200 201-300

Medium and heavy buyers enter the market in similar ways

Q. B3 Which of these do you try first Base: All organic shoppers


Entry points

• Fruit and vegetables is the category which most try first

• Eggs is the second most likely category to be tried first

• Shoppers who are now medium/heavy buyers of organic foods entered the market in a similar way


Finding / recognising organic foods


5215

1111

76

444

221

I look/would look for organicon the label

I buy/would buy freshproduce

I look/would look for thenatural on the label

I look/would look for symbolor logo of organic cert. body

I buy/would buy at weeklymarkets

I buy/would buy from anorganic farm

I buy/would buy in anexclusively organic shop

Code number of the organiccertification body

I buy/would buy in healthshops

Buy fromsupermarket/organic section

Don't know

Q. A2 How do you identify organic productsBase: All principal shoppers

17% AB

29% 65+30% DE

Clear information on the label is critical to make organic identification easier.


Heavy users of organic products rely more on the channel to identify the product than the actual labelling, whilst light users rely on the label.

Dimension 1 = 84%Dimension 2= 16%

201-300

101-200

51-100

1-50

0Don't know

I buy/would buy in an exclusively organic shop

I buy/would buy in health shops

Code number of the organic certification body

I buy/would buy from an organic farm

I buy/would buy at weekly markets

I look/would look for symbol or logo or organic certification

body

I look/would look for the natural on the label

I buy/would buy fresh produce I look/would look for organic

on the label

-2

-1.5

-1

-0.5

0

0.5

1

1.5

2

2.5

-2 -1 0 1 2 3 4

Label informs

Channel informs


Finding / recognising organics

• ‘Organic’ on the label is of paramount importance

• 1 in 5 shoppers (more 65+) don’t know how to identify

• ‘Fresh produce’ and ‘natural’ are also assumed to indicate organic

• Heavy users are more reliant on shopping in specific channels whereas lighter users rely on product labelling


Influences on first purchase


25

25

20

18

14

3

2

9

From an article

From a TV programme

Advertising

Promotions in shop

From a family member

From a book

From a health profesional

Don't know

Media (Press and TV) are claimed to be key initial influences. More in advertising by AB’s.

Q. B4 How did you first find out about organic…. Base: All organic shoppers

33% AB29% C1

28% AB


TV coverage appears to have influenced initial purchase of organic eggs

Q. B4 How did you first find out about organic…. Base: All organic shoppers

Significant difference, 95% confidence

TotalDairy

products Eggs BeefPork,

ChickenPackaged

foods Fruit juiceFruit and

vegetablesFrom an article 25 31 28 16 25 30 11 23From a TV programme 25 24 32 9 25 27 19 25Advertising 20 17 20 37 29 34 35 19Promotions in shop 18 25 11 19 23 22 24 18From a family member 14 12 10 22 11 2 18 17From a book 3 2 2 0 0 3 0 4From a health profesional 2 3 1 8 4 3 9 2Don't know 9 5 8 0 14 2 0 7



Better taste and safer food are the main general drivers of organic purchasing. Concern about animal welfare

has encouraged purchase of organic eggs .

TotalDairy

products Eggs BeefPork,

ChickenPackaged

foodsFruit juice


Organic would taste better 24 23 27 23 31 23 17 25Concerned about food safety 22 23 24 18 12 23 25 23Wanted to reduce exposure to pesticides 18 16 12 24 20 26 14 20I was concerned about GM 15 12 14 23 24 17 20 16I was concerned about pollution 15 13 13 12 18 19 20 15Organic farming produces better quality foods 15 17 12 6 16 20 31 14Concerned about animal welfare 14 11 22 12 15 15 11 13Organic food higher in vitamins and minerals 10 12 8 21 5 20 16 11I had developed understanding of organic approach 9 8 9 6 5 18 3 10For my children 8 7 5 2 5 10 22 8Medically advised 6 11 5 10 1 19 3 4I got to know a local organic farmer 5 3 6 5 9 2 6 5None 11 11 6 15 7 12 8 11Don't know 10 6 9 12 8 4 4 10

Q. B5 Factors influenced decision/Q. B3 Products tried first Base: All organic shoppers



Those who buy most organic foods are not necessarily as concerned about pollution / GM / animal welfare as

others who actually buy less.

Q. B5 Factors influenced decision Base: All organic shoppers

Total 1-50 51-100 101-200 201-300Believed organic food would taste better 24 20 27 23 23Concerned about food safety 22 14 22 29 27Wanted to reduce expose to pesticides 18 9 16 26 22Organic farming produces better quality food 15 9 16 18 16I was concerned about pollution 15 7 12 26 15I was concerned about GM 15 7 16 22 16Concerned about animal welfare 14 10 12 21 16Organic food higher in vitamins and minerals 10 5 12 14 10

I had developed understanding or organic approach 9 3 8 18 11I decided I should buy organic for my children 8 4 7 10 9Medically advised to eat organic 6 4 5 9 7I got to know a local organic farmer 5 4 5 6 8

None 11 21 10 2 9Don't know 10 18 7 5 9


Reasons for deciding to try specific categories influenced by self/others and taste/health dimensions


Q. B5 Factors influenced decision Base: All organic buyers of category


Fruit juice

Packaged foods

Pork, Chicken

Beef

Eggs

Dairy products

Don't know

None

I got to know a local organic farmer

Medically advised

For my childrenI had developed understandingof organic approach Organic food higher in

vitamins and minerals

Concerned about animal welfare

Organic farming producesbetter quality foods

I was concerned about pollution

I was concerned about GM

Wanted to reduceexposure to pesticides

Concerned about food safety

Organic would taste better

-4

-3

-2

-1

0

1

2

3

-3 -2 -1 0 1 2 3 4

For othersFor me

Health

Taste


Specifics by category


40

37

36

34

30

24

23

11

3

7

49

38

40

37

32

30

29

15

5

4

47

22

37

42

40

14

23

8

5

6

They taste better

They contain fewer chemical

They are more healthy

They are safer

The quality is better

They are better for the environment

I want to avoid GM food

Animals better cared for by farmers

I have to use it for medical reasons

None

Total 101-200 201-300

Q. C8 Reasons for buying organic fruit j and vegetables Base: All buyers of organic fruit j and vegetables

Quality and safety are significantly higher among heavy users

H+

H

H

H

H+


42

38

33

20

37

51

25

3

2

39

41

39

16

36

24

17

5

4

They taste better

They are safer




The chickens are better cared for by farmer



None

Total 101-200 201-300

Q. C2 Reasons for buying eggs Base: All buyers of eggs

The importance of health increases as the usage level also increases. Animal welfare matters to medium

buyers more than heavy buyers

H

H+

H


51

39

38

35

28

34

23

4

3

50

40

33

23

35

27

17

6

4


They are safer

They taste better




The cows are better cared for by farmer


None

Total 101-200 201-300

Q. C1 Reasons for buying dairy products Base: All buyers of diary products

Quality is a key driver of heavy usage

H

H+

H

H

H


35

37

26

24

40

19

7

0

14

47

44

38

34

31

23

24

2

7

42

24

29

31

27

19

19

4

12

They taste better

The chickens are better cared for by farmer

They are safer






None

Total 1-50 101-200 201-300

Q. C5 Reasons for chicken, pork Base: All buyers of chicken, pork

Taste and animal welfare matter, again to medium buyers.

L

H

H+

H

H


3532

3026

2424

1914

419

3632

2926

3033

2618

58

4229

3630

201212

115

9

They taste better


They are safer



I want to avoid too many additives


Animals are better cared for


None

Total 101-200 201-300

Q. C6 Reasons for buying packaged goodsBase: All buyers of organic packaged goods

Taste and safety (avoid GM?) clear drivers of bread, pasta and cereal purchasing.

H+

H

H+

H

H


34

31

30

27

24

22

14

8

2

10

33

31

25

28

29

26

21

10

2

8

37

34

36

33

14

22

9

9

5

9

They taste better



I want to avoid too many additives

They are safer



Animals better cared for


None

Total 101-200 201-300

Q. C7 Reasons for buying organic fruit juice and soft drinksBase: All buyers of organic fruit juice and soft drinks

Quality and additive avoidance, but not sacrificing taste are the main drivers

H

H+

H+

H+

H


42

34

33

30

38

22

21

3

10

37

36

30

30

20

20

19

7

13

They taste better

They are safer



The cattle are better cared for by farmer




None

Total 101-200 201-300

Q. C37 Reasons for buying beef Base: All buyers of beef

As with eggs, importance of farmers care decreased as usage reaches it’s highest level. Overall no clear

attitude/behaviour relationship.

H

H


44

38

34

33

29

22

23

1

9

39

20

27

30

30

15

18

5

16

They taste better

The lambs are better cared for by farmer


They are safer





None

Total 101-200 201-300

Q. C4 Reasons for buying lamb Base: All buyers of lamb

As with eggs and beef, importance of farmer decrease once the highest usage level is reached.

H

H

H

H

H


Q. C1-8 Reasons for buying… Base: All buyers of organic…

Fruit & veg

Fruit juice

Packaged Pork, chickenLambBeef

Eggs

Dairy

They taste better

They are safer




Animals are better cared for by farmer



-2.5

-2

-1.5

-1

-0.5

0

0.5

1

1.5

2

2.5

-1.5 -1 -0.5 0 0.5 1 1.5 2 2.5 3


All organic buyers

Animal welfare dimension but taste/quality and safety are universal


Category specific drivers

• Fruit and vegetables – quality and safety backed by taste

• Eggs – health. Care of chickens of great importance to medium users

• Dairy – quality.• Chicken, bacon, pork – taste. Care of

animals of importance to medium users


Category specific drivers

• Bread, pasta, cereals – taste and safety• Drinks – taste and quality, plus avoidance

of additives• Beef – Animal welfare more important for

medium users than heavy users• Lamb – Animal welfare more important for

medium users than heavy users


Country / region of origin and price levels


4638

2814

2515

179

133

2

4336

2027

171213

79

22

Tesco

Sainsburys

Asda

Other Supermarket

Local Grocers

Farmers markets

Farm shop

Co-Op

Waitrose

Order from internet

Delivered by local farmer

Total 101-200 201-300

Q. I1 Groceries bought from nowadays Base: All buyers of organic products

Heavier buyers of organic buy from more outlets


57

53

48

44

42

41

41

34

3

6

11

8

9

12

10

17

40

42

41

48

48

47

49

49

Eggs

Dairy products



Beef

Packaged goods

Lamb


Within UK Outside UK Don’t know

Limited awareness of origin of organic foods. Eggs and dairy assumed UK

Q. D1 Where do… come from Base: All principal shoppers


77

76

76

74

73

72

72

72

1

1

2

1

2

2

2

1

16

17

17

17

18

17

17

17

7

7

6

7

7

9

9

10

Eggs

Dairy products


Packaged goods



Beef

Lamb

Within UK Outside UK Don’t care Don't know

UK is preferred, regardless of the organic category, as country of origin

Q. D2 Where do prefer to buy …Base: All buyers of organic products


Q. E1 Label or packaging indicated…produced in UK/locally Base: All buyers of organic products

More people prefer UK to region. Strong Welsh identity apparent.

More likely, 60

Less likely, 1

No dif., 38

5267

6252

4644

7053

8161

4733

21

05

25

50

01

31

4632

3842

5350

2547

1937

5066

All local regions

Scotland

North

Yorks & Hum.

North West

West Mids.

East Mids.

East Anglia

Wales

South West

South East

London

More likely Less Likely No difference

Purchase likelihood if product from region where livePurchase likelihood if product from UK


Two thirds claim they are prepared to pay more for locally produced organic products.

5267

6252

4644

7053

81

6147

33

21

05

25

50

0

13

1

4632

3842

5350

2547

19

3750

66

All local regions

Scotland

North

Yorks & Hum.

North West

West Mids.

East Mids.

East Anglia

Wales

South West

South East

London

More likely Less Likely No difference

7067

8182

6465

737572

7264

76

2731

1418

3335

271218

2636

20

22

5

3

1310

2

4

All local regions

Scotland

North

Yorks & Hum.

North West

West Mids.

East Mids.

East Anglia

Wales

South West

South East

London

Yes No Don't know

More likely

Q. E1/2 Would be prepared to pay above the normal price, locally? Base: All buyers of organic products

Purchase likelihood if product from region where live Prepared to pay more


As expected highest purchase likelihood amongst residents of area of origin.

22

18

10

22

14

16

13

11

44

52

23

18

4

9

3

5

7

4

2

12

7

2

4

74

74

87

73

79

80

85

77

49

48

75

78

Total

Scotland

North

Yorks & Hum.

North West

West Mids.

East Mids.

East Anglia

Wales

South West

South East

London

More likely Less LikelyNo difference

Q. E3 Likelihood to purchase if from …. Region? Base: All buyers of organic products

23

18

12

25

14

18

14

3

31

60

22

21

3

7

3

3

4

2

3

14

3

1

3

74

75

85

73

82

80

83

83

66

40

77

76

Total

Scotland

North

Yorks & Hum.

North West

West Mids.

East Mids.

East Anglia

Wales

South West

South East

London


22

18

6

19

17

18

17

11

80

40

21

17

3

9

3

3

1

5

2

12

1

4

75

74

91

78

82

77

82

77

20

60

77

79

Total

Scotland

North

Yorks & Hum.

North West

West Mids.

East Mids.

East Anglia

Wales

South West

South East

London


If from ‘Cornwall’.. If from ‘the West country’ If from ‘Wales’


69

66

65

65

62

61

60

56

31

34

35

35

38

39

40

44

Eggs

Fruits and vegetables

Beef

Pork, Chicken

Dairy products

Lamb

Packaged goods

Juice, soft drinks

Yes No

Q. J1 Prepared to pay more for… Base: All buyers of organic category

In general organic products can only command a 10% premium.

69

72

68

69

71

68

74

71

26

25

26

26

25

25

22

24

5

3

4

6

3

8

4

5

Up to 10% more10%-25% moreOver 25%

Prepared to pay more? How much more?


Country / region of origin and paying a premium

• Widespread lack of knowledge about country of origin for all categories.

• Eggs and dairy tend to be assumed to be UK sourced

• UK is preferred to non UK source and overall UK preferred to local region (except Wales / rural areas)

• About 2/3 claim they’d pay more for local products

• In general all categories may command 10% premium


Overall conclusions


Overall Conclusions(1)

• Market growth slows as lighter buyers leave

• Even for the heaviest of buyers, organics only account for 14% of their total spend

• Really heavy buyers are significantly different to medium buyers

• Medium buyers may have a specific (e.g. health) reason underlying their buying


Conclusions(2)

• Taste / taste better is the over-riding driver of heavy organic purchase

• Motivations for buying specific categories differ but invariably include taste as a major reason

• Entry to market is via fruit/veg and eggs. Ambiguity re organic eggs may be a problem

• Origins of organic produce largely unknown• UK origin preferred but strong Wales/SW in

those regions• 10% premium seems acceptable

Documents

Method - Omnibus