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Study Shows At Least 83 Percent Of U.K. Shoppers Have Concerns About Buying Organic

October 8, 2010: 10:07 AM EST

Research indicates that organic food marketers in the U.K. have an opportunity to convert a significant part of the population if they can address perceptions of high cost and low value-added. U.K. shoppers see two primary issues with purchasing organic goods: the first is high cost, an issue for 58 percent of respondents in a recent study conducted by YouGov SixthSense. The second, identified by another 25 percent, is lack of a comparative advantage over non-organic foods. A researcher involved in the study points to the reality that, “many organic lines are coming down in price, and in some cases are equal to, or cheaper than standard branded products.” The small percentage (13%) that buy organic exclusively include well-off, urban, females over 25 who own homes, are single, and well-educated.

YouGov SixthSense and Stephen O'Connor, "Overpriced organics", YouGov SixthSense report, October 08, 2010, © YouGov
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