Over three-quarters (77%) of Irish consumers have bought organic food products before, according to the latest Consumer Insights survey by Empathy Research.
Of 953 participants, more women (81%) than men (73%) are likely to have bought organic products before.
Age-wise, the youngest age group, 18-24 year olds, are the least likely to have bought organic products. Less than two-thirds (62%) of 18-24 year olds have purchased organic food products, which is noticeably lower than all other age groups; 25-34 years (79%), 35-44 years (78%), 45-54 years (78%) and 55+ years (80%).
Of those that have purchased organic food products, more than a third have made them a part of their weekly shop with 35% saying they buy organic food at least once a week. Meanwhile, a further 32% say that they buy organic food products at least once a month. Interestingly, male organic food buyers are more likely to be frequent buyers than their female counterparts (72% males vs. 63% females).
When asked where they buy organic food, 79% said from a supermarket, 38% said the discounters, while 17% shop in specialist stores and 14% in food markets for their organic food needs. Regionally Dubliners (84%) are more likely to buy organic food at a supermarket than any other region; Rest of Leinster (76%), Munster (76%) and Connacht/Ulster (77%).
Looking at this by age, those most likely to feel the economic squeeze at home are the most likely to buy organic food products from discounter supermarkets such as Aldi or Lidl. Half (51%) of organic food buyers aged 45-54 years said they typically buy organic food from discounters, which is significantly higher compared to only 31% of 18-24 year olds, 33% of 25-34 year olds, 41% of 35-44 year olds and 36% of 55+ year olds.
Furthermore, when surveyed on their perception of organic food, 60% said that they think it is overpriced, with more men (63%) than women (56%) thinking so. While organic food is overshadowed by the perception of being the more expensive option, 40% of Irish consumers believe organic food is ‘healthier’.
This was followed by being of ‘higher quality’ (30%) and ‘tastes better’ (30%). The over 45 age groups are more likely to believe organic food offers greater health benefits and higher quality than non-organic food when compared to younger age groups. Finally, 10% of Irish consumers said that they don’t see the difference between organic and non-organic food.
Click here for more information from Empathy Research.
© 2014 - Checkout Magazine by Genna Patterson
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