This report, published in 2009, was commissioned by Defra and produced by researchers at the University of Exeter Centre for Rural Policy research.
The purpose of this study was to take a fresh look at the nature of organic production, consumption and marketing in England and Wales in order to better assess its current and likely contribution to rural development and its ability to meet consumer expectations. Based on a mixed methodological approach the study consulted with 2,300 individuals to reveal a complex and multi-dimensional sector with a highly committed consumer base.
This report, published in 2009, was commissioned by Defra and produced by researchers at the University of Exeter Centre for Rural Policy research.
The purpose of this study was to take a fresh look at the nature of organic production, consumption and marketing in England and Wales in order to better assess its current and likely contribution to rural development and its ability to meet consumer expectations. Based on a mixed methodological approach the study consulted with 2,300 individuals to reveal a complex and multi-dimensional sector with a highly committed consumer base.
Consumers of organic products emerge from this study as a distinctly well educated, and overwhelmingly white, social group, associating the purchase of organic food with concerns for bodily health and environmental sustainability.
They are also brand loyal, expect to continue to consume organic food in future, and unlike non consumers of organic food, are relatively price insensitive. Nonetheless, the research also suggests that organic consumers can be segmented into different types of purchasing groups; from deeply committed organic consumers preoccupied with issues of food traceability, quality and localness, to ad-hoc purchasers of organic food, agnostic about many of these claims.
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