Consumers are prepared to pay more for organic products

Consumers are more willing to pay a premium for organic products after an explanation of what organic means, according to research by Future of Food Institute, commissioned by Bionext. The positive attitude towards organic products increased from 52% to 75%. The research also shows a clear connection between 'knowing' what organic is and actually buying it. Consumers need to understand the added value of organic in order to pay the extra price.

High price remains bottleneck

By far the strongest negative association with organic is the higher price, the study shows. Organic products are often more expensive, among other things because no chemical pesticides and artificial fertilisers are used. Therefore, the organic method is more labour-intensive. But also, for example, because animals are given more space. This entails more costs for the organic farmer. The study shows that 75% of the respondents have a positive attitude towards organic food after this explanation, compared to 52% of the control group.

Difference between organic and non-organic not always clear

More than half of the consumers (56%) indicate that they do not have a clear picture of the difference between organic and non-organic products. Therefore, there is a lot of room when it comes to increasing the knowledge of consumers. What information consumers receive also has an effect on their attitude. The most convincing argument for choosing organic is that no chemical pesticides are used (43%). Animal welfare comes second (27%) and no addition of artificial colourings, aromas and flavourings comes third (26%), the survey shows.

Bionext.nl