A new study shows that an increasing number of American parents are willing to dig deeper into their wallets to buy products that carry the organic seal. The Organic Trade Association’s U.S. Families’ Organic Attitudes & Beliefs 2014 Tracking Study, a survey of more than 1,200 households with at least one child under 18, found that price has become much less of a barrier to purchasing organic products. More than 50 % of those parents surveyed said the cost of organic products was one of the key factors in limiting their organic purchases, a drop from the previous year in which 62 % said organic items were sometimes too expensive for their household budget.

According to the study, families who include organic products on their grocery list on a regular basis spend an average of US$125 (about €92) a week at the grocery store, compared to US$110 (about €81) a week for those not buying any organic items. However, despite the higher tab, almost half of the parents polled (47 %) said that half or more of their weekly grocery purchases are organic, while close to 10 % said they buy only organic.

No longer just found in niche specialty stores, supermarkets are now the go-to source for 70 % of households buying organic. Lack of availability of organic products was cited by just 12 % as a reason for not buying organic, down from last year’s 21 % who claimed that was a barrier. Only 3% of the surveyed said that organic products were not available where they shopped. The Organic Trade Association partnered with KIWI Magazine to conduct the study in late February and early March. The survey takes an in-depth look at the buying patterns of American households, who buys organic products, what products are being purchased, and the reasons behind those decisions.

Source: OTA PR