62% of consumers indicate price as major factor for not buying organic food

Most Brazilian consumers don''t buy, don''t care and don''t lists organic foods to consolidate brands in this segment of business. And most of those who say already consuming organic frequently restrict purchases the vegetables, vegetables and fruit due to the high price charged for these products, which helps explain the difficulty of thread in your vertical chain.
The findings are in an unprecedented search conducted at the request of the Body (Brazilian Council of Organic and Sustainable Production), in which 905 people were heard in nine capitals of four regions of the Country between March and April. According to the survey, the first dedicated to the topic, only 15% of the urban population interviewed said he had consumed any food or drink organic in the last month.
Of these, 11% reported consuming more organic than once a week and 37% said consume only once a month. "For us, discover the real universe of consumers of Organics is Advisor," says Ming Liu, Executive Director of the Body. "May seem a little to me, I live in the middle of organic consumers. But the researchers were on the periphery, the other regions not circled. And this is the reality of consumption ".
The majority of respondents (62%) stated that the price is the factor that most discourages the purchase of organic food-in some cases, pay more than double the conventional equivalent. Other 32% reported a lack of nearby places with organic offering, and 4% have accused a lack of confidence in the sector.
Almost half of respondents either recalled having seen the stamp-required-awarded by the Ministry of Agriculture, which certifies organic production in the country. There is also a range of consumers who demonstrated varying degrees of trust in relation to the stamp.
When asked about the marks that come to mind when it comes to organic food, 84% of respondents did not know name a brand. Among the select group that risked, Korin was the most remembered (by 3% of the respondents). Interestingly, the company operates primarily in the chicken market without antibiotics, being organic production a smaller piece of your poultry production.
"What we see is that there is an opportunity for companies to do a better marketing job and the Government improve consumer education about the seal," says Liu.