Organic product is preferred by 45% of customers

The growing demand for natural and organic producers begins to reflect also on food retail gondolas. According to Kantar's study, 45.5% of respondents around the world prefer to buy organic products. The study also points out that when shopping, 68.8% of people declared they prefer natural foods. At the other end, consumers who choose not to buy these products quote the price as the main reason. Another research that makes a cut on the theme in the country is from the Brazilian Council of Organic and Sustainable production (Organis). According to them, 19% consume some organic product and 35% of the population bought organic items in the last six months; 67% are willing to increase the purchase of products, being in the southern region the highest percentage of consumption (48%), followed by the southeast (42%). The first Organis research, in 2017, showed 15% of organic consumers. "One in five Brazilians consume some organic product, with an average frequency of three times a week, especially Hortifrutis. There are many opportunities for growth, as research has measured that 88% are willing to buy, "says Organis director Ming Liu. The vegetables remain in the leadership of consumption in the organic sector (35% fruits, 24% of vegetables, 21% lettuce, 16% vegetables, 15% tomato and 8% of vegetables), and 35% of consumers know that there are organic products for cleaning, cosmetics and clothing. As the evaluation of Kantar, Organis also points the price as a determinant factor 75% of respondents, but about 48% of those who consume claim that this difference is justified. "What animates us is to realize that a good portion of Brazilians already clearly recognizes the value added to organic products, because both those who consume and those who do not consume this type of product understand that the higher production costs justify the greater Price of organic ", concludes director of Organis, Cobi Cruz. Out of the Pocket When it comes to the environment, there is a gap between buying behavior and your desires for change. Although 41.6% of people declare to seek and read information on the dangers of marine fauna and 37.2% on water pollution, few act to mitigate the situation as only 5% of them are concerned with plastic waste. However, in trying to find those responsible for reducing the plastic material, 80% of people declare that the government, retail and industry should be agents of this change. "Although people are more concerned about their individual well-being, we see that concern for the environment is not high," says Kantar marketing director Giovanna Fischer.