Shoppers think ‘organic’ means ‘low fat’ |
Charlie Wright, thegrocer.co.uk 30 July 2010 In: Industry news
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A fifth of consumers believe the term ‘organic’ indicates that a product is low in fat, new research suggests.
Nineteen percent of those polled in a new study by myvouchercodes.co.uk thought the terms were interchangeable, while almost a quarter (23%) had no idea what the organic tag meant at all.
The news adds weight to recent criticism of the organic sector for failing to develop consumer awareness of its main selling points.
Seventeen percent believed the term meant ‘free of synthetic chemicals’, with a further 14% linking organic status with ‘healthy’ produce.
Check this week’s edition of The Grocer for our latest Focus On Organic report.
Read more
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Saturday Essay: Reports of organic’s death are exaggerated (3 April 2010)