Consumer attitudes on organics reported in winter survey

News from the organics front, courtesy of Garden Writers Association Foundation:

Not too long ago, organic gardening was just beginning to attract public attention. Its dedicated followers represented an estimated 8%-10% of the lawn & garden market -- far from the mainstream of gardening products and activities. Even when the organic foods industry began gaining public attention and support, organic gardening maintained a small, but vocal, presence in the background until recent years. As environmental, economic, social and other issues change public attitudes on a variety of topics, the organic gardening movement has grown.

As part of its ongoing efforts to identify gardening issues and story opportunities for gardening communicators, the GWA Foundation conducted a national consumer survey to determine current attitudes on organic gardening and organic gardening products. Here is a brief summary of the survey results:

• Generally speaking, consumers equate the term "organic" as having some real meaning or value; however, 70% equate it with being "costly to buy."

• About one quarter (26%) of consumers think that "natural" products are not as good as organic products. One in five consumers (18%) think natural products are the same as organic products, while 5% believe that natural products are better than organic products.

• Most (80%) consumers say they would use more organic products if they knew that they could get an effective result for no additional cost.

• Sixty percent (60%) say that they would use more organic products if they could be convinced that organics are just as effective as non-organic products.

• A sizable number of consumers (55%) say that they would like to use organic products more if they could simply find them in a store. A similar number (53%) say that they would use more organic products if they understood what to buy and how to use it.

Overall, topics that have the highest level of interest for consumers (that is, topics rated as either "very high" or "high") are those that involve buying organic products in stores and those that involve growing their own organic products.

• Buying organic products in stores (44%)

• Growing your own organic products (36%)
• Doing organic lawn care (31%)
• Growing non-edible organic flowers and shrubs (29%)

Comments

[greg draiss]

The tide is turning on the greenwashing of the consumer. People are getting tired of hearing about how bad their past habits have been to the environment.

Consumers want organic/natural because of the supposed healthier aspects of it. Most in fact do not care about the environmental benefits of it. All they care is that if it works as well as the chemical form and is better for "MY GARDEN" (not the earth as a whole), then they buy it.

Greenwashing has done much to destroy the groundwell of organics from it's grass roots infancy. Organics are now mainsteram as a result of marketing not environmentalism.

But just as marketing has made every fad sooner or later mainstream it also makes it boring after awhile.

Give them time and they will destroy heirloom gardens, herb gardens and water gardening as well.

Gardening is as simple a past time as can be.
Why let Madison Avenue screw it up. Leave it to some guy in a suit in a boardroom to try and mess up what we already know works.

Look at the "over branding" of plants. How many names can you give a flower any way?

Greg Draiss

[Shirley Bovshow "EdenMaker"]

I agree with Greg that many people are tired of preaching, but in the long run, the organic movement may win a few more converts than it would "naturally" attract without all the advertising.

Sure, the "fad" of water gardening or heirloom gardens may come and go, but this cycle of "fan-"Ad"-isism" is built in to our industry. There will always be a core of true, simple gardeners that don't need a lot of "rah rah" to get them outdoors , but what is wrong with enjoying the masses when they get excited on a garden related activity or product? Make hay while the sun is shining. Our gardening industry from seed to end user keeps a lot of people employed. I appreciate that.

I'm a gardener and would love to see more people returning to the "simplicity of gardening," but I also understand that the professional grower and nursery retailer have to make a living.

Branding, wether it be plants, seeds or water are all products that are produced by companies that spend lots of money to distinguish themselves from their competitors. Many times these brands have to provide consistent quality or they will not succeed. Thus, they invest more money and time producing their product. I don't mind paying more if the product is superior or more appealing to me.

Shirley

[Shirley Bovshow "EdenMaker"]

I agree with Greg that many people are tired of preaching, but in the long run, the organic movement may win a few more converts than it would "naturally" attract without all the advertising.

Sure, the "fad" of water gardening or heirloom gardens may come and go, but this cycle of "fan-"Ad"-isism" is built in to our industry. There will always be a core of true, simple gardeners that don't need a lot of "rah rah" to get them outdoors , but what is wrong with enjoying the masses when they get excited on a garden related activity or product? Make hay while the sun is shining. Our gardening industry from seed to end user keeps a lot of people employed. I appreciate that.

I'm a gardener and would love to see more people returning to the "simplicity of gardening," but I also understand that the professional grower and nursery retailer have to make a living.

Branding, wether it be plants, seeds or water are all products that are produced by companies that spend lots of money to distinguish themselves from their competitors. Many times these brands have to provide consistent quality or they will not succeed. Thus, they invest more money and time producing their product. I don't mind paying more if the product is superior or more appealing to me.

Shirley