Source: Dani Friedland, MEATINGPLACE, 11/4/11

According to a study published by the Organic Trade Association (OTA), 78 percent of U.S. families say they are choosing to buy organic foods — a figure higher than previously reported, the group says.

Four in 10 respondents said they are buying more organic products now than a year ago, though three in 10 families were new to the organic market.

Just under half of parents said they primarily buy organic because they believe organic products are healthier for themselves and for their children, while 72 percent are familiar with the USDA Organic seal (up from 65 percent in 2009).

“In a time when the severity of the economy means making tough choices, it is extremely encouraging to see consumers vote with their values by including quality organic products in their shopping carts,” said Christine Bushway, OTA’s executive director and CEO. “It’s clear that with more than three-quarters of U.S. families choosing organic, this has moved way beyond a niche market.”

The 2011 U.S. Families’ Organic Attitudes and Belief Study, conducted with Kiwi Magazine, surveyed almost 1,300 families in the U.S. OTA says the sample reflects the target population of U.S. households at a confidence interval of +/-3 percent at the 95 percent confidence level. Respondents provided information about demographics, purchase motivation, understanding of organic, willingness to substitute when organic is not available, and their attitudes about genetically modified organisms.

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