Attitudes and Behaviors Concerning Organic Labeling of Food and Non-Food Products and Services

Prepared by May Media Group, LLC

October 11, 2016

Contents
| Background and Methodology Summary                          | 2     |
|-------------------------------------------------------------|-------|
| Executive Summary                                           | 3     |
| Knowledge of organic                                        | 4     |
| Organic availability, by category                           | 5     |
| Organic purchase frequency                                  | 6     |
| Organic purchases, by category                              | 7     |
| Beliefs concerning organic labeling for foods and non-foods | 8     |
| Level of trust in organic labeling practices                | 9     |
| Need for a government regulated certification process       | 10-11 |
| Demographics Summary                                        | 12    |

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1

The OTA has partnered with May Media Group, LLC to conduct a research study to explore consumers’ attitudes, behaviors, understanding and expectations surrounding the topic of organic labeling, and specifically as it pertains to the labeling of organic non-food products and services. 

The methodology employed was an online survey consisting of several multiple choice questions, one open-ended comment question, and a series of classification questions. 

The research was conducted by May Media Group, LLC from October 5 – 10, 2016 with respondents from the Moms MeetSM Mom Ambassador database and the KIWITM Magazine Parent Advisory Board. Respondents were incented to complete their surveys by the chance to win a $150 VISA gift card.

The following report is based on the responses from approximately 1,300 completed surveys.  The respondents completing the survey were primarily females between 18-54 years old, married with an average of two children, white, college educated, employed, and an average household income of $62,000.

Limitation:  The Moms MeetSM Mom Ambassador database and the KIWITM Magazine Parent Advisory Board consist of consumers who are self-identified as being interested in raising healthy families and participating in the Moms Meet and KIWI magazine online communities of like-minded individuals.  Because this population is actively engaged in educating themselves on natural, organic, and better-for-you products and services, their opinions, attitudes, levels of understanding, and purchasing behaviors may differ from those of a randomly selected U.S. national sample.

Background and Methodology Summary

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2

Executive Summary

Respondents considered themselves to be well informed about the topic of organic, believed that organic non-food products and services were available for purchase, and frequently purchased organic in the food and beverages, household cleaners, and personal care products categories. (Slides 4-7) 

Most of the respondents believe that only organic food items can display the USDA seal (67%), and that a non-food product or service that is labeled “organic” must be certified by the USDA or other government agency (59%). (Slide 8)  Also, despite the fact that there was no clear consensus concerning whether or not the term “organic” means the same for non-foods as food, whether or not anyone can stop manufacturers from making false organic claims, and whether or not an organic label claim can simply be obtained for a fee, there is generally a high level of trust in current organic labeling practices. (Slides 8-9)

Finally, nearly 9 in 10 respondents Agreed strongly (60%) or Agreed somewhat (28%) with the statement “A certification process such as is used by the USDA to oversee and enforce the labeling of organic foods should also be used to oversee and enforce the labeling of organic non-food products and services such as shampoo, mattresses, and dry-cleaning.”  (Slide 10)

The consensus sentiment obtained from the open-ended comments is that “Both categories of products affect health & environment [and] therefore they should be be regulated in the same manner.  Consumers need to trust that there are standards on the organic label for non food products.” (Slide 11)

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3

Knowledge of organic

4

Q3. Which of the following statements best describes how knowledgeable you feel about the topic of organic products? 

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4

slide 17: Chart 3Important considerations when grocery shopping

Organic availability, by category

Q1. Which of the following items do you believe are available for purchase as organic? Check all that apply. 

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5

Organic purchase frequency 

Q2. When did you last purchase an organic product or service? 

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6

Organic purchases, by category

94%

78%

75%

43%

38%

27%

Q4. During the past 6 months, how many of the following products or services purchased by you were labeled as organic?

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| Column1                            | Light | Moderate | Heavy |
|------------------------------------|-------|----------|-------|
| Recyclable packaging               | 2%    | 2%       | 3%    |
| Have a "store brand" option        | 21%   | 6%       | 10%   |
| Availability in my preferred store | 13%   | 19%      | 21%   |
| Easy to understand ingredient list | 18%   | 17%      | 27%   |
| Organic                            | 17%   | 12%      | 48%   |
| Have a coupon or item is on sale   | 29%   | 26%      | 14%   |
| Brand I know and trust             | 24%   | 33%      | 34%   |
| Healthy, nutritious choice         | 34%   | 57%      | 55%   |
| My family will like the taste      | 50%   | 60%      | 35%   |
| Price                              | 56%   | 63%      | 40%   |

Chart 22, slide 47: Organic buyer groups

Beliefs concerning organic labeling for foods and non-foods

Q5. For each of the following statements, please indicate the extent to which you believe them to be True or False.

67%

17%

16%

59%

  19%

22%

44%

32%

24%

42%

41%

17%

30%

49%

21%

%

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Chart 18

8

Level of trust in organic labeling practices 

Q6. How would you rate your overall level of trust that the following elements of organic labeling for non-foods and services are being enforced? 

%

10%

11%

10%

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Chart 18

9

Need for a government regulated certification process for organic non-food products and services

Q7. How strongly do you agree or disagree with the following statement?

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Chart 18

10

“A certification process such as is used by the USDA to oversee and enforce the labeling of organic foods should also be used to oversee and enforce the labeling of organic non-food products and services such as shampoo, mattresses, and dry-cleaning.”

Comments supporting government regulation and certification of organic non-food products and services 

“The certification process used by the USDA to oversee and enforce the labeling of organic and non organic products and services should also be used to oversee and enforce the labeling of all organic and non organic products and services because: 1) the consumer's health & safety is at stake and 2) consumers pay their taxes to appoint government agencies to regulate these matters under the law!!! “

“Any product that uses the organic stamp should be held to the same standards. People should be able to trust that the same procedures are being used across the board. “

“Some people will buy only things labeled organic. Sometimes, organic is more expensive. If you can label any item as organic, you are false advertising, and ripping off the consumer.” 

“I agreed strongly because I would love that the same organization that sets the standards for what  qualifies as organic to do so for other non  food products and services.”

“why should our food be any different than things we put on our bodies? What we put on our bodies are absorbed into our blood through our skin thus effecting us the same as if we ingest something.” 

“if it is labeled organic, it must be certified, inspected & proven so that we as consumers can trust it to be true.” 

“So far, I trust USDA certifications. In order to trust that non-food products are organic, I would like to know the same process is used, to certify.” 

“Both categories of products affect health & environment therefore they should be be regulated in the same manner.” 

“Consumers need to trust that there are standards on the organic label for non food products.” 

 Comments below appear as originally provided by respondents, and as a result may contain spelling, grammatical, or typographical errors.

Q8. Reasons for agreeing that government certification should also be used to oversee and enforce the labeling of organic non-food products and services.

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Chart 18

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Demographics Summary
| Age: |                   |     |
|------|-------------------|-----|
|      | Under 18          | 0%  |
|      | 18 to 34 years    | 35% |
|      | 35 to 54 years    | 55% |
|      | 55 years or older | 10% |
|      | Decline to answer | 1%  |
| Sex: |                   |     |
|------|-------------------|-----|
|      | Male              | 2%  |
|      | Female            | 97% |
|      | Decline to answer | 1%  |
| Marital Status: |                                 |     |
|-----------------|---------------------------------|-----|
|                 | Now married                     | 66% |
|                 | Never married                   | 9%  |
|                 | Divorced/Separated/Widowed      | 10% |
|                 | Living with a significant other | 13% |
|                 | Decline to answer               | 2%  |
| Number of children: |                         |     |
|---------------------|-------------------------|-----|
|                     | I am expecting my first | 1%  |
|                     | 0                       | 7%  |
|                     | 1                       | 23% |
|                     | 2                       | 36% |
|                     | 3                       | 19% |
|                     | 4                       | 8%  |
|                     | 5                       | 3%  |
|                     | 6                       | 1%  |
|                     | More than 6             | 1%  |
|                     | Decline to answer       | 2%  |
| Race: |                                   |     |
|-------|-----------------------------------|-----|
|       | White                             | 76% |
|       | Black or African-American         | 7%  |
|       | American Indian or Alaskan Native | 1%  |
|       | Asian Indian                      | 1%  |
|       | Chinese                           | 2%  |
|       | Filipino                          | 1%  |
|       | Other Asian                       | 1%  |
|       | Japanese                          | 1%  |
|       | Other race                        | 6%  |
|       | Decline to answer                 | 5%  |
| Hispanic: |                                               |     |
|-----------|-----------------------------------------------|-----|
|           | No, not of Hispanic, Latino or Spanish origin | 84% |
|           | Yes, Mexican, Mexican American, Chicano       | 6%  |
|           | Yes, Puerto Rican                             | 2%  |
|           | Yes, Cuban                                    | 1%  |
|           | Yes, other Hispanic, Latino or Spanish origin | 4%  |
|           | Decline to answer                             | 4%  |
| Education: |                                     |     |
|------------|-------------------------------------|-----|
|            | Less than high school               | 0%  |
|            | Some high school                    | 1%  |
|            | High school graduate or equivalent  | 16% |
|            | Some college but no degree          | 29% |
|            | College graduate                    | 35% |
|            | Some graduate school, but no degree | 3%  |
|            | Graduate school                     | 13% |
|            | Decline to answer                   | 2%  |
| Employment: |                                    |     |
|-------------|------------------------------------|-----|
|             | Employed full time                 | 34% |
|             | Employed part time                 | 20% |
|             | Retired                            | 4%  |
|             | Not employed, but looking for work | 6%  |
|             | Student                            | 2%  |
|             | Do not work                        | 31% |
|             | Decline to answer                  | 3%  |
| Income: |                      |     |
|---------|----------------------|-----|
|         | Less than $15,000    | 7%  |
|         | $15,000 to $24,999   | 9%  |
|         | $25,000 to $29,999   | 5%  |
|         | $30,000 to $34,999   | 6%  |
|         | $35,000 to $49,999   | 14% |
|         | $50,000 to $74,999   | 20% |
|         | $75,000 to $99,999   | 11% |
|         | $100,000 to $124,999 | 7%  |
|         | $125,000 to $149,999 | 3%  |
|         | $150,000 to $199,999 | 3%  |
|         | $200,000 to $249,999 | 1%  |
|         | $250,000 or more     | 1%  |
|         | Decline to answer    | 14% |

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Chart 18

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