Preliminary results
In the CONCEPTS projects the consumers are divided into four usergroups based on their organic purchase behavior and six segments based on a questionnaire with elicited opinions.
Usertypes
In 2006, 9 % of the consumers were non-users, 51 % light users, 25 % medium users and 15 % heavy users.
Heavy users had an organic share larger than 10 % for each of the categories; bread, eggs, fruit, vegetables, coffee, meat, flour, milk, butter and yogurt. For medium users it was only the categories eggs, flour and milk (and almost butter) where the organic share exceeded 10 %. Light users do not have an organic share larger than 10 % for any of the categories, but when they buy organics they mainly buy eggs, flour and milk. For more see Denver et al (2007a).
All usertypes buy a little more than half of their organic foods in supermarkets. Both medium and light users do the main part of their remaining organic purchases, namely around 40 %, in discount stores. Heavy users, on the other hand, only buy around 20 % of their organic foods in discount stores and divide the remaining 30 % of their organic budget on the internet as well as from direct sales channels and special stores. Even though all types buy more than half of their organic foods in supermarkets, the discount stores are important if one will retain the consumers who only use a smaller share of their budget on organic foods.
The results show that the largest part of the organic products are bought by a relatively small groups of consumers, and that it is the convinced who primarily are driving the increase in the growth in the organic consumption.
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