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May 14, 2007
Markham, Ontario, Canada
The Nielsen Company today announced the release of its first annual Certified Organics Report. The report provides confirmation that there is significant interest from Canadian consumers for organic products as 51.5% of Canadian households purchased an Organic product within the past year. This 5.3 pt growth within the past year has retailers across Canada responding by increasing their Organic product offerings.
This report offers several insights on consumer’s attitudes towards organics, such as:
- Organics being “free of pesticides and artificial fertilizers” is the top reason given (by 34%) as to why consumers purchase organic products
- Of the $46 billion in national grocery banner sales in 2006, $412 million is attributed to Certified Organic food sales, an increase of 31% compared to 2005
- Demand for organic food is growing in all regions with British Columbia experiencing the greatest development, while Quebec the least
- The top selling organic food categories include: fresh vegetables (25%), beverages (excluding milk) (18%), fresh fruits (13%) and dairy (11%)
"I don’t think it will be surprising to consumers, retailers or manufacturers that organic products are a growing trend" said Dave Mann, Senior Vice President Marketing and Sales, The Nielsen Company. "The food industry is watching with interest how the consumer responds to the option of organics – what organic items are they buying, how frequently, and perhaps most importantly to retailers and manufacturers, how much are they willing to pay for certified organic products. The Nielsen Certified Organic Report looks at what the sales of organics demonstrate about consumer preferences and how manufacturers and retailers are responding to demand through innovation and availability."
The Nielsen Certified Organic Report combines consumer data from Homescan and PanelTrack survey and retail tracking data sourced from scanning within MarketTrack™. Information provided includes all prepackaged foods sold in fixed weight formats as well as fresh or frozen produce and meats sold in random weight or bulk formats that bear the words “certified organic” or “verified organic”.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek) and trade shows. The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA
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