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Almost a third of the Spanish population consumes organic products, according to a study
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Almost a third of the Spanish population consumes organic products, according to a study

2014/12/12 - The Spanish Ministry of Agriculture, Food and Environment (Magrama) has conducted a study on the typology and socio-demographic profile of consumers of organic food in Spain, which shows that the percentage of consumers who purchased or acquired organic food with their badge has increased slightly, representing almost a third of the Spanish population.
According to the study, different types of consumers are detected depending on their attitudes. In this sense, the so called "not involved" are notable, those which consume by fashion, are younger than the rest, and whose weight descreases since 2011; and the "environmentalists", concerned about the preservation of the environment in their everyday gestures which increase from the previous study, particularly in the incorporation of men.

In this study we also find the "convinced", with the most militant position and claiming a natural diet and living habits respectful to the environment, being composed mostly by women with a long history of consumption, although decreasing slightly compared to 2011; and the "health-conscious", with purchasing decisions based on their welfare, showing a slight decline, and where the number of men has increased.

The profile reflects that these organic consumers are people slightly older than those reported in the study in 2011, 44 years old on average and with a less predominance of women.

Features and habits
This study also analyzes the main motivations for buying organic food frequently, the degree of product recognition, the geographical distribution of the organic consumer and the socio-economic characteristics and segmentation.

In general, the "green consumer" is well informed, reads the labels of the products that buys and identifies the organic product. In turn, it is a consumer committed to sustainability and taking care of the environment -although this factor weighs less than in 2011- and perceives organic products as a natural product and of top quality.

According to the study, these consumers are initiated in the organic product because of fruit and vegetables, with a great interest in health and nutrition.

The data also shows how there has been a greater extent and homogenization in the geographical distribution of green consumers, because although in 2011 they were more frequent in the northeast of the country, currently they spread throughout the Spanish territory.

Regarding the frequency of consumption, it has increased from half to more than twice per week plus 25% who consume them daily or almost daily.

The number of organic products that can be found in their homes has also increased slightly, with a major consumption of fresh vegetables and organic fruit.

On the other hand, organic products now account for 28% of the food purchased by consumers, which have also shown interest in increasing this percentage. Consumer sensitivity to price has also increased.

The buying habits are also analyzed in the study, and it is found that the supermarket is an important place to purchase these products, although an increase was seen in purchasing directly from farmers. The store specialized in organic food has also rised the interest of the consumer. Buying in non-specialized retailers is still important as well.
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