Only 11% of mums agree that choosing organic is an important purchase driver
Organic Foods are not chosen by mums for their natural health benefits but for the perception of doing the right thing.
According to a new study of mums by Syren, a specialist female consumer marketing agency, only 11% strongly agree that choosing organic is a factor in driving purchase decisions of food for their children, versus 56% and 51% who are influenced by low salt and low sugar content respectively.
The survey of 1001 women with children under the age of 12 also shows that 22% claim to not be influenced by organic at all, the highest disagree percentage for any of the purchase influences other than attractive packaging. However, mums are actually buying organic brands with 44% buying organic foods for their children.
The main reason for mums’ apathy towards organic is believing it is not worth the extra money (61%) with no tangible benefit. What is driving the food purchase choice for mums is simply choosing the food that they will eat (62%), suggesting an easy life goes above health and nutrition.
The only consumer good where organic ingredients do seem to matter is in skincare where only 34% believe organic skincare isn’t worth the extra money indicating a clear perception benefit relating to what mums put on their skin.
Syren used the data to statistically group mums together into like minded segments;bizarrely the segment for whom organic is a relatively more important purchase driver, is the segment who are the least driven by health and nutritional content. This group of mums are the most outer directed, socially aspiring, suggesting organic is bought because it is on trend rather than for its health benefit.
The research also indicates that marketing to these key household purchase makers is not straightforward. Only 39% of mums watch more than an hour of ‘live’ TV a day so are a near impossible audience to reach via traditional TV advertising. Similarly despite what we are led to believe, not all mums are glued to social networking with each other, 40% update their Facebook status at least once a day, only 5% tweet once a day, 11% use Netmums every week and 10% use mumsnet every week.
Emma Laney, Director of Syren commented: “It’s clear that mums are a unique group with their own particular set of pressures and demands on their time. Becoming a mum is a key trigger to changed priorities and beliefs and if brands take the time to understand and use these priorities, such as attitudes towards organic produce, they can target the right consumers with the right products and ultimately influence the purchase decision.”
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