- The majority would opt for an organic alternative, even if priced at a premium
- ‘Organic myths’ remain prevalent amongst consumers
- Women are more likely than men to pay a premium for organic products
A huge majority of Pune consumer would adopt an organic lifestyle even if it came at a price premium of up to 15%, according to Organic Alternatives research study, by Godrej Nature’s Basket. The principle motivation for such a shift, according to the survey, is to improve levels of ‘health and wellness’ (for 80% of respondents), and over half (56%) believe that they would feel more physically fit as a result.
However, when it comes to the practicalities of making such a switch, a number of barriers emerged; 41% of respondents said that they were still not certain how to check whether a product was ‘100% organic’, and 24% were concerned about the shelf life of organic alternatives.
The findings from Nature’s Basket’s inaugural ‘Organic Lifestyle’ survey reflect considerable research confirming Indian consumers’ belief and interest in organic purchases as a way to prioritize their health by consuming fresh produce cultivated without the use of chemicals or additives. According to the India Organic Food Market Report 2018, for instance, the organic market is expected to grow at a CAGR of 25% to 2023[2]. People are adhering to a lifestyle that is organic in nature as they witness tangible results, but they still remain unaware of options that will help them validate the authenticity of such products.
The research also highlighted some differences between male and female respondents when it comes to organic shopping; 88% of women in Pune respondents would adopt an organic lifestyle even if it came at a price premium of up to 15% compared to 83% men. The myth that ‘organic food is very expensive’ is more prevalent amongst men (45%) than women (38%). 93% women claim to have adopted organic products in their diet compared to 87%men. 56% women would look for organic certifications compared to 49% men.
As an industry, it is essential to equip consumers with the information and knowledge to make organic choices, and also address a few of the myths that exist regarding the same. For instance, 42% of the respondents believe organic choices to be ‘very expensive’, a quarter (24%) describe organic qualities as nothing more than a ‘marketing gimmick’, while nearly a fifth of the respondents (19%) actually believe that organic produce ‘does not taste as good’ as ‘regular’ alternatives. Godrej Nature’s Basket is committed to helping consumers make informed choices and addressing such assumptions.
Other key data insights from the research include:
- 90% are aware of the availability of organic produce for fruits, vegetables, and staples, while only 31% of the respondents are aware of the existence of organic hair care products, 26% of organic skin care products and just 29% of organic homecare products
- 90% have already included some organic products as part of their daily diet
- A third of the respondents (33%) believe that such a lifestyle would help to sustain a better environment
- 46% of the respondents believe that an organic lifestyle would give them more energy
- 49% consume organic products to control cholesterol, 41% to control diabetes, and 26% to build their immunity
