A recent report from the Food Marketing Institute gives either a warning or an opportunity to traditional retailers when it comes to organic shoppers.
It used IRI data in its Power of Produce report to show that 85% of shoppers say they choose supermarkets for buying produce, when they shop for organic produce, only 68% choose grocery stores.
“The remaining 32% of supermarket shoppers purchase organic produce outside their primary channel with farmers markets and specialty stores being the primary sources. This represents an opportunity for grocery stores to rethink their organic produce offerings,” the blog post on the report said. You can read the whole post here.
As traditional retail chains continue to improve their organic produce offerings, I expect this percentage to rise.
The blog post also has some analysis on fresh deli and meat organic trends.