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Consumers staying true to organics

This article was originally published in The Rose Sheet

Executive Summary

Consumers are not abandoning the organic lifestyle in the depressed economy, according to a new study from market researcher Mintel. According to the firm, nearly 40% of consumers say they have not changed their organic purchasing habits, and only 3% have stopped buying organic altogether. Some heavy users of natural and organic products have traded down to cheaper options, Mintel senior analyst David Browne notes, but "less frequent consumers of organic products have shown that they haven't shifted their behavior. This is good news," he says, because the group may begin buying more organic items once the economy is up and running (see 1Mintel Watching For Mood-Enhancing Beauty, Nature/Science Fusions In 2010 ).

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