New worldwide study by Nielsen

A global online survey conducted by The Nielsen Company revealed that more than a third of the world’s Internet users don’t purchase foods which promote specific health benefits because they are too expensive or consumers aren’t sure of the actual benefits offered. According to Mr. Bienvenido Niles, Regional President of Nielsen Asia Pacific, the lack of credibility seems to be a key barrier for the consumption of food products that promote health benefits and seemed consumers’ doubts are no less than when last asked about this topic in 2005.

The survey was conducted twice a year among almost 26,500 internet users in 47 markets from Europe, Asia Pacific, America and the Middle East. Nielsen surveyed consumers on their purchase habits and attitudes toward organics and foods promoting specific health benefits. 58 % of global organic food shoppers were convinced by the health benefits and nearly half thought it was better for the environment to buy organics. At the other end of the scale, 47 % of respondents thought organic foods were too expensive.

Among the various types of food categories offering organic options, vegetables (38%), fruits (35%) and eggs (34%) were most commonly purchased by consumers globally. The levels of acceptance for these three types of organic options were found to be higher now than they were when Nielsen conducted the survey in 2005 (29%, 28% and 32% respectively).

Similarly, the organic option of vegetables was regularly purchased by nearly half of people in Asia Pacific, followed by 43 % for organic fruits and 41 % for organic eggs, which significantly exceeded the global average. The general consensus among consumers in Europe who wouldn’t purchase organic foods was that those products were usually more costly. In North America, the percentage of people who never buy organic foods far exceeds those who do, and one of the major reasons for this seems to relate to pricing as well.

http://www.scoop.co.nz/stories/BU0711/S00416.htm