More consumers are opting for organic products when filling their shopping baskets. Eighty-one percent of parents in the United States purchase organic at least occasionally, according to the 2013 U.S. Families’ Organic Attitudes and Beliefs Study by the Organic Trade Association (OTA) and Kiwi magazine (a 3% increase from the previous survey). Although produce is the leading category (97%), the study found that 89% of organic buyers purchase organic dairy products and 25% always buy organic dairy products.
Tom Gleason, president of Oregon Ice Cream, Vancouver, Wash., told Dairy Foods that more organic volume is being sold through mainstream grocers.
“Merchandisers were putting organics over in one corner and that is not a natural shopping pattern,” Gleason said. “Now it’s more integrated into the national set.” His comments were made in the upcoming June issue of Dairy Foods.
The brand’s demographic had been higher-educated and higher-income consumers, but he said that is changing with a younger shopper (say 16 to 30) opting for its frozen treats. “The next generation has grown up with learning more about the environment through school and social media. There is a higher awareness that what you are putting in your body matters.”
This year, the company has added to its Julie’s Organic line with a frozen yogurt ice cream sandwich. Alden’s Organic now offers a 48-ounce organic ice cream in a variety of flavors, including birthday cake. “Desserts,” noted Gleason, “can be a gateway to other organic products.”