Development Of Organic Market Research Articles

Sustainable Foods: Consumer Opinions and Behaviour towards Organic Fruits in Poland

By producing high quality food with a low environmental impact, organic farming plays an essential role in developing sustainable food systems. Over time, consumer interest in organic food is systematically growing, which results in a generally positive attitude towards organic products. Many studies that are devoted to analysing organic food consumers’ behaviour aim to generalise the studied trends to the population of a given country or region. Given the varying rates of organic market development between countries, there is a need for more narrowly focused research, which could more profoundly facilitate local development of organic market. The aim of this study was to investigate the opinions of Polish consumers about organic fruit and to identify the socioeconomic and sociodemographic determinants of the propensity to choose and purchase organic fruit. Respondents were recruited via a market research agency using a consumer access panel. To collect responses, a formal, structured questionnaire was developed and distributed using the CAWI method. The general acceptance of price increases for organic apples amounts to less than around 30% (89% of responses). The effect of income and package size tend to interact with regard to the purchase preference of apples (p < 0.001). The highest frequency of organic fruit purchases were indicated for physical stores, in particular supermarkets (5.35 times/month, 95%CI). A relationship between willingness to consume organic fruits and the self-described economic situation (p = 0.005), as well as true household income (p = 0.007), has been shown. A relationship between the frequency of organic fruit purchases and the number of household members (p = 0.006), as well as number of household members under the age of 18 (p = 0.011), has also been shown. Marketing techniques for organic products should emphasize family welfare and be directed at younger consumers, especially at retail outlets where customers are most likely to buy them, namely physical supermarkets, local grocery stores and discount stores.

Prices of Organic Food—The Gap between Willingness to Pay and Price Premiums in the Organic Food Market in Poland

High prices of organic food are the main obstacle to the growth of the demand for organic food. This study’s main objective was to quantify the size of the gap between consumers’ willingness to pay more for organic food and the actual price premiums for organic food in Poland. Therefore, a two-step research study was undertaken. In order to identify barriers to the growth of organic food consumption and the perception of organic food prices, a survey based on an online questionnaire of 516 respondents was conducted. To determine price premiums of organic food, prices of organic and conventional food were quoted in 45 retail outlets offering organic and conventional food located in the Poznań agglomeration between October 2022 and June 2023. This research demonstrated a low acceptance of the high prices of organic food among consumers (only 14% of the investigated consumers were willing to pay more than 40% for organic food). On the other hand, the price premiums ranged between 35% and over 270%. To reduce the divergence, the measures supporting organic market development should be intensified with the simultaneous further involvement of supermarket chains. Along with these activities, the promotion of organic food ought to be carried out, considering that, as this research shows, men have fewer positive perceptions of organic food and, therefore, they should be targeted in the promotion measures.

Совершенствование маркетинговой деятельности как основа развития стратегического потенциала рынка органической продукции

The improvement of marketing activities in the market of organic products in the current conditions is undoubtedly a significant aspect of its development, contributing to the formation of new market approaches to doing business. At present, organic products and agricultural products are interchangeable concepts for most consumers, which in turn indicates the lack of formed constants of consumer perception of the term “organic products” and is a significant obstacle to the development of demand in this segment. On the other hand, it is strategically important to study the needs of consumers as an important stage in the formation of the range of products offered on the market with high added value and, as a consequence, the basis for the development of a competitive segment of organic products. All this implies the search for new marketing approaches and strategic solutions to achieve the the desired objectives. The purpose of this study is to search for relevant trends in the formation and development of the organic market in order to improve marketing activities based on the synergy of conceptual approaches in marketing that allow for responsible consumption and sustained interest in organic products. The main objectives of the study are to determine the basic principles of the development of the organic market, to create a system of marketing indicators for research and evaluation of the development potential of the studied market, and to identify the main trends in the development of marketing activities. The results of the work made it possible to formulate approaches to the research and evaluation of the marketing potential of the market, as well as to formulate recommendations for the creation of an information system as a basis for the strategic development of the entire organic market as a whole.

ORGANIC MARKET FORMATION IN UKRAINE

The article examines modern state and prospects of the development of organic market in the context of rationalization of the available natural-resource potential of Ukraine. Basing on the analysis of key organic production indicators it is relevant to conclude that during last year’s there is stable positive dynamics in growing of the area of farmlands that take part in the certified reduced production. Due to the improvement of the organic production recycling the level of organic production consuming and number of certified manufacturers have significantly increased. Consumers of Ukrainian organic production are predominantly the EU countries. Ukraine is interested in the organic market development and there are inevitable resources that can be found in every region of the country. We have characterized the legal principles that enable the organic market and the establishing of relation that are linked to the organic production development which are regulated by the Law of Ukraine and other legislative acts that are related to the issue. Basing on the data of the article and estimation of the organic production consuming level in Ukraine in 2010-2019 there were evaluated forecast indicators of the Ukrainian organic market capacity until 2023.

STATE AND PROSPECTS OF DEVELOPMENT OF ORGANIC PRODUCTION IN UKRAINE

The article substantiates the relevance of research in the context of global trends in organic agriculture, analyzes the development of organic production in Ukraine and abroad, shows the main problems of domestic organic production. It has been noted that in recent decades, agriculture around the world has had an increasing negative impact on the environment than any other sector of the economy. This industry occupies huge areas, creating unstable landscapes. This destroys natural vegetation, including forests, disturbs water balance due to land reclamation, soil degradation is observed, groundwater and surface water are contaminated, and the fertile part of the soil is removed along with the crop. Research has shown that Ukraine has all the prerequisites for the development of organic production: favorable climatic conditions, fertile soils, low levels of mineral fertilizers and plant protection products, a significant market of potential consumers, innovative developments in agriculture, positive experience of organically oriented enterprises, and most importantly - in the world there is a growing demand for organic products. Factors that can influence the development of the organic market and increase interest in such products from buyers have been identified. The necessity of transition to organic agriculture and its compliance with the goals of sustainable development is proved. The author are offered the main directions of actions that will promote the development of the Ukrainian organic market, namely: promoting the development of agricultural land under organic farming through the development of farming and the formation of marketing infrastructure; development of the state policy in the field of formation of culture of food of the population; training of qualified personnel.

Perceive of organic products by Ukrainian consumers and problems of shaping market demand

Organic production is a decisive factor in preserving the natural wealth and fertility of soils, a source of food security. The market demand formation depends on the organic products perception and consumer preferences of potential buyers. Potential organic production research questions in Ukraine with an estimation of buyers consumption readiness of production are actual. These problens raise issues that need to be addressed. The reseafch evaluates the Ukrainian organic market development, identifies current trends in organic production with its capabilities in domestic and foreign markets, assesses the main donors of organic movement for the country, reveals the consumer demand formation for products through analysis of main motives and incentives, the organic products perception level by Ukrainian consumers and the influence strength on the demand formation. The methodological approach substantiates the selected problems of product consumption and ways to solve them through the economic and management theories applications, dialectical method, abstract method – logical analysis, critical thinking, systematization and formalization method, survey, expert assessments, method of logical analysis, forecasting. The methods application allowed assessing the organic products market and its operators, to identify segments, to model their behavior with an emphasis on strengthening consumer motivation. The research effectiveness is to find ways to strengthen the market demand formation for organic products within the country and its position in international markets, reduce production risks and address the perception of organic products.

Тенденції розвитку ринку органічної продукції

Problems of the environmental degradation, declining life quality and the need to meet the needs of consumers in organic food determine the relevance of research the market of organic products. The purpose of the article is the consideration of the development history, analysis of world experience and trends in the market of organic products in order to develop mechanisms that will contribute to the development of this market segment in Ukraine. There are considered the history of the development of organic farming, its main stages, and significant events in this article. It is determined that the production of organic products was formed in the late nineteenth and early twentieth centuries in the modern interpretation and get widespread in the 80s of the twentieth century. The authors analyze the current state of the market of organic products in countries that have leading positions in the world. The special features of the formation of this market in the EU, where the area of organic farming is about 7.5% of the area of agricultural land, are considered. The analysis of volumes of consumption of organic products in the different countries is done. It is determined that the leaders in the production and consumption of organic products are the United States, Germany, France, Italy, China. Special attention is paid to the functioning of the market of organic products in Ukraine. It is determined that Ukraine has a leading position in exporting of organic products to the world market. But the vast majority of such exports are raw materials. Based on the world experience of organic market development, the main mechanisms have been identified. Its application will help to further development of organic market in Ukraine.

STATE AND DYNAMICS OF ORGANIC MARKET DEVELOPMENT IN THE WORLD

Introduction. In recent decades, the world is rapidly developing trends in green production and technology. In agriculture, these trends have led to the rapid development of the organic market. The paper emphasizes the importance of this segment of the food market from both economic and social points of view. The purpose of the article is to study the dynamic processes in the market of organic products in the world as a whole and in some regional markets. Results. It is emphasized that in Ukraine, as well as in other countries of the world, during the last two decades there is a rapid increase in the volume of organic production. At the same time, both in absolute and relative terms, our market is significantly inferior to the world's leading countries. The study found that the structure of the organic market of each country has its own characteristics that are closely linked to national traditions. In Austria, dairy products and eggs are of the greatest importance for consumers, in Germany these are meat and milk, in France these are baby nutrition, eggs, milk. The total volume of the European market for organic products in 2018 was 40.7 billion euros, of which 37.4 billion euros fell on the European Union. At the same time, for the period from 2005 to 2018, it increased in absolute terms from 11.9 billion euros to 40.7 billion euros, that is, almost 3.5 times. As for the land area occupied by organic crops in Europe, during the period 1985-2018 they increased from 0.1 million hectares to 15.6 million hectares. Including for the period 2008-2018 they increased from 8.3 million hectares to 15.6 million hectares, respectively, or almost twice. The leaders in the development of organic farming in terms of the share of organic land in the total agricultural land of the country in the world are Austria (24.7%), Sweden (19.9%), Italy (15.8%). It is emphasized that organic livestock is developing rapidly in Europe. During 2009-2018, the number of cattle in Europe increased by 88.1%, sheep – by 67.8%, pigs – by 105.2%, poultry – by 127.9%. However, the share of organic livestock in the total livestock remains low. It was the highest in cattle (5.2%) and sheep (5.0%), and lowest in pigs (0.7%). Conclusions. In order to accelerate the development of the market of organic products in Ukraine, the need to introduce an economic mechanism is emphasized. This mechanism should create the rules of the game in the market and determine the optimal economic decisions of economic entities. Key words: market of organic products, dynamics of organic market development, production of organic products in the world, structure of organic products market, organic animal husbandry.

PROSPECTS FOR THE MARKETING DEVELOPMENT OF THE ORGANIC PRODUCTS MARKET IN UKRAINE TAKING INTO ACCOUNT WORLD TRENDS

The article deals with the theoretical and practical aspects of the organic market development in Ukraine in view of the retrospective dynamics and current trends of the world and domestic markets. In particular, the author has thoroughly investigated the significant potential in organic farming due to the presence in Ukraine of almost 50 % of the world's black earth reserves. The necessity to use the principles of organic farming is substantiated, especially in the context of compensation for the exhaustion of land resources in Ukraine due to the intensification of agriculture, since the use of organic fertilizers gradually increases the content of humus in the soil, and therefore increases its productivity. In addition, the main reasons for the lack of implementation pace of organic production principles and practices, including low market solvency, are analyzed, with only 20 % of domestic organic production remaining in the domestic market and most of it being exported. Studies of global and local organic markets were conducted to identify specific traits, dynamics and attempts to predict the development of key parameters in different regional markets in order to determine Ukraine's place and prospects in this market. The market conditions of organic products on the world, European and Ukrainian markets are analyzed. The features of the assortment, the distribution between the regions, the dynamics peculiarities of development in different regions of the world and Ukraine are highlighted. In the course of the study the analysis technique of dynamics series and retrospective analysis were used. The conducted analysis of the world and European markets for organic agricultural products shows the significant dynamics and realization prospects of a wide range of products in these markets. Due to the fact that Ukraine has low logistical costs for the potential export of products to the European market and low cost of organic products due to low labor costs, as well as the potential of land resources, we consider that the export of organic products to the European market is promising. The analysis of the internal market for organic products shows little dynamics due to low purchasing power. Therefore, the development of the domestic organic agricultural sector is seen in the study of the foreign market and export orientation. The results of the study are of practical value to producers and other participants in the Ukrainian organic market for forming their own production program, adjusting the production orientation and the range of products produced. Keywords: organic market, organic production, organic agriculture, world market, marketing research, conjuncture, export, import.

ЗАРУБЕЖНЫЙ ОПЫТ АККРЕДИТАЦИИ ОРГАНИЗАЦИЙ ПО СЕРТИФИКАЦИИ ОРГАНИЧЕСКОЙ ПРОДУКЦИИ

The purpose of this study is to study the experience of the most effective American and European systems of accreditation of organizations in the field of certification of organic products and highlight their shortcomings and advantages. The authors have studied many international and national regulations and standards in the field of certification of organic products. The official websites of foreign organizations that have the authority to conduct accreditation of organizations that will later be engaged in the certification of organic products, as well as scientific articles by leading scientists in this field, were used. The article discusses the main problems faced by Russian producers of organic products with the entry into force of the Federal Law on Organic Production in the Russian Federation. It is revealed that the key risk in its implementation is the insufficient development of the accreditation system of Russian certification companies, which causes problems with the certification of domestic producers according to the organic standard. The second problem of the development of the organic market in the Russian Federation is the inconsistency of Russian and international standards. The situation is aggravated by the lack of experts on organic products and a number of difficulties in their training and certification. The article analyzes the activities of the unified German accreditation system Deutsche Akkreditierungsstelle GmbH, examines the work of the Argentine accreditation body ARGENCERT, and examines the features of the functioning of the North American accreditation body National Organic Program. Their comparative analysis is carried out, their national features and competitive advantages are revealed. According to the authors, today in the Russian Federation there is a whole complex of problems that significantly hinder the development of the domestic organic market. As a result, only imported organic products can remain on Russian shelves. It is obvious that these problems cannot be solved without state intervention. At the same time, it is most appropriate to use the basic regulations of the unified German accreditation system Deutsche Akkreditierungsstelle GmbH.

Strategic Imperatives of Institutional Development of Organic Market

Strategic Imperatives of Institutional Development of Organic Market

Sustainable International Trade in Agricultural Goods: Emerging Markets Perspectives

Preservation of the environment, the sphere of the vital activity of the population, cultural heritage, promotion of the healthy lifestyle movement, the implementation of the “green” and resource saving technologies create more active demand for organic goods in the international trade. The ecological, social, economic and institutional merits of organic goods compared with traditional and genetically modified goods as well as the high pace of the growth of the international trade in organic agricultural goods enhance their role in the achievement of the goals of sustainable development. The article considers the international trade in organic goods as sustainable international trade. Based on the authors’ methods of the calculation of the integrated index of development of organic market of 15 developing countries, the positions, factors, prospects and conditions of the development of national markets of organic agricultural goods were identified. It was found that the market of organic goods of the Czech Republic is the most developed and balanced due to the high payment capacity of the population, the policy of the producer’s support, existence of the relevant certification of the produce during delivery to the EU market. The markets of the countries of Europe and Middle East (Poland, Romania, Turkey, and Ukraine) are growing mainly under the influence of supply factors; the markets of Asia and America (China, Brazil and Peru) – under the influence of demand factors, including the demand in the global market. The internal markets of China and India are developed insufficiently. The prospects of the development of markets of organic goods of Mexico, Brazil, India, China, Russia and Chili are related to the stimulation of the internal production of organic goods. In Ukraine, Peru, India, Chili, Mexico and Turkey, it is appropriate to popularize consumption of organic goods. Romania, Czech Republic, Brazil, Turkey, Ukraine and Russia have to facilitate the promotion of their own organic goods to the world market. It was found that a relatively high payment capable demand in the internal market is a necessary condition, and the growth of the share of organic goods in the export structure of the countries is an obligatory condition to enhance the positions of the countries in the global market of organic goods. The condition of an increase in the role of the countries developing in the world market of organic goods and the transition of the world economy to the principles of sustainable development were substantiated.

Determinante razvoja tržišta organske hrane u zemljama Zapadnog Balkana

Determinante razvoja tržišta organske hrane u zemljama Zapadnog Balkana

Formation of organic products market in Ukraine

The article formulates the basic properties of organic products that determine its safety, quality and enhanced nutritional properties. Data of agricultural enterprises number that are engaged in the cultivation of organic products in the regions of Ukraine are summarized, as well as information about land area, which certified in accordance with organic standards, is given. Analysis of organic products market in Ukraine is given and a steady trend towards its annual growth is shown (including by exports increasing, organic products consumption on the domestic market and partially, imports). The plant materials of organic origin data list are presented; specific data about countries- exporters of domestic raw materials are given. It was noted that the regulatory framework, adopted in Ukraine, will contribute to internal organic market development. The questions of organic operators’ distribution according to different differential features (territorial, organizational and legal form of business, activity sphere) are considered. It is shown that, on a territorial feature, most organic operators are concentrated in the South of Ukraine (Odessa, Zaporozhye, Kherson and Nikolaev regions), and 18 operators was registered in the Odessa region, which are certified according to European standards and engaged in crop production. The variety of sales sources of organic products in Ukraine are analyzed in general and the Odessa region, in particular. An organic products assortment analysis in Odessa supermarkets is paid attention. Different approaches to pricing for organic products are shown in retail chains, where products of organic origin are sold. The prospects of further researches in improvement sphere of organic products promotion strategy in the domestic market are substantiated.

THE STATUS AND PROSPECTS OF THE ORGANIC AGRICULTURAL PRODUCTS MARKET IN UKRAINE

The modern agricultural market is characterized by an increasing demand for higher quality agricultural products and food. Thus certified organic production was launched in Ukraine, which prohibited the use of chemically synthesized components, genetically modified organisms, etc., and labelling requirements for such products were established. However, experiencing both external and internal demand, the market for organic products in Ukraine is developing slowly. The subject of study focuses on the theoretical, methodological, and practical aspects of forming the organizational-economic basis of organic agricultural products market development in Ukraine. Methodology. Methodological support for the study is based on dialectical and systemic approaches to the study of economic phenomena and processes of formation of the organizational-economic bases of organic agricultural products market development. General scientific and special methods are used, in particular: methods of analogies and comparisons, systematization, statistical and economic, calculation-constructive, program-oriented. The aim of the research is to identify the state of organic agricultural products market in Ukraine and prospects of its further development. The defined goal led to the following tasks: a study of the current state of organic production in Ukraine is carried out; set of problems that hinder its further development are defined; the possible scenarios of this market are identified; prospective tasks, solution of which will contribute to the further development of the market of organic agricultural products in Ukraine, are outlined. According to the results of the conducted research, the following conclusions are made: the tendencies of organic market development in Ukraine are investigated; it is found that the lack of a proper legislative and regulatory framework, a lack of modern market infrastructure, and effective mechanisms of its functioning are holding back the further development of this market; one of the more acceptable scenarios for the society of possible development of this market is chosen; the priorities that need to be dealt with are identified. As a result, it is necessary to develop an appropriate regulatory framework and carry out its implementation according to the EU requirements, to create an efficient business environment, to provide training on the requirement of this market, to promote the dissemination of information to potential consumers and producers about the benefits of organic products for the further development of organic market in Ukraine.

Is there an expectation gap? Consumers’ expectations towards organic

Purpose – While the European organic regulation exists since more than 20 years consumers still do not seem to know what to expect from European Union (EU) labelled organic food. The purpose of this paper is to examine consumer expectations towards organic food in mature and emerging EU organic food markets. Design/methodology/approach – Online consumer survey data (n=1,180; 2011) from Germany, the UK, Spain, and the Czech Republic are used to analyse the question: “Which criteria would you expect of an organic food product labelled with the EU-organic label?”. In total, 23 items including organic production criteria according to EC 834/07 and unregulated food quality criteria are tested. Mean value analysis and exploratory factor analysis are performed. Findings – Consumers expect organic food to be free from chemical pesticides and mineral fertilisers. In total, two factors affect consumers’ expectations: naturalness of organic food products; additional sustainability aspects like, e.g. resource saving. However, several differences between the analysed countries exist. Although there does not seem to be a big gap between what consumers expect from organic food and what EU organic labelled products fulfil, some attributes might not mean the same to each consumer which could be a source of consumer disappointment. Practical implications – Consequently policy makers as well as market actors should take this risk seriously and use terms like “naturalness” only with great caution when promoting organic food. Originality/value – Further cross-country studies focusing on consumer expectations towards organic food are still needed, because until today only few studies deal with consumer and marketing issues in EU countries with different organic market development.

EU organic logo and its perception by consumers

Purpose – With the introduction of the mandatory European Union (EU) organic logo for all organic food products in 2010, the European Commission aimed at fostering the internal organic food market. This needs consumers’ knowledge of the logo. According to earlier research consumers’ knowledge of the EU organic logo is low. Thus, the purpose of this paper is to elicit consumers’ attitudes towards organic certification and labelling and to develop recommendations on how to improve consumers’ knowledge of the EU organic logo. Design/methodology/approach – By means of an online survey with 3,000 participants in six European countries, knowledge of the logo and attitudes towards organic farming and European labelling, as well as organic food purchase behaviour and socio-demographic indicators were elicited. Factor and cluster analysis based on several statements on the test persons’ attitudes towards organic farming and corresponding EU legislation were conducted in order to segment consumers. Findings – The results indicate that knowledge of the logo is low. Only about 15 per cent of all respondents knew its meaning. Four clusters of consumers could be identified: “Committed organics”, “Pragmatic organics”, “Organic sceptics” and Organic disinterested’. With reference to the EU organic legislation’s aim of promoting the organic market, particularly “Organic sceptics” should be addressed by emphasising the trustworthiness of the organic certification and labelling system. Originality/value – Segmenting consumers according to their attitude towards organic farming, its labelling and certification allows for targeted and efficient communication and organic market development.

Market and Value Chain Analyses of Marketable Natural Products from Agroforestry Systems in Eastern Sudan

The objectives of the present study were: 1) to identify the prioritized marketable natural products (NPs) from agroforestry systems (AFS), and 2) to conduct market value chain analyses of the most important and prioritized NPs to identify markets and marketing channels; actors, functions and characteristics; constraints and opportunities to entry and growth; opportunities for value addition, and conduct analysis of strengths, weaknesses, opportunities and threats (SWOT analysis). The study was conducted in the Refugees’ camps and their hosting communities in Eastern Sudan. Using the participatory value chain analysis (PVCA) approach, it was found that communities in the project sites obtained a multiplicity of NPs for sustenance and for increasing their incomes. Eight products were identified and ranked as the most important NPs with greatest opportunities for enterprise development at the community level. These are: gum Arabic, honey, fodder, non-timber forest products (NTFPs) and tree seeds. Gum Arabic has been shown to score higher ranks in terms of a) marketability b) ecological suitability (availability), c) social suitability, and d) potential for value addition. The results show that marketing of gum Arabic in the study site is characterized by a large number of producers and relatively few traders and companies work through seven marketing channels. The results demonstrate that in the customary marketing channel there is an upward skewed benefit distribution among the value chain actors. The total relative commercialization margin was 80% indicating that “traders” accrued higher proportion, while “producers”, receive less income (20%) of the end market price. Poor land security, one-sided prices, taxes and levies, lack of finance and appropriate skills are major impediments to gum commodity growth and development. One of the most important opportunities for growth and entry of Gum Arabic are: it is natural organic product and thus well-fit for fair trade, environmentally sustainable and organic market development. Numerous opportunities exist in the site for value addition and distribution synergies and gender-specific development, including that gum Arabic has high synergy with natural resource management and other sectors for enhancing regional and national growth. The study concludes that Gum Arabic production and marketing is financially profitable for producers, traders and companies and has the potential to open new markets and bring new opportunities to smallholder farmers. However, technical, financial, and institutional support could result in an increase in local actors’ income and contribute to sustainability of the supply of the product.

Comparison between the United States and Poland of consumers' perceptions of organic products

The paper aims at exploring further the potential of organic agriculture by increasing the knowledge about consumers’ perceptions of organic products. The United States (Florida) and Poland are interesting examples in which the level of organic market development varies and this allows us to test whether consumer perceptions of organic food products vary with market development. A survey was conducted amongst students at the University of Florida (United States) and at the Warsaw University of Life Sciences-SGGW (Poland). The results obtained from an online survey were analysed through econometric modelling. The model used for this study was the ordered probability model, which was used to compare the frequency of organic consumption between the United States and Polish students. The findings indicate that students from the two countries have different perceptions of organic products. The less the market is developed (such as in Poland), the more important is basic knowledge about the products. With a higher level of market development (for example in the United States), consumers already have this basic knowledge about the products, such as origin or organic label, and are more focused on their qualities, such as taste or variety. These differences should be taken into account by states when developing policies on organic agriculture and healthy eating generally, and during the formulation of marketing strategies by companies interested in the growth of the organic market.

Market trends and consumer profile at the organic farmers market in Costa Rica

PurposeThe purpose of this study is to provide information to local authorities, consumers, retailers and vendors of organic agricultural products. The information could be used for the development of long‐term strategies for local organic market development based on the consumer profile information of buyers at the organic market, as well as its evolution and motivations that moved them to start and to continue purchasing organic products. In order to identify reliable trends and potential changes in the quantity and quality of the profile of the organic consumer, could the information also be be used for local market developments strategies.Design/methodology/approachA total of six studies were conducted at Costa Rica's largest local organic farmers market “La Feria del Trueque”, during the same period every year during the month of February, covering an eight‐year period. The six surveys became three mega databases: one for the 1999/2000 period, another for the 2004/2005 and one finally for the 2007/2008 period.FindingsThe study finds that the organic consumer is usually highly educated, has a high income, is concerned with health and environmental problems, has a smaller than average family with men being more involved in the purchase of organic products and living in suburbia rather than from the metropolitan areas.Practical implicationsAfter a decade of expansion, the Costa Rican organic products market is starting to show signs of consolidation. However, the volume, the available varieties and guaranteed supply will decide the future direction of the market. Relocating the market closer to the consumer will benefit the overall sales.Originality/valueThe paper gives an in‐depth insight into the organic market of today and is a valuable addition to the present literature.