Consumption of organics in Brazil reflects the search for healthy and sustainable foods
The movement towards a healthier and more sustainable lifestyle is growing worldwide, and Brazil is no exception. More individuals are opting for food that benefits both the body and the environment, and organic foods have gained prominence in this scenario. A survey conducted by Organis in the first half of 2023, with support from QIMA IBD, confirms this trend.
Survey reveals crucial insights to boost the sustainable market in Brazil
The study offers a comprehensive view of the organic food market in Brazil. Besides quantifying the consumption of these products, the survey aims to understand consumer profiles, identify elements most associated with organics, analyze criteria of choice such as packaging, and investigate future willingness to consume these products. With this information, it will be possible to boost the growth and supply of organic foods, meeting public demand.
The largest growth recorded was in the Northeast region. In 2021, the average consumption of organics was 32%, positioning it as the third region with the highest consumption. However, in 2023, there was a significant jump to 45%, making the Northeast the region with the highest number of organic food consumers in the country.
A relevant data point revealed the age of the consumer audience, showing stability in consumption among adults.
Perception of consumers about organics
Among organic food consumers, the most common response was the association with fruits, vegetables, and greens, with 42% of responses. The association with terms like healthy and natural came second, mentioned by 25% of participants. In third place was the relation to health, with 22% of responses.
Among non-organic product consumers, the first thing that came to mind was the association with terms like healthy and natural, mentioned by 31% of participants. Second was the association with fruits, vegetables, and greens, with 29% of responses. Health was mentioned third, with feedback of 15%.
The non-use of pesticides was mentioned by 11% of participants in both groups, both consumers and non-consumers of organic foods. Quality of life had an index of 14% among non-consumers of organics and 3% among consumers.
When asked about price comparison between organic and non-organic products, perception was significant in both groups. Among organic food consumers, 83% stated that these products are more expensive. Among non-consumers, this statistic reached 87%. These results highlight the common perception that organic foods tend to be priced higher than conventional ones.
It's interesting to note that, even with the perception of higher prices, 61% of organic food consumers consider the value justifies the choice. They cite various arguments to support this perception, such as pesticide-free production, product quality, care in cultivation, production costs, and the slower cultivation process. These factors are crucial for these consumers, who value the benefits provided by organic foods and recognize the effort and additional care required in their production.
Sustainable packaging: the valued differential for organic consumers
When exploring the importance of packaging type in purchase decision-making, several points were raised by participants. Among organic food consumers, 50% consider the type of packaging a decisive factor, considering health and environmental concerns. These consumers value packaging that is not harmful to health or the environment, seeking options that can be recycled, returnable, or have reverse logistics.
On the other hand, among non-consumers of organic foods, only 28% consider these points relevant in purchase decisions. This indicates lesser sensitivity regarding the impact of packaging type on health and the environment.
A lasting and growing trend in conscious consumption
Awareness regarding healthy foods is not recent, as revealed by survey data. A significant group of participants, representing 43%, claims to have been consuming organic foods for more than five years. Another 38% have adopted organic consumption in the last one to five years, indicating a growing trend during this period. Additionally, 19% of participants report consuming organic foods for less than a year, demonstrating increased recent interest in this product category. These numbers highlight the consolidation and expansion of the healthy food consumption habit over time.
The survey results are an invitation for consumers, producers, retailers, and governments to engage even more in this constantly growing sector. Deepening involvement in this area is essential to boost the supply and demand for organic foods, meeting the needs of an increasingly conscious public concerned with healthy and sustainable eating.
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