Intimidated by organics? You're not alone.

January 6, 12:49 PMFood ExaminerEric Burkett

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The intimidation factor is a real phenomenon in the organic foods industry, and stores have to do more to make organic groceries a more realistic option for their customers. Progressive Grocer, a trade magazine for the retail industry, reports that organic goods are still very much a niche market.

"There is a significant gap between the hype and reality of consumer purchase behavior with regards to organic products," Kurt Jetta told Progressive Reporter. Jetta is president of TABS Group, a marketing research firm based in Connecticut. "Less than 40 percent of adults claim to have purchased anything from the major organic categories in the last six months."

Through surveys, TABS found that organic fruits and vegetables were purchased by 27 and 26 percent of adults, respectively, whereas the same non-organic items were purchased by 70 percent of adults. The figures for organic eggs and milk are even lower, coming in at only 18 and 17 percent.

This isn’t really surprising, especially given the cruddy state of the economy. Organic food is still regarded by many as a luxury item or, perhaps more often, as being an affectation of people with too much money and too little sense. A first-timer’s trip to stores like Whole Foods Market generally only reinforces that concept, except there are good prices to be found there. Whole Foods store brands are often very good deals and very good quality, but the nation’s largest organic and natural foods retailer has a serious image problem (and they’re struggling, as a result). If you’re intimidated by the idea of high grocery prices, you’re probably not even going to set food in a place like Whole Foods.

That problem extends to mainstream markets such as Safeway and A&P Supermarkets. You have probably noticed these retailers tend to segregate their organic merchandise into a separate aisle. In theory, that makes it easier for shoppers to find the organic goods they want and – perhaps – doing so showcases the products. But it doesn’t take the intimidation factor into account.

If you already feel organic food is too expensive, you’re certainly not going to venture into the aisle where everything costs even more. Is there a solution? 

"Get organic merchandised within the mainstream products rather than sequester it with other organic products," said Jetta. "It should  also receive mainstream-type promotional support through their frequent shopper programs and their circulars."

Let it mingle and schmooze with the conventional store brands and the Kraft macaroni and cheese. More important, let the customers see how organic stacks up with conventional. Some will be put off by the price no matter what; for many the very necessary choice is frequently quantity as opposed to quality. But a side by side comparison is something many others haven’t had a chance to do, and this could be a prime opportunity to do so.