However, when it comes to the practicalities of making such a switch, a number of barriers emerged; 45% of respondents said that they were still not certain how to check whether a product was ‘100% organic’, and 51% feel that organic products are very expensive. Less than half – 30% – currently check for organic certifications when buying groceries.
The findings from Nature’s Basket’s inaugural ‘Organic Lifestyle’ survey reflect considerable research confirming Indian consumers’ belief and interest in organic purchases as a way to prioritize their health by consuming fresh produce cultivated without the use of chemicals or additives. According to the India Organic Food Market Report 2018, for instance, the organic market is expected to grow at a CAGR of 25% to 2023. People are adhering to a lifestyle that is organic in nature as they witness tangible results, but they still remain unaware of options that will help them validate the authenticity of such products.
According to Avani Davda, Managing Director, Godrej Nature’s Basket, “People are increasingly becoming aware of adhering to a lifestyle that not only promotes their wellbeing but also contributes positively to the planet. The new challenge for consumers is not the availability of organic products but a lack of awareness about whether a product is truly organic and the tools that can assist them in making it a lifestyle rather than a one-time activity,” she said.
“As an industry, it is essential to equip consumers with the information and knowledge to make organic choices, and also address a few of the myths that exist regarding the same. For instance, more than half of respondents (51%) believe organic choices to be ‘very expensive’, 31% describe organic qualities as nothing more than a ‘marketing gimmick’, while 16% actually believe that organic produce ‘does not taste as good’ as ‘regular’ alternatives! We are absolutely committed to helping consumers make informed choices and addressing such assumptions,” she added.
Other key data insights from the research include:
· 100% are aware of the availability of organic produce for fruits, vegetables while only 57% of the respondents are aware of the existence of organic hair care products, 40% of organic skin care products and just 29% of organic homecare products
· 95% have already included some organic products as part of their daily diet
· Almost 42% believe that such a lifestyle would help to sustain a better environment
· 59% of the respondents believe that an organic lifestyle would give them more energy
Avani also elaborated, “As a brand, our objective is to maintain consistency in the quality of our products and services. For our organically inclined customers, we have a wide range of health foods such as low carb food, diabetic food, heart-healthy foods, gluten-free food, immune boosting foods, organic jams, organic juices, organic oils, organic snacks, organic milk, and organic honey. For their easy access to these products, an online portal is available to our customers so that they can browse through a wide range of fruits and vegetables or enter the item name in the search tab for the item of their choice and have it delivered to their doorstep.”