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Moving Organic “Dabblers” To Committed Organic Devotees

January 22, 2014: 12:00 AM EST
Sixty-four percent of grocery shoppers are organic “dabblers” who buy pricey organic foods only occasionally, mostly dairy for babies and toddlers, according to a consumer research firm.  Organic food companies want to turn those lukewarm organic buyers into committed customers by offering products that will appeal to older kids and adults. It’s a pressing issue: organic food sales have increased 11 percent a year since 2009, but sales are leveling off. So, to get people to buy organic milk – beyond toddlerhood – Organic Valley, for example, may try marketing "grab and go" milk in small bottles. Organic snack company Late July saw its sales triple when it added multigrain chips in adult flavors to its crackers and sandwich cookies line.
Sarah Nassauer, "Organic Food: Not Just for Kids", The Wall Street Journal, January 22, 2014, © Dow Jones & Company Inc
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