Parent and Kid Consumers
The American Academy of Pediatrics (AAP) released their findings in 2012 on how organic food benefits young children. However, parents have been fans of organic food for years, even before the AAP gave organics a thumbs up.
The most recent reports show that U.S. families are increasingly embracing organics in a wide range of categories. The Organic Trade Association notes that a full 81% percent of families with kids say they purchase organic products at least sometimes. When asked why they buy organic, parents note reasons such as better health and the desire to avoid toxic and persistent pesticides and fertilizers. Other parents are looking to reduce family exposure to genetically modified organisms (GMOs) and growth hormones.
Soon-to-be parents also buy organic foods often. In fact, about one in 10 pregnant women say they eat organic food regularly. Furthermore, some evidence shows that kids raised on organics may be more likely to eventually become long-term organic shoppers themselves.
No matter how you slice it, it pays to focus a fair amount of marketing efforts specifically on parents and their kids.