Chicago, IL—While 71% of Americans say organic products are healthier than their conventional counterparts, there is still a high percentage of people (51%) who believe the organic tag is an excuse for brands to charge more for the product, according to research conducted by Mintel (Organic Food and Beverage Shoppers - US, March 2015). 

Overall, 51% of Generation X, those born from the early 1960s to the late 1970s, and 57% of the Swing Generation, those born in or before 1945, believe that organic labeling means a premium product. Regardless, only 39% of Generation X and 35% of the Swing Generation trust that organic products are actually organic.

“Considering the typical higher cost of organic foods and beverages, consumers are increasingly hard pressed to justify the added expense,” said Billy Roberts, senior food and drink analyst at Mintel in a press statement. “As such, sales have hit something of a plateau, where they likely will remain until consumers have a clear reason to turn to organics.”

But, people buy organic products for several different reasons that there may not be a “clear reason” for some time. For example, of those that purchase organic products, 43% of females buy them because they do not contain unnecessary ingredients or chemicals. Additionally, 73% or women and 71% of men buy organics for health and nutrition reasons.

Other reasons that people buy organic products include avoiding food made with pesticides; looking for less processed food than their non-organic counterparts; and because organic companies treat animals more ethically.

Published on WholeFoods Magazine Online, 5/14/15