The Hartman Group’s Organic & Natural syndicated report for 2014 – the study which tracks changes in consumer segments and attitudes to organic and natural food and beverage products – will publish its latest results in early Q3.

The study, which is conducted every other year in the US, delivers strategic and tactical insights, identifies growth opportunities and leads to strategic development in the food and beverage market.

The previous data, collected in Q2 of 2014, found that three quarters of US consumers purchase organic food and 36 per cent of all consumers use organic foods at least monthly.

The survey revealed that the main reason – 38 per cent – participants buy organic products is because they perceive them to be safer for consumption than non-organic goods.

Consumers also wanted to avoid pesticides genetically modified organisms and growth hormones found in non-organic foods.

Interestingly, only 29 per cent of consumers said their main justification for buying organic products was because their quality was higher and only 28 per cent were enamoured with these pesticide-free goods because they taste better.

Only 53 per cent of consumers were aware of US government standards for organic food in 2012, while only 14 per cent trusted the United States Department of Agriculture (USDA) organic label completely.

The Hartman Group’s consumer research team tracks usage behaviour to provide sponsors with analysis of the latest perceptions, motivations, language and distinctions of quality surrounding products that are branded ‘organic and natural’.