Are Organics All They’re Cracked Up to Be?

A WSL Strategic Retail poll has some bad news for marketers of organic products: Just 27 percent of consumers think such wares are worth the premium price. And a conviction that organic products are more expensive than the alternative (inorganics?) is quite common, voiced by 81 percent of respondents.

Adding to the difficulty, 42 percent of shoppers “don’t trust that products that say they’re organic really are” — up from 36 percent in a 2006 survey. All this negative background helps explain why fewer than half the respondents agreed that organic products are better for them (45 percent) or for the environment (48 percent).