OTA’s US Families’ Organic Attitudes & Beliefs 2014 Tracking Study – a survey of more than 1,200 households in the US with at least one child under 18 – found that eight out of 10 American families have bought organic products one or more times in the past two years. In nearly half of those families, concern about their children’s health is a driving force behind that decision.
“My children influence my purchase of organic food because I want them to be as healthy as they can be,” said one of the parents who participated in the survey.
“I am responsible for providing my children with all their food, since they cannot buy it,” said another parent. “I choose healthy and organic foods and they enjoy whatever I give to them. Win-win!”
90% of parents report that they choose organic food products for their children at least ‘sometimes’, with almost a quarter of those parents saying they always buy organic.
Mums and dads purchasing baby food are even more committed to organic. More than a third of those parents say they always choose organic for their infant or toddler. Meanwhile, 74% of daycares throughout the US now offer organic options for the children they serve.
“Choosing organic foods is increasingly a large part of how families are trying to take better care of themselves and the planet,” said Laura Batcha, CEO and executive director of OTA. “The proportion of families who say they never buy organic food has been on a steady decline for the past five years, and those who are choosing organic are buying more.”
OTA partnered with Kiwi Magazine on the study, which was conducted in late February and early March 2014.
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