When consumers buy organic, they buy fresh fruits and vegetables.

According to a July research report from Mintel, 50% of U.S. consumers say they are most likely to purchase organic fresh produce compared to other food categories like meats/poultry/seafood (41%), juice (39%) and dairy (38%).

Nearly one-third (32%) of consumers say half or more of the groceries they buy are organic, while just 29% say they do not typically buy food with an organic or natural claim.

As one would expect, the research showed that price was a main deterrent to organic purchase, with 62% saying they would purchase more organic foods if they were less expensive.

However one troubling statistic shows a lack of trust in the U.S. Department of Agriculture’s certified organic seal. Just over one-quarter (26%) of consumers say they trust organic food labels, while just 13% agree that organic foods are highly regulated.

“Our research shows that organic brands appeal to younger consumers, but there is significant effort required to persuade older generations of the value of organic or natural claims,” said Billy Roberts, Senior Food and Drink Analyst at Mintel.

Consumers say they purchase organic foods and beverages most often at a supermarket (55%) or mass merchandiser (36%). And 27% agree they would purchase more organic foods if there were more organic options from major brands.

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