Organic Market Research Segmentation


With The Natural Marketing Institute's Organic Consumer Segmentation

The Institute Organic Segmentation Model

Consumers incorporate healthy behaviors in their lives in many different ways, at varying levels, and for different reasons. Organizations of all types need to understand today's organic consumer as this thriving marketplace continues to mainstream and grow.


Segmenting Consumers

The Institute's analysis of the U.S. population's attitudes and behaviors regarding organic product usage has long indicated that there are clearly identifiable segments
relative to perceptions about organic products and their usage.

The Institute's organic market research segmentation is the first and only consumer insight tool to measure and trend the organic marketplace classifying the U.S. population into one of four mutually exclusive segments: DEVOTEDS, TEMPERATES, DABBLERS AND RELUCTANTS.


  • Over 50,000 Homescan households are scored to the 4 mutually exclusive Institute segments
  • Ongoing collaboration since 2007
buying fruits

Key Benefits:

Increasing numbers of consumers perceive organic foods and beverages as safer, healthier, more nutritious, fresher and tastier than conventional products. Organic users are becoming more deeply integrated into the market, expanding category usage and using them more often.