Cost remains an issue for organic produce. Lutz said The Perishables Group has found retail prices average 20% to 30% higher for organics.
At least one recent survey of more than 2,000 adults suggests consumers are willing to pay for premium foods. The survey by Harris Interactive on behalf of Whole Foods Markets Inc. logged 74% of respondents indicating they would not compromise on the quality of the food they buy because of the economy.
The survey asked how many intended to continue to buy natural and organic food and 72% said they would not change their buying habits. And, 70% of the survey participants said they would “find ways to be able to buy natural and organic foods within their budgets.”