Marketing strategies, cultural considerations and targeted messaging could be key to boosting global demand for organic foods and beverages, review finds. Experts at the Global Academy of Agriculture and Food Systems have carried out a review of marketing approaches aimed at increasing consumer demand for organic foods and beverages, revealing that strategic targeting could be key to promoting more sustainable consumption.The research analysed 21 previous studies assessing 29 marketing strategies, such as discounts and the location of the food within shops, and found that consumer demand varies depending on the type of intervention and customer.Overall, results suggest that while price remains a limiting factor, strategic placement and targeted messaging could be powerful tools in increasing the demand for organic foods.Price sensitivityThe research highlighted that cost was often considered a barrier to the purchase of organic products and had a neutral to negative impact on overall demand.However, a subset of higher-income, health-conscious consumers showed a willingness to pay higher prices for organic goods. These consumers value the health benefits and environmental impact of organic foods, which justifies the higher cost in their minds, the lead researcher Alexandra Sadler explains.On the other hand, price promotions demonstrated mixed results, with their effectiveness varying by product category and consumer demographic.Location mattersPlace-based interventions, such as clustering organic products together and ensuring their ready availability, showed a significant increase on consumer demand.The research team attributes this success to the convenience and visibility these strategies offer. By placing organic products in dedicated sections or prominent areas, retailers make it easier for consumers to find and choose these items, lead researcher Alexandra Sadler explains.Additionally, promotional strategies such as messaging about organic production near product displays and in newspaper coverage were successful in increasing interest and sales of organic products.Cultural contextThese findings suggest that the success of marketing strategies hinges on careful consideration of the product, message framing, store type and customer demographics.However, the research team emphasises the need for further research, particularly in diverse cultural contexts, as most of the studies reviewed were conducted in Western countries.Understanding consumer behaviour in diverse cultural settings is crucial for developing effective global strategies to promote organic consumption, the team says.This study has been published in PLOS Sustainability and Transformation. As governments and businesses around the world push for greater organic production, understanding how to drive global demand for organic foods is necessary to align consumer habits with sustainable agriculture goals.“It is important to research not just what motivates consumers in the West, but also in key regions like India, where organic production is significant. Cultural context plays a crucial role in how marketing interventions are received and, ultimately, how effective they are.The quotation text is a mandatory field Alexandra Sadler, PhD student and first author The Global Academy of Agriculture and Food Systems While this review identified a handful of strategies that may prove effective for increasing consumer demand for organic foods and beverages, the number and quality of studies was not proportionate to the challenge at hand. We need much more work to understand how to increase demand which will be necessary alongside production focused interventions to transition farmers from conventional to organic practices. Professor Lindsay Jaacks Personal Chair of Global Health and Nutrition Related linksResearch publication Publication date 26 Aug, 2024
