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ORGANIC ORGANIC CATEGORY REVIEW Organic claims encompass a range of benefits. The challenge is deciding which ones to highlight. By GlobalData Principal Analyst Katrina Diamonon. High quality connotations Given that organic products are made without the use of synthetic chemicals or genetically modified components, they inherently engender positive health connotations and the perception of being generally more virtuous than non-organic products. It’s important to recognise that organic can also be associated with a superior and more premium product. Indeed, almost one- third of surveyed Australians consider ‘high quality’ food and drinks to mean those that are organic. The premium connotations of organic are particularly valuable in categories aligned with indulgence, such as chocolate and confectionery, savoury snacks, or alcoholic drinks. Australian premium chocolate manufacturer Pana Organic, for example, launched new variants of its dairy free ice-cream in Mint and Salted Caramel flavours that are promoted as ACO certified organic. Such claims can enhance the perceived quality of indulgent foods, and alleviate the guilt associated with consumption (given the use of sustainability oriented production methods). Varying interpretations Manufacturers should recognise that differing interpretations of ‘organic’ may mean that the claim gets lost amid other natural-aligned product features and benefits. Forty-one per cent of GlobalData 2018 Q3 global consumer survey. Australia: Consumers who associate ‘high quality’ with organic claims in the following types of products Food/drinks Personal care Products for your child/children Products for your pets Household care and laundry 31% 26% 22% 18% 14% 15% Australia: What does ‘natural’ mean to you? (top three highlighted), by age %of TOTAL % of 16-24 % of 25-34 % of 35-44 % of 45-54 % of 55-64 % of 65+ Real ingredients 67% 59% 64% 71% 58% 75% 69% Free from synthetic ingredients 56% 39% 40% 52% 50% 66% 71% Preservative free 49% 47% 40% 46% 39% 57% 61% Minimally processed 48% 41% 45% 55% 49% 52% 44% Fresh/raw 44% 27% 31% 32% 42% 55% 58% Organic 41% 53% 40% 39% 44% 42% 37% Plant based ingredients 35% 29% 33% 35% 32% 42% 34% Eco-friendly 30% 35% 36% 34% 19% 31% 30% Non GMO 25% 14% 20% 22% 22% 32% 32% Ethical/sustainable production methods 23% 24% 24% 22% 18% 24% 25% Allergen free 20% 18% 20% 20% 15% 26% 18% 46 RETAIL WORLD SEP, 2020 GlobalData 2019 Q3 global consumer survey.