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surveyed Australians state that ‘natural’ means organic, which implies likely knowledge gaps over what organic certification entails. To highlight what it claims are its exceptional quality standards, US plant based nutrition company Else Nutrition launched an organic formula made with 92 per cent whole plant ingredients. The company says it implements “beyond organic” disruptive manufacturing processes that include the transformation of whole plants without using highly processed extracts or derivatives, chemicals or high-fructose corn syrup. It’s essential that organic claims are supplemented with clear and ORGANIC Australia: Consumers who consider the following to be more important as a result of the Covid-19 pandemic Supporting small or local businesses Locally-sourced ingredients Secure and “tamper-proof” sealed packaging Recyclable/reusable packaging Reducing or recycling food waste Natural/free-from synthetic ingredients Reduced environmental footprint Plastic-free packaging Ethical/sustainable production methods Ethical/sustainably sourced ingredients 51% 50% 43% 39% 39% 37% 37% 36% 35% 34% GlobalData Coronavirus (COVID-19) Recovery Tracker Survey - Week 3. accessible details about how the production process is different – and better – to bridge any knowledge gaps. Covid-19 shifts in priorities The pandemic has prompted consumers to re-evaluate their buying priorities, to adapt and respond to a rapidly changing and uncertain environment. Accordingly, the appeal of organic products is likely to grow given that more than one-third of surveyed Australians consider buying products that are natural or free from synthetic ingredients to be more important because of the pandemic. However, other considerations, such as supporting local businesses, packaging safety and sustainability, have also notably grown in importance. The key to most effectively leveraging organic claims is to clarify how certification meets consumer needs and addresses their concerns. About Katrina Diamonon Katrina has been immersed in consumer behaviour and trends for more than 10 years. She is committed to finding new and innovative research techniques to help clients better understand consumer behaviour and the impacts of cultural change. About GlobalData GlobalData is a market leader in providing actionable insight into the consumer goods industry, with market analysts in 18 countries around the world, along with a team of researchers and consultants. For more information, contact Katrina.Diamonon@globaldata.com. SEP, 2020 RETAIL WORLD 47