| The Danish market for organic foods is one of the most mature markets in the world. The organic budget share is among the highest, and the share of sales through conventional supermarkets is very large. After a period of stagnation the organic budget share is now again increasing in Denmark. This paper identifies six consumer segments with different attitudes towards food in general and organic production and products in particular, and investigates differences in purchasing patterns with regards to organic budget share. The segmentation splits consumers into a positive and a non-positive half, each half consisting of three different segments. The segments behave very differently both in terms of development in general organic consumption, and with regard... |
