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Organic products

Organic products: within reach of all consumers?

Marketing y Comunicación | Artículo
  • Visitas
  • May 2020
Paco Lorente

Paco Lorente

Docente internacional de Marketing en España (ESIC) y Colombia (ESUMER). Ingeniero Técnico en Diseño Industrial; Ingeniero en Organización Industrial; Máster en Dirección de Marketing y Diplomado en Pedagogía y Didáctica de la Educación Superior. Director Creativo de Sinaia Marketing. Premio al Mejor Blog de Marketing en español 2015.

It is a straightforward question and really interesting to analyse. As I wrote a few months ago, the "eco-friendly" trend is more than a movement and is becoming a very unique lifestyle, which leads us to consider new ways of understanding the market in the short and medium term. 

The products labelled as "eco-friendly" have acquired an almost premium segmentation and the price variable has been set as a barrier of acceptance for its quality or rejection for its prohibitive status for many consumers.

Many brands have taken advantage of this market gap to position new products based on ecological characteristics and thus create a segment above their conventional products. This in turn, reinforces the latter as an everyday option at an affordable price and the new "eco" products as high-performance products and, of course, at a high price.

A large percentage of consumers are willing to acquire new habits linked to the consumption of organic products: this is revealed by the Eco-Bio Study Jornada MAP 2019, where 45% of buyers declare that they will increase the purchase of organic products next year. Even so, there are variables that can mark the development of this market. 

Without a doubt, there is a brake on the development of this type of ecological production and consumption: the still high price excludes consumers and families that do not have a medium or high income, since the balance of consumption is inclined towards other monthly expenditure obligations.

The consumption of organic products, both in food and in other product categories, is not an obligation, but an option for those who can afford it and decide to take another step towards personal and environmental health care. 

But... is it possible to bring ecological consumption closer to all pockets? Of course, it will not be easy or fast, but changes are expected to democratize this consumption in the near future.

For example, some platforms such as Correos Market, recently created, allow contact and direct purchase between local producers and consumers, which enhances the production and consumption of organic and sustainable products. 

Without a doubt, this approach to consumers requires extensive consumer education. The consumer must have information to know what and how to consume for the benefit of their health, their environment and their economy.

These aspects are of vital importance: 

  1. Consume local products.
  2. To promote local commerce.
  3. Educate in the consumption of seasonal products.
  4. To value the importance of ecological, social and sustainable consumption.

These are key issues to move the momentum of consumption and encourage organic production from the source. The challenge has been set, and I am sure that soon the price barrier will bring this consumption segment closer to many more consumers regardless of their purchasing power.

Let's hope that this will be the case for the betterment of production, the environment and all of us.

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