In times where consumers are more value-conscious than ever, the overriding perception that organic produce is overpriced has undoubtedly been at the heart of its demise. But the question marks surrounding what the organic label stands for are also a major barrier. This indicates that greater transparency is needed to clearly communicate to shoppers the tangible benefits of going down an organic route. This should help to restore consumer faith in the virtues of the organic label and help to justify higher price points.
Read the full report in Mintel.