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Survey Finds British Shoppers Are Not Clear About What Organic Food Is

July 29, 2010: 07:52 AM EST

A study from www.MyVoucherCodes.co.ukfound that consumers in the UK were unsure about the meaning of “organic food”. Nearly 20 percent of respondents thought it meant “low fat” and another quarter admitted that they didn’t know. 12% thought it meant “expensive”. Only a quarter of respondents said they bought organic food, and over half said it was too expensive. Consumers were also uncertain about their food’s nutritional content: although over 40% said that they regularly checked labels, over 10% said they didn’t know where to find that information.  Mark Pearson of MyVoucherCodes.co.uk said that a significant proportion of British shoppers regard organic items as health food or diet food. He believes supermarkets should do more to get the organic message over to consumers.

MyVoucherCodes, "One in five think ‘organic’ means ‘low fat’", Press Release, MyVoucherCodes, July 29, 2010, via PRLog, © MyVoucherCodes
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