![\"organic](\"https:\/\/jtnresearch.com\/wp-content\/uploads\/2025\/03\/bio-food2.jpg\")
<\/a><\/p>\nTotal victory of “Bulgarian origin” over “organic origin”
\nOne of the goals of the marketing agency’s study was to determine what is more important for the Bulgarian consumer – whether the products they buy are organic or of local origin. The results show that for 66 percent of the population, Bulgarian food products, for example, taste better than imported organic products. Again, a significant share (59%) are of the opinion that Bulgarian products are organic or closer to “organic” than imported ones. 62% of consumers indicated that they try to buy mainly Bulgarian products because they believe that they contain fewer harmful ingredients than imported organic products. The same percentage of people (62%) stated that they buy Bulgarian products because they are similar in properties to organic products, but are at a lower price.<\/p>\n
Frequency of consumption<\/p>\n
Regarding the consumption of organic foods, the study shows that the largest share of consumers eat them several times a week (29%). This is followed by those who do it several times a month (19%), once a week (15%) and once a month (10%). In total, 2 percent of consumers in our country stated that they do not consume organic foods.<\/p>\n
Why I don’t buy organic food<\/p>\n
The most significant reason why they do not buy organic food is the high prices of these products (44%). There are also serious concerns that organic food is identical to all the others (32%), does not justify its price (28%) or does not taste as good as others (24%). The lack of a large supply of organic food in the stores where they shop is the reason for 16 percent of consumers not consuming such foods. Although a minimal share, there are people who point to the faster spoilage of organic food compared to other products as a reason for not buying products with the \u201corganic\u201d label (4%).<\/p>\n
Where do we consume, where do we shop?<\/p>\n
Organic food is most often prepared and consumed at home (82%), according to JTN data. To a much lesser extent, organic food is delivered to the home (9%) or ordered on the spot, in a restaurant (4.5%).
\nTwo places are mentioned as the most common locations for purchasing organic food \u2013 the organic sections of large supermarkets and hypermarkets (55%) and specialized organic stores (53%). To a much lesser extent, such products are purchased from selected farms and local producers (34%) or from online organic stores (16%).<\/p>\n
The most frequently purchased “organic”<\/p>\n
Of the food products declared as “organic”, consumers most often buy vegetables (76.3%), fruits (75.8%), dairy products (54.4%), nuts and seeds (42.7%), eggs (41.1%), meat and fish (31.1%), legumes – beans, lentils, rice, etc. (26.4%), juices, waters and syrups (21.2%), pasta – bread, cakes, etc. (17.3%), desserts and sweets – ice cream, biscuits, bars, etc. (13%) and salty products – chips, saltines, etc. (7.1%).<\/p>\n
The most important factors<\/p>\n
The most important factor that leads to the decision to purchase organic food is the quality and freshness of the products, according to JTN data. According to consumers, the following are the ingredients used, the affordable price, the method of production, the certifying organization and the biocontrol mark, and good distribution in the retail network. Of less importance are the brand of the product, the country in which it was produced, and the possibility of recycling the packaging. As the least important factor, consumers have indicated the design of the packaging.<\/p>\n
Peak of consciousness<\/p>\n
Asked to list all the organic food brands they could think of, consumers ranked the most popular brands that spontaneously come to mind as follows: Zoya (9%), Harmonica (9%), Bio Klasa (8%), Dragon Superfoods (7%), Balev Bio (5%), Green (4%), Ayurveda (4%), Gourmet Klasa (3%), Roobar (2%), Zelen (2%), dmBio (2%), Biovegan (2%), Billa Bio (2%), Eco Group (1%), Smart Organic (1%), Bio Svyat (1%), Balcho (1%).<\/p>\n
I’m interested, but am I shopping?<\/p>\n
The majority of consumers are interested in organic cosmetics, but rarely buy them. This was stated by 45 percent of those who participated in the survey. Although a smaller percentage of consumers (28%) indicated that they are interested in organic cosmetics and often buy them, followed by those who are only interested in such products, but do not buy them (9.6%). The share of people who are not only interested in the organic segment of cosmetics, but also buy only such products (3%), JTN data shows.<\/p>\n
How we choose cosmetics<\/p>\n
The most important factor for choosing cosmetics is the natural composition. Next are criteria such as the presence of an organic certificate, being produced in an ecologically clean area, and the packaging being recyclable. The least important factor is that the cosmetic product is vegan.<\/p>\n
Using and shopping for organic cosmetics<\/p>\n
The majority of consumers use organic cosmetics several times a week (22%). Once a week, such cosmetics are used by 19 percent of people, and every day \u2013 by 18.9%. The survey data shows that the majority of consumers buy both organic and non-organic cosmetics (39%). This is followed by people who only want certain products to be certified as \u201corganic\u201d (29%). For 23 percent of consumers, it is more important to buy Bulgarian cosmetics than imported organic ones.
\nThe most purchased type of organic cosmetics are facial products (60%), followed by body and bath products (58%), hair products (55%), home products (34%), sun protection products (33%), and children and babies products (23%).<\/p>\n
Where to buy organic cosmetics<\/p>\n
In their desire to purchase organic cosmetics, consumers most often visit pharmacies (55%). A significant number of them also trust specialized cosmetics stores (54.6%). This category is purchased from drugstores by 45 percent of people. This is followed by hypermarkets\/supermarkets (29%) and online cosmetics stores (22 percent).
\nFactors determining the decision to buy organic cosmetics
\nAmong the most important factors that drive the decision to buy organic cosmetics are the ingredients used, the affordable price and the quality (durability, efficacy, anti-allergenicity, etc.). Then there are less important factors such as the certifying organization and the organic control mark, the brand of the product, the quantity of the product and the method of production (animal tolerance, etc.). Among the least important are the country of origin, the possibility of recycling the packaging and the design of the packaging.<\/p>\n
Peak of consciousness<\/p>\n
Asked to list all the organic cosmetics brands they could think of, consumers ranked the most popular brands that spontaneously come to mind as follows: Zdrave\/Aroma (6%), Zoya Goes Pretty (5%), Alteya Organics (5%), Weleda (4%), Alverde (4%), Bilka (4%), Lavera (3%), Wooden Spoon (3%).<\/p>\n
Useful conclusions<\/p>\n
An interesting fact that JTN notes for both food and cosmetics is the results of the ranking of brands by top of mind. The data from the study shows that they have between 5% and 6% association. However, for both categories there is an \u201cOther\u201d option, which attracts a much higher percentage of responses – 85% for cosmetics and 66% for food. \u201cThis is a clear indication of the novelty of these products in the consumer\u2019s mind and is an open door for a company with a good strategy and an appropriate advertising budget to win a decisively larger share of this business. Some analysts call this a blue ocean, a business with little competition and many new territories to win,\u201d the marketing agency points out.
\nAt a time when awareness of organic foods is at its peak, it is striking that store names are also mentioned among food brands. This further supports the thesis of how important a trusted\/verified store is when making a purchasing decision.<\/p>","protected":false},"excerpt":{"rendered":"
Media: Progressive Date: 10.08.2020 Link: https:\/\/bit.ly\/3XlwmsrP The passion of some Bulgarian consumers for organic products continues to be relevant. Data from agencies that monitor sales of food, beverages and cosmetics on the Bulgarian market show a lasting interest in organic products or those of natural origin, without artificial or harmful additives. PROGRESSIVE has been monitoring the trend for several years, with one of the latest studies in this direction being conducted by\u00a0JTN\u00a0in 2019 for the […]<\/p>","protected":false},"author":1,"featured_media":2047,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[9],"tags":[31],"_links":{"self":[{"href":"https:\/\/jtnresearch.com\/dk\/wp-json\/wp\/v2\/posts\/1866"}],"collection":[{"href":"https:\/\/jtnresearch.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jtnresearch.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jtnresearch.com\/dk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/jtnresearch.com\/dk\/wp-json\/wp\/v2\/comments?post=1866"}],"version-history":[{"count":16,"href":"https:\/\/jtnresearch.com\/dk\/wp-json\/wp\/v2\/posts\/1866\/revisions"}],"predecessor-version":[{"id":2022,"href":"https:\/\/jtnresearch.com\/dk\/wp-json\/wp\/v2\/posts\/1866\/revisions\/2022"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/jtnresearch.com\/dk\/wp-json\/wp\/v2\/media\/2047"}],"wp:attachment":[{"href":"https:\/\/jtnresearch.com\/dk\/wp-json\/wp\/v2\/media?parent=1866"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jtnresearch.com\/dk\/wp-json\/wp\/v2\/categories?post=1866"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jtnresearch.com\/dk\/wp-json\/wp\/v2\/tags?post=1866"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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