![Shopping for Health 2014: Why consumers love local Shopping for Health 2014: Why consumers love local](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/bltafc06db067aebac6/64cbf83cdb0bcc7a8de33eaa/NewHopeNetwork_Horizontal_RGB.png?width=700&auto=webp&quality=80&disable=upscale)
Organic purchases have remained flat, with 46 percent of shoppers having bought at least one organic food in the past six months compared with 69 percent who bought local.
Local motivates shoppers differently than organic.
Shoppers buy organic because of its clean growing standards and health halo.
Consumers support local food because it seems fresh, supports local economies and they like the taste.
Food consumers define "local" more narrowly than many grocers and agricultural organizations.
Mature shoppers have particular affinity for local offerings.
Gen Y leans toward organic over local.
Traditional grocery stores remain the top place buyers find their organic products. Health food stores are a secondary source.
Traditional grocery stores remain the top place buyers find their organic products. Health food stores are a secondary source.
"Fresh" continues to resonate increasingly with shoppers, according the Shopping for Health 2014 report.
Forty-four percent say they are buying more fresh ingredients, up from 34 percent two years ago. And for many, "local" means "fresh." The concept of buying local has become pervasive and even outpaced organic. The official standard remains, important, but local has shown significant growth.
Shopping for Health is an annual Food Marketing Institute report produced in conjunction with Prevention and Rodale.
This slide show highlights FMI's organic and local foods findings.
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