Buying local produce edges out buying organic, Mintel research finds

CHICAGO — Despite the recent organic product boom, it seems that many consumers are putting more of an emphasis on buying local produce over organic options.

According to recent Mintel research, more than half (52%) of consumers said locally-sourced products are more important that organic products. What's more, according to Mintel's Global New Products Database, fruit products with a natural/organic claim have declined 58% between 2008 and 2011, while vegetable product launches with that claim have decreased by 77% during the same time period.

"Natural and organic produce items aren't completely passe, but local varieties are steadily gaining ground," said John Frank, category manager of consumer packaged good and drink reports at Mintel. "Interestingly enough, senior citizens are even more likely to believe that buying local produce is more important than organic."