Analysis of Consumption and Buying Habits of Organic Foods in Hungary

Abstract

The reasons of increase of organic production are the changes in the nutrition habits, displacement of the conscious consumer behaviour in the direction of healthy and high quality food. In the last year, significant market development could be observed in Hungary too, organic foods are available in more and more places and in increasing variety. The aim of our research was determined in order to verify this process: we wanted to obtain an accurate picture of the changed consumption and purchasing habits. In the first step secondary information was analysed. In the second step the primarily surveys were conducted. 504 people participated in the consumer survey, who were selected from the basic population (Hungarian citizens between 18 and 70 years of age) using multiplied random sampling. Results show, that the generality of Hungarian consumers (57.4%) think that organic products are free of chemicals. This ratio can be considered as favourable. Certified quality, however, was not named in any cases. The ones who had already bought some kind of organic foods (69.7%) mentioned vegetables and fruits in the most cases, but 50% of them purchased cereals, too. The high demand for these products can be attributed to the fact that they are easily available and well known among people preferring healthy foods. Dairy and meat products are less current. Organic foods are mainly purchased on markets, in supermarkets and hypermarkets, although bio- and reform shops are not much less popular. Results of this survey prove the price sensitivity of Hungarian consumers. Due to the fact that organic foods count as prestige products, their prices are high at present, which suggests that the increase of consumption can only be facilitated by a decline in prices. Organic products will never be manufactured wholesale. However, we can predict an increase in the number of consumers, who are mainly townspeople, middle-aged couples with young children and high salary. The product quality and taste should be emphasized in the marketing strategy. In this case lower prices will not decrease the efficiency of commerce because they will be compensated by the increase of demand.