Using purchase data from household panels, this paper analyses consumption patterns
over four years for different groups of consumers. Results show that although a
rising number of households purchases organic food, the market growth is still mainly
carried by a small group of heavy users. Comprising about 20% of the customers and
about 65% of the organic market share, this group shows the most stable behaviour
over time. The development of the organic budget share of this group also shows no
signs for an end to the growth. Nevertheless suppliers should also evaluate the special
needs and wishes of 65% of households (2007) which only purchase organic food
from time to time
