More American families than ever before are turning to organic foods, reports the “2011 U.S. Families’ Organic Attitudes and Beliefs Study,” a November 2011 survey-based study from the Organic Trade Association (OTA) of Brattleboro, Vt. In fact, 78 percent of U.S. families say they are purchasing organic foods.

“In a time when the severity of the economy means making tough choices, it is extremely encouraging to see consumers vote with their values by including quality organic products in their shopping carts,” said Christine Bushway, executive director and CEO of OTA. “It’s clear that with more than three-quarters of U.S. families choosing organic, this has moved way beyond a niche market,” she added.

According to the study, four in 10 families indicated they are buying more organic products than they were a year ago. The findings are in line with those in OTA’s “2011 Organic Industry Survey,” which revealed that the U.S. organic industry grew at a rate of nearly 8 percent in 2010. Fueled by consumer choice and demand, the organic sector is one of the few components of the U.S. economy that continues to add jobs.

Nearly half — 48 percent — of parents surveyed said their strongest motivator for buying organic foods is their belief that organic products “are healthier for me and my children,” the study reports. Other motivators for purchasing organic foods include concern over the effects of pesticides, hormones and antibiotics on children, as well as the desire to avoid highly processed or artificial ingredients.

The study also notes that 72 percent of parents are now familiar with the USDA Organic seal, up significantly from 65 percent in 2009. Barbara Haumann, senior writer and editor with OTA, says this fact could prove useful for retailers looking to better merchandise their store brand organic products.

“Although OTA’s ‘U.S. Families’ Organic Attitudes & Beliefs [Study]’ doesn’t explore consumers’ purchases of organic store brand versus national brand products, it does show that consumers do check labels when grocery shopping and are becoming more familiar with the USDA Organic seal,” she told Progressive Grocer’s Store Brands. “Retailers could leverage this finding to make sure that any organic store brand products actually carry the USDA Organic seal, and market them alongside national brand organic products. That way, they will be highly visible to consumers who are seeking organic options when they shop.”

For more information, visit www.ota.com.