Teleworkers: a privileged target for organic

Teleworkers, who are present in one in four households, are over-consumers of organic food. They spend 6.2% of their food expenditure on organic products.
To boost sales of organic products, distributors and brands are therefore advised to look after this target group, which represents 26% of French households.
How can they do this? By focusing on e-commerce. Because teleworkers are also fans of this channel. They spend 15% of their food purchases there compared to 12.4% for non-teleworkers.
Teleworkers and buyers of organic products have similar profiles, with a good representation of small households (less than two people), living in urban areas, aged between 35 and 49, with a senior management position and an affluent standard of living.
The Nielsen panelist suggests that the range of products should be improved by increasing the number of drive-throughs. If organic food is currently performing well there, it is because it is driven by very "biophilic" categories such as babyfood. But work on the width of the offer within different families would make it possible to better meet the needs of teleworkers and thus boost the market.

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