Communicating about the concrete benefits of organic products to customers in a tangible ay is important for the brands producing them. Given the fact that the market is flooded with brands of organic products, efficient communication of a given brand to its customers is efficient for the success of the brand (Emma Clifford 2013). Such brands enable the customers know all they need at a glance. Sblended as a company that deals in the production and distribution of organic milk has a responsibility for efficiently communicating the contents of its products to its customers.
At the beginning of 2013, the scandal of organic food products being contaminated with horse meat or DNA severely affected the market for these products. This dominated the news coverage for weeks making customers cautious of such products. After the incidence, only half of organic food consumers in the UK still have trust in organic food brands (Consumer Trust in Food 2013). This has affected several organic food brands including Sblended’s organic milk products. Almost two fifths of the adult consumers in the United Kingdom advocate for stricter regulations in the organic food industry.
This has led to strict requirements set to be met by companies dealing in this industry before they are awarded certificates for operation. However, more than a quarter off buyers suggest that organic food products are more appealing to them after the onset of this scandal. During the period between 2008/2009, the organic food market faced the start of a sharp decline. Sales in this kind of industry drastically fell for over 27% as customers started valuing their money more than before.
Customers could only spend on goods they considered safe and scandal free. The decline period for the market for organic products finally came to an end by the onset of 2012. According to Mintel, s estimates, the sales for organic products increased by 1% in 2013. Several factors probably contributed to the rise in sales. Probably the rise of UK’s economy, the improvement in customer’s confidence in organic food products and the rise of customer spending on organic food stuffs. With these factors constantly getting into play, the organic food industry may continue rebounding over the future years.
Several factors however, still hinder the growth of the organic food market in the current times. The tarnishing of the organic food chains and the speculations that the prices for such products are not justified tend to hinder the industry. This makes it important for organic food brands like Sblended to constantly communicate to their customers the reasons for the constant high prices for their products. In this instance, the Sblended Company should compare the constant rise in the price of its organic milk products to the lower stocking densities of cows.
Organic food companies should start addressing issues directly affecting the consumers such as the taste as well as the quality of their products rather than the general green as well as ethical issues concerning their products. Most of the major factors contributing to the decline of sales in this type of market include the high costs of organic products as well as the fact that such products are constantly falling out of consumer choice. The compositions of organic food products make the consumers look at the term organic as false.
According to market research, there is no evidence that supports the customer choice of organic food products over non organic food products. Only a third of the consumers think that organic food products have an upper hand as far as health, quality and environmental factors are concerned. This makes organic food companies to increase the communication of the benefits of their products to customers in general.