OMI Research
[ consumer insights ]
Grass-fed organic consumer research conducted by the Organic Marketing Institute delivers valuable market insights for retailers and brands—revealing how the standard for Organic Plus Trust (“OPT”) Grass-Fed Livestock Certification strengthens consumer trust and drives purchase decisions through real, actionable data.
Purchase Intent and Trust In OPT Standards
OPT certification increased purchase intent from 13% to 69%
Nearly 8 in 10 shoppers trust the
OPT sealWith OPT certification, credibility rose from 14% to 77%
Health & Sustainability Insights
Specific nutritional benefits matter to shoppers, with 53% of purchases based on digestibility, 49% on omega-3s, and 45% on better omega-6 to omega-3 ratios
75% of respondents say OPT ensures humane & environmental benefits, with 73% noting it represents the highest standard
Consumers are motivated by purity, quality, and ethics, with the top factors being a product that is pesticide/antibiotic free, has verified quality, and treats animals humanely
[ Brand & Retailer insights ]
In addition to increasing consumer trust and purchase intent, OMI supports brands and retailers by reducing risk from unverified claims. Our data shows that transparency builds customer loyalty. And just as important are the health, ethics, and sustainability benefits of certified grass-fed organic products.
Certification as A Purchase Driver
Customers are 5 times more likely to purchase following exposure to the OPT label (an increase from 13% to 69%)
Labeling with OPT enables premium product positioning—creating a significant increase in trust and credibility that aligns with a higher perceived product value
91% of premium shoppers say they’re informed about how food is made—valuing proof of farm-to-table verification
Traceability & Transparency
56% of consumers became more interested in certified organic grass-fed products after learning market realities
Rising 13% to 64%, respondents believe that OPT is the only certifier with full supply-chain traceability
Consumers are hungry for info: 43% want more nutritional studies, 40% want better ingredient quality, and 33% want farm origin to guide their purchases
Insights are based on a national online survey of 1,004 consumers who purchase organic or grass-fed dairy products at least once a month. Participants shared their shopping habits, motivations, and familiarity with the organic and grass-fed dairy market, as well as their awareness and perceptions of the Organic Plus Trust (OPT) GrassFed Organic Program. Findings reflect consumer opinions and are intended for general informational purposes.
