Target Consumers for Organically Grown Fruit in Utah

This fact sheet provides an overview of target consumers for organically grown fruits and fruit products in Utah. The data examined here comes from an online survey (via Qualtrics) of Utah consumers conducted in 2023. Here, we compare those willing to pay premiums for organically grown fruit and those unwilling to do so, outlining the distinction between them in terms of their demographics, purchasing patterns and shopping habits, as well as their lifestyle and attitudes.