1 Reasons for not purchasing organic Population: «has not bought an organic product in the last 4 weeks or has not never bought organic» = 606 I am going to present a number of options. In each case, please state whether this is, or isn’t a reason for not buying organic products or for never having bought an organic product? 2004 p=573 59% 35% 26% 18% 74% / / 2005 p=569 62% 30% 32%  21% 77% 17% 11% 2006 p=603 65% 41%  28% 19% 78% 22%  23%  2007 p=604 69% 34%  21%  13%  78% 23% 18%  2008 p=621 68% 31% 22% 16% 12% 75% 22% 25%20% /// 24%19% 14%  14%   Significant evolution year to year Those who have never bought organic products : 77% For those who have not bought an organic product in the last 4 weeks : 84%

2 Perception of organic products I am going to read a number of sentences about organic products. Please say if you totally agree, partially agree, partially disagree, or totally disagree with each sentence % 79% 69% 61% 84% % 78% 67% 62% 85% Positive sub-totals % 82%  71% 59% 85% /// %  82% 73% 61% 87% 62% % 84% 75% 64% 90%  64% Population 2009 : 1015      Significant change year to year % 81% 74% 61% 90% 69% 

3 Population over-represented Perception of organic products More natural because farmed without chemicals (90%) Consumers: 97% Helps preserve the environment (89%) Consumers: 97 % Educated, non-managerial : 95% Greater Paris : 93% Better for health (81%) Consumers: 95 % Educated, non-managerial : 89% Nutritional value better preserved (74%) Consumers: 89% Greater Paris: 85% Requires more labour for production (69%) Consumers: 75% Greater Paris: 76% Better tasting (61%) Consumers: 84% Perceptions of organic products: discriminatory criteria

4 Summary of perceptions of organic products As in 2008, the perception of organic products is very positive: The principle values remain : -The natural nature of the products (90%) -The preservation of the environment (89%). Amongst the least characteristic aspects of organic products are: -Better tasting is back up to the level of 2007 (61% vs 64% in 2008) -The labour required increased significantly (69% vs 64% in 2008 and 62% in 2007).

5 We are going to discuss the reasons for which you consume organic products. I am going to suggest reasons that have been given for consuming organic products, in each case, please let me know if this reason would motivate you? Reasons for consuming organic products Population “consumer and buyer of organic products” : b=349 90% 93% 94% 83% 50% 2004 b=395 92% 85% 72% 2005 b=442 91% 94% 84% 74% 2007 b=338 91% 92% 96% 90%  72% 62%  2008 b=365 92% 89% 94% 86% 62% 74%   66%   Significant change year to year

6 Here is a list of elements which could encourage you to consume more organic products. For each, please state whether or not they would encourage you to consume more organic products? Incentives to increase consumption 86% 79% 76% 75% 77% 73% 2004 p=395 90% 85%  84%  80% 77% 83%  80%  2005 p=442 92% 79%  75%  68%  70%  60%  58%  2006 p=349 96%  76% 69% 71% 65% 55% 57% 2008 p=365 Population “consumer and buyer of organic products”: 356   Significant change from year to year 2007 p=338 96% 78% 72% 76% 63% 60% 63% 

Incentives to increase consumption: discriminatory criteria Products more freely available in local stores (79%) Employees : 92% Greater Paris: 88% Better information (62%) Employees: 76% Greater Paris : 72% Better quality (62%) Greater Paris : 77% More clearly identifiable as organic (61%) Employees: 75% Greater Paris : 72% Better taste (57%) Greater Paris: 71% Incentives to increasing consumption Population over represented 7