Bioélelmiszerek vásárlóinak jellemzői Magyarországon – az Ökopiac tanulságai

Abstract

Az egeszseges es kornyezettudatos eletforma elterjedesevel egyre nagyobb teret nyertek maguknak a specialis, funkcionalis elelmiszerek, azon belul is kulon kiemelendő az okologiai termelesből szarmazo termekek, azaz a biotermekek piaca. A biotermekek nepszerűsege a fogyasztok koreben ma mar vitathatatlan. Az elmult evekben folyamatosan nőtt a biotermekek fogyasztasa mind globalis, mind hazai viszonylatban, a kiemelkedő kulonbseg azonban a novekedesi tendencia mertekeben rejlik. Hazankban jelenleg a lakossagnak meg mindig csak egy szűk retege fogyaszt rendszeresen valamilyen bioelelmiszert, ezen belul pedig azok aranya, akik a termekeket valamilyen piacon szerzik be, szinte elenyesző. Magyarorszagon mindossze nehany olyan piac talalhato, amely kifejezetten a biotermekekkel valo kereskedelemre specializalodott, Budapesten is osszesen harom ilyen talalhato. Tanulmanyunkban a legnagyobb hazai biopiacot (biokultura Okopiac) vizsgaltuk, es megallapitast nyert, hogy az itt rendszeresen vasarlok elsősorban magas iskolai vegzettseggel biro, kozep-felső osztalybeli budapesti nők, akik leginkabb gabonafelekből keszult termekeket, zoldsegeket es gyumolcsoket vasarolnak, havonta jellemzően tobb mint 25 000 Ft-ert. Az itt vasarlok rendszeresen megfordulnak az Okopiacon, emellett pedig szupermarketekben, diszkontokban es bioelelmiszer-boltokban is vasarolnak. Az Okopiac vasarloi a magyar atlaghoz kepest joval tajekozottabbak a kulonboző elelmiszer-jeloleseket illetően, s emellett tudatosan vasaroljak ezeket az elelmiszereket annak ellenere, hogy tisztaban vannak azzal, hogy az Okopiac jellemző arszintje meg a bioelelmiszerek kozott is kifejezetten magasnak mondhato. ----------- With the spread of a healthy and environmentally conscious lifestyle, special and functional foods have gained more space, especially in the case of organically produced products. The popularity of organic products among consumers is now indisputable. Consumption of organic products has grown steadily in recent years, both globally and domestically; however, a notable difference lies in the extent of the growth trend. In Hungary, at present, only a small consumer segment seeks organic foods regularly. Within this, the proportion of those who purchase products at a produce market is almost negligible. only a few markets in Hungary are specialized in the supply of organic products, and only three such markets are located in Budapest. In our study, we examined the largest domestic organic market (Biokultura Okopiac). We found that the regular customers here are mainly upper-middle-class women from Budapest, mostly buying cereals, vegetables and fruits, typically for more than HUF 25,000 per month. These consumers visit the Okopiac regularly, but they also do their shopping in supermarkets, discount stores and organic grocery stores. The customers of Okopiac are much more informed about the various food labels than the Hungarian average, and they also consciously buy these foods, even though the typical price level of Okopiac products is substantially higher, even compared to other organic food sources.