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Consumers surveyed prefer .ORGANIC over .COM for organic websites

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In a further indication that consumers would like help identifying the legitimate purveyors of organic products online, almost 60% of U.K. and U.S. consumers claimed they would be more inclined to visit a site with a web address ending in .ORGANIC than the legacy .COM.

.ORGANIC domain operator Afilias announced the results of independent new research providing several insights into U.K. and U.S. internet users’ experience finding organic products and services online. Nearly 70% of respondents believe that some companies are misrepresenting themselves as “organic” to command a premium price, and 60% would like a reliable way to distinguish real organic providers online from the pretenders. Only 5% said they do not have a problem differentiating who is and who is not organic when they are shopping online.

“In traditional .COM or .CO.UK addresses, any site can have the word ‘organic’ in its web address and content because no one checks,” said Roland LaPlante, CMO of Afilias. “.ORGANIC addresses are different.  We check every applicant to be sure they are certified organic or otherwise meet stringent eligibility requirements.  Consumers have asked for help identifying real organic online, and .ORGANIC sites make it easy: if it’s in .ORGANIC, it’s organic.”

Beyond a preference to visit sites on .ORGANIC, consumers now expect to see their favorite organic brands with a .ORGANIC web address. The most mentioned brands include:

  • U.K. – Abel & Cole, Biona, Green and Black’s, Green People Organic Beauty, Lush, Planet Organic, Organix, Riverford, Planet Organic, Waitrose/Duchy Original’s, Wholefoods, Yeo Valley, and more.
  • U.S. – Amy’s Kitchen, Annie’s Homegrown, Applegate, Clif Bar, Dole, Horizon Organic, Kashi, Nature’s Path, Newman’s Own, Organic Valley, Stonyfield, Trader Joe’s, Wholefoods/365 Everyday Value, and more.

Conducted in mid-November 2014, the research surveyed over 3,200 U.K. and U.S. Internet users (2,057 and 1,147 adults respectively). The findings were sampled and weighted to be nationally representative of each nation (adults aged 18+). The full report can be found here:

Companies that are verified organic entities wishing to register a .ORGANIC web address may find registrars that are .ORGANIC-ready at