Although organic farming has witnessed a big evolution in the last decade in Tunisia, this sector is still in its infancy at local level because most organic production is export-oriented towards Europe and there are no reliable statistics on domestic organic demand. The purpose of this research was to analyze organic food consumption in Tunisia and carry out market segmentation to identify marketing strategies that satisfy organic food consumers' needs. To that end, in March-April 2013, a quantitative and descriptive study was carried out among 447 people in Tunis and Sousse. Data were analyzed using descriptive statistics and K-means clustering. Four clusters were identified: “Organic consumers”, "Careful organic consumers", “Sporadic organic consumers” and “Non-organic buyers”.
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Implications for marketing strategies to promote organic food include: focusing on quality, health and safety, family care, advertising and product availability in conventional food stores for “Organic consumers", and emphasizing the quality/price ratio and product availability in specialized organic shops for "Careful organic consumers". By contrast, for "Sporadic organic consumers’’, it is necessary to improve organic knowledge, price and quality.
