This article concerns demand for organic foods in 3 European countries: Denmark, Great Britain, and Italy. Based on extensive sets of household panel data we categorize households into 4 groups according to their levels of organic consumption. Importance of sociodemographics is estimated by applying multinomial logit models. In all 3 countries a high organic consumption is mainly found among the more well-situated households in urban areas. Although the relative size of the user groups is fairly stable over time, we find variation in the organic consumption of individual households.