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UK: A fresh look at the organic consumer

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Consumers at Whole Foods Market in London

The Organic Trade Board has released findings from the first ever in depth usage and attitudinal survey into the UK organic consumer. The report A Fresh Look at the Organic Consumer was introduced at the 2015 Organic Trade Board Retail Briefing in London in early March. It clearly identifies the fantastic opportunity increasing organic ranges offers to both brands and retailers alike, and the scope to emulate the success achieved by European counterparts.

Over a third of Brits consciously buy organics

Following the Organic Market Report, published by The Soil Association, which showed that organic food and drink sales increased by 4% in 2014, the new research revealed that over a third (35%) – roughly 9.3 million – of Brits consciously buy organic food on a monthly basis, equivalent to £6million (about €8.5 million) being spent per month on organic products. 50% of consumers would consider buying more organic food and drink if it were available, and nearly half (45%) claim they will buy more organic food and drink in the future.

Limited availability is a significant barrier

In addition to providing encouraging statistics, the research also reveals insights into UK organic consumer shopper habits, and provides valuable guidance on how to further capitalise on this increasing demand. Key findings include that limited availability is a significant barrier to choosing organic products, highlighting the lack of specific types of foods and range/choice where they shop. The UK is the world’s fourth largest organic market – and the third biggest in Europe – yet approximately 33% of people claim to have only entered the market within the last two years. Organic shoppers are more promotion driven than the general public (86% would always look out for special offers vs. 69% of the general UK population). Just over a third (37%) of organic consumers are price insensitive, buying products without considering the cost. Almost half of organic consumers feel they are impulsive shoppers, buying products they hadn’t expected to (as compared to 32% of the UK general population).

Organics should be available for all

Speaking at the Prosper and Grow with Organic briefing, Netto CEO and Managing Director, Claus Juel-Jensen commented: ““At Netto we have found that embracing organic food and drink has really helped us grow our sales; we believe organic food should be affordable and available for all – especially as a discount retailer." More information is available at www.organicukfood.com as well as on Facebook and Twitter @organicukfood.


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