The first ever research examining the UK’s organic consumer has revealed some 9.3m people are buying organic on a monthly basis.
The research, commissioned by the Organic Trade Board, was revealed recently at a retail briefing it hosted, Prosper & Grow with Organic. The results were revealed at the same time as the latest phase and visuals of the Organic, Naturally Different campaign (pictured) were revealed.
The study, carried out by Wendy Dunn Research, found that this was the equivalent of £6m being spent each month on organic food, while 50 per cent of consumers say they would consider buying more organic food and drink if it were available and some 45 per cent confirmed they will buy more in the future.
The report, A Fresh Look at the Organic Consumer, was designed to provide a deeper understanding of the organic consumer in the UK, and was pioneering in that it only took into account consumers who regularly shopped organic. The research involved some 2,000 organic consumers, who had to have bought organic food in the last year but also purchased it at least on a monthly basis, which meant all were conscious organic shoppers, as opposed to buying it by mistake.
Other findings included:
– 48 per cent of households have bought organic food in the last year.
– 35 per cent buy organic food monthly.
– 65 per cent started buying organic since the recession.
– The UK organic consumer is likely to be younger, aged between
20-44, living in a large household, and be working.
– A total of 82 per cent get pleasure from food, and 77 per cent prepare meals from scratch.
– Some 28 per cent were considered high advocacy organic shoppers, 50 per cent medium and 22 per cent low.
– The highest entry point for organic food is vegetables, at 32 per cent, and fruit at 10 per cent.
– All-natural, with nothing added, was the driver for 60 per cent, while cost and affordability was the highest barrier for 58 per cent.
It was noted that supermarkets attract many organic food shoppers, however, 15-20 per cent of organic food shoppers will not buy any organic food at their usual supermarket and choose to go elsewhere instead.
Catherine Fookes, Campaign Manager for the Organic, Naturally Different campaign, said: “With the UK organic market celebrating its second consecutive year of growth, our research findings have given us an in-depth understanding of the organic consumer. With so many shoppers planning on buying more organic in the future, there has never been a better time for brands and retailers to prosper and grow with organic, bringing shoppers the variety of products they crave.”
Wendy Dunn, CEO at Wendy Dunn Research, added: “It is very much in the growth stage. There are lots of organic shoppers, this is not a niche market.”
