Asda has reported an increase of 25 per cent in sales of its organic range in the last quarter, whilst the rest of the market has grown at just under three per cent.
The supermarket has seen a 10 per cent increase in AB households coming through its doors, which has continued to drive growth of organics.
Asda reports that increasingly cash-strapped customers are making cutbacks on what they see as luxuries, but still going organic for the shopping basket staples such as minced meat, potatoes and fresh fruit and veg.
Elaine Robinson, general manager of emerging markets, said: “Asda shoppers are looking for quality at an affordable price, whether that’s organic or non-organic. Even though people have less cash to spend, our customers can choose to buy organic products knowing they’re getting high quality groceries at the best value. Our growth over the past year, whilst people have increasingly less to spend, shows that our customers agree.”
During the Soil Association’s Organic Fortnight (September 6-21), Asda shoppers will have more reason to give organic goods a try, as there will be price promotions on more than 40 organic lines across the store, including slashing the price of some organic staples to less than the price of non-organic equivalents.
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