The Budgens organic offer has grown over the past 12 months as increased availability of good quality produce becomes available. “There have been improvements in the varieties becoming available (especially in topfruit) as well as the range available,” says senior fruit buyer Danny Grover, “and an organic option is now available for every conventional equivalent. However, Budgens does not offer an organic option for every conventional line sold, but does offer a good core assortment of organic produce.”
Approximately five per cent of all produce sold in Budgens is now organic and the top-selling lines are bananas, apples, oranges, carrots, mushrooms, potatoes and tomatoes. Consumption, says Grover, is still growing as the differentials in price between organic and conventional produce become smaller. “Overall organic growth is, however, slowing down as market penetration increases.”
Price perception is the key barrier to purchase, Grover continues, “and another barrier is in store visibility. Most stores display organics separately. Integrated displays would make organic produce more visual to non-users and help with price comparisons with conventional produce,” he says.
Budgens continues to promote organics and always includes at least one organic option in every GLV (great local value) price promotional leaflet.”
Grover believes that organic consumption can be increased by ensuring quality meets consumer expectations with taste and flavour being the most important quality criteria.
“Value for money is also important to the consumer,” he says. “New consumers can be attracted to the category through lower price differentials and targeted promotions.”
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