Sales of organic products have continued to grow steadily since August 2014, the latest Soil Association figures show.
This comes at a time when sales of non-organic continue to fall, Nielsen figures for the 52 weeks to 15 August 2015.
The organic market has enjoyed growth of three per cent in the 52 weeks to 15 August 2015, compared to the continued fall in non-organic sales of -1.2 per cent in the same period.
This reveals an annual increase in the growth of sales of organic across the board, which doubles that reported in 2014.
The value of organic as sold through supermarkets is now worth over £1.3 billion.
Mike Watkins, head of retailer and business insight at Nielsen, speaking at yesterday (15 September)'s Organic Trade Briefing in London, said: 'To me, it is clear that brands need to look for growth through new channels and to reach out to developing categories, such as alcoholic drinks, confectionary and snacks, that offer the opportunity to capture their customer and create loyalty. Products should be affordable, accessible and achievable.”
The market briefing, part of the Soil Association’s Organic September, was a chance for organic businesses, farmers and retailers to meet and discuss the market.
Beth Hart from Sainsbury’s and Ian Nundy from Seeds of Change presented their impressions and plans for the future for the organic sector, and Al Overton from Planet Organic also spoke about the Natural and Organic Products Europe trade show.
Hart said: “There is much we can learn from the huge success of organic on the continent and the recent dramatic change in customer habits – shopping more often in smaller stores and online. Keeping pace with this dynamic change in customer shopping behaviour presents a huge opportunity for growth in organic, and Sainsbury’s are determined to give our customers what they want where they want. The basket size of the Sainsbury’s organic customer is twice that of a non-organic shopper and SO Organic is our fourth biggest brand – these shoppers are very important to our business.'
Both Nundy and Hart emphasised the importance of values to their businesses and recognised the growing trend of customers towards ethical, local and healthy purchasing.
Hart added: “Our values are really important to us as a retailer, soil is at the root of everything we produce and our pioneering work with farmers aims to improve the hundreds of thousands of hectares of farmland and soil we’re responsible for. We’re also sponsoring a farming apprenticeship programme, with most of its entrants genuinely caring about the environment and the importance of soil.”
The Soil Association market briefing also discussed new innovations and market opportunities outside of the retail supply chain. The Nielsen data showed an increase in eating outside the home in the last year. Organic products are becoming more widely available to the foodservice industry, a market that has been aided by the Soil Association’s Food for Life Catering Mark. Silver & Gold Catering Marks now account for over 50 per cent of Catering Marks in the UK, driving demand for organic food.
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