Organics

Organic fruit and veg

The organic market has consolidated its sustained growth following a successful marketing drive during this year’s Organic September.

Organic sales through supermarkets increased by six per cent, compared to a 0.7 per cent sales drop in non-organic produce in the 52 weeks to 1 October, according to Nielsen.

This is an improvement on last year’s organic sales figures, indicating that organic is now a core part of the market, according to Soil Association Certification, which organises the September campaign.

Organic produce has fared particularly well in the produce sector, with a sales rise of 9.6 per cent and significant growth continuing in organic fruit sales.

The discounters are also beginning to grow their organic offering in fresh produce, with Aldi increasing its range of homegrown fruit and veg to six products. This September, sales of organic fruit and veg grew by 48 per cent year-on-year compared to 2015.

In addition to these encouraging sales figures, Soil Association Certification has released new research into the organic consumer.

This study, carried out by marketing consultancy The Crow Flies on behalf of the Soil Association, demonstrates that organic is no longer niche, according to the certification body. More people than ever are choosing to purchase organic and there are opportunities for retailers to stock more organic produce, it claims.

The research also suggests that organic sales are benefiting from consumers who are searching out products with the most credible audited supply chains, following increasing levels of mistrust among shoppers.

A heightened consumer awareness and interest in food production is leading to a re-engagement with high street independents selling organic.

But there are also opportunities to stock more targeted ranges of organic produce in supermarkets, according to the research – particularly in smaller ‘top up’ stores.

Full market data will be released by Soil Association Certification in February 2017 when their annual Organic Market Report is completed.

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