A new market assessment for Organic Food & Drink reveals that there are two key challenges facing the successful promotion of organic food and drink to a wider audience beyond the middle classes.

The study, from market intelligence provider Key Note, said that consumer doubt over the genuine organic nature of products and confusion over the prime benefits of selecting the organic options, which are generally more expensive than non-organic ones, were the main factors preventing organics spreading beyond the ABC1 sector.

Messages in favour of purchasing organic versions range from health, taste, quality and nutrition to the environment, animal welfare and sustainability. Key Note argues that there is a declared need to focus on one or two attributes only, in order to simplify choice for existing and potential customers.

Almost half (47.7 per cent) of all respondents to Key Note’s survey agreed that they would buy more organic produce if they were more convinced that it was healthier, or that organic farming was better for the environment.

But 30.3 per cent of all respondents agreed that they were confused about the most important benefits of organic food and drink, and 26 per cent said that they had become less convinced about these benefits during the past 12 months.

The recession, which has significantly affected consumer spending in the high street since mid-2008, resulted in marginal growth of just 0.3 per cent by value in the organic food and drink market in 2008, and an increase of only 1.1 per cent in 2009. Only 10.3 per cent of all respondents agreed that they were regular purchasers of organic foods or drinks (buying them at least once a month). Some 60.5 per cent of respondents seldom or never purchase organic foods or drinks.

Future growth predictions for the category have been reduced substantially due to the recession, but increasing growth rates were predicted for the next five years.

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