Consumers are better informed and more loyal to organic products than ever, the Soil Association has claimed on the back of new figures showing the category in solid growth.
Nielsen figures for the 52 weeks to 11 October 2014 show 1.6 per cent growth compared to the same period last year, outperforming the 0.6 per cent decline in the non-organic market.
The organic body pointed out that growth last month was 3.6 per cent during the Organic September campaign, which urged shoppers to make organic the norm rather than the exception and make 'one small change' in favour of organic.
'This is a clear sign informed UK shoppers arebecoming more loyal to organic food and drink,' said Soil Association trade consultant Finn Cottle. 'Campaigns like Organic September, alongside recent positive publicity and a renewed emphasis on innovation and new listings, are all helping to bolster performance.'
Cottle also pointed to the upswing in performance since the release of Newcastle University’s research on the benefits of organic. 'New products and wider accessibility to organic will continue to help secure growth in this market,” she added.
