Health is behind consumers' push for more organics

Health is behind consumers' push for more organics

Sainsbury's research has found health issues are more of a driver in the purchase of organics than concern for the environment. "We have done research with focus groups and found that people are less concerned with the environment now but are increasingly keen on purchasing healthy foods so they can personally feel the benefits," said organic produce buyer, Rhian Jones.

The retailer also found simply buying the food can make consumers feel better, before they have even eaten it.

The focus group consumers told the store buying organics gave them more control over what they ate.

"Consumers are continually looking to purchase better quality foods and that is why Sainsbury's has moved into more specialist varieties," said Jones. "On tomatoes, for instance, we have launched new heritage varieties."

The store has also changed its packaging to "look and feel more organic," said Jones. "More people are buying into the idea of recycling and Sainsbury's believes it is leading the market in terms of packaging. Tomato ranges are now in biodegradable trays and film and even the paper labels use vegetable-based print."

Citrus will be next in line for a packaging makeover, and Jones expects other produce to follow.

New products on the horizon are herbs. "We are looking at introducing cottage herbs such as basil, parsley and coriander," she said. "In the future we will have a wider, more comprehensive range and may possibly look at combining Fairtrade with organic."

Sainsbury's, has been awarded the title of Organic Retailer of the Year by the Soil Association for three years running.

Meanwhile, the SA marked Organic Week this week announcing sales of organic food have topped £1 billion annually, with the market growing twice as fast as conventional foods.

In a survey by the association, around 70 per cent of respondents said there should be organic or locally produced food in school meals, while a further 40 per cent said they would like to see an organic option on restaurant menus.