Organic fresh produce sales are continuing to outpace the conventional market, according to new figures released by the Soil Association ahead of Organic September.
Figures from Nielsen Scantrack for the 12 months to the end of June 2018 show organic fresh produce sales have risen 5.3 per cent, ahead of both the wider grocery market and organic sales in total, which were up four per cent. That represents seven consecutive years of growth for the category.
Research by the Soil Association suggests the reason for the continued increase lies with the prominence consumers put on ‘healthiness’ and ‘taste and inspiration’, with younger demographics in particular identifying organics as a signifier of health.
The trend towards reduced meat consumption and the rise in vegetarianism is also likely to have helped.
“We know that interest in organic food has been growing in recent years and it’s great to see farmers continue to be rewarded for growing food as it should be, with no artificial additives, fewer pesticides, no GM and with the highest standards of animal welfare,” said Soil Association head of farming Liz Bowles. “Sales in 2018 are continuing to grow, although all UK agricultural businesses are suffering from the unprecedented drought and heat which has affected large parts of the globe.”
The Soil Association will shortly launch its annual promotional drive, Organic September, which aims to boost awareness and shine a spotlight on organic producers under the strapline ‘Food as it should be’.
Rob Haward, managing director at Riverford Organic Farmers, added:“We are really optimistic about 2018. Riverford’s sales are growing faster than they have done for many years,fuelled by three things: firstly, a move towards more vegetable-based diets – something that a veg box supports brilliantly – secondly a desire to buy food with provenance and thirdly, a growing demand to buy from businesses that are ethical.”
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