The organic market continues to grow, up 6.3% in the 52 weeks to August 13 (Kantar Worldpanel), and the market is expected to exceed £2.2bn in sales by year end – its highest yet.
The top three sales categories – fresh produce, dairy and grocery – have driven the growth, with grocery alone adding a 39% increase in sales over the last four years (Nielsen Scantrack, 52 weeks to July 1, 2017).
Kantar’s data showed that while London is still the largest sales region, strong growth has been coming from elsewhere too.
Dan Rusga, Marketing Director at Yeo Valley, the UK’s largest organic brand, said: “Consumer attitudes are changing, with the importance of quality products and traceability at the forefront of producer, brand and retailer strategies. It’s time to put organic stories front and centre, bring awareness of organic to consumers and show retailers they can count on sales as a result. But organic isn’t a badge. Consumers easily see through inauthenticity. Delivering products that continue to meet consumer needs and values, which match our own, gives us a unique opportunity to keep the organic market growing.”
