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Organic Will Be Everday Choice According To Soil Association



The Soil Association Certification has today shared their research commissioned to look at the organic consumer and has revealed growth the organic sector has again doubled (+5.6% according to Nielsen Scantrack 52 weeks to 13 August 2016) at the annual Organic September trade briefing.

Armed with more detail about the breadth of organic consumers and their different shopping habits, Soil Association Certification announces it will streamline the organic message to make organic the everyday choice for everybody.

Clare McDermott, business development director at Soil Association Certification said; “The organic market is in the fourth consecutive year of growth against continuing decline in non-organic food sales. There are clear opportunities across a variety of sectors, with growth driven by fresh produce and grocery, but also home baking and store cupboard essentials. Shoppers are increasingly buying organic as it answers their need for a healthy, sustainable and ethical choice.

83% of households have bought organic in the last year.

“It is obvious that organic has a huge part to play in the future retail landscape and more people than ever are aware of organic and seeking out organic purchases. With this new research at our fingertips, Soil Association Certification is now working to communicate a focused and clear message about what organic is. This will help drive demand and further improve sales, allowing us to support more organic businesses and grow the organic market.”

The new research was presented by David Preston from The Crow Flies. He added; “People want organic to be the everyday way of doing things – they want it normalised – but there are challenges. If we can understand the range of segments and motivations of organic consumers we will be able to grow the organic market and consistently communicate the rich tapestry of what organic is. But this has to be supported throughout the industry.”

The research from The Crow Flies was revealed at the annual Organic September trade briefing, held at the Rudolph Steiner House, London with over 120 organic businesses and retailers in attendance. Alongside, market data from Nielsen was shared showing a 5.6% increase in organic sales in the 52 weeks to 13 August 2016 (Nielsen Scantrack). The organic market is set to break the £2 billion mark this year and continue to outperform non organic sales.

Soil Association Certification continues to support businesses and the organic market through Organic September. Following the trade briefing businesses met to discuss the increasing relevance and opportunities for exporting organic worldwide.


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