A core number of shoppers have remained committed to buying organic food in spite of the downturn, new research has found.
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According to a study from research firm IGD, 19% of UK shoppers have maintained their spending on organics.
“There remains a strong core of dedicated organic shoppers – nearly one in five of the UK population – who are maintaining support, regardless of the economy,” Joanne Denney-Finch, chief executive of the IGD, said.
“Even better news for the organic movement is that these supporters tend to be younger and more affluent – supporting our view that the organic market is experiencing a dip rather than a collapse.”
A further 9% indicated that they will buy more organic food when they have more money available to spend, the study revealed.
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By GlobalDataMeanwhile, 8% of consumers said they are focusing their organic spending on fewer products that they think make a “real” difference.
However, 10% of shoppers said they have found cheaper alternative products that provide the same perceived benefits and 8% of shoppers said they are “not sure” what organic “stands for” anymore.
“Those that have drifted away have not performed a U-turn on ethics – they are finding value for their values in, for example, products that meet high animal welfare standards, local foods and Fairtrade.
“The organic movement has the opportunity to win back at least some of these shoppers and to increase sales among their existing customers. By communicating the full range of benefits in a clear and compelling manner, they will enable shoppers to weigh up the value for themselves,” Denney-Finch observed.
