A groundbreaking new study into organic consumer trends has revealed that the shoppers most committed to purchasing organic are not necessarily the most affluent.
UK ORGANIC (UKO) and the Organic Research Centre (ORC) has announced the release of the much-anticipated Consumer Insights Report 2024. The report represents a collaborative effort to support and strengthen the organic sector, with organisations making the report freely available to the industry. The report is a thorough examination, spanning more than 90 pages, and is based on a survey of 2,000 participants and 20 qualitative interviews. It provides a clear and detailed picture of UK consumers and their relationship with organic products and farming.
It was found that contrary to common belief, the consumers most committed to purchasing organic products – dubbed ‘Organic Enthusiasts’ – are not necessarily the most affluent. These consumers, who regularly purchase organic products in four or more categories, are highly aware of the benefits of organic options and are willing to spend more for better quality. Many of these consumers are also motivated by health concerns, such as allergies, intolerances, or a desire to follow a healthier diet, and are actively looking to avoid synthetic pesticides and chemicals in their food and also in products such as cosmetics, personal care and textiles.
Cristina Dimetto, Managing Director of UK ORGANIC, commented: “This comprehensive report is an invaluable tool for uncovering who the organic consumers are and identifying those who might switch to organic or increase their organic purchases if given the right motivations. We’ve decided to make it available to everyone, not just our Affiliate Supporters, because we believe in collaboration and growing the sector together. This report is a crucial asset for building marketing strategies and defining the right channels. Working with the Organic Research Centre was a pleasure, and it allowed us to expand the initial project by combining our efforts. We truly look forward to further collaborations with Lucy MacLennan and her team.”
Lucy MacLennan, Chief Executive of Organic Research Centre, added: “We are very grateful to our project sponsor and all our collaborators for supporting this essential work. This report forms part of a wider effort by ORC, in partnership with UK ORGANIC, to track how organic is perceived by the public, and to identify where and how we need to progress as a sector. As always, we welcome feedback and any ideas for further collaboration in this area.”
UKO and ORC joined forces at the beginning of the year to undertake this comprehensive research project. By pooling resources, the two organisations, with support from Sustain and contributions from the sustainable household brand, If You Care, have produced an in-depth analysis of UK consumer attitudes, behaviours, and knowledge regarding organic products. The full report can be downloaded at UKO & ORC’s ‘Marketing Organic: Consumer Insights Report 2024’ (mailchi.mp)
