Who eats organic and what are they looking for?

Following citizen polling on perceptions of organic food early this year a report has been published with new consumer insights providing a fresh perspective on who eats organic food.

The research was carried out by a partnership of the Organic Research Centre and UK ORGANIC, with additional support from the sustainable household brand If You Care and Sustain's Bridging the Gap and resulted in-depth analysis of UK consumer attitudes, behaviours, and knowledge regarding organic products.

Based on a survey of 2,000 participants and 20 qualitative interviews, the report provides a clear and detailed picture of UK consumers and their relationship with organic products and farming.

Among the findings are challenges to common assumptions around what organic shoppers look like. The report found that consumers most committed to purchasing organic products—dubbed ‘Organic Enthusiasts’—are not necessarily the most affluent. In fact, lower income shoppers just as likely to purchase organic consistently across multiple product categories, including organic fruit and vegetables.

‘Organic Enthusiasts’ are 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. 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. 

Hannah Gibbs, Bridging the Gap Programme Manager, said:

“Everyone, no matter their income, has a right to access the food that they feel will best support their health and wellbeing. This report demonstrates that people experiencing a lower income would like to buy organic for their family’s health but are often not able to due to the higher costs and limited availability. We need to find ways to enable more people to shop organic while still ensuring farmers are paid fairly for their products. At Bridging the Gap, we will consider these findings as we develop pilots and recommendations for future policy action in this space.” 

The Consumer Insights Report 2024 can be requested at this link: UKO & ORC’s ‘Marketing Organic: Consumer Insights Report 2024.

Sustain member Better Food Traders released a special digestible and actionable report for retailers, with key data, insights and tips for food retailers on how to market to organic shoppers.

Published 24 Sep 2024