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It is important for organic brands to communicate to shoppers in a more effective way the tangible, concrete benefits their products offer them. Given the vast amount of product information that is already competing for shoppers’ attention, clear, dynamic labels that can be understood at a glance are needed.
TABLE OF CONTENT
Introduction
Definition
Abbreviations
Executive Summary
The market
Figure 1: UK retail value sales of organic foods, 2008-18
Figure 2: UK retail value sales of organic foods, by category, 2013 (est)
Market factors
Organic is a low priority
Figure 3: Factors influencing choice when buying food and (non-alcoholic) drink, March 2013
The younger generation are cause for optimism
Slowing upward mobility presents a challenge
Growth in consumer spending should support growth
Companies, brands and innovation
No end to the decline in organic food and drink NPD
Figure 4: Share of organic products in all food and drink NPD, 2009-13
A steady rise in adspend
The consumer
Organic continues to enjoy widespread appeal
Figure 6: Changes in organic food and drink purchases, August 2013
The appeal of organic varies significantly by segment
Figure 7: Types of organic food and drink purchased, August 2013
No one benefit of organic stands out
Figure 8: Reasons for buying organic food and drink, August 2013
Consumers are swayed by promotions
Figure 9: Attitudes towards organic food and drink, August 2013
Poor price perceptions remain the biggest barrier
Figure 10: Non-users’ attitudes towards organic food and drink, August 2013
What we think
Issues in the Market
What impact has the horsemeat scandal had on the organic food market?
What barriers does the market face in capitalising on the predicted growth in consumer spending?
How can brands more effectively communicate the benefits of the organic label?
Will a change in EU organic regulation benefit the market?
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