Recent research carried out by the Organic Research Centre and UK Organic found that the UK consumers most committed to buying organic are not necessarily the best well off. In fact, lower income shoppers are just as likely to buy organic consistently across multiple product sectors, including fruit and vegetables.
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.
The so dubbed ‘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.
The Consumer Insights Report 2024 can be requested at this link: UKO & ORC’s ‘Marketing Organic: Consumer Insights Report 2024.