UK ORGANIC (UKO) and the Organic Research Centre (ORC) are excited to announce the release of the much-anticipated Consumer Insights Report 2024. In a collaborative effort to support and strengthen the organic sector, both organisations have decided to make this valuable report freely available to the industry.
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 report is a thorough examination, spanning over 90 pages, and is based on a survey of 2,000 participants and 20 ethnographic interviews. It provides a clear and detailed picture of UK consumers and their relationship with organic products and farming.
Among the report’s many valuable insights there is a surprising finding: 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.
The full report is now available for download, offering a vital resource for better understanding target audiences and refining marketing strategies. It is designed to help businesses and stakeholders in the organic sector make informed decisions and identify opportunities for growth.
Cristina Dimetto, Managing Director of UK ORGANIC, commented on the release:
“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:
“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.”
The Consumer Insights Report 2024 can be requested at this link: UKO & ORC’s ‘Marketing Organic: Consumer Insights Report 2024’ (mailchi.mp)
For more information, please contact: hello@ukorganic.org
About UK ORGANIC (UKO):
UK ORGANIC is a Community Interest Company dedicated to promoting and supporting the organic sector in the UK. Through marketing campaigns, activations, advocacy, research, and collaboration, UKO works to advance the awareness of the benefit of organic agriculture and organic products, benefiting consumers, businesses, and the environment.
Contacts: www.UKOrganicsector.org (B2B) www.UKOrganic.org (B2C)
email: hello@ukorganic.org
About Organic Research Centre (ORC):
The ORC is the UK’s leading independent organic research organisation. It works to develop farming and food systems that produce quality food, minimise resource use and protect and enhance the environment through improving soils and biodiversity. Our research team works alongside farmers and other food system stakeholders to improve the uptake, efficiency and development of organic farming and agroecological practices.
Contact information:
Website: https://www.organicresearchcentre.com/
get in touch: https://www.organicresearchcentre.com/contact/
About Sustain:
Sustain is an alliance of organizations and communities working together to achieve better food and farming policies and practices in the UK. Sustain campaigns for food and farming systems that enhance the health and welfare of people and animals, improve the environment, and promote equity. Sustain has collaborated with this work as part of their Bridging the Gap project. Launched in 2022, Bridging the Gap is a National Lottery Community Fund supported project, exploring approaches to making climate and nature friendly fruit and vegetables affordable to all.
About If You Care:
If You Care is a leading brand of environmentally friendly household products. The brand is committed to producing high-quality products with a strong focus on sustainability and minimal environmental impact.
See also: Who are organic consumers, and what do they really think?
Marketing of Organics Project
