Contrary to the stereotype of middle-class organic shoppers, the most active organic shoppers are a mixed bunch – and not necessarily the most affluent.
46% of those who almost always buy organic have a household income under £25k, and a total of 76% earn less than £50k.* Meanwhile, more than half of people who buy 4+ organic product categories live in private rentals or social housing.
These are some of the findings from new research into organic consumers in the UK carried out by the Organic Research Centre and UK ORGANIC.
For Organic September, Better Food Traders has collaborated with ORC and UK ORGANIC to release a special digestible and actionable report aimed at retailers. The report draws out key data and insights, and includes tips and advice for food retailers on how to market to organic shoppers.
Click on this link to read the Better Food Traders report.
“The Organic Research Centre’s consumer research has thrown up lots of new and sometimes counter-intuitive insights into today’s organic shoppers. We knew independent food retailers who are part of the Better Food Traders network would find the data fascinating, so we wanted to weave it in with actionable advice and tips for marketing to organic consumers. We hope today’s report is useful for retailers and anyone interested in the organic market.” Julia Kirby-Smith, Better Food Traders.“Since the outset of the Marketing of Organics Project, our goal has been to ensure that our research findings have a practical use for those working in the sector. We are deeply grateful to Better Food Traders for their support and collaboration, and for helping us synthesize our findings and connect them to actionable strategies for organic businesses.” Rowan Dumper-Pollard, Senior Organic Business and Markets Researcher, ORC
*We recognise that household income is not the same as wealth or financial security.
