UK ORGANIC (UKO) and ORC joined forces at the beginning of 2024 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.
