New research published yesterday (30 August) has found that one in three British consumers will buy organic products in the coming month.

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According to the survey, sponsored by Sainsbury’s and conducted by YouGov research company, one in ten consumers will buy organic fastfood in the next month – demonstrating the widening organic product offering and the expansion of organics into the mainstream. Currently, organic foods span nine food groups and 86% of the UK’s top food shopping items are available in organic alternatives.


Sales of organic snacks have increased, with 14% of shoppers buying organic peanut butter this month, 13% purchasing organic soups and 11% buying organic confectionery.


The survey looked at a cross section of shoppers visiting various different supermarkets and retail outlets, a spokesperson for Sainsbury’s told just-food today.


Although 46% of households with incomes of GBP750 (US$1426) per week or more purchased organic food, the survey found that organics is no longer the domain of the middle class with 31% of lower income households also buying organic.

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In response to this growing trend, and with the UK’s Organic Fortnight looming, supermarkets are vying for a bite of the organic pie by increasing their organic product offerings.


Alison Austin, Sainsbury’s Head of policy and sustainability, said: “Britain is approaching a new era in organic consumption with organic food habits now spanning the entire weekly shop.  In the last three years, we’ve seen a mindset change in people’s attitudes towards food.  A greater interest in food sourcing, health awareness, lower prices and a rapidly increasing product rage, have made organics an increasingly popular food choice.”