Research reveals organic shoppers not necessarily the most affluent

A groundbreaking new study into organic consumer trends has revealed that the shoppers most committed to purchasing organic are not necessarily the most affluent.

UK ORGANIC (UKO) and the Organic Research Centre (ORC) has announced the release of the much-anticipated Consumer Insights Report 2024. The report represents a collaborative effort to support and strengthen the organic sector, with organisations making the report freely available to the industry. The report is a thorough examination, spanning more than 90 pages, and is based on a survey of 2,000 participants and 20 qualitative interviews. It provides a clear and detailed picture of UK consumers and their relationship with organic products and farming.

It was found that 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.

Cristina Dimetto, Managing Director of UK ORGANIC, commented: “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, added: “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.”

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 full report can be downloaded at UKO & ORC’s ‘Marketing Organic: Consumer Insights Report 2024’ (mailchi.mp)

NATRUE announces Natural Cosmetics Week

NATRUE is launching its first-ever Natural Cosmetics Week, running from 23-29 November 2024. This global initiative is set to raise awareness about the benefits of natural cosmetics – for both people and planet – and encourage a deeper commitment to sustainability within the beauty industry.

This week-long celebration, themed ‘Embrace Nature, Empower Your Skin,’ will highlight the beauty and benefits of natural and organic ingredients in cosmetic products. It will focus on promoting awareness, education, and good practices within the industry, while underscoring the role of sustainability in our industry and inspiring eco-friendly practices to enhance skin health.

NATRUE is inviting everyone to participate and join in celebrating the power of nature in beauty. Brands, retailers, beauty professionals and consumers are all welcome to be involved — whether by hosting a webinar, organising an interactive workshop, or opening your company’s doors for a behind-the-scenes tour. Retailers are being encouraged to create colourful promotional displays at point of sale, while brands can showcase their commitment to natural cosmetics through bespoke promotional activities.

There will be various activities and campaigns taking place during Natural Cosmetics Week, which will shine a spotlight on the benefits of truly natural and sustainable beauty products. In addition, educational workshops and webinars will be held, focusing on the benefits of natural ingredients and sustainable beauty practices.

Natural Cosmetics Week 2024 is a unique opportunity to elevate the conversation around natural beauty products and practices. Together, let’s inspire a deeper connection with nature and encourage people to #ChooseTrueBeauty by embracing natural alternatives that empower both their skin and the planet. Click HERE to find out how you can get involved.

OF&G CEO announces resignation after a decade in role

Roger Kerr has announced that he is to leave his position as CEO at Organic Farmers & Growers (OF&G).

Roger leaves the role after 10 years leading the UK organic certification body, and the Board is now seeking to appoint a successor. Roger is committed to ensuring a smooth transition and will remain in post until a successor is appointed.

Chairman of OF&G’s Board, Richard Thompson, expressed his thanks for Roger’s commitment to the organic sector and recognised his impact and influence, commenting: “Roger has been instrumental in OF&G’s growth in stature and recognition as the organic certifier responsible for certifying over half of the UK’s overall organic land area. He has remained true to organic’s core principles, delivering high quality certification services while championing the sector and taking a pragmatic approach to protecting the interests of the organic farming community. As a highly respected figure within the wider agricultural industry, I’d personally like to express my gratitude for Roger’s hard work, leadership and accomplishments.”

Roger added: “I’m incredibly proud of what OF&G and all that the team has achieved, but now is the time for me to explore other personal business and consultancy opportunities. I am also looking forward to finding more time to spend with my family and grandchildren. I would like to extend my thanks to my exceptional team and to the OF&G Board for their guidance and support.”