​The global organic food market has experienced significant growth in recent years, now valued at more than $230 billion. And with increasing awareness around the detrimental effect of ultra processed foods, it’s likely that more consumers will become interested in organic products. But is the category ready?

We surveyed 1,000 working-age consumers in the US and UK to dig into beliefs about organic food and drink products, and the factors preventing shoppers from purchasing them – including availability, pricing and trust in organic F&B labels. 

Overall findings

• Around half of shoppers buy organic food and beverage products with some regularity
• When it comes to benefits, consumers are most likely to believe that organic products are better for health 
• The higher price of organic food and beverage products is the main factor preventing consumers buying more but lack of availability in stores is also a notable deterrent
• Consumers lack confidence in organic F&B labels – less than a quarter fully trust them
• Fruit and vegetables are the most purchased food types, followed by dairy products and eggs
• Supermarkets are by far the most common places people purchase organic food and drink but, behind this, it’s farm shops
• Most shoppers are happy to pay a small premium but a sizable portion (around 30%) say they will pay a medium premium

US results

Organic shoppers long for better availability

Nearly 52% of consumers say they buy organic food and drink products ‘somewhat often’ or ‘very often’, being already sold on its benefits. These shoppers over-index for believing in the advantages of organic across the board, but are especially likely to think that it tastes better (40.5%) and is more nutritious (52%) [view survey dashboard].  

Despite this, they’re prevented from purchasing more organic products due to a lack of availability in stores (33% versus 26% of total sample), and a limited range where products are available (24% versus 16% of total). This segment is less likely than others to be put off by the price of organic food and drink (58% versus 68% overall). In fact, we see that 33% are willing to pay a medium premium, while 17% claim to accept paying a large premium.

Organic shoppers will go to greater lengths to source products, over-indexing for shopping in specialty organic stores (40.5% versus 30% of total), online (31% versus 25% of total), and at farm stores (25% versus 18% overall).

Cost puts off potential shoppers in the organic category

Nearly a quarter of consumers say they ‘rarely’ or ‘never’ buy organic food and drink products, but that’s not because they have a preference for conventional products (only 18.5% say this). While these shoppers do under-index for believing in the benefits of organic food and drink, a sizable 54% think it’s better for health.

The main issue is the cost of organic products; a whopping 77% are deterred by price, which suggests that some of these consumers could be persuaded to buy with more competitive pricing, and promotions. With that said, trust in organic labels is notably lower among this segment, with 24.5% distrusting them and 38% unsure whether to trust them. Only 5% have ‘complete’ trust in organic labels, in comparison to 35% of committed organic shoppers, showing that some positive PR around organic certification schemes may be necessary.

 A whopping 77% of potential organic shoppers are deterred by price

Women lag behind in organic purchasing 

Male consumers are likely to buy organic food and drink products more often: 32% say they buy them ‘very often’, compared with 22% of females. They’re also more likely to be willing to pay ‘large’ premiums for organic products (15% versus 9% of women) and shop for organic food and drink in a variety of outlets.

Women, on the other hand, are less likely to purchase organic products outside of supermarkets, being especially less likely to attend farmers’ markets (36% vs 45%). While we don’t see any obvious gender differences in the reasons people do or don’t buy organic products, one issue could be lower trust. Men exhibit high trust, with 26.5% saying they trust organic labels ‘completely’, but only 17% of women say the same.

Interestingly, there is one sub category of organic that women are more likely to purchase in: 60.5% say they shop for organic snacks and beverages versus 51% of men. Why they’re attracted to organic food and drink of this nature warrants some further research. 

Over 50s are not sold on the benefits of organic

Older consumers are less likely to buy organic food and drink products regularly and it appears this is driven in part by their skeptical attitude to it. Shoppers aged 50-67 over-index for not believing organic food to be more nutritious: 37% (versus 52% of 18-30-year-olds and 43% of 31-49-year olds). They’re also less likely to think it tastes better: 21% (versus 30% of under 30s and 32% of those aged 31-49).

Less than a third of over 50s say they buy organic F&B products often, compared with 61% of 31-49-year-olds and 59.5% of shoppers under 30. While they’re likely to buy organic fruit and veg, and dairy and eggs, they’re less likely than other age groups to shop in other sub categories.

Only 21% of consumers over 50 think organic food and drink tastes better

Consumers aged 31-49, on the other hand, are the biggest organic shoppers, and over-index for going to specialty organic stores: 37% versus a quarter of the other age groups. They’re also more than twice as likely to pay what they consider a ‘large’ premium for organic products (19.5% versus 8% of under 30s and 4% of over 50s), and are more likely to have complete trust in organic labels (28% versus 20% of under 30s and 15% of over 50s).

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UK results

Organic shoppers crave greater availability

More than half of consumers say they purchase organic food and beverages ‘somewhat often’ or ‘very often,’ clearly believing in its benefits. These buyers especially value organic products, with 43% convinced they taste better and 49% viewing them as more nutritious [view survey dashboard]. 

However, many are held back by limited store availability: 37% report that organic options are hard to find compared to 28% overall, and by a narrower range of products (31.5% versus 23% of the total sample). 

This group is less concerned about the higher cost of organic products (57% compared to 68% overall), with 36% willing to pay a moderate premium and 16% prepared to pay significantly more. They also demonstrate a readiness to seek out organic products beyond traditional supermarkets, with 34% shopping online as opposed to 26% across all consumers.

Cost concerns limit potential organic shoppers

Over 21% of consumers admit to ‘rarely’ or ‘never’ buying organic foods, not primarily because they favour conventional options (only 19% say this), but largely due to cost. While these individuals are generally less enthusiastic about the benefits of organic products, they are slightly more inclined to believe that organic is better for the environment (48% versus 46% overall), which could be a message to build on.

A notable 42% of non organic buyers associate organic products with improved health but this group needs convincing on other points. Only 12% think organic food tastes better (compared to 35% overall) and 21% see it as more nutritious (versus 41% of total). 

Price remains the biggest hurdle, with an overwhelming 82.5% deterred by the high cost. This suggests that more competitive pricing or attractive promotions could win over these consumers. With that said, trust in organic labels is a challenge for this segment, as 14% express distrust and 51.5% are uncertain about credibility. With this number of consumers on the fence, it presents an opportunity to convert them with positive PR around organic certification schemes. 

Women more price sensitive than men in organic

Men and women are equally likely to purchase organic food and drink products but women are more conscious of cost. Just over 63% of female consumers say the higher price of organic products is the main reason they don’t purchase in the category more often (compared with 43% of men).  

They’re also less willing to pay higher amounts for organic food and drink. While 36% of men would pay a ‘medium’ premium, a lesser 27% of women would be happy to do the same. Despite this reticence to splash out on organic products, women actually have higher trust in organic labels than men: 21% have complete confidence in them versus 16% of men.  

Price is the biggest barrier to purchase for female consumers – 63% say organic food and drink is too expensive

What’s more, 18% of men say that their lack of trust in organic food and drink labelling systems prevents them from buying products, which compares with just 11% of women. This leads us to surmise that women aren’t avoiding organic products because they don’t think they’re worth the money – they just find them less affordable. 

Women do actually over-index for buying organic in a couple of sub-categories: fruit and veg (87% versus 77% of men), and dairy and eggs (72% versus 63% of men) – clearly they believe these to be areas worth investing in. 

Under 30s see value in organic F&B

Younger consumers over-index for frequently buying organic food and drink: 37% of those aged 18-30 buy it ‘very often’, in comparison to 23% of 31-49-year-olds and just 9% of over 50s. This behaviour could be driven by their belief that organic food is more nutritious: 53% think this versus 39% of those aged 31-49 and 32% of over 50s. 

Shoppers aged 18-30 particularly like to purchase organic in some sub categories – snacks and beverages and prepared food – for which they significantly over-index. But they’re more likely than other age groups to be frustrated by a limited range (30% say it stops them buying more).

Younger shoppers are more than 3x as likely to buy organic products online compared with over 50s, and more than twice as likely to shop in organic stores. They’re also more willing to pay above average when they do. All age groups display a low level of distrust in organic food labels but those aged 18-30 have the highest trust: 27% trust organic labels ‘completely.’

One further age-related finding to note is that consumers aged 31-49 are less likely to believe organic food is better for the environment and animal welfare – sentiment which might be interesting to dig into.