Organic Food Market Booms as Health and Trust Drive Sales Growth
The organic food market in the UK is enjoying its most significant boom in two decades, with sales growing at the fastest pace since the early 2000s. According to recent data, this resurgence is fueled by greater awareness of healthy diets and increasing concerns over trusted food sources, even as the cost of living crisis persists.
Sales Surge Across Categories
Riverford, a prominent veg box seller, reports a 6% increase in annual sales, with organic chicken sales up 13% year-on-year despite costing three times as much as non-organic alternatives. Clare Hadway-Ball, senior commercial manager at the Soil Association, notes that organic poultry is in "massive growth," with sales up 15% by value and 13% by volume. Similarly, organic salmon has seen increases of 21% in value and 18% in volume.
The UK organic food and drink market grew nearly 8% in the year to 27 September 2025, according to Soil Association figures. This growth is not solely due to price hikes, as sales volume rose by 2.5%, which is five times the rate of the overall market.
Changing Consumer Demographics
While empty nesters and retired people remain the biggest spenders on organic products, it is lower to middle-income families that purchase organic food most frequently. These families often buy essentials like fruit, vegetables, tinned goods, and staples such as pasta and rice, indicating a broadening appeal beyond affluent demographics.
Rob Haward, chief executive of Riverford, stated he has "not seen the market grow as much as this for 20 years," attributing the surge to heightened awareness of healthy diets and concerns about food trustworthiness.
Supermarket Support and Promotions
During the financial crisis, organic sales dropped by 13% as retailers lost confidence and delisted products. Today, however, supermarkets are heavily investing in organic ranges. Tesco has revamped its organic own-label range of over 100 products, with John Constantinou emphasizing that quality and taste matter to customers. Waitrose has expanded its Duchy organic brand to 250 products, reporting sales increases in both value and volume, including a 15% rise in berries and bananas and a 9% increase in eggs.
To address cost barriers, organic foods are increasingly included in loyalty promotions like Clubcard and Nectar, making items such as butter, carrots, and apples more affordable at times.
Gen Z and Health Trends
Analysts highlight Gen Z's enthusiasm for organic food, with 42% of 18-24 year-olds buying organic at least once a month. This demographic is 92% more likely to purchase organic fruit and vegetables than millennials. Tor Crockatt, head of marketing at Yeo Valley, notes that one in three households is concerned about ultra-processed foods, driving a shift towards cleaner products. Yeo Valley has seen a 40% increase in demand for natural and Greek yoghurts over the past three years.
Crockatt adds, "Gen Z are particularly interested in organic and making sustainable choices. They have been brought up in an era where they have heard a lot about the health of people and the planet, and the impact we are having. There's a lot of scepticism from consumers about the food industry, so it feels like now is the time for organic to shine."
This renewed interest underscores a broader trend towards ethical and green living, positioning the organic market for continued growth as consumers prioritize health, sustainability, and trust in their food choices.
