The organics market has blossomed with a reported 88% growth since 2012 and an estimated worth of $2.4 billion. Looking forward to 2020 we cannot see these trends abating, but becoming more and more in focus and across all age gaps from millenials through to the elderly.
These figures suggest that personalised nutrition is becoming deeply embedded into our everyday routines with an increased consumer interest in health, wellness and clean living. The term “anti-ageing” is becoming taboo as people across the globe are living longer and taking a holistic approach to ensure they lead active, healthy lives.
A primary driver has been the internet and social media providing access to and the sharing of information like never before. In looking deeper into the organics trend we can ascertain some key drivers for organics surge in popularity.
Today’s consumer displays a high level of mindfulness about well-being and environmental issues. They want to know what’s in their foods in order to make decisions about health, sustainability and ethical issues. Consumers have a growing awareness of the impact of non-organic farming on the environment.
Consumers are increasingly demanding complete and total transparency from food and drink companies. The need for reassurance about the
trustworthiness of products means consumers are looking for natural, ethical and environmental claims on labels. Not surprisingly certification awareness has increased 17% since 2010, with 85% of all shoppers saying that, all other things being equal, an organic certification mark would influence their purchase decision.
Consumers want products that are natural, unprocessed and healthy with two-thirds of Australian shoppers starting to buy organics for personal health reasons, with the most common organic items in Australian shoping bags being fruit and vegetables.
The quality of a product is central to how good it tastes, and organic products have a perception of high quality.