Organic food not a luxury, finds report
Published:  17 September, 2013

Organic food is no longer seen as a luxury purchase, a new survey suggests.

According to a new survey of Welsh shoppers, they no longer associate organic food with affluence and elitism.

Last time the study was carried out by the Organic Centre Wales in 2010, it discovered that nearly three-quarters (73%) of respondents in the “lower social grades” never bought organic food. However, this year, the figure dropped to 54%.

The study also revealed the need for more consumer education on organic food and farming if shoppers are to buy more. Almost half of the shoppers interviewed said they did not know enough about organic food to pay extra for it and more than half said price stopped them from buying organic in the first place.

“We are not surprised to see that concerns over price are still impacting on the decision to buy organic – not least because we know that most people still think that organic food is far more expensive than it actually is,” said Neil Pearson from Organic Centre Wales.

“One really interesting thing about this study is that it reflects the many different reasons that people have for choosing organic – from health and taste, to animal welfare and wider environmental benefits. This variety in people’s motivations has remained extremely consistent over a number of years, suggesting that if price perception can be addressed, then the organic market has a positive future in the UK.”