Contrary to the stereotype of middle-class organic shoppers, the most active organic shoppers are a mixed bunch – and not necessarily the most affluent.
46% of those who almost always buy organic have a household income under £25k, and a total of 76% earn less than £50k.* Meanwhile, more than half of people who buy 4+ organic product categories live in private rentals or social housing.
These are some of the findings from new research into organic consumers in the UK carried out by the Organic Research Centre and UK Organic.
For Organic September, Better Food Traders has collaborated with these two organisations to release a special digestible and actionable report aimed at retailers. Our report draws out key data and insights, and includes tips and advice for food retailers on how to market to organic shoppers.
Click on this link to read the Better Food Traders report, or go to UK Organic’s website to find the full piece of research.
*We recognise that household income is not the same as wealth or financial security.