This article first appeared in our Organic September 2024 issue of My Green Pod Magazine. Click here to subscribe to our digital edition and get each issue delivered straight to your inbox
Health, sustainability and conscious consumerism are becoming increasingly important – and the landscape of organic shopping is evolving, too.
Whether you’re a seasoned organic enthusiast or someone who occasionally reaches for organic products, understanding your shopping habits can help you make more informed choices and better align your purchases with your values.
UK ORGANIC is a Community Interest Company (CIC) dedicated to raising awareness about organic in the UK and helping you make informed decisions about your purchases.
We recently conducted a study, in collaboration with the Organic Research Centre, that provides fascinating insights into the behaviour, motivations and demographics of organic consumers.
So, which type of organic shopper are you?
Are you someone who always opts for organic, no matter what? If so, you might belong to the group known as Organic Enthusiasts.
These shoppers consistently buy organic across multiple product categories, often prioritising health benefits, high production standards and environmental impact.
Many Organic Enthusiasts are younger individuals from lower-middle income households. They’re willing to spend more on certified organic products, driven by concerns about synthetic pesticides, harmful chemicals and animal welfare.
Over half of this group follow a special diet – whether due to allergies, intolerances or a lifestyle choice like veganism or keto – further reinforcing their commitment to high-quality, organic ingredients.
If you have a few go-to organic products that you always include in your shopping basket, you might be an Organic Regular.
This group tends to be older, with a higher household income compared with Enthusiasts.
They focus on two or three staple organic products, such as dairy, but don’t typically venture outside these categories.
For Organic Regulars, the balance between budget and quality is key; they’re committed to making healthier choices within their comfort zone.
Do you see organic products as a treat or something special? Then you might be an Organic Occasional.
This group, often comprising mature families with mid-to-lower incomes, views organic products as a premium choice reserved for special occasions.
They might opt for organic foods for a celebration or when they want to indulge in something extra wholesome.
While they don’t purchase organic regularly, they appreciate the value of these products and are willing to splurge occasionally.
Perhaps you’re someone who loves organic products but is also on the lookout for the best deals; if so, you could be a Deal Seeker.
This group tends to shop in higher-end stores and often has a higher household income.
Deal Seekers are strategic about their organic purchases, often buying organic when it’s on offer or priced similarly to non-organic options.
Interestingly, they’re also more likely to cook from scratch, showing a strong commitment to quality ingredients even while being budget-conscious.
Lastly, we have the Organic Reducer. Are you cutting back on organic products due to budget concerns? You’re not alone.
Organic Reducers are typically mature individuals, often homeowners, who have scaled back organic purchases in response to economic pressures.
Despite having a higher household income, they’re more cautious with their spending and opt for organic products mainly when they’re on sale or competitively priced.
This group is particularly focused on stretching their budget while still trying to make healthy choices when possible.
The study highlights a growing interest in organic products – particularly among younger consumers, who are showing a greater willingness to explore multiple organic categories despite often having lower incomes.
These shoppers are increasingly informed about the benefits of organic products, from health to sustainability, and are eager to invest in better quality, ethically produced goods.
On the other hand, older generations tend to be more price-sensitive, gravitating towards organic options only when they are on sale.
Understanding these trends can help you reflect on your own shopping habits. Are you prioritising health and sustainability or do budget concerns play a more significant role in your purchasing decisions?
Understanding your profile can not only help you shop smarter but also contribute to a more sustainable and health-conscious future, and empower you to make choices that align with your values and lifestyle.
Britain’s largest organic brand shares ways anyone can make the most of Organic September.
For Mark Machin, development manager at Soil Association Certification, you are the champion this Organic September.
This regenerative organic farming project is helping to improve soil carbon stocks on UK farms.
Goodery’s Josh Smith shares the joys of the humble veg box scheme.
Subscribe to our newsletter
Weekly ethical news, offers, comps and a free digital mag (quarterly) – what’s not to love?
