‘Consumers put off by cost of organic’

Cost remains a strong deterrent against the purchase of organic goods for UK consumers, according to a new report from YouGov SixthSense, with 58% of UK consumers avoiding organic foods because of perceived high prices. The same report also reveals that 13% of UK consumers will only buy organic foods if they are locally sourced, and one in four consumers doesn’t believe organic to be any better than non-organic food.

“Suppliers have been working hard to sustain interest in organic foods throughout this period of financial instability. Many organic lines are coming down in price, and in some cases are equal to or cheaper than standard branded products,” says James McCoy, research director for YouGov SixthSense.

A key demographic for the organic market, women aged 25-39, are decidedly cold in their attitude towards organic, with 71% in this bracket not buying organic produce on account of cost. Overall, 42% of consumers say that they would buy more organic if they could afford it, while one in three consumers depends on special offers in order to take advantage of organic options.

“There is a notable level of consumer disdain directed towards organic and those who engage in the organic lifestyle, as one in five consumers believes that organic products are used as status symbols,” adds McCoy. “For many, organic foods occasion a feeling of insecurity with 14% of consumers saying they feel “guilty” for not buying enough organic products.”

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