Millennials turn to organic shopping during the pandemic

08 September 2020, 09:26 AM
  • Ahead of the Organic September campaign, more than a third of millennials are more likely to buy organic than they were before the pandemic
Millennials turn to organic shopping during the pandemic

Demand for organic food post-lockdown has reached a three-year high, due to a growing interest in ethical food and animal welfare. Organic sales in the 12 weeks ending the 30th of May showed an 18.7% increase, compared to a 14.2% increase in non-organic food and drink, according to Nielsen data.

A new survey for Organic September, a campaign by the Organic Trade Board and the Soil Association to promote awareness for organic food and farming, found that more than 12 million Brits are more likely to buy organic than they were before the pandemic

More than two thirds (67%) of respondents said they would like to swap a regular grocery item in September for an organic alternative. “Our survey has uncovered some really interesting insights about consumer opinions. There are so many good things about choosing organic but plenty of misconceptions too, says Harriet O’Regan, Marketing Director of the Organic Trade Board.

One in six, for instance, believe that there is no difference between organic and non-organic, while almost half (46%) think “natural” and “free range” are as good as organic. Meanwhile, fewer than three in 10 believe that eating organic food supports the planet.

“The organic movement helps protect our environment, our soils and our wildlife and has sustainability at its heart. Reconnecting with nature, sharing facts about organic farming, or making a small swap are all ways shoppers can get involved with this year’s Organic September campaign,” Harriet says.

The month-long event aims to call for a sustainable, planet-centric approach to production, building on a desire for a green recovery from Covid-19. “The Covid-19 pandemic has meant more people appreciate where food comes from, and want to know where and how their food has been produced. We want to clearly show how organic works with nature to provide long term solutions,” explains Clare McDermott, Soil Association certification business development director.

Soil Association licensees, producers and retailers can access a range of resources for Organic September, including digital toolkits and online content. Independent retailers can also receive packs and free wildflower seeds to hand out to customers shopping on Organic September Saturday.

Cristina Dimetto, general manager of the Organic Trade Board, said: “It’s our mission to help people understand the organic link to sustainability and offer new ways for everyone to get involved, choose organic and make a difference.”

For more information on Organic September, visit

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