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One in four Brits make a conscious effort to buy organic food, but what puts others off?

With the UK spending £2.79 billion on organic produce in 2021, up from £2.28 billion in 2019, and Google searches for ‘organic fruit and veg near me’ up 400%, it’s clear many of us are becoming more considerate of the things we put in our trollies.

Whilst there are pros when it comes to shopping organic produce, including the use of fewer pesticides and its reduced impact on the environment, what do Brits actually think of organic food and drink?

Wren Kitchens reveals who the biggest consumers of organic food are, what prevents us from picking it up on the weekly shop and what factors would encourage them to change their mind.

What prevents people from going organic?

Despite its many benefits, 53% of those surveyed said the price puts them off buying organic food with 41% saying they would buy more if it was cheaper than non-organic food.

Meanwhile, 14% wouldn’t buy organic because it ‘goes off’ quicker and 17% are put off because their local supermarket doesn’t have a lot of variety.

Who buys organic food?

Whilst nearly a quarter of those surveyed said they make a conscious effort to buy organic produce (24%), this jumped to 38% in London making them the biggest consumers of organic. Meanwhile, those in the South West were the least likely to buy organic with just 13% saying they make the effort to do so.

Gen Z and Millennials are the biggest lovers of organic food with 38% of 16-24 year olds and 37% of 24-35 year olds saying they will make the effort to buy organic, however just 13% of 55+ year olds will do so.

Making the switch to organic

Changing the way we shop can be difficult, but what would help us make the switch easier?

Of those surveyed, 19% said they would buy more if their supermarket stocked more organic options and 16% would buy more if it was easier to identify on the shelf.

An additional 12% said they would pick up more organic food if they had a wider understanding of the difference between organic and non-organic, and a further 12% admitted they would buy more if they knew more about where it came from.

Despite these obstacles, the organic food and drink sector saw a massive growth in 2020. Sales of organic beers, wines and spirits saw the biggest change in sales, increasing by 33% compared to 2019 whilst sales of meat, fish and poultry shot up by 17%.

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