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Health-conscious millennials drive organic growth

A desire among young adults for fresh, nutritious products drove sales of organic food in the first half of 2017.

The Soil Association reported total sales of organic grew by 4.1% in the 52 weeks to 1 July with strong consumer interest in fresh, healthy, and seasonal foods the engine of growth.

It said continued growth in the market was being driven by younger consumers, with the 24 to 44 year old age group being the most committed to buying organic.

Some of the biggest areas of growth included fruit (+12.6%), tomatoes (+13.1%) and salad (+7.9%), while bananas achieved the highest growth of any food and drink product in the organic sector with sales soaring by 25.5%.

The Soil Association said that innovative, new products in areas such as non-dairy milks, nutty butters and confectionery were also capitalising on demand for healthier options.

It added that brand participation in this year’s Organic September would provide a further boost to the sector.

“Organic product innovation is demonstrating a wide appeal for consumers prioritising food quality, taste, and wellbeing simultaneously,” said Clare McDermott, business development director at the Soil Association. “With such a wide variety of products to choose from, together with nationwide events and organic brand promotions, there has never been a better time to try organic than Organic September.”