"Quality truly matters": The resurgence of the organic food market
The financial turmoil caused by the credit crunch had a significant impact on household budgets, leading many Britons to eliminate non-essential expenses, such as their vegetable box subscriptions.
However, despite the ongoing cost of living challenges, the organic food sector is currently experiencing its most significant growth in twenty years, as reported by Riverford, a prominent vegetable box provider. This surge isn't limited to just fruits and vegetables; there has been a remarkable increase in the sales of organic meat as well. For instance, organic chicken sales have risen by 13% year over year, even though it is priced three times higher than conventional poultry.
Clare Hadway-Ball, the senior commercial manager at the Soil Association, noted, "While people are still concerned about their finances, their health remains a top priority. Over the past two years, organic products have consistently outperformed non-organic alternatives." She added that although organic poultry is significantly more expensive, its popularity is on a steep rise. Specifically, the value of organic bird sales has increased by 15% and volume by 13% compared to last year, while organic salmon has seen increases of 21% in value and 18% in volume. "Consumers are continuing to purchase these items," she emphasized.
According to the Soil Association, the market for organic food and beverages in the UK grew nearly 8% in the year leading up to September 27, 2025. Notably, this growth is not solely attributed to rising prices; the volume of sales increased by 2.5%, which is five times higher than the overall market growth rate.
Although empty nesters and retirees remain the largest consumers of organic products, middle-income families are increasingly frequent buyers. Hadway-Ball noted, "These families may not spend the most, but they prioritize essential items like fruits, vegetables, canned goods, and staples such as pasta and rice."
Recently, Riverford's chief executive, Rob Haward, shared with the Guardian that he has not witnessed such robust market growth in the last two decades, reporting a 6% annual sales increase. The rapid growth trend that began in 2024 has persisted into 2025, fueled by heightened awareness of healthy eating habits and growing concerns about sourcing trustworthy food.
Reflecting on past downturns, Hadway-Ball recalled how retailers lost confidence during the financial crisis, resulting in a 13% drop in sales in 2009 when many organic products were delisted. Today, however, the atmosphere is markedly different. Major retailers like Tesco are revamping their organic product lines, with John Constantinou, responsible for Tesco’s organic offerings, stating that consumers prioritize "finding quality, delicious organic foods."
Similarly, Waitrose has made substantial investments in expanding and relaunching its Duchy organic brand, which now boasts 250 products. Hannah McDonald, the retailer's own-brand manager, noted significant volume increases in organic sales during 2025, particularly in categories like berries, bananas, and eggs, which saw increases of 15% and 9%, respectively.
Despite the positive trends, many households still find organic food prohibitively expensive. Hadway-Ball explained, "Producing organic food generally incurs higher costs, leading to higher prices for consumers." While the price premium can vary significantly, recent promotions through Clubcard and Nectar have allowed some consumers to purchase everyday organic items like butter, carrots, and apples at comparable prices to their non-organic counterparts.
Another factor driving the organic boom is the enthusiasm from Generation Z. A recent survey revealed that 42% of individuals aged 18 to 24 purchase organic products at least once a month, making them 92% more likely to buy organic fruits and vegetables than millennials.
Tor Crockatt, head of marketing for yoghurt manufacturer Yeo Valley, noted, "One in three households express concern over ultra-processed foods and are leaning towards cleaner options." With a turnover of £230 million, Yeo Valley has experienced a remarkable 40% surge in demand for natural and Greek yoghurts over the past three years as consumers shift back to simpler, unprocessed foods.
Crockatt emphasized that "Generation Z is particularly focused on organic choices and sustainability." Having grown up in an era marked by discussions about public health and environmental concerns, they are increasingly skeptical of the food industry, suggesting that now is an ideal moment for organic products to thrive.
