UK ORGANIC in the spirit of inclusion, collaboration and working with similar organisations across the border, recently connected with Organic Sweden, the Swedish counterpart that has recently launched the Organic Export UK initiative. This EU-funded, three-year project (2024–2026) is designed to increase sales of Swedish organic food through targeted export promotion activities in the UK.
As we know, over the past 12 years, the UK organic sector has demonstrated steady growth, regularly outperforming non-organic products. This growing consumer interest in organic options, combined with rising demand for sustainable and healthy food, makes the UK a strategic market, also for Swedish organic producers.
Consumer Insights: Swedish Organic Food in the UK
In November, Organic Sweden, in collaboration with Verian, conducted a survey of London-based conscious consumers with 980 respondents to better understand attitudes towards organic food. The results reaffirm familiar findings such as those from the UK ORGANIC recent research in collaboration with ORC: barriers such as price and availability remain challenges for increasing organic purchases, while health and well-being are the top motivators for choosing organic products.
However, the survey conducted by Organic Sweden also provided compelling new insights into consumer perceptions of Swedish organic food.
Swedish Organic: 73% of Greater London Consumers Say ‘Yes!’
The survey revealed strong interest in Swedish organic products among London consumers, with over half (73%) holding a positive view of these products. Additionally, 80% of respondents reported having good or extensive knowledge of organic production.
Key Findings:
- Health and well-being are the primary drivers of organic food purchases, reflecting growing consumer awareness of the benefits of organic options.
- Swedish organic food enjoys a positive reputation, with over half of consumers expressing favourable opinions of these products.
Anton Järild, Communication Strategist at Organic Sweden, commented: “This health-conscious mindset, combined with the positive perception of Swedish organic products, presents a significant opportunity for Swedish producers to expand their reach in the UK market.”
As UK consumers increasingly seek sustainable and organic products, Organic Sweden is committed to supporting Swedish producers in meeting this demand. The organisation is focused on promoting availability enhancing the presence of Swedish organic products in UK retail, raising awareness, highlighting the benefits of sustainable and organic production, alongside certifications such as the EU organic logo, and also overcoming challenges addressing barriers such as price and accessibility to facilitate greater consumer access.
Anton Järild added: “The survey results clearly show that British consumers are receptive to Swedish organic food. Swedish producers now have a unique opportunity to strengthen their position in a growing market for healthy and sustainable products.”
Through the Organic Export UK initiative, Organic Sweden aims to bridge the gap between Swedish organic producers and the UK’s burgeoning organic market, unlocking mutual benefits for businesses and consumers alike.
For more information on Organic Sweden and their project please contact Anton Järild at anton.jarild@organicsweden.se
