Based on the latest data from the UKO & ORC Consumer Insights Report 2024, we held this webinar together with Organic Research Centre in December where we examined where organic shoppers prefer to shop, how they navigate their purchasing decisions, and the key motivators driving their choices, such as health, sustainability, and ethical considerations. You can now watch the recording on YouTube.
Addressing the barriers to broader adoption of organic products and exploring the financial profiles of organic consumers this webinar highlighted a surprisingly diverse range of income groups and spending patterns. It also revealed unexpected insights that challenge common assumptions about the organic consumer, providing fresh perspectives on the behaviour and priorities of today’s organic shoppers.
The a panel discussion included Julia Kirby-Smith from Better Food Traders and Leslie Cowell from Officially Organic, together with the report’s authors Rowan Dumper-Pollard from Organic Research Centre and Cristina Dimetto from UK ORGANIC.
WATCH HERE
- Julia Kirby-Smith: Julia is Executive Director at Better Food Traders and has a strong understanding of both independent food retail, and the broader issues with our food system. She ran an ethical grocery shop in North London called Fridge of Plenty, which she founded, grew and then sold in 2022. Julia also has a background in broadcast journalism and strategic comms, is Chair of the Eating Better alliance, which works to reduce meat and dairy consumption in the UK and is involved with a number of local Food Partnerships around the UK. Better Food Traders was a collaborator on ORC’s Marketing of Organics Project and has worked with ORC and UKO to develop a “Tips for Retailers” guide based on these consumer survey findings.
- Leslie Cowell: “My history with an interest in Everything Organic goes back more than 20 years through a connection with my partner. Her practical application of an organic and non-UPF diet for her son, who at the time was being treated for leukaemia, was a contributing factor to his recovery. I caught on very quickly to this fantastic discovery, and now I want to see anything that isn’t certified Organic be labelled in RED ‘NON-ORGANIC’! This experience, along with many others, has led to the vision and mission for the creation of www.OfficiallyOrganic.co.uk , the largest platform in the UK for Everything Organic.”
