Organic has opportunity to grow back

Demand for organic products is set for limited recovery
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The organic market has been hit hard by the economic downturn.
The organic market has been hit hard by the economic downturn.

International research firm Mintel has claimed global demand for organic food ingredients and products will recover lost ground in the next two years, as consumers who originally bought organic foods have remained loyal to the category.

Mintel revealed that just less than 40% of consumers claimed they have not changed organic product purchasing habits because of the downturn, with only 3% of consumers discontinuing their organic purchases.

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Mintel senior analyst David Browne commented: “Heavy users of natural and organic food and drink are most likely to indicate they’ve traded down to less expensive organic options.

“Less-frequent consumers of organic products, however, have shown that they haven’t shifted their behaviour, which is good news for the organic food and drink market as this group may begin to buy more once recession-related fears begin to fade.”

Mintel’s research pointed to an organic food and drink market recovery from 2010 to 2012, albeit a gradual one that is unlikely to reach pre-recession growth rates.

“The natural and organic food industry has an opportunity to instil trust and educate consumers as we work our way out of this recession,” added David Browne.

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