Waitrose Sees More Shoppers Buying Organic Food And Drink

Namnews, 29th April 2021

New research for Waitrose has shown that there has been a sharp rise in shoppers turning to organic food and drink during the pandemic. A quarter of those questioned increased the number of organic items in their shopping basket or bought organic produce for the first time over the past 12 months.

The OnePoll study also revealed that 61% of people would like to buy more organic products in future.

Top of the list of reasons for buying more organic food and drink was a concern about the environment and climate change, cited by 39%, closely followed by concerns about food standards, and a renewed interest in cooking, both cited by 36%. A third of respondents said reconnecting with nature and wildlife had also influenced their shopping habits.

The retailer said the growing interest and demand for organic food and drink had been reflected in sales of its Waitrose Duchy Organic range. Sales of the range, which this month revealed a new look, are up over 10 % compared to last year with organic chicken up over 35% and organic fruit growing 15%.

Elen Ormson, Waitrose Duchy Organic Brand Manager said: “More time at home has brought an increased awareness in where and how food comes to our kitchen tables. Waitrose Duchy Organic has grown to become the UK’s largest organic food and drink brand and, after a year of record sales, is sporting a new look that better reflects the animal welfare and sustainability credentials which we know are so important to our customers.’

Clare McDermott, business development director for the Soil Association, commented: “The unprecedented crisis of 2020 has meant many of us are shopping and eating differently, preparing and planning meals, buying locally and feeling more aware of our environment. And with nature becoming increasingly important to many of us, we’re thinking much more carefully about where our food comes from, how it’s produced and its impact on the environment.”

NAM Implications:

• Despite ‘concern about the environment and climate change, cited by 39%…
• I would put my money on ‘concerns about food standards, and a renewed interest in cooking, both cited by 36%’
• i.e. these are the ones that will affect shopping behaviour.
• In other words, time to check that your positioning aligns with these two motives…