September was a month of sustained focus on all things organic in England, from a host of attractive price offers across retailers to many individual communications to customers and a variety of events staged by the Soil Association. The usual Organic Fortnight was extended to a full month dedicated to organics, “Organic September”, to allow more opportunity for targeting customers and to fit with promotional periods for retailers.
The Soil Association Trade Briefing in London was attended by 80 business delegates and received excellent feedback. Along with three different learning events during the month, the Soil Association’s emphasis on sharing information and knowledge was successfully achieved.
These and further activities seem to have been reflected in trading, The Soil Association reports.Kantar figures for the four weeks to 2 October 2011 confirm that September rose supermarket sales ahead of the previous five months and reversed a trend of slipping sales during summer. Oganic lamb, for example, increased by 20.5 % in sales, and beef rose by 16.9 %. Organic baby food grew by 10.8 % in the same period of time.
Box scheme business continues to grow as well as specialist organic retailers.Riverford Organic Vegetables Limited reported their previous year’s annual sales were up 2.4 % to £ 39.5 million. Mintel suggest that the market is ‘slowly moving towards recovery’ with a number of positive indicators for growth, like a predicted rise in the number of consumers due to rising population trends in the age and demographic groups most likely to purchase organics in the future.
Soil Association Organic Trade News