‘Quality really matters’: why the organic food market is booming again

Greater awareness of healthy diets and concerns over ‘trusted’ food means sales growing at fastest pace in two decades

When household finances were plunged into turmoil during the credit crunch, one of the first things that Britons cancelled was their veg box delivery.

But although the cost of living crisis persists, the organic market is enjoying its biggest boom in two decades, according to veg box seller Riverford. It is not just fruit and veg, with a “massive” increase in sales of organic meat. Organic chicken was up 13% year-on-year, despite costing three times as much as other birds.

“People are still concerned about the cost of living but health is also really important, and for the last two years organic has been outperforming non-organic,” said Clare Hadway-Ball, senior commercial manager at the Soil Association.

“Organic poultry is about three times more expensive but it’s in massive growth,” she said. Sales of organic birds are up 15% by value and 13% by volume year-on-year. For salmon its 21% and 18%, respectively. “People are still buying them.”

The UK organic food and drink market grew nearly 8% in the year to 27 September 2025, according to Soil Association figures. The growth was not just down to price hikes, with volume of sales up 2.5%, which is five times the rate of the overall market.

While empty nesters and retired people are still the biggest spenders, in a sign of its broadening appeal, it is middle-income families that buy the most often. “Although they do not spend the most they are buying essentials, such as fruit and veg, tinned goods and staples like pasta and rice,” said Hadway-Ball.

Earlier this week Rob Haward, the Riverford chief executive, told the Guardian he had “not seen the market grow as much as this for 20 years” as it reported a 6% bump in annual sales. The rapid growth seen in 2024 had continued in 2025, amid greater awareness of healthy diets and increased concern about “where you can go to get food you can trust”.

During the financial crisis, “retailers just lost confidence and delisted products”, Hadway-Ball said of 2009’s 13% drop in sales. With two-thirds of organic food and drink sold by the big supermarkets, their backing is vital to its success.

There is no sign of that mindset today. Tesco recently revamped its organic own-label range of more than 100 products. Tesco’s John Constantinou, whose responsibilities include the label, said being able to find “quality, great‑tasting organic food really matters” to its customers.

Waitrose has also invested heavily in the expansion and relaunch of its Duchy organic brand, which runs to 250 products. Hannah McDonald, the retailer’s own-brand manager, said that during 2025, sales of organic food increased in both value and volume terms. The year to 31 January saw big volume increases in this area, including berries and bananas up by 15% and eggs 9%.

An issue for many households is that organic food just costs too much. “Organic food costs more to produce generally so it costs more for the consumer,” said Hadway-Ball. The premium charged varies a lot, but the recent inclusion of organic foods in Clubcard and Nectar promotions means it is sometimes possible to buy everyday items such as butter, carrots and apples for the same price.

Analysts also point to Gen Z’s enthusiasm for organic food. A recent poll found 42% of 18-24 year-olds buy organic at least once a month. That makes them 92% more likely to buy organic fruit and veg than millennials.

“One in three households are concerned about ultra-processed foods and moving to cleaner products,” said Tor Crockatt, head of marketing at yoghurt-maker Yeo Valley. With a turnover of £230m the company has benefited from a 40% increase in demand for natural and Greek yoghurts in the last three years as customers go back to basics to avoid processed food.

“Gen Z are particularly interested in organic and making sustainable choices,” she said Crockatt. “They have been brought up in an era where they are have heard a lot about the health of people and the planet, and the impact we are having. There’s a lot of scepticism from consumers [about the food industry] so it feels like now is the time for organic to shine.”