30 June 2023

One in two younger shoppers look to increase organic consumption

With over 4,000 Irish farmers now participating in the Organic Farm Scheme, and additional entries expected when the scheme reopens later this year, increased volumes of Irish organic food, drink and horticulture are expected to come on stream.

This, according to Emmet Doyle, Organic Sector Manager with Bord Bia, will help deliver the necessary scale to supply key retail and foodservice customers both in the domestic and export markets.

Speaking at a recent Growing Organics farm walk in Co. Laois, Emmet explained that the purpose of his role within Bord Bia is to help support the growth of Irish organics, adding: “We deliver a strategy to support organics in two key ways. Firstly, in the Irish market, it is all about growing the awareness of organics to Irish consumers and increasing consumption. In export markets, it’s identifying the customer base, building that customer base and really growing our Irish organic exports in the next couple of years.”

Irish market research

To understand more on consumer preferences toward organic produce in Ireland, Bord Bia is currently undertaking market research. Emmet explained: “It is all about understanding consumer’s awareness of organics, the reasons they purchase organics and how we can make sure we increase the number of consumers purchasing organics in the coming years.

“The findings of the research have been very positive. We found there is a real demand for organics over the next 12 months. It’s contradictory to what you hear about the cost of living crisis, there is actually a massive openness and willingness by consumers to consume organics and particularly organic meat, dairy and vegetables.

“One in two younger shoppers are looking to increase their organic consumption over the next 12 months. They are currently buying organic vegetables, eggs, dairy and they are more open to paying a premium for organics as well. There is a really positive situation in the Irish market around organics and it will be a great opportunity to start developing the market further.”

The Irish consumer facts:

Irish retail sales of organic food, drink and horticulture totalled €168 million.
Irish retail sales of organic food, drink and horticulture saw seven years of growth from 2015 to 2021.
One in two Irish shoppers aged 18-35 are looking to increase the amount of organic food and drink they purchase each week.
One in two Irish shoppers buy organic vegetables, eggs, dairy and meat a week.
73% of Irish shoppers willing to pay a premium for Irish organic food, drink and horticulture.

With this research to hand, Bord Bia is delivering several projects to support the future growth for Irish organic production. These include the development of a marketing proposition for Irish organic produce coupled with an Irish organic marketing campaign in the autumn of 2023. This national campaign will promote the quality of Irish organic produce to Irish consumers. Bord Bia is also engaging with retailers to identify promotions for Irish organic produce in this same period.

Export markets

In addition to the work on the domestic front, Bord Bia works to promote Irish organic produce to export markets. In early autumn, Bord Bia will also present the results of an in-depth study into opportunities for Irish organic produce in France, building on investment in a similar study focusing on the Nordics and German markets. In addition, Bord Bia with a number of Irish organic manufacturers will exhibit at Natexpo, a leading organic B2B trade show in Paris later this year.

Also read – Growing Organics: Combining a sheep and tillage enterprise in Co. Laois