From organic nutrition to home-grown produce, the UK food sector is enduring a revolution. Recently published marketing reports have shown a massive change in what we buy and how we eat — but why?
A new love for organic produce
The sales of organic produce have been rising in recent years. Now worth a huge £2.09 billion, the market witnessed 7.1% growth in 2016 alone. In fact, organic food and drink now represents a 1.5% share of the total UK market, according to the 2017 Organic Market Report. On a global scale, the UK’s organic market makes up 4% of the $81 billion worldwide organic sales.
It is thought that we are becoming more obsessed with organic produce because of our newfound knowledge of its health benefits. Overall, 80% of consumers said they had knowledge of organic food, with 39% buying it on a weekly basis.
The rise in organic sales have also been attributed to our increased use of social media. As images of toned, healthy bodies litter our news feeds, we’re inspired by self-improvement. Given that organic food is often fresher, containing fewer pesticides and no genetic modifications, it’s the route many people choose as part of living and eating better.
The foodservice market appears to be experiencing the most growth compared to supermarkets and independent retailers, following the rise in organic purchases. Sales of organic food within the UK’s foodservice market rose by 19.1% in 2016 to be worth a staggering £76.6 million.
Of course, the need for organic food from the public goes on to affect the rest of the supply chain. In order to continue to capture sales from increasingly health-conscious customers, outlets must change their menus accordingly, driving the growth of organic food. Many well-known restaurants have made the switch to organic, including Jamie’s Italian, McDonalds and Nando’s.
From this, wholesalers must adapt too. Between 2015 and 2016, there were almost 25% more licensed organic wholesalers, responding to the growing demand for wholesome food.
The public service is following suit too — it seems as though organic is taking over! Schools, universities, hospitals and workplaces are serving more organic food under the Food For Life Catering Mark — and the growth doesn’t show any signs of slowing down.
Growing popularity of recipe boxes
As a technology driven generation, we are constantly on the lookout for time saving tips — we look for the most efficient way to do something. Our busy lives have given rise to the recipe box. Pioneered by the likes of Hello Fresh and Gousto, these boxes contain all of the ingredients you need to cook tasty meals, along with instructions on how to do it.
As a time and money saver, it comes with no surprise that the boxes have been a success. In 2015, the recipe box industry achieved around £702 million in worldwide sales. By 2025, predictions estimate that this will grow to £3.8 billion as the market grows from strength-to-strength and more companies emerge.
The recipe box appeals to an environmentally conscious individual too. UK households threw away £13 billion of edible food in 2017, recipe boxes — which only provide the ingredients you need for each recipe — address the issue. According to analytics by Cardlytics, spending on recipe boxes grew by 64.6% in the first half of 2016, with the volume of orders increasing by 47.6%.
Of course, they are a threat to supermarkets though. Tesco and Waitrose have both launched a recipe kit range within their stores. With Waitrose vowing to make them a permanent part of their range, Tesco is still in the trial stages.
An enjoyment for growing our own
Another key trend in the UK is growing our own produce, especially fruit and vegetables. It is thought that this originated from the recession where people were on the lookout for ways to combat rising food costs. In 2012, for example, the BBC reported that almost a third of British adults grow their own food. A further 51% said in a survey that they would take to the vegetable patch if food prices were to rise further.
Recent research has also revealed that growing your own produce is an enjoyable hobby for many. One YouGov report found that 77% of gardeners listed eating produce that they have grown in their own gardens as the main benefit of gardening. What’s more, 44% grow enough fruit and vegetable to share with their friends and family, while over 25% said that growing their own food was now their hobby.
This article was researched and created by leading UK compost retailer, Compost Direct.