Following the recent success of the rallies across the world by young activists, led by the wonderful Swedish girl Greta Thunberg, to try to galvanise people and governments into acting swiftly and decisively to turn the tide against climate change, it is no surprise that huge rafts of people on all parts of the planet are turning to organic food and drink.
Consumers Increasingly Buying Organic Foods
Here in Europe latest reports seem to indicate that on average three quarters of consumers buy organic food and drinks, with one third of these consumers buying organic produce once a week or more.
But where once the main driving force behind the purchasing of organic food was that it was safe to eat with no chemicals or artificial ingredients added, now there is the big issue of sustainability which is also a huge issue.
Organic Certification & Sustainability
In an article in the latest ISN Magazine the author writes that:
“One of the key selling points for organic food and drink is their clean label credentials, as consumers increasingly avoid products that might contain anything artificial or chemical-sounding. Besides enjoying a perceived health halo due to their clean label profile, organic food and drink products are often being seen by consumers as the healthy and ethical choice. With trust, transparency and traceability becoming more important factors in consumers’ purchasing decision, products with organic certification provide an extra stamp of assurance.
“The organic food sector has traditionally thrived on the safe ingredients ticket, but things are evolving. While green and social considerations are proving popular with consumers, a new breed of organic product is emerging, where ‘organic’ is not always the main marketing message. This is especially relevant for the Millennial and Gen Z generations of consumers, whose expectations of sustainability, integrity, and advocacy are putting an increasing pressure on the food and drink industry.
“A Mintel survey highlights that for this generation of organic consumers, the social and environmental impact of consumption is of great importance. When it comes to the motivations of buying organic foods, European organic food and drink buyers aged 16-24 are more likely to be driven by ethical and environmental reasons compared to an average across all age groups.
“To satisfy these increasingly complex requirements, organic brands are re-inventing themselves to widen consumer appeal, bringing all relevant credentials under one roof. Organic claims are becoming increasingly embedded in a wider health and ethical positioning, as the organic industry seeks to appeal to discerning consumers with increasingly creative formulas and recipes.”
Ethical Producers Required
These issues will become more pronounced as the months and years go by with producers having to understand they need to have an ethical, sustainable and clean labeling ethos to continue to be at the forefront of the food industry.