Bord Bia Launches New Organic Research

16 Jul 2014 --- New consumer research launched by Bord Bia has highlighted a return to growth in the retail value of organic food in Ireland for the first time since 2010. The Bord Bia study, funded by the Department Agriculture, Food and the Marine and carried out by Ipsos MRBI, values annual retail sales of organic food at €99.1 million, up from €97 million last year, with almost 60% of consumers surveyed purchasing organic produce in the last 6 months.

Retail sales of organic food reached a record high of €106 million in 2010. There are currently 1,721 registered organic operators in Ireland and over 52,000 hectares of land is being used to produce organic food.

Research Highlights
• Organic purchasing remains stable amongst core shoppers over the last 6 years and more people are buying into the category than before
• The main organic consumer is female, urban-living and ABC social demographics
• Top benefits organic purchasers associate with organic food include:
1. Free from chemicals and pesticides and therefore healthier
2. Healthier for my body
3. Free from antibiotics and therefore healthier
4. Is good for nature and the environment
5. Is more natural
6. Tastes better

• Some 73% of current purchasers claim that a ‘local organic’ product proposition would increase their interest in buying organic produce
• 50% of all organic buyers agree that buying Irish organic food is very important to them
• Over a quarter of organic buyers reported that the amount of organic food they have purchased in the last year has increased, with two thirds reported no change in consumption
• Two thirds of all organic shoppers would like to see organic range located in the one place in stores
• While organic products are more likely to be used for regular eating occasions among consumers, use for ‘special occasions’ is growing e.g. 66% purchase organic for a romantic meal at home, same for when giving food as a gift and over 50% will purchase organic for dieting and detoxing, linked to perceived health benefits of organic food amongst shoppers
• The Bord Bia study identified the following top three factors that may encourage Irish consumer to buy more organic produce:
1. Price decrease
2. Increase the range
3. Increase the volume and variety of organic food produced in Ireland

• Consumers fall into the following five consumer segments based on their attitude to organic:
a. Passionate 24%
b. Engaged 13%
c. Casual 20%
d. Accidental 23%
e. Rejectors 20%

The report examines the organic market primarily from a consumer perspective and is based on a programme of research developed between Bord Bia and Ipsos MRBI. This report builds on two previous consumer studies carried out in 2008 and 2010, as well as a qualitative review of trade attitudes to organic, conducted in 2012/2013. The research incorporated a dual approach, employing both quantitative measurement and qualitative analysis.