In a world where every penny counts, why are people suddenly splurging on organic food? It’s a question that’s sparking curiosity, especially as the organic market is experiencing its biggest surge in two decades, even as the cost of living crisis lingers. But here’s where it gets intriguing: despite organic products often costing significantly more—organic chicken, for instance, is three times pricier than its non-organic counterpart—sales are soaring. Organic poultry sales are up 15% in value and 13% in volume year on year, with salmon seeing even more impressive growth at 21% and 18%, respectively. And this is the part most people miss: it’s not just health-conscious retirees or empty nesters driving this trend; middle-income families are buying organic essentials like fruit, vegetables, and staples more frequently, even if they’re not the biggest spenders.
So, what’s fueling this boom? According to Clare Hadway-Ball, senior commercial manager at the Soil Association, it’s a blend of health concerns and a growing desire for trustworthy food sources. “People are still mindful of their budgets, but health is non-negotiable,” she explains. This shift is backed by numbers: the UK organic food and drink market grew nearly 8% in the year leading up to September 2025, with sales volumes up 2.5%—five times the overall market rate.
But here’s the controversial bit: while organic food is often seen as a luxury, retailers like Tesco and Waitrose are making it more accessible. Tesco’s revamped organic range now includes over 100 products, with John Constantinou emphasizing that “quality and taste matter” to customers. Waitrose, meanwhile, has invested heavily in its Duchy organic brand, boasting 250 products and significant sales increases in 2025, including a 15% rise in berries and bananas.
Yet, the elephant in the room remains: organic food is expensive. Hadway-Ball acknowledges this, noting that higher production costs translate to higher prices for consumers. However, promotions like Clubcard and Nectar deals are bridging the gap, making organic staples like butter, carrots, and apples more affordable.
And this is where it gets even more fascinating: Gen Z is leading the charge. A recent poll reveals that 42% of 18- to 24-year-olds buy organic at least monthly, making them 92% more likely than millennials to choose organic produce. Tor Crockatt, head of marketing at Yeo Valley, attributes this to their awareness of ultra-processed foods and a desire for sustainable, cleaner options. “Gen Z has grown up hearing about the health of people and the planet,” Crockatt says. “Their skepticism about the food industry is driving them toward organic choices.”
This resurgence isn’t without precedent. During the 2009 financial crisis, organic sales plummeted by 13% as retailers delisted products. But today, the narrative is starkly different. With two-thirds of organic food sold by major supermarkets, their renewed support is pivotal.
So, here’s the question for you: Is the organic boom a fleeting trend or a lasting shift in consumer behavior? And more importantly, is the premium price tag worth it for the perceived health and environmental benefits? Let us know your thoughts in the comments—we’d love to hear your take on this evolving food landscape.
