Key macro trends in food and drink such as health, sustainability and channel shifting are helping keep the UK organic market on a growth trajectory, new data from NielsenIQ shows. 

Latest research from the consumer intelligence specialist was shared at this month’s Soil Association Organic Trade Conference by NIQ’s head of retailer and business insights, Mike Watkins. 

The findings shows that organic sales* grew 7.9% (over 52 weeks to September 27 2025) to be worth £2.57 billion, significantly outpacing growth in conventional grocery (at 3.5%). There was unit growth of 2.5% for organic, demonstrating that inflation is not accounting for all of the growth. Impulse purchases are a particular standout, delivering 9% growth over the last 12 months. 

Looking at wider food and drink retail trends, Watkins said: “Shoppers are changing what they’re buying at supermarkets. They are aware of the cost of eating out, they are aware of the cost of the grocery shopping basket and they are cooking more meals at home, more meals from scratch and as a result are buying more fresh foods. Straight away there is an opportunity for organic to be a bigger part of that fresh food basket. 

“Straight away there is an opportunity for organic to be a bigger part of that fresh food basket”

“Shoppers are also focusing on their health and wellbeing – everything from impacts of people taking GLP-1 medication, reducing high sugar, fat and salt ultra-processed food and drinking in moderation. These are macro trends that are directly impacting what is being bought in supermarkets. It’s important that you are part of that journey – especially as these issues go above and beyond things like provenance that traditionally underpin organic messaging. 

NIQ’s data shows that around two thirds of Britons bought organic over the course of the year, but that most of that purchasing is done by a core consumer base. Watkins commented: “So, we don’t have a problem in getting people to buy organic. But we do have a challenge in getting them to buy it more regularly. Organic market share remains at around about 1.6%, and it hasn’t moved much recently. But the encouraging unit growth shows that something does appear to be really happening there.”

“43% of households say that buying organic is important. But what is absolutely clear from the data  is the future is the younger shopper”

Summarising, Watkins said: “Organic shoppers come from a broad church and the addressable market he is getting bigger. 43% of households say that buying organic is important. But what is absolutely clear from the data  is the future is the younger shopper.”

* NielsenIQ data is collected from supermarkets, discounters and major convenience outlets and does not include specialist independents, farm shops and veg box schemes