Indie retail outperforms multiples in organic growth

With the release of Soil Association Certification’s annual Organic Market Report (OMR) comes the news that the UK organic market experienced ‘exceptional growth in value and volume’ in 2024, outperforming non-organic to bring the sector’s sales to double what they were a decade earlier — and indie retail made a significant contribution.

Major retailers, while buoyed by an 8% increase, were marginally outdone by indie stores which saw an overall rise of 9% on the previous year, taking the category to £518 million across the independent retail channel.

Soil Association Certification commercial and marketing director Georgia Philips says the ‘abundant growth’ reported in the OMR is a ‘key indicator of the health and potential of the market as we look to the future’.

Organic’s continued growth across independent retail is attributed to customers seeking ‘a unique in-store experience, quality products and access to more local food’, with Gen Z fuelling much of organic’s overall success.

Seeking out organic

“The signs are strong that this growth is here to stay with increasing consumer demand, particularly from Gen Z shoppers who are increasingly motivated by healthy and sustainable choices and seeking out organic products,” adds Philips.

New research from the Organic Research Centre — supported by Sustain and If You Care — found that younger consumers (under 24) are among the most active organic shoppers, along with low- and middle-income households who are ‘more likely to buy organic products on special occasions’.

“But there are still some significant barriers to overcome to see UK organic market share scale as it has done in so many European countries where government and retailer support have been a catalyst for rapid organic growth,” she warns. “That’s why we have joined forces with leading nature and environmental NGOs to make the case for a 10% government target for land to be farmed organically — which will support a rapid transition with new financial opportunities for farmers.

“Almost 18 months ago we unveiled the Organic for All vision to make organic affordable, available and accessible, and to help identify and overcome the blockers to rapid growth by working collaboratively with the whole organic sector. We have made progress in bringing the industry together and engaging with retailers, supply chains and Government to learn valuable lessons from Europe and to realize untapped opportunities. Now it’s time for Government and retailers to unlock the true potential of organic and turn this vision into reality.”

OMR 2025 at a glance

Value sales in major retail grew 8%, driven by uplifts in ambient grocery, fresh produce, meat, fish and poultry. 

Organic unit sales grew four times more than non-organic at 4.7%, compared to 1.2% for non-organic.

Organic is twice as likely to be purchased online than non-organic. 

Almost seven in ten consumers intentionally choose organic. 

Indie retailers say biggest reason for 9% growth is that organic addresses sustainability and health concerns.

Home delivery remains important, accounting for 15% market share.

Hospitality soared by 6.5%, returning to growth.

Organic beauty and textiles grew 11%.

70% of OMR respondents say the future ‘looks bright’ for 2025.

By Rosie Greenaway, editor