With more and more ‘organic’ products becoming readily available to the shopper, choice is giving supermarkets further opportunities to strengthen their market as they target organic food consumers.

What exactly is organic food?
Organic food is produced according to a set of principles and standards concerning such issues as pesticides, additives, animal welfare and sustainability. There are different forms of organic production, some stricter than others. The main accreditation body to look for in the UK is the Soil Association, but there are others.
Sales of organic food in the UK have increased dramatically in recent years. According to the latest Soil Association Organic Market Report, published in 2007, sales were up by 22 per cent on the previous year. Supermarkets are expanding their organic ranges, but a growing number of consumers are turning directly to the farmers for their organic food.
Marks & Spencer, and Sainsbury's have been praised by the Soil Association for stocking more organic food from farmers in the UK and reducing the amount they import.
As the organic food market continues to influence the trend for consumers buying what they consider to be a healthier option. Organic food sales have soared over the last couple of years and supermarkets have been quick to embrace this and tap in to the concerns over the possibly dangerous chemicals that are being added to our foods.

Why do people want ‘organic’?
Many people turn to organic food because of concerns about pesticides. Around 350 pesticides are permitted in conventional farming and the Soil Association says an estimated 4.5billion litres of them are used annually. While there are Government rules for pesticide residues, they still end up in our food and nobody knows the long-term implications of their combined effect.
The organic movement aims for food that is produced as 'naturally' as possible, free from trans-fats, GMOs (genetically modified organisms) and most additives.
According to Datamonitor’s Productscan database, the top trends to look out for in 2008 include fresh and organic produce. Organic food for younger people is also predicted to hit the mainstream market. With the supermarkets now stocking a greater choice for customers, the demand for produce from organic farmers is also increasing. The benefits of organic farming include the upkeep of natural land resources, native plants, wildlife, insects and birds as well as the development and conservation of natural ecosystems and an overall reduction in the pollution that is intoxicating our countryside.