When the credit crunch hit, many households in the UK quickly cut back on spending. One of the first things to go was their veg box deliveries. Fast forward to today, and the organic market is booming. Sales have surged, marking the biggest growth in two decades, according to Riverford, a popular veg box seller.
Interestingly, this growth isn’t limited to just fruits and vegetables. There’s been a significant rise in organic meat sales, with organic chicken sales increasing by 13% year-on-year—even though it’s nearly three times more expensive than conventional options. Clare Hadway-Ball from the Soil Association explains that health concerns are driving this trend. “People are worried about costs, but they also care about what they eat,” she says.
The UK’s organic food and drink market grew nearly 8% in the year leading to September 2025. This isn’t just about price hikes; the actual volume sold increased by 2.5%, outperforming the general food market.
While older generations still spend the most on organic products, middle-income families are now buying organic more frequently. They often purchase essentials like fruits, vegetables, and staple items, making them a key audience in this market shift.
Riverford’s Chief Executive, Rob Haward, noted an unprecedented growth rate, saying, “I haven’t seen the market grow like this in 20 years.” Greater awareness of healthy diets is encouraging consumers to seek trusted food sources.
In contrast to the financial crisis of 2009 when retailers lost confidence and stopped stocking organic products, the current environment shows strong support. Supermarkets like Tesco and Waitrose are expanding their organic offerings. Tesco recently revamped its organic range of over 100 products, responding directly to customer demand for quality organic food. Waitrose’s Duchy organic brand has also seen significant investment.
Despite this positive trend, the cost of organic food remains a hurdle for many. Hadway-Ball explains that because organic farming typically costs more, prices are higher for consumers. However, promotions like Clubcard and Nectar allow shoppers to buy organic staples at competitive prices.
Younger consumers, especially Gen Z, are stepping into the spotlight as key drivers of the organic movement. A recent study found that 42% of 18- to 24-year-olds buy organic at least once a month, significantly more than their millennial counterparts. They are motivated by concerns about health and sustainability. One-third of households are wary of ultra-processed foods and are leaning towards cleaner, organic options.
Tor Crockatt, head of marketing at Yeo Valley, points out that the company has seen a 40% increase in demand for natural and Greek yoghurts in the past three years. This trend highlights how consumers, particularly younger ones, are seeking simple, unprocessed food. “Gen Z are especially interested in organic choices,” Crockatt adds, reflecting their deep-rooted concerns about health and environmental impact.
As organic food gains traction, it seems that people are more focused than ever on making healthier choices that they feel good about.
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