Waitrose Launches Organic Marketing Initiative As Sales Rise Nearly 5%

Waitrose has revealed that sales of organic products in its stores are up 4.6% on last year, supporting recent data that showed the market for such goods is seeing strong growth.

Waitrose revealed the figure as its launched an organic marketing initiative to support the Soil Association’s Organic Month that began yesterday.  The Waitrose Organic Kitchen initiative will feature content in the retailer’s weekly magazine created by gardening expert and Waitrose ambassador, Alan Titchmarsh, who will be joined by broadcaster Ellie Harrison. Together, they will explore organic food and how it’s grown to help the retailer’s customers understand the origins of their organic products.

Earlier this month, the Soil Association predicted that the overall value of the organic market in the UK will exceed £2bn by the end of this year.  Latest Nielsen data for the 52 weeks to 18 June, showed strong growth of organic products continued through the first half of 2016 and is now +5.2% compared to +3.2% at the end of 2015 through supermarket sales, against a decline of -0.9% in non-organic sales for same period.

Waitrose pioneered the sale of organic food in supermarkets in 1983 and now has one of the largest organic ranges in the UK – Waitrose Duchy Organic.  The retailer said that organic fruit, vegetables and salads remain its customers favourite organic buys.  In particular, organic blueberries are proving popular with sales up 39% this year.

Carrots are the grocer’s top-selling organic vegetable but shoppers are said to be increasingly going green with broccoli and spinach becoming the pick of the organic crop, with sales of the latter up by 16% on last year. Meanwhile, sales of the supermarket’s range of organic cheeses have jumped by 11% in 2016, with bestselling line, Waitrose Duchy Organic Mature Cheddar  – winner of the Soil Association’s Best Organic Cheese award – increasing sales by 38% during the year.