Awareness Around Organics at an All-time High as Australians Seek Out Authentic Products

3 June 2019

The latest Australian Organic Market Report reveals the nation’s organic industry is worth AU$2.6 billion and that awareness surrounding organics is at an all-time high. The Australian Organic Market Report is a highly respected publication commissioned by Australian Organic Ltd. It tracks industry and consumer trends in the Australian organic marketplace based on research by the Mobium Group, Euromonitor, Ecovia and the University of New England.

Key Findings

  • The overall number of households saying they have purchased at least one organic product in 2018 lifted to 65% from the previous year.
  • More than half of organic buyers (55%) say that they look for a certification logo on the label to check if a product is organic.
  • Over 90% of purchasers say that they shop for organics in supermarkets at some time.
  • The benefits of products being chemical-free (80%), environmentally friendly (71%) and additive-free (65%) are viewed as the biggest advantages of organic food.
  • Just under half of organic shoppers say they purchased organic due to increased awareness of the impact of food and cosmetics on their personal health.
  • Over 7 in 10 shoppers use Google to search for information about organics.

Australian demand for certified organic products is skyrocketing with $1.93 billion generated in domestic sales for 2018 across a wide range of products. The figure is up $256 million from domestic sales of $1.67 billion for 2017 with the total Australian organic industry now worth $2.6 billion and growing year on year.

Given such demand, Australians are now wanting greater clarity and information when it comes to choosing authentically organic products. Some 55% of Australian organic buyers now say they look for a certification logo on labels to check if a product is actually organic according to new research released by Australian Organic, the organic industry’s leading body.

The newly released annual Australian Organic Market Report 2019, which covers the 2018 calendar year, also found 65% of Australian households are now buying some sort of organic product or produce yearly “ an annual rise of five per cent. Vegetables, beef, non-alcoholic beverages, fruit, ready to eat foods, nuts and cosmetics/ health products are the most in demand organic items.

The report contains consumer insights from 1,025 Australians, who were the primary food shopper in their household compiled by market research group Mobium Group, plus industry insights conducted by the University of New England.

Increased awareness regarding chemicals and the environment were identified as major purchase drivers, with consumers saying when it comes to organic food the perceived main benefits upon buying are that they are chemical-free (80%), environmentally friendly (71% “ up from 65% since 2016) and additive-free (65%).

Those who do buy organic, are also doing so with more regularity and in more categories. Nearly half of current organic purchasers say that they have increased the allocation of their household food spending on organics over the past year.

Australian Organic General Manager Niki Ford said the increase in domestic sales is reflective of the high recognition factor of the industry’s distinctive bud logo on products. Now recognized by more than 50% of consumers, the Bud logo provides consumers with the surety they can trust the product is truly organic, which is something the industry has worked hard to convey to consumers.

“Unfortunately, there’s been a raft of non-certified products in the market purporting to be organic when they’re not,” she said. “Given this, the amount of people checking for a certification logo on the label to check if a product is organic is now significantly higher compared to the recognition factor of just 34% in 2012. More than six in ten shoppers agree that an organic certification mark would increase their trust in organic products, with over a quarter (29%) saying that an organic certification mark would have a strong level of influence over their organic purchase decisions.”

Ford said it was apparent the rapidly growing domestic market needs to be regulated, given that the Australian export market already has regulations in place. “It’s important that Australian consumers can trust that their dollars are being spent on products that have been rigorously tested to ensure they meet the industry standards and not fooled by clever marketing or simply a brand name containing the word ‘organic’. Australian Organic has an ongoing dialogue with the industry regulator on this topic and is currently petitioning for a stronger approach to domestic regulation.”

She added the Australian organic industry is constantly reacting to significant international trends, as consumer demands for convenience-based products increase. “In particular, the trends for ready-to-eat, packaged and alternative products are unmistakable in their presence on the retail shelf and demonstrated by the significant increase in certified processors since 2018,” she said. “The now diverse array of certified operators encompasses a rich blend of producers, processors, input manufacturers, handlers and retailers.”

Break out box:

TOP PERFORMING ORGANIC SECTORS AND COMMODITIES 2018 ACCORDING TO TOTAL DOMESTIC RETAIL + EXPORTS

Sector/commodity

Total (Domestic Retail + Exports) ($M)

Domestic Retail ($M)

Export ($M)

Processing ($M)

Vegetables

845

804

41

594

Beef & veal

550

196

354

543

Non-alcoholic beverages (inc. tea and coffee)

450

423

27

348

Fruit

225

167

58

164

Other Processed/ready to eat foods

207

196

11

160

Nuts

126

55

71

107

Cosmetics, health & medicinal, beauty & personal care

148

136

12

110

Eggs

68

64

4

60

Other alcoholic beverages (exc.wine)

66

38

28

64

Lamb and sheep meat

59

18

41

65

Sauces & condiments

51

48

3

40

Bread & bakery products

40

36

4

31

Soya products

33

27

6

26

Desserts

23

20

3

18

Poultry meat

17

17

16

Noodles, pasta, cous cous etc

3

3

0

2

Pig meat

0.5

0.5

0.5

Goat meat

0.1

0.1

0.1

About Australian Organic Ltd (AOL)

Australian Organic is a member owned, not-for-profit industry services group that has played a major role in the organic industry since 1987. Australian Organic is the leading industry body responsible for ensuring organic standards in Australia remain in the hands of the industry. Australian Organic established an organic certification scheme to independently verify that farmers and processors were producing in accord with those standards and introduced the leading organic certification ‘Bud’ logo. This symbol ensures the integrity of organic products in the marketplace for consumers. ACO, a separate legal entity to Australian Organic, is one of the certifying bodies licensed to use the ‘Bud’ logo.

Report and methodology

The Australian Organic Market Report is a highly respected annual publication commissioned by Australian Organic Ltd. which tracks trends in the Australian organic marketplace. The 2019 consumer insights research project was conducted by Mobium Group (Mobium) on behalf of Australian Organic Ltd. (AO). Data was collected via an online survey across 7 days in February 2019. The sample was randomly recruited through an ESOMAR accredited national research-only consumer panel. Target sample size of n=1,000 adult Australians who were primary grocery shoppers was specified. Age quotas were implemented to achieve a balanced mix of respondents “ aged 18 -69 years. This year’s report incorporates independent research by University of New England, Mobium Group, Euromonitor and Ecovia.

MEDIA QUERIES CONTACT:
Fleur Michell
Account Manager
Connect PR
P: 0407 077 493
E: fleur@connect-pr.com.au

Other Bud Club you may like...

This month doesn’t show much in the way of change, but we’re certainly another month closer to Spring and to warmer and brighter times.
Australian Organic Awareness Month Lincoln Lewis goes behind the scenes to meet certified organic producers and learn more about their businesses.
United Organics take us through what's organic, fresh and in season this July.
Dr Sarah Lantz is a writer, author, mother, advocate for healthy living and fermentation and a regular contributor to Bud Organic Club.
In February 2020, Australian Organic CEO Niki Ford travelled to Tasmania to meet with members and learn more about their certified organic businesses.
Want to see your recipe featured this Awareness Month? It's easy! Just submit your organic recipe and we'll do the rest!
With record low temperatures hard on the heels of a buying boom, expect pretty much everything to be short in June.
Located on the Sunshine Coast in Queensland, QCamel is a certified organic camel dairy - the first of its kind in Australia. Learn more about QCamel and Director Lauren Brisbane's passion for camels.
In January 2020, Australian Organic visited certified organic producers in Far North Queensland to learn more about their operations and how their businesses have been affect by the floods.
Enjoy the last month of Autumn and remember to eat all of your colours!
Ever thought about keeping your own backyard chooks? Well, now is the perfect time! Keeping chickens is rewarding, educational, and gives you fresh eggs everyday!
Who doesn't love a good pickle? Dr Sarah Lantz shows us just how easy it is to make this deliciously tangy snack at home, with just a few simple ingredients.
We've put together some fun activities to get your kids playing outdoors and staying occupied during the Easter holidays.
Read our tips on how to talk to your children about COVID-19 and help to comfort them during this time.
In all the doom and gloom, let's look on the bright side of self-isolation! Here's our 10 ways to stay sane and survive the lockdown. You're welcome!
Australian Organic's Rhonda Vohland tells us how, in the Year of the Plant, there's so much we can learn from our leafy friends.
Happy Flame wanted to let you know that they are busy hand-making candles to keep up with your orders for candle light.
Autumn is officially here! Read on to find out what's the best organic fresh produce to buy this April.
These indulgent chocolate truffles are made from quality ingredients and make a great Easter gift. Recipe by Dr Sarah Lantz.
Clemence Organics take us through the different ways that stress can affect your skin and how you can combat it, naturally.
Dr Sarah Lantz gives us a lesson in choosing the best quality, ethical chocolate this Easter - it's so worth it!
Kialla matriarch Rob Kennedy shares her simply delicious Anzac Biscuits recipe - a staple for every Aussie household!
Organic delivery box company Organic Angels give us their top tips on how to properly store fresh organic produce.
Tamburlaine's holistic approach to grape growing and winemaking are based on modern scientific practices.
This delicious Avo & Ginger slice recipe from Absolute Organic is ideal for St. Patrick's Day and what's more, it can be enjoyed without the guilt!
Feeling under the weather? Warm your soul with this whole-hearted Organic Turmeric Chicken Zoodle Soup recipe courtesy of Changing Habits.
This delicious green salad makes the most of what's in season this March; kale, avocado and broccoli - the three super greens!
Check out the freshest organic fruit and veggies available this March, courtesy of United Organics.
This delicious rabbit pie made with Kalleske Clarry's GSM is the perfect accompaniment to St. Patrick's Day celebrations.
Dr. Sarah Lantz reminds us of the importance of home cooked meals enjoyed around the family table.
Does your immune system need a boost? Try this simple make-at-home Ginger Bug recipe courtesy of Dr. Sarah Lantz.
The new year is the perfect excuse to declutter, reorganise and detox your home. Here's .. simple steps to get you started!
How many unread messages, texts and emails are on your device? Too many? Maybe it's time to start your digital detox! Here's some simple tips to get started.
Got a question about fermentation and making your own fermented bevvies? We might just have the answer!
Learn how to make a simple and delicious beet kvass with this easy recipe from Dr. Sarah Lantz.
17 February 2020 PEAK ORGANIC INDUSTRY BODY AUSTRALIAN ORGANIC LTD PARTNERS WITH ABC ORGANIC GARDENER TO PROMOTE ORGANIC PRINCIPLES Industry...
Eco-Farms is Australia’s biggest organic distributor offering fresh organic fruit and veg, as well as over 600 organic grocery lines. Their Carole Park location is a central hub servicing both Queensland and Northern NSW.
In January, Australian Organic volunteered their morning to pack food hampers at Foodbank Queensland - an operation that provides food relief to over 249,000 Queenslanders each month.
We've put together a list of some schoolbag essentials with a downloadable checklist to help your busy mornings get a little easier!
It's difficult enough to get your kids to eat healthy at home, never mind at school! These easy, healthy and delicious lunchbox ideas will help to keep your kids feeling full of energy and ready to take on the day.
These 5 busy brekkie recipes are perfect for a quick and healthy meal on-the-go, because who has the time?!
Dr. Sarah Lantz debunks some of the myths surrounding those little critters that are a normal part of every childhood - nits!
No more fussy eaters! Dr Sarah Lantz lets you in on her top tricks to raise your kids to become happy and healthy eaters.
Australian Organic CEO Niki Ford will be hosting a seminar surrounding an organic approach to beauty at Beauty Melbourne 2020.
As scary as it sounds, this Fire Cider Tonic is packed full of immune-boosting properties & can easily be added to teas, juices or salads.
Make your very own kombucha at home with this simple recipe from Dr. Sarah Lantz.
Say goodbye to sugary drinks and say hello to fermented bevvies and the revival of everyday fermentation.
You made the switch to an organic lifestyle for yourself and your family, but did you ever think about your pets? Learn why they deserve organic too!
The winners have been announced for the 6th Annual Australian Organic Industry Awards 2019, celebrating the best of the organic industry over the past 12 months.
Try our top 7 staples to make up your organic pantry, for easy, healthy recipes whenever you need them!
This seemingly simple yet expensive extract can be made with just a few simple ingredients at home. Recipe by Dr. Sarah Lantz.
Dr. Sarah Lantz shares her experiences and tips on sourcing delicious, wild food via urban foraging.
Did I hear you say ice-cream floats? That's right! Our favourite summer drink just got a whole lot healthier.
Australian Organic is proud to present the Annual Award finalists and their outstanding contribution to the nation's organic industry throughout the year.
The Australian Organic awards will celebrate the outstanding and innovative contributions members of the organic industry have made over the past year.
Australian Organic were up bright and early on Sunday morning to welcome visitors at the Northey Street City Farm Organic Markets in Windsor, Brisbane, QLD.
Finalists have been announced for the 2019 Australian Organic 6th Annual Industry Awards.
Spring is the perfect excuse to clean and freshen up your home. See our easy top 10 tips to Spring clean your home, naturally!
We've compiled our top 10 Instagram accounts you should be following when it comes to the certified organic sector in Australia.
To celebrate Australian Organic Awareness Month, leading industry body Australian Organic hosted a lunchtime BBQ at Parliament House, Canberra, on 19 September 2019.
How often do you set time aside to wind down and relax? Self-care should be part of your daily routine, for very good reasons!
As part of Australian Organic Awareness Month, Australian Organic CEO Niki Ford was recently interviewed by SBS as part of a special Small Business Secrets segment.
Learn more about how UK leading food and farming charity and organic certification body, the Soil Association, is celebrating Organic September.
This Spring, why not make the most of the cooler weather and get your kids involved in some fun activities to learn more about plants - the organic way!
A recent study published in scientific journal Frontiers in Microbiology shows that organic apples are far more beneficial for your health than conventional ones.
Australian Organic hosted its AOAM launch event in the stunning La Porte Space in Rosebery, Sydney to celebrate the nation's certified organic industry.
One of her favourite spring-time recipes, Elle Halliwell shares her sweet potato cakes with guacamole.
Thought eating organic was expensive? Try our 7 budget-friendly tips to help you eat organic on a budget.
Australian Organic ambassador and media personality Elle Halliwell will be sharing her story during Organic Awareness Month on how a cancer diagnosis prompted her to embrace an all-organic lifestyle.
We've put together some easy ways you can be more sustainable in your everyday life. Even the little things can make a big difference!
Clipper Teas have launched 100% recyclable tea bag envelopes and 100% string for its string and tag tea bags to further its commitment to sustainability.
Members of Australian Organic were proudly representing the certified organic industry at Regional Flavours 2019 in Brisbane.
G&M Cosmetics launch their exciting new Native Australian range with highly concentrated formulations and Australia's most effective natural 100% organic oils.
Supermarkets in Asia have invented an ingenious solution to combat the growing plastic problem.
Top experts share their thoughts on the top 3 food trends for 2019 including the growing demand for organic products.
A recent study by the University of Helsinki has revealed that organic land benefits biodiversity by increasing bird numbers in agricultural areas.
At the forefront of the 'war on plastics', France has taken a vow to abolish non-recyclable plastics by 2025.
With the launch of Endoprime, Sumitomo have increased their range of Organic Certified Allowed Inputs to 10 with more in the pipeline.
Developed with some of Australia's most experienced skincare experts, BE.ST Organic is a truly organic range with effective formulations for sensitive skin.
The UAE's most prestigiously known airline carrier Etihad Airways has become the first airline in the Gulf region to conduct a flight without any single-use plastics on board. The decision to fly single-use plastic free was a clever bid to raise awareness around pollution, a smart move by the air carrier giant.
Can kindness be captured in a photo? Get your cameras READY, SET and GO to win! The challenge closes on 30 April, and the winning entry will receive a $2,000 donation for the Queensland charity of their choice and a $500 prize for the photographer.
Australian Organic is thrilled to announce popular media identities Luke Hines and Elle Halliwell as their ambassadors for 2019. Returning...
Woolworths Group announces the launch of the $30 million Woolworths Organic Growth Fund.