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NATURAL & ORGANIC AN ORGANIC OVERVIEW Changes in Australian lifestyles have provided the ideal growth opportunity for the organics industry, says Australian Organic (AO). “Traditionally, organic food attracted a niche market, but it has now become an accessible and widely sought- after category for a range of different consumers,” the peak organic industry body told Retail World. “There’s been steady but stable growth for organics over the past few years, especially for those looking to live a healthier, more sustainable lifestyle. Covid-19 has simply provided an additional boost to organic sales, as consumers are now more concerned with where their food comes from and how it’s made, as well as wanting to support local farmers. “Younger generations are also highly engaged in the health and fitness category, with a keen understanding of nutrition and the benefits of making better food choices. “The changing housing dynamic is also a contributor to the growth in organics. Apartment and city living have grown dramatically over the past decade. With smaller kitchens, more consumers are buying fresh food every day, with less commitment to a weekly shop. Eating fresher food on a daily basis is ideal for organic products, which have a shorter shelf life.” Fruit and vegetables are said to still be the most dominant category for organics, according to AO. Commenting on the category, Woolworths General Manager Fruit and Vegetables Paul Turner says customer demand for organic produce continues to grow at around 20 per cent a year. “To ensure we can continue to meet the growing customer demand for Aussie grown organics, we’re investing in the future of the industry through the Woolworths Organic Growth Fund,” he said. “The $30 million fund provides grants and interest-free loans to help growers expand their organic production or move into organics for the first time.” AO notes that all grocery categories feature organic products, “which means you can cover your entire weekly shop with organic products”. Among these categories, the industry body lists baby food, beverages, bread, bulk, cakes, cosmetics, confectionery, eggs, frozen goods, household and cleaning, meat and poultry, dairy and dairy free, personal care, prepared meals, pet food, vegan and vegetarian options, and wine and beer. When it comes to category challenges, AO pinpoints “truth in labelling”. “In Australia, the word organic can be placed on products that are not truly organic, as we don’t employ a mandatory domestic standard on organic products,” the organisation said. “The issue has been raised with government, and the Organics Industry Advisory Group was established in December 2020 to investigate the creation of a nationwide regulatory framework for the production and sale of organic products.” In the meantime, AO encourages consumers to look for a certification logo on their organic purchases, such as the AO Certified bud logo, to guarantee the quality and integrity of the products they buy. “A certification mark proves that a product complies with an organic standard and is a mark of trust when it comes to organic products,” AO said. Meanwhile, Covid-19 is presenting challenges for organic farms, which are affected by labour shortages. A limited number of workers are available for seasonal farm work, AO says, “meaning that organic farmers are struggling to pick their crops and keep up with the demand for organic food”. Advice for retailers When it comes to retailers offering organic goods, AO urges them to train their teams in product knowledge. “Many consumers are self-educated due to readily available information via the internet,” AO said. “However, retailers can provide consumers with added confidence in the products they buy. “Placing new organic products in focus areas within a store will help customers to find new products and drive the recognition of organic certification marks, such as the bud.” As a piece of final advice, AO said “Just like consumers are already doing, retailers should jump on board and support our local shops, farmers, producers and manufacturers. Retailers can take advantage of changing consumer trends and support local producers at the same time by sourcing local products.” WHY CHOOSE CERTIFIED ORGANIC? According to Australian Organic: • Choosing certified organic means you’re looking after the environment. • Certified organic products are truly free range. • Organic food is real, natural food that is beneficial for your health. • It’s grown GM free and made without nanotechnology. • It’s socially responsible. • The bud logo is a mark of trust on organic products. 36 RETAIL WORLD APR, 2021