Organic is most likely to be purchased by mid-affluent households without children.
Fresh & chilled is the largest sub-category, accounting for almost 70% of spend. Dairy, at more than 43% of sales, is the largest individual sector in this sub-category, driven by milk. Produce is next with 36% share.
Waitrose is the best-performing organic retailer and is gaining share while Tesco is the biggest followed by Sainsbury's.
Focus On Organic