Organic producers will have to provide a clear point of difference if they are to maintain sales in the recession, researchers have claimed.

While the benefits of ‘lifestyle choices’ such as free range and fair trade were more widely understood, organic food carried a number of claims from better taste to environmental benefits, said Susanne Goller, director of Ipsos Mori .“ Organic producers must find a clearly defined benefit that consumers can associate with and that justifies the higher price points,” she said.