Figures from Nielsen showed a growth of 3.2% in organic groceries sales in the UK compared to a fall of 0.9% in non-organics during the same four-week period. Studies found that 83% of UK households buy organic in some form and 29% of shoppers are willing to pay more for products that are ethically produced or kinder to the environment. “The UK’s organic market is fast improving. Consumers have evidence to help them feel confident about what they buy. We are also seeing supermarkets and brands making more space for organics and investing more in innovation and marketing. Combined, all these indicators reveal the growing confidence in the organic market is well justified,” says Rob Sexton, chief executive of Soil Association Certification.