For the second year in a row, sales of organic food have dropped as people turn to cheaper alternatives.
Sales of the organic stuff dropped by almost £100m from £1.84bn to £1.73bn in 2010, according to research by the Soil Association. The numbers are disappointing for the industry, as the organisation had previously predicted sales would rise by as much as 5% last year.
Some products fared worse than others. Organic ready meals took a dive of 36%, but purchases of baby food grew 10.3%. Commitment to buying organic also remains strong, with the Soil Association pointing out that 86% of people now buy organic products. Not all bad news, then – but still a worrying blip for an industry that had previously seen uninterrupted growth since the mid-1990s.