Rise in organic foodies... is it the Gwyneth effect?

ORGANIC food sales here have soared over the last decade, with social media and healthy-living celebrities like Gwyneth Paltrow fuelling demand.

The average Irish person spends €28 per year on organic packaged food and drinks, according to research, a 60% increase on the €17 per capita spend in 2007.

The Euromonitor report also states that organic baby food is likely to be a growth market in Ireland in the coming years.

It also predicts there will be a rise in so-called flexitarians – vegetarians who occasionally eat meat or fish – in the Irish food market.

Celebrity foodies – such as Gwyneth Paltrow who swears by a largely organic diet – are seen as major influencers in the food market.

The Euromonitor report noted ‘health and wellness influencers on social media have resulted in a shift towards this way of life among health-conscious consumers across Europe.’

The researchers said: ‘As more influential celebrities in Ireland are identifying with the trend, it is expected this percentage will increase significantly over the forecast period, continuing to positively impact sales of organic beverages.’

When it comes to organic packaged food – which includes items such as yoghurt, baby food and nuts and seeds – Ireland is now the tenth biggest consumer in the world per head. The Danes are No.1 for buying organic food followed by Sweden and Austria.

A change in diets, including those who have taken up flexitarianism, ‘continues to grow in Ireland’, said Euromonitor.

Flexitarians are said to make up 5% of the population of Ireland, according to the report.

Certified organic products are those which have been produced, stored, processed, handled and marketed in an ecologically sound manner.

‘Organic food is perceived by many Irish consumers as offering the best level of nutrition,’ the Euromonitor report states.

The report also reveals that older generations in Ireland are far more likely to consume organic products.

‘The 50-plus age range in Ireland is also the most affluent, with the highest disposable incomes and lowest level of borrowings,’ said the report.

‘The relatively high unit price of organic drinks is therefore less of a barrier and the perceived health benefits of organic produce are a strong driver of choice.’

While the older generation are more likely to go organic, parents

‘Parents desire the very best’

are also inclined to buy organic baby food for their babies.

The report said: ‘Organic baby food is expected to be the fastest growing area over the coming years. Parents will continue to desire the very best for their children, but also have a need for convenience.

‘While many consumers would ideally opt to cook food from scratch, this is not always possible due to busy lifestyles.’