DEMAND for organic produce has continued to grow over the last year, prompting sector body the Soil Association to suggest that, rather than a niche product, organic is becoming an "everyday choice for everybody".

Market data from Nielsen shows a 5.6% increase in organic sales in the 52 weeks to August 2016, and its total market worth is set to break the £2 billion mark this year.

According to SA business development director, Clare McDermott, the organic sales are in their fourth consecutive year of growth against continuing decline in non-organic food sales, and there are clear opportunities for further gains across a variety of sectors.

"Shoppers are increasingly buying organic as it answers their need for a healthy, sustainable and ethical choice. 83% of households have bought organic in the last year," said Ms McDermott.

"It is obvious that organic has a huge part to play in the future retail landscape and more people than ever are aware of organic and seeking out organic purchases. Soil Association Certification is now working to communicate a focused and clear message about what organic is. This will help drive demand and further improve sales, allowing us to support more organic businesses and grow the organic market."

New research, compiled by market strategy company The Crow Flies, was revealed at the annual organic September trade briefing, held in London, with over 120 organic businesses and retailers in attendance.

TCF's David Preston said: "People want organic to be the everyday way of doing things – they want it normalised – but there are challenges. If we can understand the range of segments and motivations of organic consumers we will be able to grow the organic market and consistently communicate the rich tapestry of what organic is."

Jim Manson, of Natural Products magazine, added: "The retail landscape is changing incredibly fast. Organic now has a presence right across the spectrum, from out of town, to supermarkets, to click and collects and delivery services.

"All are becoming highly responsive to new trends and currently healthy, sustainable and ethical purchasing is front of mind for shoppers. Organic ticks all the boxes and is well placed to continue to grow."