For years, UK supermarket shelves have been dominated by non-organic, pre-packaged items like frozen snacks and ready meals. However, younger generations are reportedly rejecting this, choosing organic foods to boost their health, happiness, and help the environment.
Despite rising food prices, research by Soil Association Certification found nearly half of 25–34-year-olds feel happier when buying organic produce due to its perceived positive impact on the environment. Furthermore, almost a quarter of Britons believe choosing sustainable options like organic foods improves their health and well-being.
An August YouGov poll supports these findings, with 41 per cent of adults saying environmental sustainability influences their food purchases. After surveying over 2,000 UK adults, the Soil Association discovered that those aged 18-34 are leading this shift.
More than 20 per cent of 25-34-year-olds consider factors like health benefits, sustainability, and reduced packaging essential when purchasing food, compared to just 9 per cent of those aged 65 and above.
Organic foods, which are grown with fewer pesticides, additives, and artificial preservatives, have seen consistent market growth over the past 12 years, with sales reaching £3.2 billion in 2023.
Niamh Noone, Senior Organic Advisor at Soil Association Certification, commented: "It's brilliant to see a growing commitment among younger generations to choose organic, for both their health and the planet."
TikTok has also played a role in popularising organic choices, with content creators like Donna Bartoli and Anna Wilson sharing their organic grocery hauls. Bartoli revealed her weekly shop at Sainsbury’s, featuring organic carrots, cucumbers, and celery, while also calling for reduced plastic packaging.
The debate over the health benefits of organic food continues, with some arguing that it contains more natural antioxidants, like polyphenols, which combat inflammation. Others remain sceptical, claiming no significant health difference between organic and conventionally grown food.
Professor Tim Spector of King’s College London, who once believed organic labels were a marketing ploy, has since changed his view. Speaking on the Zoe Science and Nutrition podcast, he referenced a 2014 study showing organic produce contains more polyphenols than non-organic. Polyphenols naturally protect plants, while non-organic crops rely on chemical defences like pesticides, resulting in fewer polyphenols.
Professor Spector added that while pesticides and herbicides are regulated, their long-term health effects are not well understood. He advises incorporating some organic foods, noting that organic tinned and frozen options can be more affordable.
He also recommends peeling non-organic produce or washing it with baking soda to reduce exposure to harmful chemicals. While organic foods may come at a premium, he believes there are affordable ways to include them in a balanced diet.
Professor Spector concludes that organic choices, particularly with items like tomatoes and strawberries, can offer subtle health advantages over time.
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