Rebecca Hubbard
Posted: Thursday, August 26, 2010 2:27 pm

Sales of organic home cooking ingredients resisted the general downward trend by seeing an increase in sales of 1.4% according to the Soil Association organic market report 2010.

Leading whole food brand Essential reports a similar increase and healthy sales of its ethical and organic ingredients. To mark its Healthy Eating Fortnight from October 18-31, 2010, the organic, fairtrade co-operative commissioned further research into healthy home cooking ingredients. This revealed some interesting trends in nuts, rice and baked beans… 

Organic and ethical foods continue to find favour
Food industry specialist Helen Lewis was commissioned by Essential to research further key trends in healthy, home cooking ingredients. Despite economic difficulties, Helen discovered sales of organic food are still three times higher than in 1999 and over 50% higher than five years ago with 88.3% of households buying some organic food. Fairtrade sales achieved 12% growth in 2009 compared to 2008 (source: Fairtrade Foundation) showing people are also still keen to make ethical purchases.

We’re Going Nuts!
From her research, Helen forecasts that UK nut sales will rise from £270.5m in 2005 to £473.4m in 2010 - and she predicts they could reach £847.4m in 2015. “I believe we will see a continued and marked growth in nut sales,” says Helen. “People clearly have a greater interest in nuts as a healthy snack and they are also using them in more home cooked, authentic Asian recipes,” she explains.

Highly Rated Rice 
Rice is a ‘healthy carb’ so it’s no surprise it also enjoys healthy sales. “But what is interesting is the range of rice being consumed,” says Helen. “Wild, Arborio and Basmati are all examples of more adventurous varieties being enjoyed.” Helen believes rice sales overall will increase from £205.2m in 2005 to £368.0m in 2010 – and she predicts they could reach £553.3m in 2015.

Baked Beans a Firm Favourite
Baked beans remain one of the nation’s favourite foods with 81% of Britons buying them (Source: Mintel). “Finding baked beans in eight out of ten homes is no great surprise,” admits Helen. “However, what is interesting to see are the lower sugar, lower salt varieties like Essential’s fun, ‘pop art’ baked beans making their mark and enjoying increased sales as people select a healthier version of this firm family favourite,” says Helen.

Viva the Vegetarians!
“Vegetarian and vegan diets continue to prove popular and this trend is further fuelled by the growing number of ‘meat avoiders’ or people who have one or more vegetarian or vegan meals each week,” explains Helen, who predicts that sales are likely to rise from £698.5m in 2005 to £820.9m in 2010 and possibly as high as £1250.5m by 2015.