Supermarkets should focus on freshness
The UK organic food market is booming as consumers continue to embrace a healthy eating lifestyle, market analyst Datamonitor has reported.

The market was valued at£1.6 billion last year, up from just£0.8 billion in 2000 and Datamonitor predicts continued growth over the next five years. The UK market is forecast to be worth nearly£2.7 billion by 2010.

The survey found that German consumers buy most organic food and the market there was valued at£3.5 billion last year.

Datamonitor Consumer Markets Analyst Daniel Bone said: 'One in four Brits felt that reducing consumption of processed food and drink was very important in maintaining a healthy diet and nearly two-thirds considered [maintaining a healthy diet] to be important overall.'

Eating fresh food was what consumers considered to be the most important route to healthy eating.

By focusing on freshness, Datamonitor believes food producers can engage shoppers and bring back some positivity about eating.

Marketers can focus on the emotional appealing properties of fresh products, rather than all the unhealthy content that has been removed.

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