Proving small changes can add up to a big difference, new Nielsen figures released today show sales of organic products in excess of a staggering £100 million - equivalent to 3.6 per cent growth in September 2014 - as a result of the Soil Association’s Organic September campaign.

Organic September, the Soil Association’s campaign to make organic the norm rather than the exception, encouraged consumers to make one small change in their shopping habits by choosing organic food and drink. Local independent retailers, online and national UK supermarkets were involved throughout the month of September and the campaign reached over 6 million people through social media.

Finn Cottle, trade consultant at the Soil Association, said; “This is a clear sign informed UK shoppers are becoming more loyal to organic food and drink. Campaigns like Organic September, alongside recent positive publicity and a renewed emphasis on innovation and new listings, are all helping to bolster performance.

The organic sector has been performing exceptionally well since the release of Newcastle University’s research on the benefits of organic, and in fact this growth has taken place against the backdrop of a deflated non-organic sector. New products and wider accessibility to organic will continue to help secure growth in this market.”

With 83 per cent of UK households purchasing organic products in some form, the latest figures suggest the organic market shows no signs of slowing down. Nielsen figures for the 52 week period to October 11 2014 show growth of 1.6 per cent, compared to the same period last year. This contrasts the non-organic market, which declined by 0.6 per cent during the same time. Organic eggs (+ 11.7 per cent), organic dairy (+8.4%) and organic poultry (+6.6 per cent) have been some of the best performers. The independent retail sector, which includes health and wholefood shops, also saw organic sales grow by 6.9 per cent last year .

Increased innovation and accessibility to organic products is also having a positive effect on organic sales. Thanks to online retailers, a range of organic fruit and veg is now no more than a mouse click away. German supermarket giant Aldi’s recent announcement to launch an organic veg range in supermarkets across the UK will continue to guarantee organic fruit and veg is available to a variety of new consumer segments.

Mike Kilcourse, Commercial Director at Tree of Life, one of the UK’s largest wholesalers of healthy and natural products said; “Interest in organic foods has been particularly strong recently. Sentiment among our retailer customers is positive.

Recent growth in sales of organic products will have been helped by marketing and promotional activities right the way through the supply chain. Campaigns such as the Soil Association’s Organic September month long promotion, which we were glad to support this year, go a long way to help raise awareness. That coupled with new products and innovations from brands means we’re supplying customers with greater choice and helping supply meet consumer demand.”