Opinion: Bryan Martins
Ecotone CEO Bryan Martins explores how an increasing consumer focus on health and wellbeing is driving organic growth.
Like many across the sector, I was pleased to see the UK organic market reach £3.9 billion, marking 14 consecutive years of growth. It’s an impressive milestone and a strong sign of resilience during a difficult period for the food industry. But beyond the headline figure, the more important question is what’s really driving this growth and whether it can continue.
In my view, the answer lies in a shift in consumer motivation. For years, choosing to buy organic was mostly driven by green values. That still matters, but increasingly consumers are coming to organic for a different reason: their own health.
We hear this directly from shoppers. Concerns around pesticides, additives and so-called ‘forever chemicals’ are growing. There is increasing anxiety about the long-term impact of pesticide exposure and the potential cumulative effect of multiple chemicals in the body, often referred to as the ‘pesticide cocktail effect’. At the same time, advances in healthcare and diagnostics mean people are becoming more informed and proactive about their wellbeing.
This growing awareness is already shaping consumer behaviour. Recent Kantar data showed UK shopping baskets are the healthiest they’ve been in five years. That reflects a wider move towards more conscious food choices, with organic benefiting from that shift.
The conversation around ultra processed foods (UPFs) is also playing a role. More consumers are trying to reduce their intake of UPFs and seeking foods they perceive as simpler and more natural. In that context, organic offers something increasingly valuable: trust.
“The opportunity is to reach new audiences by making organic more relevant to everyday life. The responsibility is to continue delivering products that are better for both people and the planet.”
Organic certification reassures people that products are made to strict standards, without artificial additives and with greater transparency around ingredients. For many people, organic has become a straightforward way to make healthier choices with greater confidence.
Sustainability has not disappeared from the agenda, but it has shifted in priority. At a time when household budgets remain under pressure, consumers are naturally focusing on what feels most immediate and personal. Health is tangible and directly affects daily life. However, this doesn’t need to be a trade-off. What’s good for people is often good for the planet too. Organic farming works in harmony with nature – supporting soil health, boosting biodiversity and avoiding harmful chemicals. So even when shoppers are motivated primarily by personal wellbeing, they are still contributing to a more sustainable food system.
In that sense, health and sustainability are not competing priorities. They are closely connected. Consumers are simply entering the organic category through a different door. For businesses in the organic sector, this creates both an opportunity and a responsibility. The opportunity is to reach new audiences by making organic more relevant to everyday life. The responsibility is to continue delivering products that are better for both people and the planet.
At Ecotone, we are focused on supporting this next phase of growth by making organic more accessible. That includes expanding product ranges, investing in innovation and working with partners to bring more organic options to more households. To achieve that, we also need to evolve the way we talk about organic. We need to communicate more clearly about health benefits, be transparent about how products are made and engage consumers in a more accessible way.
I remain optimistic about the future of organic. The shift towards health-led decision making is a key driver of growth and one that aligns closely with what organic has always stood for – food that’s simpler, more natural and ultimately better. If the sector can maintain that momentum, I believe the growth we are seeing in 2026 will accelerate, leading the way to a healthier – and greener – future.
By Bryan Martins, Ecotone