Fewer consumers regard organic food as 'expensive'

The proportion of shoppers who consider organic food ‘expensive’ has dropped, according to the Organic Trade Board.

Six months ago, 87% of consumers described organic as pricey, compared with 80% now. Despite the perception of expense, 71% said organic food was ‘worth it’ - up from 62% previously.

The figures were released by the OTB as its Organic: Naturally Different marketing campaign is in its fourth year.