Healthy Food Trend in the UK

Topics: Organic food, Organic certification, Food Pages: 10 (2483 words) Published: November 10, 2013

Table of Contents


This report is compiled with the main purpose of understanding the food and the health trend in the UK and the ecologic consumer’s intention to purchase organic food. This research will provide a deeper understanding of the food market as we are planning to launch a healthy home delivery service based in London. The findings are aimed to ascertain the factors influencing the consumer buying behavior towards organic ‘healthy food’. The method used to compile necessary information was by using secondary data.



“Food is any substance consumed to provide nutritional support for the body” (Oxford Dictionaries, 2013).

Food is an essential product for humans to stay alive. Maslow’s Hierarchy of Needs also portrays it being the fundamental need, the physical requirement for human survival and the most important need that must be met (Burrow, 2009).

The description of organic foods indicates the products, which are prepared according to organic standards. The marketers throughout the history have been keen to sell products mainly on consumer demands. The fast food industry has been serving people as long as people have started living in cities. When it comes to the modern system of fast-food and franchising, it goes back to 1930’s. It is inevitable to understand that fast food focuses on high volume, low cost and certainly high speed. More recently, the food trend has turned into pre-heated or pre-cooked meals to take away (Schlosser, 2001).

In recent years, the fast-food industry has been facing major challenges due to the increase in the consumer awareness on the production process and health concerns. The consumer awareness on health factors and the marketers detecting the possibility of change in the consumer taste have led the firms to expand their product lines in drinks & more healthy foods (Schlosser, 2001). In other words, the industry is fighting saturation by creating a much more diverse variety of offerings.

What are Organic Foods?

The changes in the consumer taste and the increase in the consumer awareness in eating healthy products and organic foods have increased immensely in the past few years throughout the whole world as well as the UK (BBC, 2001).

To have a healthy life, eating organic and healthy is a great way to start. The confusion among the consumers is due to lack of information towards nutrition and individually the amount and what the body needs. It is not only going to a shop and purchasing fruits, vegetables, whole grains etc. but being aware of how these goods are grown& raised and how they would influence the individual’s health and the environment.

The expression ‘organic’ denotes the way agricultural products are grown and processed (Fromartz, 2006). Certain requirements should be met in order for a product to get the label ‘organic’ such as organic crops growing in safe oil, have no modifications and should not be connected with conventional products. The farmers are not allowed to use synthetic insecticides, bioengineered genes (GMO’s), petroleum based fertilizers and furthermore, sewage sludge-based fertilizers. When it comes to livestock, they must be in the outdoors and fed organic. Moreover, the livestock should not consume antibiotics, growth hormones or an animal-by-products (Fromartz, 2006).

Benefits of Organic Food

Organic foods tend to have a higher level of Vitamin C, minerals, and anti-oxidants (Fromartz, 2006). In another study, it is said that there are no nutritional differences between organic and non-organic foods (Helpguide, 2013). It is not possible that organic and non-organic foods to have the same effect on the human body as they are grown in different manner and the methods used to grow the non-organic foods have definitely...

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Burrow J., (2009), Marketing, 3rd Edition, Mason, South-Western CengageLearning
Earnst&Young, (2012), Ease of Doing Business, UK Trade and Investment
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Fromartz, S., (2006), Organic Inc., Natural Foods and How They Grew, Orlando, Harcourt Inc
Helpguide, (2013), Organic Foods, May 2013
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Organic Trade Association, (2012), UK: Growing Organic-Food Market
Organic Trade Association, (2011), Seventy-eight percent of U.S. families say they purchase organic foods
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Oxford Dictionaries, (2013), Food
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Radhika Sanghani (2013), Loyal Online Shoppers Create Most Revenue From Retailers
Schlosser, E., (2001), Fast Food Nation: The Dark Side of All the American Meal, New York, Houghton Mifflin Company
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