Marking the beginning of September as Australian Organic Awareness Month, Angove Organic Wines has released The Future of Organic Report, which has addressed why Australian consumers are turning to more organic produce in amongst a turbulent 2020.
The report backs the findings from Australian Organic Limited, which revealed that from the onset of the COVID-19 pandemic, sales of certified organic products – food, beverages, alcohol, homecare and personal hygiene products – have increased by an astounding 50 per cent as consumers seek out health and safety for all aspects of their lives, during this unprecedented time.
The report touches on the challenges of 2020 – from bushfires and floods in Australia to the global pandemic – which have changed our way of life irrevocably. From uncertainty comes a need for more control, and in response, consumers increasingly value health and seek out brands they can trust.
“Due to the heightened focus on maintaining optimal health in the face of the pandemic, we have seen a continued increase in conversion and resulting growth in our Angove Organic wines, as seen across the organic industry, in sales at this time” said Sophie Angove, viticulturist and fifth-generation member at Angove Family Winemakers.
The report reveals organic certification marks now have strong influence over organic purchasing decisions. The demand for organic Australian produce was apparent at Angove Organic, with 35 per cent increase in sales compared to 2019. The brand attributes this growth to consumers switching to healthier wine.
The Future of Organic report outlines the growing trend for organic produce across the globe. Consumers, particularly millennials, are living more sustainably, and have been increasingly focused on consuming products with minimal intervention, only natural inputs and good for the planet. With organic having a total market value of over US$97 billion it seems consumers globally are demanding more organic not only from their vegetables, but also from their wine, and Australia is no different.
The galloping switch to certified organic has seen 20 per cent increase in sales of organic fruit and vegetables, around 24 per cent for organic beauty, and almost 16 per cent of regular wine drinkers aged 21-34 in Australia having bought a bottle of organic wine in the last six months. Made famous by resident beehives, micro-bats and Indian Runner Ducks, whose appetite for slugs and snails have meant zero pesticides required, Angove Organic has set the benchmark high for best in class organic wine.
“We have come full circle now as we focus on the wellbeing of both people and planet. 2020 marks the 14th anniversary of Angove Family Winemakers farming and making wine under organic certification with 100 per cent of our vineyards Certified Organic – a rigorously monitored farming type, which enables the brand to carry the highly sought after Australian Certified Organic Bud logo,” said Ms Angove.