Latest organic milk sales figures show encouraging growth

Hot on the heels of Tesco’s ’green shoots’ announcement that highlighted a resurgence in the sales of organic produce, the latest data from TNS shows market growth in the organic diary sector has accelerated in the last couple of months, just as OMSCo’s £1million consumer marketing campaign is about to launch.

According to the latest ’source of trade’ figures from TNS, retail sales of organic milk have increased by 4.5% and 10.5% over the last two four-weekly periods. This means consumers have bought more than 2 million additional organic pintas compared to this time last year.

Richard Hampton, sales and marketing director for OMSCo says: "These figures are very encouraging, and are further evidence of the resilience of the organic milk market. However, we can’t be complacent, and with retail promotions supporting some of this new growth and our marketing investment about to launch, we hope to sustain this encouraging trend."

Despite the recession and a tough market, demand for organic milk has remained robust, and OMSCo, the UK’s leading suppliers of organic milk, fully intend to capitalise on this and expand consumer awareness of the positive benefits of organic milk – as the cheapest and easiest way to choose a more organic lifestyle.

The 500-strong co-operative of organic dairy farmers is leading the reinvigoration of the dairy and organic sectors with the launch of a new multi-channel communications campaign, incorporating TV and print advertising and PR supported by a new microsite and additional online activity.

Hampton added: "It’s definitely an important time to build on this most recent market performance. OMSCo have always appreciated the need for investment in consumer-focused communications. That’s why, despite the current climate, the most important thing for us to do to is to remind consumers of the nutritional differences of organic milk, as well as the environmental and animal welfare advantages."