This, believe analysts, is the food market's prime growth area for the next year or two ahead.
Competition is acute and no one can afford to be left behind.
This reflects the increase in its organic sales to pounds 2.5m a week, a 30 per cent increase since January. Waitrose, which has been in the organic market continuously since 1983, and currently holds the title as the leading supermarket in the organics field, already has 500 product lines, and boasts the highest organic sales penetration in the UK through its 117 branches. People are simply becoming more aware of how their food is sourced and want to know where it comes from, and demand will only grow as society becomes more food literate. Our organic grocery sales have tripled in the last year, with baby foods now reaching 50 per cent. Twelve per cent of out total fruit and vegetable sales are organic as are 10 per cent of our dairy lines.