The Irish organic food market: shortfalls, opportunities and the need for research.

In 2009 the Irish organic food market was forecasted to grow from €120 m to €239 m by 2013; however, recent figures set its value at just €90 m. An estimated 70% of this market is imported. Surveys of Irish consumers reveal that 66% of consumers prefer to buy local produce and most organic consumers are buying organic at supermarkets. This evidence reveals that Irish producers must trade at supermarkets, and promote 'local produce' to ensure their produce reach the majority of buyers. Seventy-eight % of organic rejecters state price and 21% state unawareness of the benefits as reasons for not buying organic. Many Irish consumers are buying organic food on the perceived belief that it is healthier, safer and tastes better; however, a review of studies on organic versus conventional foods in terms of health benefits, safety and sensory quality has shown that existing data is limited in scope and fails to show a clear trend. The review concludes with the need for a comprehensive study of a range of organic and conventional foods available to the Irish consumer in order to determine if differences in organic cultivation result in statistically significant differences in health linked compounds and sensory quality.