Household budgets may be shrinking but demand for expensive organic baby food is soaring as health-conscious parents try to give their little ones the best possible start in life.
Shoppers have been deserting organic foods since the start of the recession, leading to a 20 per cent sales crash over the past three years.
But the amount being spent on infant and toddlers reached £135m last year and demand has soared by 44 per cent since 2006. Nearly two in five families with an infant under one-year-old believe it is worth paying the premium for organic food, compared to a quarter of households with no children at all, research has found.
This is against a backdrop of a ‘cash-strapped public who associate it with excessively high prices’, according to a report by retail analyst Mintel.
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