Impact of Increasing Health Consciousness on Organic Food Sales in the UK Retail Sector: A Study on Sainsbury

FY028 INQUIRY BASED
LEARNING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
ANALYSIS OF PRIMARY RESEARCH......................................................................................5
Secondary sources............................................................................................................................8
RECOMMENDATION...................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1
APPENDICES.................................................................................................................................2

INTRODUCTION
Sainsbury Plc is the second largest supermarket in UK market with almost 16% market
share. It is founded by John James Sainsbury in 1869. They are operating in many segments and
updating their operation of working with new trending in market. The currents trend in market
are in retails industry is providing organic food to consumers which are in high demand in
market. This report includes the latest trends that are adopted by Sainsbury, analysing of current
trends and recommendation for better operating in UK market.
MAIN BODY.
Background
Sainsbury is using the latest trends to attract more customers towards company and
increase the market share of company by fulfilling the demand of consumer. These trends are
emerging in market of retail industry and shows major of companies are using these trends for
better consumer experience.
 Healthy consumers: Nowadays, consumers are more focused on their heath and
consume healthy products. The demand for organic products had rise rapidly in market.
As there are many packed products which are preserve for long period of time may affect
the health of consumers. Organic food products are natural products which are sold
freshly in market that maintain human health and fitness (Rana and Paul, 2020).
Sainsbury can sell this organic food to consumers in large market of UK which is highly
demanded and consumers are not looking for lower price product in this segment. It
increases the company revenue and brand image in market that is adopted by Sainsbury
according to the latest trends and emerging demand of consumers in retail market sector
of UK.
 Impact of online retailers: as world is changing and adopting technology, retail industry
is being adopted by online platforms where selling of goods and service are being directly
sold to consumers. Sainsbury should use there online platforms to sell fresh organic food
directly to consumer. It will increase the life of food as they are directly provided to
consumers from the warehouse. The consumers are spending more time internet and void
the physical store visit for shopping (Dangi, Narula, and Gupta, 2020). This will enhance
company sales by providing organic food through online which save time and cost for
both parties I.e. consumers and company.

 Artificial intelligence and Machine learning: It is high advance technology which
work automatically with the program involved in. It helps company to save time on
certain thinks like customer quires a problem which are arisen and solved online through
artificial intelligence without any human asset involved. Sainsbury can adopt this trend
for selling of organic food products to customers which assist consumers to provide
purchase the food online with less consumption and cost effective offers.
 Globalization of products: the world is leading to globalization where products are being
sold internationally. It is also emerging trend which is used by company to sell there
product at international market too. It increases the market growth of company and
increase the brand image at international level (Nguyen, and et.al., 2021). The demand
for organic food products are increased across the world nowadays. Sainsbury can
increase there market through other countries like India and United States where
demanding of organic food products are being increased very rapidly and consumers are
looking for products without considering the price factor for organic food. The price are
not considering the primary factor in this segment where consumers are looking for
healthy products which are fresh and organic produce with high quality of brand
products.
 Customer centric: As there is trend in online retailers where consumers are looking for
there products through online website or apps, half of the customer are still looking for
retail store where consumers want to purchase from store by looking quality and fresh
organic products which are selling by companies. Salisbury can attract customers through
online and offline where same quality of products are being sold to consumers and major
focus is to meet the demand in market.
However, this market trends are being emerging nowadays, which need to be used by
Sainsbury and help company to increase the market share. It also enhances the growth of
company by using the latest technology which increase the efficiency of working. It helps
Sainsbury to attract more customers towards company by offering demanded product and
generate high revenue from it (Sayği, 2020).
Aim: To investigate the impact of increasing health consciousness in people on the sale of
organic food products in retail sector of UK. A study on Sainsbury.