UK sales of Soil Association certified textiles were up 10% last year thanks to greater consumer demand and better availability of organic cotton, new figures show.
Data from ‘The UK Organic Textile Market 2020’ report reveals UK sales hit GBP45.4m (US$58.74m) in 2019. Clothing makes up 44% of total sales, an increase of 14%, and is worth GBP16.5m.
The report, based on data from businesses that certify to the Global Organic Textile Standard and the Organic Content Standard through Soil Association Certification, aims to give a broad view on the UK’s organic textile market.
The homeware market, which includes organic bedding and mattresses, was the fastest growing sector in 2019, with a 17% increase in sales.
Brands, retailers and suppliers are all expecting demand to increase. Around 90% of organisations sourcing organic cotton surveyed by Soil Association Certification in 2019 are expecting to increase the volume they source in 2020.
Greater consumer demand and better availability of organic cotton were cited as the two key reasons why brands would source more organic cotton.
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By GlobalData‘Organic cotton’ as an online search rose 52% in 2019, according to Lyst, while Soil Association Certification’s organic cotton awareness campaign in October 2019 saw traffic to its website increase by 130%.
Research conducted in 2019 by the Certification body found while 39% of 3,000 people surveyed care about the environment, less than a third (32%) check what an item of clothing is made from before making a purchase, suggesting that there is still work to be done to join the dots between growing environmental concerns and the fashion industry.
“There is huge potential for the organic textile market to grow even more in the coming years, as more people try to reduce their impact on the environment in all areas of their lives,” says Sarah Jupp, organic textiles business development manager, Soil Association Certification.
“Future growth in the market is dependent on brands and retailers – with more facilities certified to the Global Organic Textile Standard and the Organic Content Standard, and growing consumer demand, it is incumbent on retailers to stock more organic and highlight the benefits that certified organic textiles can bring. The GOTS and OCS logos are vital signals that organic sourcing claims can be backed up through third party assurance. Without a certification logo, there’s no proof of the organic claim from fibre to final product.”
Hannah Evans, founder of children’s clothing retailer Picalilly, adds: “Consumers are assured by the fact that our clothing is certified to GOTS standards by the Soil Association – so they know and trust that purchasing Piccalilly is better for the environment and their pocket. We’ve found a massive surge in demand from parents concerned about climate change, who have cottoned on to the true benefits of purchasing organic, and who recognise how economical our clothes really are when they factor in washability and wearability.”
