Proving small changes can add up to a big difference, new Nielsen figures released today show sales of organic products in excess of a staggering £100 million - equivalent to 3.6% growth in September 2014, certification body the Soil Association revealed on Thursday. Soil Association said this is partly the result of its own Organic September campaign.

This year, the organic Association's campaign encouraged consumers to make 'one small change' in their shopping habits. Local independent retailers, online and national UK supermarkets were involved throughout the month of September and the campaign reached over 6 million people through social media.

Finn Cottle, trade consultant at the Soil Association, said, "This is a clear sign informed UK shoppers are becoming more loyal to organic food and drink. Campaigns like Organic September, alongside recent positive publicity and a renewed emphasis on innovation and new listings, are all helping to bolster performance."

Cottle added, "This growth has taken place against the backdrop of a deflated non-organic sector."

The Nielsen figures cover the 52 week period to 11 October 2014; they show growth of 1.6%, compared to the same period last year. This contrasts the non-organic market, which declined by 0.6% during the same time.

Organic eggs (+ 11.7%), organic dairy (+8.4%) and organic poultry (+6.6%) are amongst the best performers. The independent retail sector, which includes health and wholefood shops, also saw organic sales grow by 6.9% last year.