Denmark is already a world leader in organic food, with organic commanding a 15% share of total food sales. But leading Danish supermarket chain Coop Denmark is putting even that figure in the shade.
This month the retailer announced that an astonishing 42% of all foods sold through its online platform coop.dk Mad are organic, adding that the whole category is currently booming.
The retailer attributes this to a trio of factors. One is that retail prices on coop.dk Mad have fallen significantly in recent months. The second is the sheer depth of range of organic food that Coop offers its shoppers – 10 times that of country’s top discounters, it claims. Thirdly, coop.dk Mad customers tend to live in areas with a strong interest in organic food and eco issues.
“In our physical stores in areas with the highest organic consumption…we have a share of about 30%. So to achieve over 40% share nationwide – well, it has never been seen before”
Coop’s CSR chief Thomas Roland calls the retailer’s latest organic numbers “remarkable”. He told the Danish online retail magazine Dagligvarehandlen: “In our physical stores in areas with the highest organic consumption – inner Copenhagen, Aarhus city centre – we have a share of about 30%. So to achieve over 40% share nationwide – well, it has never been seen before.”