Organic food sales in the Netherlands have increased by 42% compared to 2021 spend, resulting in an organic sales share of 3.8%. 

That’s one of the headline findings from new research by GfK presented at this week’s Biobeurs trade fair. 

The research shows:

• Consumers are purchasing more fresh organic products (+57%), accounting for 72% of organic sales.
• With more choice in the store, 32% say they would buy organic more often.
• Supermarkets account for 75% of the total organic turnover, which is why they play a crucial role in the growth of organic and the ambition of 15% organic agriculture by 2030.

The researchers stress that the increased turnover is not a result of inflation, as the prices of the organic range rose less rapidly than the total market (9.5%). Fresh organic products in particular, such as vegetables, fruit, dairy and meat, are being purchased significantly more (+57%) and account for 72% of the total organic turnover.

The big hike in sales can partly be explained by the decision of Dutch supermarkets to offer a wider choice organic products and display them more prominently. Supermarkets account for 75% of total organic sales and therefore play a crucial role in the growth of organic. Albert Heijn has the largest organic range with 1900 organic products. It also chooses to offer many fresh products – such as pumpkin, ginger, red and white cabbage, red beets, parsnips and romaine lettuce – organic, as standard. Meanwhile, PLUS has just announced it is switching to organic for all of its onions, in addition to all private label fresh dairy products, such as milk, buttermilk and yoghurt, and private label potatoes.

Commenting on the new research, Michaël Wilde, director of Bionext, the trade organization for the organic sector, said. “We are very happy with the steps that supermarkets are taking, which visibly contribute to the strong growth of organic. Increasing to a market share of 3.8% is nice, but there is still much to do. The government ambition is 15%, so we need to strive for commitment throughout the chain, and that is moving in the right direction.”

The new research shows that a large proportion of consumers are happy with developments in the supermarket channel and would like to see even more organic products on the shelves. With greater choice, 32% of consumers would buy organic more often. A lack of knowledge remains a barrier to choosing organic for many people. More positively, 31% of consumers indicate that they buy organic because they know the benefits of organic products. “Breaking the knowledge barrier” is therefore seen as an important way to increase organic consumption and grow markets.

Main image: Biobeurs trade fair. Bionext.