Denmark: Organics are growing again

After a few rather quiet years in the retail trade, organics are back on track for growth on all fronts in Denmark. That was the message at a meeting of the Organic Congress 2013, when Organic Denmark and COOP presented the status of the sales of organics in the retail trade, food service and export and the expectations for the future. (Graph by Organic Denmark: Sales channels of organics in Denmark)

"In recent years, the curve of organics flattened out, but based on feedback from companies and grocery chains, I expect that growth will be some five percent this year," the marketing manager of Organic Denmark, Henrik Hindborg, stated. During the meeting at the Vingsted Centret in Bredsten, he was backed by Thomas Roland, manager at Coop. In the last quarter of 2012, Coop noted growth in their Copenhagen and Aarhus stores, and now sales were increasing in all districts, he explained. Thomas Roland also revealed that 65% of consumers shopping at Coop had organics in their carts, and 40% of consumers expected to spend even more money on organics next year.
 

Half of all Danes buy organic produce every week, and more and more Danes are buying into broader ecological categories such as organic poultry, organic herbs and organic beverages. In the retail sector, the amount of organic products on the shelves is increasing, and retail businesses are selling approx. 20% more organic products than before the financial crisis, according to Mr. Henrik Hindborg.

Organic products are increasingly present when eating out as well. This applies for example to cafes and restaurants, and especially to the many cafeterias across the country. Almost 600 restaurants now carry the organic catering logo. Organic sales to the food service sector have doubled in three years and Organic Denmark expects a significant growth of at least 15-20% in 2013. "In the coming year, we will really get to feel the effect of that a large number of municipalities across the country that have begun conversion to organic production. A total of 30 municipalities will be in the process of conversion to organic farming in 2014," Mr. Hindborg explained.