Organic Packaged Food in Denmark

2020 IMPACT

Danes associate organic food with health which was important in decision making at the start of the pandemic in 2020

Denmark is the country with the highest share of organic food revenue on a global scale thanks to, inter alia, the government’s strategic support of local organic production, which has ultimately resulted in a relatively close unit price compared to non-HW variants. In addition, the significant shelf space and visibility of organic products at grocery retailers attract consumers’ attention, leading to an easier purchasing decision.

Economic uncertainty due to the pandemic limits sales growth, while foodservice closures boosts sales of organic packaged food in 2020

Generally, Danes have trust in their domestic products with this trust being even stronger under uncertain conditions such as the COVID-19 pandemic. The official “Ø-mærket” organic label issued by the state is increasingly associated with transparency and trust by Danish consumers in 2020.

Arla Foods, the world’s largest organic dairy company, continues to lead organic packaged food and organic increasingly a must in a brand’s portfolio in 2020

Arla held its value share of organic packaged food constant in 2020 and remained the most significant domestic player. A collaboration between Denmark’s oldest supermarket chain Irma, Greater Copenhagen Food Start-up, and Coop Crowdfunding that started in January 2019 aims to bring locally-produced organic products to customers.

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