Organic packaged food continued to see strong growth in current value terms in 2021, with consumers keen to live cleaner and healthier lifestyles. Nevertheless, many categories still have only a limited range of options available which is limiting overall sales.
Offering organic versions of popular products is a clear trend and it is expected to see expansion over the forecast period, with it offering players the opportunity to tap into the growing trend for organic food without starting from scratch. For example, the new organic version of the popular Apetit spinach soup emphasises that it contains domestically-grown organic spinach, with it also highlighting that 97% of its ingredients are grown in Finland.
Organic baby food remained one of the most dynamic areas of organic packaged food in 2021, with parents increasingly looking for safer and healthier meal options for their children. Alongside brands such as Naturnes, Organix and Nan, there are also a growing range of private label options in the category, offering more affordable alternatives.
Organic packaged food appears to have a bright future ahead as consumers look for more sustainable and healthier options and players look to be more transparent about the farming and origin of their organic products and ingredients. For example, the new Arla Luomu sinileimainen Emmental line of organic cheese is advertised as being made from domestic organic milk from the Porlammin Meijeri farm that has been matured for a minimum of three months.
Key to stronger growth within organic packaged food will be expanding the selection, renewing packaging and increasing investment in marketing to help build interest among consumers. For example, Valio Luomu organic yoghurt revamped its packaging to attract consumers.
For many consumers organics goes hand in hand with sustainability and concern for the environment and as such these factors will remain important in terms of company strategies. For example, the Alex&Phil organic baby food brand promises to take its responsibilities seriously, with its product packaging advertised as having an 80% lower environmental impact than that of traditional jars.
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Organic Packaged Food
Certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications (standards) and certified as "organic" by a certification body such as the Soil Association in the UK, the European Union or the US Department of Agriculture. It is important to note that an organic label applies to the production process, ensuring that the product has been produced and processed in an ecologically sound manner. The organic label is therefore a production process claim as opposed to a product quality claim. Note: For organic products to be included, the organic aspect needs to form a significant part of the overall positioning/marketing of the product, including the organic certification label in the packaging. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Organic Packaged Food research and analysis database.
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