The pandemic accelerated the demand for organic food in 2020. As well as being perceived as more sustainable, the products offer healthier nutrition, thus appealing in a holistic way to consumers who are becoming more conscious of the natural environment and more mindful of their everyday food and drink intake.
As regular pasta and rice were out of stock in several supermarkets during the first lockdown in spring 2020, organic rice and pasta benefited and for the year as a whole each recorded rapid acceleration in volume growth compared with 2019. These categories also increased because people were cooking more meals at home.
Artisanal products have a significant share in organic packaged food, largely due to wide availability and strong sales of artisanal organic bread. Sales of organic packaged food are also largely driven by organic private label ranges, whose collective share is just over a third of the total category.
In 2021, a natural slowdown in sales growth is likely to be observed given the extra demand for organic packaged food in 2020 as consumers stocked up and ate more at home. From 2022, low but stable growth is predicted for the duration of the forecast period.
Current value and volume sales growth rates of organic packaged food were slightly stronger in 2019, pre-pandemic, than they had been a year earlier. Major branded players as well as private label continued to launch organic products.
The largest baby food player Hipp has a product range almost entirely composed of organic products, with the company having a particularly strong presence in prepared, dried and other baby food. Hipp also holds a major share of organic milk formula sales.
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This report originates from Passport, our Organic Packaged Food research and analysis database.
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