Like all HW packaged food categories, organic packaged food received a boost from the COVID-19 pandemic as it accelerated health concerns and led to consumers opting for healthier and safer products to use in their home cooking. However, growth remains rather modest considering the low share organic products holds in the overall industry.
Private label has been driving the expansion of the organic packaged food category by improving the shelf space for such products and bridging the gap in terms of price between standard non-organic brands and branded organic options. Organic packaged food is often more expensive than other HW positioned food and notably more expensive than standard options.
Organic baby food is one of the organic packaged food categories that continues to display strong year on year growth. As such, there are many strong players within the category.
Retail value sales growth in organic packaged food slowed during the review period as retailers started placing less focus on them. The main retailers like Coop and ICA made a serious push for organic products in the beginning of the review period, but sales of their organic produce are now stagnating to an extent.
Over the forecast period, manufacturers are likely to combine their organic certification with other characteristics, such as locally produced, ethically branded, and environmentally friendly, to appeal to increasingly picky Swedish consumers. Whilst in the past companies tended to carry only the EU certification for organic products, it is possible that more companies will attempt to add the Swedish KRAV label as an additional selling point.
In recent years, some consumers have started debating how “green” organic produce truly is, with some now believing that some organic production has a bigger environmental footprint than conventional agriculture. Consumers are therefore beginning to choose their products based on environmental sustainability labels rather than whether they are organic or not.
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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 Definitions
This report originates from Passport, our Organic Packaged Food research and analysis database.
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