Organic packaged food experienced boosted demand in 2020 as consumers opted for healthier products to use for home cooking and stave off COVID-19. However, growth will rather modest compared given the lower share of organic in comparison with other categories.
The main retailers like Coop and ICA made a serious push for organic products in the recent past, and now their sales are stagnating to an extent. Organic is no longer ranked as the most important feature for health and wellness and is being promoted less in stores now.
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.
One factor expected to drive sales of organic packaged food is the increasing presence of products in discounters. Discounters, such as Lidl and Netto, are using organic products as a key leverage tool in their general attempts to gain sales share and are expected to continue broadening their organic product ranges until they catch up with other retailers.
In recent years, some consumers 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 consider choosing their products based on environmental sustainability labels rather than whether they are organic or not.
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.
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Understand the latest market trends and future growth opportunities for the Organic Packaged Food industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Organic Packaged Food research and analysis database.
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