Danes continue to see their organic market growing

The Danes continue to see increases in the sale of organic food despite these straitened economic times.  As our domestic market feels the pinch it seems the Danes have effectively positioned the "organic label" as the short-cut for the values demanded by the time-poor, conscientious consumer.  If the "Love Organic" campaign can do the same for the domestic market we will hopefully see greater loyalty from the UK organic consumer.

45 % of Danes already buy organics every week, and 70 % buy them at least once a month, a recent study of the market research company GfK has revealed. "We see that the Danes are increasingly interested in buying products that meet their demands for clean and healthy food," says Henrik Hindborg, Marketing Manager at Organic Denmark. In 2010, Danes bought organic products worth DKK 6.7 billion (close to 900 million euros) - equal to a consumption of approx. DKK 1,200 (about 160 euros) per capita and a doubling on 2006. This makes Denmark the country in the world with the highest spending on organics once again.  Consumers in Denmark are even becoming more health-conscious, and many Danes still plan to increase their wholesome purchases, a new FDB survey has revealed. The high demand of organics is due to various reasons: consumers are more and more concerned about harmful substances, and they buy organics for more household members. Matters like the environment and climate also become increasingly important when they shop. A further reason is that the offer of organic products is increasing, according to Thomas Roland of FDB.   Organic flour, muesli and pasta are highly demanded, as well as fruit and vegetables. Even products such as wine, cheese and desserts have grown significantly. The FDB survey also indicates that there is an increasing need to guide consumers through the "food jungle", as requirements of conscious consumers have grown. The organic label is considered to be a safe guideline that helps consumers and saves them time. Time-pressed families especially appreciate this label, as organic regulations are comprehensive and well thought out. 

Organic Denmark (it may need translating)