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Organic launches continue to rise

06 October 2019

According to recent research from Mintel Global New Products Database (GNPD) the total share of new global food and drink product launches with organic claims has risen from 6% to 10% between August 2009 and July 2019. 

Europe is leading the way in terms of organic food and drink innovation, with almost aone-fifth of all food and drink products launched in Europe carrying an organic claim. In the 10 years to July 2019, the number of European food and drink launches with an organic claim has shot up from 9% to 17%. Current leading innovators include France (accounting for 22% of all organic launches in Europe between August 2018 and July 2019), Germany (20%) and Spain (9%).

North America has also experienced an increase in organic launches. The number of organic food and drink products has grown from 9% in 2009 to 15% in 2019. While the availability of organic food and drink products in Asia Pacific, Latin America, the Middle East and Africa has risen slightly, less than 4%, food and drink launches between August 2018 and July 2019 carried an organic claim in each of these regions. This is up from 3% in Asia Pacific and Latin America, and 2% in the Middle East and Africa ten years ago. 

Katya Witham, global food & drink analyst at Mintel, said: “Organic produce has seen growing support among European consumers at a time of increasing concerns for wellbeing, health and the environment. Our research shows that the European market is spearheading organic food and drink innovation, with France, Germany and Spain leading the way. Although organic products have fully entered mainstream channels and continue to gain traction with shoppers, the organic segment still offers innovation opportunities across numerous food and drink categories. This is especially true in categories where organic claims have previously played a minor role, such as wine.” 

Mintel research shows that the share of organic food and drink launches in Europe with ‘suitable-for’ (free-from) claims experienced impressive growth over the past 10 years, rising from 20% to 43% between August 2009 and July 2019. Ethical claims have also witnessed a similar increase during the same time period. While 23% of all organic food and drink launches in Europe were positioned as “ethical” and “environmental” ten years ago, this proportion grew to 41% in the year to July 2019. 

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