Health and wellness series – Pathfinder on processed organic food trends in the European Union
January 2019
Executive summary
Within the European Union (EU28), the processed organic beverage and packaged food category, along with the "free from" category, have grown the fastest between 2013 to 2017. The organic category has reached US$15.3 billion in sales in 2017 and is expected to continue to grow from 2018 to 2022.
In 2017, the largest organic sub-category was dairy packaged food, reaching total retail value sales of US$4.2 billion, accounting for 27.6% of sales. Over the last decade, innovation through the addition of health-minded properties in yoghurt products have changed from the traditional spoonable yoghurt format to drinkable yoghurt types of products, with the traditional format still being the preferred choice. As well, soy-based yoghurts were introduced which remains a strong niche trend today. The United Kingdom (UK) plays a strong role in producing organic dairy both throughout the EU, as well as being the second largest organic milk pool in the world.
Germany and France are the two largest contenders over the last five years within the processed organic category, in terms of market sizes in retail value sales and new product innovation. Italy, UK and Sweden are amongst the top five largest countries within the EU processed organic market. All five top countries are expected to remain as the largest retailers of processed organic food up until 2022. According to Mintel, the top 3 sub-categories with the highest number of new products launched within the organic market include organic dairy (1,201), organic bread (251), and organic soft drinks (667).
Health and wellness sector overview
Organic beverages and packaged food products within the European Union (EU28)Footnote 1 is a growing market reported under the Health & Wellness (H&W) sector. According to Euromonitor International, since 2013 the organic category has been growing at a higher rate than the other Naturally Healthy (NH), Better For You (BFY), and Fortified/Functional (FF) categories, at a compound annual growth rate (CAGR) of 6.6%. Although retail value sales in the organic sector are lower than the other NH, BFY and FF H&W categories, representing 9.7% within category distribution, the organic trend is growing fast and has reached US$15.3 billion in sales in 2017. The "free from" category is also expected to grow and to continue to hold the highest forecasted five-year growth rate with a CAGR of 10.0% by 2022.
Category | 2013 | 2017 | 2018 | 2022 | CAGR* % 2013-2017 | CAGR* % 2018-2022 |
---|---|---|---|---|---|---|
Naturally Healthy (NH) | 53,631.3 | 60,062.4 | 62,434.4 | 72,452.3 | 2.9 | 3.8 |
Better For You (BFY) | 39,895.6 | 39,177.9 | 39,998.8 | 42,779.0 | −0.5 | 1.7 |
Fortified/Functional (FF) | 32,942.3 | 33,676.2 | 34,731.6 | 40,095.1 | 0.6 | 3.7 |
Organic | 11,813.9 | 15,262.1 | 16,316.6 | 20,601.9 | 6.6 | 6.0 |
Free from | 5,530.8 | 8,663.5 | 9,674.0 | 58.0 | 11.9 | 10.0 |
Total H&W by type: | 143,813.8 | 156,842.1 | 163,155.4 | 190,084.3 | 2.2 | 3.9 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |

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Category | Sales |
---|---|
Naturally Healthy (NH) | US$60.1 billion – 38.3% |
Better For You (BFY) | US$39.2 billion – 25.0% |
Fortified/Functional (FF) | US$32.9 billion – 21.5% |
Organic | US$11.8 billion – 9.7% |
Free from | US$5.5 billion – 5.5% |
Source: Euromonitor International, 2018
Processed organic food and beverage category
In 2017, the largest organic sub-category in the EU was dairy packaged food, which represented 27.6% of retail value sales. A recent study in 2016 by Newcastle University in Australia, found that organically grown produce contains far higher levels of antioxidants, believed to help stave off cancer. With the supported health benefits that organic dairy are said to have, these academic findings have created global exporting opportunities in dairy and other processed organic food products such as the organic bread and soft drink sub-categories.
The UK plays an important role in producing over 250 million litres of milk supply, which represents 65% of the UK's total organic milk, while abiding by strict standards and certification requirements as part of the Organic Milk Suppliers Cooperative (OMSCo). They are the largest and longest established UK 100% organic farmer-owned and farmer-run dairy cooperative, along with being the second largest dedicated organic milk pool in the world. Given that the UK is such a major producer within the largest organic dairy category within the EU, the UK's decision to leave the EU has caused uncertainty around future trade and the length of time needed for UK certifiers to be accepted as equivalent control bodies by the EU to allow continued trade in organic products. Despite this, the overall organic beverage and packaged food sector is still expected to continue to grow steadily over the next five years with a slightly lower growth rate at a CAGR of 6.0%, reaching sales of US$20.6 billion by 2022.
Category | 2013 | 2014 | 2015 | 2016 | 2017 | CAGR* % 2013-2017 |
---|---|---|---|---|---|---|
Total organic products | 11,813.9 | 12,579.2 | 13,354.8 | 14,317.7 | 15,262.4 | 6.6 |
Organic beverages | 1,675.0 | 1,793.0 | 1,928.5 | 2,123.1 | 2,308.2 | 8.4 |
Organic packaged food | 10,139.2 | 10,786.0 | 11,426.5 | 12,194.5 | 12,954.1 | 2.2 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Category | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 |
---|---|---|---|---|---|---|
Total organic products | 16,316.7 | 17,375.3 | 18,459.0 | 19,530.4 | 20,601.7 | 6.0 |
Organic beverages | 2,493.70 | 2,670.40 | 2,857.50 | 3,043.10 | 3,219.60 | 6.6 |
Organic packaged food | 13,822.9 | 14,705.0 | 15,601.2 | 16,487.4 | 17,382.3 | 5.9 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Market sizes
According to Euromonitor International, certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications which follow strict organic regulations/standards outlined by accredited or certified bodies. Examples of EU-approved organic certification bodies include the Soil Association in the UK and the ECOCERT certification body, which is a group recognized nationally for regulating organic farming standards.Footnote 3 It is important to note that "organic" labelling applies to a production process claim as opposed to a product quality claim.
In 2017, Germany has been over the last 5 years and remains the largest market throughout the EU within the organic beverages and packaged food category, with retail value sales totaling US$4.2 billion - which represents 27.8% or approximately 1/3rd of all organic sales throughout the EU28. France and Italy follow next while experiencing higher growth rates during the period of 2013 to 2017 at a CAGR of 10.2% and 12.6%, respectively. The United Kingdom ranks fourth. Sweden follows in fifth positioning and has grown in market size over the historic 5-year period with a CAGR of 13.1%. Sweden is expected to experience a lower growth rate with a forecasted CAGR of 6.2% from 2018 to 2022. The top 10 largest European countries for market sizes within the organic sector are expected to maintain the same positioning except for Spain who will move to 11th on the list, making room for Finland to rank in tenth place. Meanwhile, Denmark is expected to surpass the Netherlands in retail sales values by 2021 and continue to grow into 2022 with a sales value totaling US$1.1 billion. Overall, the EU28 contributes significantly on a global scale within the organic packaged food and beverages category, accounting for 37.4% of all retail value sales worldwide in 2017 which is expected to only slightly decline in growth by 2022 to represent 35.1% of global sales, equivalent to a CAGR of 6.0%.
European Union (EU28) country | 2013 | 2014 | 2015 | 2016 | 2017 | CAGR* % 2013-2017 |
---|---|---|---|---|---|---|
1. Germany | 3,690.2 | 3,807.1 | 3,917.8 | 4,069.0 | 4,210.8 | 3.4 |
2. France | 2,099.4 | 2,287.8 | 2,482.8 | 2,793.5 | 3,093.1 | 10.2 |
3. Italy | 1,092.8 | 1,259.3 | 1,419.9 | 1,585.6 | 1,756.6 | 12.6 |
4. United Kingdom | 1,427.7 | 1,462.1 | 1,490.4 | 1,518.8 | 1,558.4 | 2.2 |
5. Sweden | 546.4 | 638.5 | 747.0 | 828.4 | 892.9 | 13.1 |
6. Netherlands | 622.9 | 671.5 | 723.8 | 778.4 | 835.4 | 7.6 |
7. Denmark | 609.9 | 634.7 | 676.1 | 732.1 | 792.6 | 6.8 |
8. Austria | 575.1 | 604.4 | 633.7 | 663.9 | 695.0 | 4.8 |
9. Belgium | 303.7 | 316.6 | 328.2 | 350.8 | 363.8 | 4.6 |
10. Spain | 180.7 | 182.8 | 193.3 | 205.1 | 217.3 | 4.7 |
Total organic sales in the EU28 | 11,719.4 | 12,475.0 | 13,252.0 | 14,210.0 | 15,150.7 | 6.6 |
Total organic sales in the world | 33,196.6 | 35,969.4 | 35,527.2 | 37,837.2 | 40,438.4 | 5.1 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
European Union (EU28) country | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 |
---|---|---|---|---|---|---|
1. Germany | 4,371.0 | 4,534.9 | 4,702.7 | 4,869.1 | 5,020.1 | 3.5 |
2. France | 3,411.4 | 3,728.1 | 4,053.4 | 4,363.7 | 4,673.0 | 8.2 |
3. Italy | 1,946.6 | 2,153.9 | 2,369.5 | 2,593.0 | 2,834.0 | 9.8 |
4. United Kingdom | 1,636.9 | 1,705.9 | 1,769.0 | 1,830.8 | 1,889.0 | 3.6 |
5. Sweden | 959.9 | 1,026.5 | 1,093.3 | 1,157.3 | 1,219.2 | 6.2 |
6. Denmark | 854.7 | 913.8 | 980.5 | 1,047.2 | 1,115.8 | 6.9 |
7. Netherlands | 892.5 | 946.1 | 996.3 | 1,043.0 | 1,086.5 | 5.0 |
8. Austria | 729.1 | 764.5 | 800.4 | 837.0 | 874.2 | 4.6 |
9. Belgium | 377.8 | 390.3 | 403.2 | 416.1 | 428.9 | 3.2 |
10. Finland | 208.6 | 229.0 | 249.9 | 271.4 | 294.5 | 9.0 |
Total organic sales in the EU28 | 16,199.9 | 17,253.5 | 18,331.0 | 19,396.0 | 20,460.4 | 6.0 |
Total organic sales in the world | 43,774.1 | 47,241.5 | 50,839.3 | 54,502.9 | 58,232.4 | 7.4 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Top companies and brand shares
In 2017, the top companies were the East West Tea Co. LLC which claimed 4.8% in retail value sales for all organic beverages and the Hipp GmbH & Co. Vertrieb KG which claimed 4.1% in retail value sales for all organic packaged food products. The top 2017 brands were the Vio Bio Limo produced by the Coca-Cola company which claimed 3.4% in retail value sales for organic beverages and the Hipp brand produced by the Hipp GmbH & Company Vertrieb KG which claimed 4.1% in retail value sales for all organic packaged food products. Other recognizable popular brands or company names found in Canada include Green & Black's organic snack products produced by the company Mondelez International Inc., organic packaged milk products such as "Les Deux Vaches" sold by the Danone Groupe, and Zoégas and Pukka organic coffee and tea beverages produced by Nestlé SA and the Unilever Group, respectively.
Past claims to note from these above listed products include the fact that all Green & Black's organic products are certified as organic by the CCOF (California Certified Organic Farmers) but their pure chocolate products have not been certified as "free from" Genetically Modified Organism (GMO). Also, in 2012, the Hipp GmbH & Co. Vertrieb KG were on the verge of losing consumer trust due to their frequent health and wellness claims aimed at promoting children's products which included Hipp brands in particular from within the baby food category, which were high in fat and sugar. Despite these negative H&W claims, the company overall is known as a longstanding organic packaged food category leader as being the top-ranking Hipp brand by which they have gained such a high level of consumer trust with its entire range of prepared baby foods sold in glass jars and all made from organic ingredients.
Company | 2013 | 2014 | 2015 | 2016 | 2017 |
---|---|---|---|---|---|
Category: Organic beverages | |||||
1. East West Tea Co LLC | 3.7 | 4.0 | 4.2 | 4.6 | 4.8 |
2. Coca-Cola Co, The | 0.5 | 3.2 | 3.4 | ||
3. Britvic Plc | 3.1 | 3.1 | 3.2 | 3.2 | 3.3 |
4. Alnatura Produktions & Handels GmbH | 3.2 | 3.1 | 3.0 | 2.9 | 2.8 |
5. Oetker-Gruppe | 3.5 | 3.1 | 3.0 | 2.3 | 2.0 |
Category: Organic packaged food | |||||
1. Hipp GmbH & Co Vertrieb KG | 4.6 | 4.5 | 4.4 | 4.2 | 4.1 |
2. Arla Foods Amba | 3.2 | 3.4 | 3.3 | 3.2 | 3.1 |
3. Alnatura Produktions & Handels GmbH | 2.4 | 2.4 | 2.3 | 2.2 | 2.1 |
4. Granlatte Societá Cooperativa Agricola arl | 1.3 | 1.5 | 1.5 | 1.6 | 1.6 |
5. Koninklijke Wessanen NV | 1.2 | 1.2 | 1.2 | 1.3 | 1.4 |
Source: Euromonitor International, 2018 |
Brand | Company name | 2013 | 2014 | 2015 | 2016 | 2017 |
---|---|---|---|---|---|---|
Category: Organic beverages | ||||||
1. Vio Bio Limo | The Coca-Cola Co. | 0.5 | 3.2 | 3.4 | ||
2. Pressade | Britvic Plc | 2.6 | 2.6 | 2.7 | 2.8 | 2.8 |
3. Alnatura | Alnatura Produktions & Handels GmbH | 3.2 | 3.1 | 2.9 | 2.8 | 2.8 |
4. Bionade | Oetker-Gruppe | 3.5 | 3.1 | 2.9 | 2.3 | 2.0 |
5. Gepa | Gepa Fair Handelshaus | 1.7 | 1.7 | 1.7 | 1.6 | 1.7 |
Category: Organic packaged food | ||||||
1. Hipp | Hipp GmbH & Co Vertrieb KG | 4.6 | 4.5 | 4.4 | 4.3 | 4.1 |
2. Alnatura | Alnatura Produktions & Handels GmbH | 2.4 | 2.3 | 2.2 | 2.2 | 2.1 |
3. Arla | Arla Foods Amba | 1.7 | 1.9 | 1.8 | 1.8 | 1.7 |
4. Granarolo | Granlatte Societá Cooperativa Agricola arl | 1.3 | 1.4 | 1.5 | 1.6 | 1.6 |
5. Green & Black's | Mondelez International Inc | 1.1 | 1.2 | 1.3 | 1.2 | 1.1 |
Source: Euromonitor International, 2018 |
Sub-category growth
According to Euromonitor International, dairy is the top organic sub-category within the EU making up 27.6% of all organic products, reaching US$4.2 billion in retail value sales in 2017. The top four other organic sub-category distribution include organic bread at 11.2%, soft drinks at 8.0%, baby food at 7.8% and organic hot drinks at 7.1%.
During the forecasted period from 2018 to 2022, it is expected that there will be no change to the order of category growth except for in the emerging trend of consuming organic rice, pasta and noodles sub-categories, which will continue to grow at the highest CAGR within the organic sector of 13.6%. This sub-category is expected to surpass the chilled processed meat and seafood sub-category in 2022, totaling US$1.4 billion in retail value sales. Overall, organic retail value sales are expected to reach a total of US$20.6 billion by 2022.
Organic category | 2017 | CAGR* % 2013-2017 |
---|---|---|
Dairy | 4,211.3 | 5.7 |
Bread | 1,709.7 | 3.9 |
Soft drinks | 1,222.7 | 7.8 |
Baby food | 1,192.6 | 6.0 |
Hot drinks | 1,085.3 | 8.9 |
Chilled processed meat and seafood | 941.7 | 6.5 |
Rice, pasta and noodles | 710.2 | 17.6 |
Spreads | 622.9 | 7.1 |
Confectionery | 604.4 | 6.0 |
Shelf stable meat, seafood, fruit and vegetables | 478.4 | 5.7 |
Sweet biscuits, snack bars and fruit snacks | 433.4 | 8.2 |
Edible oil | 390.0 | 6.7 |
Savoury snacks | 338.4 | 7.7 |
Breakfast cereals | 302.2 | 7.4 |
Frozen meat, seafood, fruit and vegetables | 290.2 | 4.4 |
Ready meals | 259.1 | 5.4 |
Sauces, dressings and condiments | 229.6 | 6.3 |
Soup | 142.9 | 6.5 |
Ice cream | 97.0 | 6.7 |
Total organic products: | 15,262.0 | 6.6 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |

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Category | Sales |
---|---|
Dairy | US$4.2 billion – 27.6% |
Bread | US$1.7 billion – 11.2% |
Soft drinks | US$1.2 billion – 8.0% |
Baby food | US$1.2 billion – 7.8% |
Hot drinks | US$1.1 billion – 7.1% |
Other | US$5.8 billion – 38.30% |
Source: Euromonitor International, 2018
Organic dairy
Consumers are becoming more demanding in terms of quality and health, where organic products are playing an increasingly important role in international food manufacturers' strategies to grow revenues and margins via high added-value innovations. According to Euromonitor's findings, innovation through the addition of health-minded properties continued to be the key sales driver for yoghurt not only in the French market but also a new range of organic yoghurt products have been introduced starting back in 2008 in France, Germany and has been widespread across Western Europe, as well. This innovation strategy attracted consumer interest over the years and consumers are now willing to pay a premium for products offering a fortified/functional health benefit such as enriched calcium, vitamin D, and pro/prebiotic yoghurts. Private brands began to invest in the drinking yoghurt types, moving away from maturing consumer demand within the category from spoonable yoghurt options. However, drinkable yoghurt types didn't sell as well as the traditional yoghurt types and almost three quarters of yoghurt now continues to be sold in spoonable format, once again. The German dairy market began to increase its retail value share further in 2009 for soy-based yoghurt and soy-based yoghurts continue to remain a strong niche today, with a five-year forecasted CAGR of 30%. Organic yoghurt in Spain is known as ‘bio' and targets consumers willing to pay higher prices for ethically-sourced products. Regardless, research suggests that more substantial investment in advertising needs to be seen within the organic industry to raise consumer awareness particularly in the Mediterranean countries like Spain, Portugal and Greece where only a minority of consumers are willing to pay for these said "health and quality" benefits attached to organic food products.
Market sizes: organic dairy
In 2017, the dairy market for organic beverages and packaged products was the top sub-category which accounted for 27.6% of the processed organic market share in the EU28. The organic milk sub-category including both organic reduced fat and standard milk claimed 43.7% of the dairy category with US$1.8 billion in retail value sales. The organic cheese sub-category claimed popularity at 20.1% in sales. Organic soy drink packaged products were showing larger retail value shares in the market in 2015 when retail data was first reported for the sub-category and is a growing trend which is expected to continue in popularity with a CAGR of 30% from 2018 to 2022, reaching retail value sales of US$6.0 million. During the same period, organic margarine and spreads are expected to grow at a CAGR of 10.2%. As well, organic dairy-based yoghurt packaged products are expected to maintain high retail value sales reaching US$790.9 million by 2022.
Organic category | 2013 | 2014 | 2015 | 2016 | 2017 | CAGR* % 2013-2017 |
---|---|---|---|---|---|---|
Total organic dairy: | 3,373.0 | 3,607.1 | 3,810.2 | 4,013.1 | 4,211.3 | 5.7 |
Butter | 326.2 | 347.6 | 351.5 | 363.5 | 384.5 | 4.2 |
Cheese | 642.4 | 680.1 | 738.6 | 790.2 | 845.6 | 7.1 |
Cream | 161.6 | 171.9 | 181.0 | 188.3 | 194.6 | 4.8 |
Flavoured milk drinks | 22.4 | 23.1 | 23.6 | 24.3 | 25.1 | 2.9 |
Fromage frais and quark | 130.1 | 154.1 | 169.8 | 183.4 | 197.9 | 11.1 |
Margarine and spreads | 50.1 | 52.0 | 55.1 | 58.2 | 62.0 | 5.5 |
Total milk: | 1,521.4 | 1,629.0 | 1,703.9 | 1,778.1 | 1,840.9 | 4.9 |
Reduced fat milk | 963.5 | 1,025.8 | 1,064.7 | 1,105.5 | 1,136.5 | 4.2 |
Standard milk | 557.9 | 603.1 | 639.3 | 672.4 | 704.3 | 6.0 |
Sour milk products | 64.1 | 68.6 | 70.7 | 72.4 | 73.1 | 3.3 |
Soy drinks | 0.8 | 1.1 | 1.5 | 36.9 | ||
Dairy-based yoghurt | 454.5 | 480.7 | 515.4 | 553.7 | 586.2 | 6.6 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Organic category | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 |
---|---|---|---|---|---|---|
Total organic dairy: | 4,444.2 | 4,684.8 | 4,934.9 | 5,185.5 | 5,434.4 | 5.2 |
Butter | 407.2 | 427.6 | 445.9 | 461.6 | 476.7 | 4.0 |
Cheese | 903.8 | 962.2 | 1,024.4 | 1,087.5 | 1,149.4 | 6.2 |
Cream | 202.6 | 210.5 | 218.0 | 225.6 | 233.2 | 3.6 |
Flavoured milk drinks | 26.1 | 27.0 | 27.9 | 28.8 | 29.7 | 3.3 |
Fromage frais and quark | 214.5 | 231.1 | 247.9 | 264.9 | 282.0 | 7.1 |
Margarine and spreads | 67.2 | 73.5 | 81.0 | 89.4 | 99.0 | 10.2 |
Total milk: | 1,920.1 | 2,005.4 | 2,096.4 | 2,188.8 | 2,280.5 | 4.4 |
Reduced fat milk | 1,178.3 | 1,223.1 | 1,272.1 | 1,321.1 | 1,370.5 | 3.8 |
Standard milk | 741.8 | 782.3 | 824.4 | 867.7 | 910.0 | 5.2 |
Sour milk products | 75.8 | 78.6 | 81.4 | 84.3 | 87.1 | 3.5 |
Soy drinks | 2.1 | 2.8 | 3.7 | 4.8 | 6.0 | 30.0 |
Dairy-based yoghurt | 624.7 | 666.1 | 708.2 | 749.9 | 790.9 | 6.1 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Product launch analysis: organic dairy
According to Mintel, there were approximately 1,201 new products launched in 2017 claiming that they were an organically certified dairy related product within the EU28. These products included several dairy or dairy alternative sub-categories such as butter, cheese variety flavours and textures, cream, margarine and other blends, white milk and various types of yogurts and liquid cultured milk in a "drinkable", "spoonable" or ice cream and frozen yogurt product. The top country to launch new organic dairy or dairy alternative products in 2017 is Germany who claimed 46.4% amongst the overall top 3 countries, which represented a total of 257 products out of the 553 products within the dairy market. Subsequently, France claimed 21.2%, representing 117 products and Spain claimed 10.5%, representing 58 products. The remaining 21.9% of new product launches in 2017, amongst the top 3 countries listed within each sub-category in no particular order included the Netherlands, Denmark, Austria, Finland, Sweden, and the Czech Republic. The top well-known popular brands included brands like Bio+, Coop Änglamark, Flora, Provomel, Bjorg, Les 2 Vaches Bio à Boire, Abbot Kinney's etc.
Organic dairy sub-category | Top 3 countries (# of products) | Top brand for each country | Number of products in sub-category |
---|---|---|---|
Butter | Netherlands (7), Denmark (7), Austria (4) | Bio+, Coop Änglamark, Alnatura | 20 |
Hard/semi-hard cheese | Germany (5), Spain (5), Finland (4) | Bio Käse, Öma, Herkkutilan Parhaat | 134 |
Soft/semi-soft cheese | France (39), Germany (31), Netherlands (23) | La Fromagerie Bio du Maine, Bio, Azienda Agricola Ponte Reale | 165 |
Fresh cheese and cream cheese | Germany (16), Italy (8), France (7), | Hofkäserei Tennental, Antico Borgo Bio, Bonneterre | 41 |
Processed cheese | Germany (2), Austria (1) | Der Kleine Strolch (x2) | 3 |
Cream | Germany (14), France (11), Denmark (4) | Die Feine Linie, Grandeur Nature, Coop Änglamark | 40 |
Margarine and other blends | France (3), Germany (3), Sweden (2) | Fruit d'Or Bio, Fattoria della Mandorla, Flora | 16 |
Total milk products: | 782 | ||
White milk | Germany (21), Denmark (14), France (12), | Edeka Bio, Engvang Bio Organic, Lactel Bio, | 62 |
Plant based drinks (dairy alternatives) | Germany (58), France (36), Spain (28) | Provomel, Bjorg, El Corte Inglés Bio | 266 |
Drinking yogurt and liquid cultured milk | Poland (9), Germany (8), France (5), Czech Republic (5) | Milbona Bio Organic, Bakoma, Les 2 Vaches Bio à Boire, Bio Vavrinec | 45 |
Both plant based (dairy alternatives) and dairy "spoonable yogurts" | Germany (54)[a], Spain (25)[a], Germany (21)[b], Austria (21)[a] | Söbbeke Pauls Biomolkerei, Marque Repère Bio Village, Ja! Natürlich. Sommerfrisch | 324 |
Both plant based (dairy alternatives) and dairy based ice cream and frozen yogurt | Germany (17)[a], Denmark (13)[a], Germany (7)[b] | Del Fiore Gelato, Arla Øko, Abbot Kinney's | 85 |
Total products launched in 2017, within the organic dairy sector: | 1,201 | ||
Source: Mintel, 2018 a: Dairy based b: Plant based (dairy alternatives) |
Product examples
Natural yogurt

Company | Scamark |
---|---|
Brand | Marque Repère Bio Village |
Sub-category | Spoonable yogurt |
Country | Spain, manufactured in France |
Related claims | Low/no/reduced fat, organic product |
Launch type | New variety/range extension |
Date published | October 2017 |
Price in US dollars | 1.25 |
Product description: The natural flavoured yogurt product is a source of calcium and is made with French milk. Comes in a blueberry, peach, and raspberry yogurt flavour with bits.
Mango & vanilla organic yoghurt drink

Company | Lidl |
---|---|
Brand | Milbona Dio Organic |
Sub-category | Drinking yogurt and liquid cultured milk |
Country | France, manufactured in Germany |
Related claims | Low/no/reduced fat, organic product |
Launch type | New product |
Date published | August 2017 |
Price in US dollars | 1.53 |
Product description: Is a soft, liquid yogurt made with all organic flavouring such as mango pulp, 7% sugar, cornstarch, carob seed flour, extract of Bourbon vanilla from Madagascar and bourbon vanilla powder.
Organic Bufala Campana Mozzarella

Company | Azienda Agricola Ponte Reale |
---|---|
Brand | Azienda Agricola Ponte Reale |
Sub-category | Soft cheese and semi-soft cheese |
Country | Netherlands |
Related claims | Organic product |
Launch type | New packaging |
Date published | May 2017 |
Price in US dollars | 2.99 |
Product description: The product comprises a hand made, fresh, full fat soft cheese from Italy. It contains 52% fat in dry matter and is sold in natural/health food stores.
Organic bread
In 2017, the organic bread category accounted for 11.2% in retail value sales amongst all organic beverages and packaged food within the EU28. The organic bread category is not broken down into any further sub-categories and although the category accounts for the second most popular consumed organic product in the EU, there is no further analysis provided in terms of different varieties offered in the market. According to Euromonitor International, the top country in retail value sales is Germany, where organic packaged bread products reached total sales of US$7.6 billion in 2017. Close behind was France who has historically been growing at the highest CAGR of 8.2% from 2013 to 2017. Respectively Austria, the Netherlands, and Belgium rank within the top three to top five countries in the EU28. These top five noted countries are expected to remain the top leaders within the organic bread category throughout the forecasted period from 2018 to 2022, with Germany reaching retail sales of US$8.4 billion by 2022.
Top 5 Countries in EU28 | 2013 | 2014 | 2015 | 2016 | 2017 | CAGR* % 2013-2017 |
---|---|---|---|---|---|---|
1. Germany | 719.9 | 736.1 | 743.5 | 752.6 | 762.6 | 1.5 |
2. France | 365.0 | 390.2 | 407.5 | 469.4 | 500.4 | 8.2 |
3. Austria | 96.4 | 100.5 | 104.2 | 108.4 | 113.1 | 4.1 |
4. Netherlands | 87.9 | 91.6 | 94.6 | 99.2 | 103.3 | 4.1 |
5. Belgium | 54.5 | 58.0 | 60.9 | 63.1 | 65.5 | 4.7 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Top 5 Countries in EU28 | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 |
---|---|---|---|---|---|---|
1. Germany | 778.1 | 794.3 | 810.4 | 825.9 | 840.9 | 2.0 |
2. France | 542.5 | 585.9 | 633.3 | 683.4 | 735.3 | 7.9 |
3. Austria | 118.0 | 122.9 | 127.8 | 132.8 | 137.7 | 3.9 |
4. Netherlands | 109.1 | 114.0 | 118.9 | 123.9 | 128.8 | 4.2 |
5. Belgium | 67.8 | 69.7 | 71.7 | 73.4 | 75.1 | 2.6 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Product launch analysis: organic bread
According to Mintel, there were 251 new products launched in 2017 that claimed that they were an organically certified bread & bread product within the EU28. The top countries to produce organic bread and bread products include Germany who claimed 23.1% overall products in this sub-category, along with Spain, UK, Netherlands and Austria. The top brands within each country are Grafshafter, La Boulangère Bio, Slooow Bio Organic and Alnavit.
Country | Company | Top brand | Number of product launches |
---|---|---|---|
1. Germany | Lidl | Grafschafter | 58 |
2. Spain | La Boulangère | La Boulangère Bio | 21 |
3. United Kingdom | Biona | Biona Organic | 15 |
4. Netherlands | Bio Breadness | Slooow Bio Organic | 15 |
5. Austria | Alnavit | Alnavit | 12 |
Total products launched in 2017, within the organic bread and bread product category: | 251 | ||
Source: Mintel, 2018 |
Product example
Organic fig bread with orange

Company | Ecoficus |
---|---|
Brand | Ecoficus |
Sub-category | Bread and bread products |
Country | Netherlands |
Related claims | Low/no/reduced allergen/lactose, gluten-free, organic, and vegan/no animal ingredient product |
Launch type | New packaging |
Date published | December 2017 |
Price in US dollars | 3.57 |
Product description: This bread is claimed to be delicious with cheese, salads and tapas. The product is made with figs from the organic "Calabacita" variety, well known for its sweetness, thin skin and honey colour.
Organic soft drinks
Drinking habits within the soft drink beverages category in general have changed over the years due to health concerns surrounding the amount of sugar content that can be found within carbonated soft drinks, liquid or powder concentrated drinks and juices which contain no significant health value without the added juices of real fruits or vegetables. To boost consumer confidence and sales, manufacturers have adapted their product strategies by reformulating their existing products to reduce sugar levels by adding from 24% to 100% fruit and vegetable juices proven to have distinct health benefits or by stressing product "goodness" including "organic" labelling, "GMO-free", "sustainable sourcing" or "cold pressed" virtues labelling. These trends helped in prompting some change in consumer drinking habits of going from drinking juice less frequently, to consumers opting for higher quality and high health benefit value products still within the organic soft drink category.
Market sizes: organic soft drinks
The soft drink category consists of non-cola carbonates, liquid concentrates and variations in the amount of fortified fruit and vegetable added to juices. In 2017, the organic fruit or vegetable juice sub-category either containing up to 24% or 100% juice, and nectars made from 25% to 99% juice, accounted for 59% of all retail value sales within the organic soft drinks category in the EU. The most popular choice amongst consumers was purchasing 100% juice, whereby retail value sales reached US$4.7 billion in 2017 and is expected to reach US$6.6 billion by 2022. Sales of juice drinks containing up to 24% juice is expected to be the category which will be the slowest in growth, moving from a historical 5-year CAGR of 7.6% to a forecasted 5-year CAGR of 2.8% in retail value sales by 2022. Non-cola carbonates is expected to remain a strong alternative within the organic soft drink category which will be the only category within this sector that is expected to grow by a CAGR of 6.2% from the period of 2018 to 2022.
According to Euromonitor, France and Germany are amongst the world's major organic juice growth markets in Europe. France was seven times higher than Germany in sales, where organic 100% juice is the country's most significant product area accounting for 40% of overall value sales in 2015. One trend that is competing with the packaged organic juice market is consumers who are showing a strong preference for using fresh fruit and vegetables produce to make home-made organic juice or smoothies within their homes. Price-sensitive consumers, on the other hand, are attracted by the bargains available in private label product ranges, whereby private labels are making up as high as 37% of value sales of organic juice in France in 2016.
Organic category | 2013 | 2014 | 2015 | 2016 | 2017 | CAGR* % 2013-2017 |
---|---|---|---|---|---|---|
Total organic soft drinks: | 904.2 | 953.2 | 1,014.2 | 1,127.3 | 1,222.7 | 7.8 |
Non-cola carbonates | 301.3 | 301.5 | 304.4 | 346.3 | 367.2 | 5.1 |
Concentrates | 79.9 | 89.2 | 102.2 | 114.5 | 128.7 | 12.7 |
Liquid concentrates | 79.9 | 89.2 | 102.2 | 114.5 | 128.7 | 12.7 |
Powder concentrates | ||||||
Fruit/vegetable juice: | 523.0 | 562.4 | 607.7 | 666.6 | 726.8 | 8.6 |
100% juice | 339.5 | 368.9 | 402.4 | 437.0 | 472.5 | 8.6 |
Juice drinks (up to 24% juice) | 37.2 | 38.5 | 40.7 | 45.4 | 49.9 | 7.6 |
Nectars (25-99% juice) | 146.2 | 155.0 | 164.5 | 184.1 | 204.4 | 8.7 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Organic category | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 |
---|---|---|---|---|---|---|
Total organic soft drinks: | 1,321.7 | 1,415.4 | 1,520.4 | 1,629.3 | 1,729.0 | 6.9 |
Non-cola carbonates | 386.2 | 408.4 | 436.3 | 468.0 | 491.2 | 6.2 |
Concentrates | 147.4 | 164.3 | 187.3 | 207.9 | 228.8 | 11.6 |
Liquid concentrates | 147.4 | 164.3 | 187.3 | 207.9 | 228.8 | 11.6 |
Powder concentrates | ||||||
Fruit/vegetable juice: | 788.0 | 842.7 | 896.7 | 953.4 | 1,008.9 | 6.4 |
100% juices | 511.7 | 548.3 | 584.8 | 624.2 | 662.5 | 6.7 |
Juice drinks (up to 24% juice) | 52.4 | 54.1 | 55.7 | 57.2 | 58.6 | 2.8 |
Nectars (25-99% juice) | 223.9 | 240.2 | 256.2 | 272.0 | 287.8 | 6.5 |
Source: Euromonitor International, 2018 *CAGR: Compound Annual Growth Rate |
Product launch analysis: organic soft drinks
According to Mintel, there were 2,503 new drink products launched in 2017 that claimed that they were an organically certified beverage in the EU28. Amongst the products launched in 2017, there were 1,054 new products, 1,010 new varieties/range extension/formulation and 439 had new packaging or were re-launched. The organic soft drink sector represented approximately 26.6% of these new products, including carbonates, concentrates and fruit and vegetable, or other plant/spice/nut juice variations. The fruit and vegetable/other plant/spice/nut juice varieties amount to 73.3% of this sector. Most of the manufacturing focus is on developing new products within the 100% juices fruit flavour sub group category; where France continues to out perform Germany since the latest 2015 figures provided above, representing 40% of all retail value sales in the overall 100% juices variety product category. The nectars sub-category with 25-99% juice added is an emerging niche with a growing number of products being introduced each year, whereby nectar production was only popular within five European countries with 29 new product launches in 2013 (France leading over Germany within this category, as well). Nectars since then, have launched 149 new nectar drink products within 15 European countries in 2017.
The top two countries participating in all organic soft drink sub-categories are Germany and France, while Italy, Spain, and Denmark fall within the top 5 listed countries. Countries which are not part of the 28 EU-member-states within Europe, not included in the numbers, yet who are still competitors within the organic drink sector are Switzerland who was reported within the top 5 countries for producing 100% juice products; in addition to Norway, Russia, Turkey, and the Ukraine. Generally the production of organic beverages occur within the well-developed countries. However, amongst the smaller European countries Croatia has also launched several new organic products including six 100% juice products, one product within the beverage concentrates category by the brand name of "Your Organic Nature", along with five carbonated soft drink products. The top brands throughout the organic soft drink category include: Vio Bio Limo Leicht in the carbonated soft drinks sub-category, WeltPartner in the beverage concentrates sub-category, and Alnatura, Léa Nature Jardin Bio, and Bioitalia in the fruit and vegetable/other plant/spice/nut juice variety sub-category.
Organic soft drink sub-category | Top 5 countries | Top brand for each top 5 countries | Number of products in sub-category |
---|---|---|---|
Carbonates | Germany, France, Sweden, Denmark, Netherlands | Vio Bio Limo Leicht, Biercors, Ekobryggeriet, Harboes, Bionade | 135 |
Beverage concentrates | Germany, France, Czech Republic, Poland, Netherlands | WeltPartner, Marque Repère Bio Village, Hostetinsky Sirupy, Excellence Syrop Babci Jadzi, Fruiss Bio | 43 |
Fruit and vegetable/ other plant/spice/ nut juice varieties: | Germany, France, Italy, Denmark, Spain | Alnatura, Léa Nature Jardin Bio, Bioitalia, Naturfrisk, Cocar Amazon Spirit | 489 |
100% juices | France, Germany, Italy, Spain, Switzerland*, UK | Léa Nature Jardin Bio, Alnatura, Bioitalia, Cocar Amazon Spirit, Alnatura*, Bioitalia | 229 |
Nectars | Italy, France, Spain, Germany, Denmark | Ecor, Pressade Le Bio, Rudolfs, Für (Voelkel), Organic Human | 149 |
Other juices | No results found | No results found | ~111 |
Total products launched in 2017, within the organic soft drink sector: | 667 | ||
Source: Mintel, 2018 *Non-EU28 state: product count not included in numbers |
Product examples
Sparkling Infusion

Source: Mintel, 2018
Company | Habitus |
---|---|
Brand | Habitus |
Sub-category | Carbonated soft drinks |
Country | France |
Related claims | Low/no/reduced sugar / chemical additives / preservatives / calorie, organic, functional-digestive |
Launch type | New product |
Date published | December 2017 |
Price in US dollars | 1.12 |
Product description: Flavored with hibiscus and peppermint, and is said to provide well-being thanks to its detox effects and to reload energy. Organic certified product free from sugar, calories and chemical additives.
Organic Revival Pomegranate, Acai, Ginseng and Agave Green Tea

Source: Mintel, 2018
Company | Little Miracles |
---|---|
Brand | Little Miracles |
Sub-category | Concentrated fruit juice, iced tea |
Country | Portugal |
Related claims | Organic ingredients |
Launch type | New packaging |
Date published | December 2017 |
Price in US dollars | 2.36 |
Product description: This organic revival bebida refrescante organica a base de agua is a fairtrade certified product described as a still water drink made with carefully selected ingredients such as green tea* and ginseng extract*, agave syrup*, and fruit juices from concentrate (4.2%)- apple, lemon, pomegranate and water extracted acai juice*.
*: Organic ingredients
For more information
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Resources
- Euromonitor International, 2018
- Euromonitor International, Opinion | 17 October 2016. Organic Juice: An Expanding Source of Growth, with Challenges
- Euromonitor International, Opinion | 28 June 2016. Brexit Organic Trade: Milk Opportunities, Within and Beyond the EU
- Euromonitor International, Opinion | 05 September 2012. Health and Wellness-Positioned Children's Foods Under Fire in Germany
- Euromonitor International, Opinion | 09 April 2010. Organic yoghurt in Europe: An opportunity in waiting
- General information of organic certification in the EU
- Group ECOCERT
- Mintel Global New Products Database, 2018
- Recognised control bodies and authorities by the EU (Annex IV of regulation 1235/2008)
Health and wellness series – Pathfinder on processed organic food trends in the European Union
Global Analysis Report
Prepared by: Erin-Ann Chauvin, International Market Analyst
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