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Young consumers are willing to pay more for organic

Latest research from Mintel revealed at the Anuga Food Fair 2019 shows there has never been so much choice for organic food and drink.

According to the Mintel Global New Products Database the total number of new food and drink product launches globally with an organic claim has risen from 6% to 10% between August 2009 and July 2019.

Mintel research finds that Europe is leading the way in terms of organic food and drink innovation, with almost a 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%, satisfying Europe’s hunger for organics.

Speaking at Anuga, 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.”

Organic claims are increasingly becoming part of wider health and ethical product positioning, she added, hence the popularity of launches with free-from and ethical claims.

“Veganism/plant-based is one of the hottest trends in food and drink right now, so it seems natural that organic producers are linking the two. According to our research, almost half of vegan food and drink products launched in the past 12 months were positioned as organic.

“Given the trend towards veganism, plant-based organic brands are taking their lack of animal-derived ingredients to the next level, highlighting a more holistic approach.”

Read more on Mintel’s presentation at Anuga.

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