Organic food, beverage launches surge in Europe, North America

According to Mintel Global New Products Database (GNPD), in the last 10 years, 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. 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%).

But it’s not just Europe that is enjoying a greater variety of organic food and drinks; North America has also experienced an impressive increase in organic launches. The number of organic food and drink products has grown from 9% in 2009 to 15% in 2019 (August 2018–July 2019). While the availability of organic food and drink products in Asia Pacific, Latin America, and the Middle East and Africa has risen slightly, only 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 10 years ago.

“Organic produce has seen growing support among European consumers at a time of increasing concerns for wellbeing, health, and the environment,” said Katya Witham, global food and drink analyst at Mintel. “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 also finds that among consumers in France, Germany, Italy, Spain, and Poland, Millennials (aged 25–34) and Gen Zs (aged 16–24) are the most likely to purchase organic food and drink. Of these five countries, Italian Millennials are most likely (87%) to buy organic food and drink, followed by their German (86%), Spanish (85%), and French (81%) counterparts. In Poland, it’s Gen Z that is most interested in organic food and drinks, with 83% claiming to buy such products, compared to 80% of Polish Millennials.

What’s more, younger consumers are also more likely to pay higher prices for organic food and drink. This is especially true for Spanish Gen Zs: 38% say organic products present good value for money, in comparison to 26% of all Spaniards. Meanwhile, young Germans are less willing than their Spanish counterparts to pay extra for these products: 27% of those aged 16–24 accept higher prices for organics, compared to 21% of the entire German population.

Press release