For the eleventh year in a row, Ekoweb, marknadsbevakare specialized in the organic sector now released a report on the organic sales in Sweden.
In 2018, increased the organic food market in the country with over a billion, to sek 28.8 billion, an increase of four per cent.
, the largest operators in the ekohandeln, stagnant sales after several record-breaking year.
– In the retail sector, the focus has shifted from solely organic to organic is one of several factors in the concept of sustainability. The trade has not steered the customer towards the organically and we see a reduction in the marketing and less exposure compared to previous years, Cecilia Ryegård, editor at Ekoweb.
Marketing is an area that has played a significant role in the food industry approach to organic products, " says Cecilia Ryegård.
– the Promotion of Swedish, locally produced and locally have been successful. But in this marketing forgotten often remove to organic products are usually also covers these areas. Here, the industry has not reached through and managed to raise their own added value, but there has arisen a situation of competition, where you fight for the same consumers. In 2018 the ecological more often drawn the short straw in the fight, " she says.
the 20-70 per cent, however, to find at the smaller chains like Lidl and Netto. The same applies in online shopping.
the increase in volumes is marginal, in some cases, it is possible to find a reduction. Fruit and vegetables continues to be strong. Categories, however, have a problem is dairy and meat.
" the Forecast for 2018 built on retail sales would translate to increased access to raw materials, from the Swedish organic agriculture, in the increased sales. That has not happened. Instead, the market has got a surplus of, for example, organic milk, meat and eggs. In 2019 are therefore a number of producers back to conventional production, " says Cecilia Ryegård.Cecilia Ryegård, editor at Ekoweb. Photo: Ekoweb.
the second-largest sales channel for organic products. Their sales increased the most in the past year – with nine per cent, equivalent to a half billion dollars. Thus stood man alone for half of the overall increase in sales in 2018. Cecilia Ryegård think The work is interesting.
– this shows us the great potential of organic products actually on the market. They have decided to invest in this, and it has given good results, " she says.
with over 200 million, which is explained by the poor harvest and drought.
– this issue has hit almost all european countries. But hopefully we can resume the organic exports in 2019 if we get a reasonable harvest, " says Cecilia Ryegård.
the Report also shows that Sweden is the country in the world that has the highest percentage of organic food in their public purchases. The year 2016 was Sweden's share of 33 per cent, Denmark 20 per cent, Norway 1 per cent and the 10 per cent. In recent years, purchases have continued to increase. In 2018, was ekoandelen in the country 38 per cent.
organic producers because of that the market has not increased in pace with the supply of raw materials. For this reason, the write Ekoweb down his wxsim forecast for: 2019-2028: from sek 2 billion per year to 1 billion per year – a halving of the rate of growth.