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The European Market for Organic Fruit & Vegetables
Organic Monitor, June 2005
The market for organic fruit & vegetables in 17 Western European countries is analysed in this report. The market is segmented by product categories that include organic vegetables, top fruit, citrus fruit and tropical & exotic fruit.
Market & competitive information includes market sizes, revenue forecasts (2005-2011), market drivers & restraints, import & export statistics, distribution & pricing trends, and profiles of leading traders & retailers. The report also contains business strategies and recommendations to European companies and exporters.
Organic fruit & vegetables comprise most revenues in the European organic food industry. They are grown in all European countries and are typically the entry point for many first-time buyers of organic products. Consumer demand for organic fresh produce continues to strengthen with revenues increasing by 26% between 2001 and 2004. Healthy growth rates are projected to continue as sales channels for organic products broaden.
The German market is currently showing the highest growth with organic fruit & vegetable sales volume increasing by 14% in 2004. A major driver is widening availability of organic products in mainstream retailers with a growing number of supermarkets and discount stores introducing organic fresh produce. Increasing sales volume is also going to organic food shops with 40 new supermarkets opening in 2004 alone.
Sales of organic fruit & vegetables are concentrated in a handful of countries. Germany and the UK have the largest markets, representing over half of all European revenues. The British organic fruit market, valued at EUR 330 million, is the largest in Europe. Organic fruit & vegetables as a percentage of total sales are highest in Scandinavian and Alpine countries. Organic vegetables comprise over 6% of vegetable sales in Switzerland, Denmark and Sweden. Southern European countries have the lowest market share with less than 1% percent of vegetables sold as organic in Spain.
Although the organic vegetables market accounts for most revenues, the organic fruit market is forecast to show higher growth. Sales of organic tropical & exotic fruit are expanding rapidly, especially organic bananas which are popular with consumers seeking organic and fair-trade products. The organic bananas market is valued at 80,000 tonnes with half of all sales occurring in the UK. The organic potato market leads in terms of volume with over 350,000 tonnes sold in 2004.
Production of organic fruit & vegetables has increased significantly across Europe, however imports continue to play an important role. Off-season organic fresh produce and tropical & exotic fruit are mainly imported into Western Europe. Imports represented 22% of total sales volume in 2004 with organic fruit comprising the majority.
The supermarkets dominate sales of organic fruit & vegetables with 48% share, but their market share is in decline in many countries as sales channels for organic foods broaden. The supermarkets have encouraged large conventional fresh produce companies to enter the organic market and these companies are taking up strong positions. Organic fruit & vegetable suppliers are advised to limit the threat of new entrants by forming strategic alliances and spreading business risk.
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