Global organic food sales exceeded $ 80 billion two years ago and many European markets have experienced double-digit percentage growth
during the same period, according to ifoam extension. There is great potential for several product categories to take additional shares. Here we tell about three of them that many tracks have the opportunity to take additional market share.
When we have covered the news reporting on the organic food market and read statistics on the market's development, we can state that there is great potential for organic alternatives to grow in: vegan alternatives, superfoods and old cultural varieties.
Vegan options has over the past five years become a natural feature, especially in the dairy counter. Global sales of plant-based milk are expected to reach $ 16,3 billion next year (an increase of $ 7,4 billion compared to 2010) according to Innova Market Insights. Organic Swedens member Oatly has with its growing range of oat-based products been a leading player in this area in the Swedish market. Another player in this product category is the Finnish company Gold & Green Foods which is in line with the launch of Pulled Oats - a plant-based protein based on oats, broad beans and yellow peas.
Another successful brand is Texas-based Milk Organics which specialize in nut-based milk and cold-brewed coffee. In 2014, when the company was founded, they were a small family business but are today a player to be reckoned with. Malk Organic products are available in over 1500 stores around the United States.
Some factors that benefit this product category are consumers' growing concern about the climate, increased lactose intolerance and greater health awareness. Factors that caused this category to grow from a previously narrow niche.
Superfoods is a collective name for foods with high nutritional values, such as certain nuts, seeds and berries. The analysis company Mintels monitoring of the food market shows that food and beverages with the terms superfood, superfruit or supergrain increased by 202 percent between 2011 and 2015. A Swedish company that has taken advantage of this trend is Organic Swedens new member Herb Hero which sells organic superfoods. Another international player is the British Botanic Lab, which produces cold-pressed juice. In a interview with Monocle tells the founder of Rebekah Hall about how they managed to establish themselves in a competitive market.
oldcultural cereals or ancient grains as it is called in English can be considered as part of superfoods. An important difference according to SLU is that older cultured cereals often have a higher protein content and nutrient content. As the sourdough trend has gone from trend to becoming mainstream, we also see that more and more bakers are starting to bake with old wheat varieties such as buckwheat, spelled and country wheat, to name a few, which in turn can benefit smaller and niche farms. Sébastien Boudet, French-Swedish confectioner and founder of Petite France in Stockholm, has been at the forefront of cultural cereals in particular. At Sébastiens Instagram you get to follow his travels through Sweden when he holds courses and lectures on bread baking and meets millers and others who work with food crafts.
Two players who have taken advantage of this development are the organic farmer Adam Arnesson (who, incidentally, was recently part of the British The Guardian) which together with Oatly developed and launched Old-fashioned oatmeal drink - a drink made from oats. Sun oats, or Sun II as it is also called, are KRAV-labelled and fertilized with digestate from a biogas production plant in Örebro. Adam's family farm, Jannelund's farm, is actively working to switch to cultural cereals. Read more about the farm and their work here.
Anton Järild, Organic Sweden