France: a leadership for new organic products (IT)

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Frédéric Bianchi, journalist of the online magazine BFM TV, reveals that France has apparently the will to  become the leading organic country in Europe and the world. A study conducted by the firm Mintel reveals that today France is leading the ranking of the launch of the highest number of organic food novelties. Between August 2018 and July 2019, the share of new organic products launched in France has in fact  reached 22%, which makes the country the main innovator in this field, ahead of Germany (20%) and far ahead of Spain (9 %).

France is therefore above the European average (17% of organic products launched during the period) and well above the world average (10%). On the same issue, Europe is also at the forefront at global level because, with 17% of organic novelties in the market, it beats the United States, reaching 15%. In other regions of the world, such as Asia-Pacific, the Middle East, Latin America and Africa, organic food accounts for no more than 4% of the food novelties on the market.

How far will France go in the sector? Very sensitive to food issues, the French have been massively converted to organic in recent years. Although the weight of organic at national level remains lower than in Germany. In France, organic represents 4% of purchases in supermarkets, compared to 5.7% in Germany.

Organic farming will therefore continue to progress in France, even if, according to Nielsen estimates, it is not destined to become the norm: however, its potential can reach 11% of the country's overall market, almost three times of what it represents today.

"The strongest categories for organic are mainly raw materials, unprocessed products, eggs, milk, flour, honey, fruit juices," says Isabelle Kaiffer, Nielsen's consumer director. And even in these 'strong' organic categories, the organic market share rarely exceeds 12% and since organic products rarely reach the same level as processed products, the average for all consumer product categories is unlikely to exceed the '11%".

New products with health-related indications ("sugar-free", "gluten-free", "less salt") or indications about environment and ethics, placed at 20% in 2009, have today exceeded 40%. If there is an expectation of "moralization" on the part of consumers, the agri-food industry has seized the commercial interest of these initiatives.

Young people in particular are more sensitive to organic products. According to Mintel, the millenials (25-34 years) and the Z generation (16-24 years) are the most likely to buy organic products. It is likely that 81% of French youth will buy such products and even 85% of Spaniards, 86% of Germans and 87% of Italians. "The Z generation has grown in an era in which health and well-being are fundamental", said Mintel food market analyst Katya Witham: "For the younger generation, the social and environmental impact of consumption is of great importance, which should help fuel the future growth of the organic sector ".

Source: Frédéric Bianchi, journalist, on BFM TV




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