European Market for Organic Fruit & Vegetables, The

Consumer demand for organic fruit & vegetables 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.

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.

The market for organic fruit & vegetables in 17 Western European countries is analysed in this report. 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.

Product Segmentation
Organic vegetables
Organic top fruit
Organic citrus fruit
Organic tropical & exotic fruit