Consumer supports Scandinavian organic market

Revenues relating to the Scandinavian market for fresh organic vegetables are forecast to double in the near future as consumer demand for organic foods continues to rise in the region, according to a new report from UK market analysts Organic Monitor. The study into the fresh organic vegetables series examines the markets in Denmark, Sweden, Norway and Finland. These countries have a combined population of 23.7 million. According to the report Scandinavia was the first region to have organic foods enter mainstream marketing channels when the Danish and Swedish supermarkets introduced organic foods in the early 1990s. Demand has continued to outstrip supplies in many sectors of the organic food industry ever since. Organic farmland in the region amounted to 680,500 hectares, representing 7.57 per cent of total farmland in Scandinavia. Sweden has the largest market for organic vegetables in Scandinavia, and it is projected to exceed 8 per cent of the vegetables market in the coming years. Sweden has the highest consumption rate per capita, and consumer expenditure per capita, for organic foods in Europe. Finland and Norway have organic food industries that are less developed than that of Sweden, however, their organic vegetable markets are to show the highest growth rates over the forecast period. Strong marketing support from retailers and a lowering of the price premium are expected to be major market drivers in the medium term.