Denmark

Country

Denmark

Continent

Northern Europe

Market Performance

The first half of 2016 saw 17.8% growth, with previous year’s growth having been around 5-11%, so a significant increase. Danish sales of organic in main retailers totaled DKK 5.5Bn in 2012, a doubling of sales over the previous 5 years 

In 2017, Organic Denmark reported a 20% growth in the Danish organic market, with an estimated value of Euros 1.29B. 

Organic share of market in 2014 was 7.6% and in the first six months of 2016 reached 9%. Denmark has an Organic action plan which involves state support specifically for organic production (100% by 2030) and retail.

The Danish government aims to 60% of catering in the public sector should be organic before 2020.

The latest figures from Organic Denmark indict that over 500 restaurants, cafés, and canteens are now displaying its Organic Eating Label (Økologiske Spisemærke).

Consumer Preferences & Channels

Dairy is the leading category in 2013, taking more than 32% of the market, with produce a close second (24%), followed by Rice/Grain/Flour (14%). Meat and eggs make up 7% respectively.

The highest spend on organic is among families with one child (11.9% in 2012) and by age group , 30-39 year-olds purchase the most (11.2%).

The Danish consumer bought on average, DKK 1.949 per person on organic products during 2015, which is the highest in the world. According to a Nielsen global survey, 47% of Danes said they are trying to eat and buy organic.

Discount stores account for the majority of organic sales in 2014 (42%), with supermarkets down on 2012 (26.4%)and department stores up -taking 18.8%.

Netto and SuperBrugsen are the biggest players, with Netto widening organic offer and Coop becoming more premium. Helsam is the biggest health shop (250+ stores).

Legislative Considerations

Under the control of EU regulation. Any food product sold as 'organic' falls under the EU regulations 834/2007 and 889/2008.

This means that the product must have been produced to these regulations and inspected and certified by a registered EU certification body.

Currently non-foods (e.g textiles and health & beauty products) are not covered by the scope of this regulation.

Sources & Links to Further Info

UKTI – Denmark : https://www.gov.uk/government/world/organisations/uk-trade-investment-denmark

Organic Denmark -Helene Birk- Export Manager hbi@okologi.dk - http://www.organicdenmark.dk

Distributors handling UK Organic

Gron Fokus - salg.gronfokus.dk

Solhjulet  - www.solhjulet.dk

Gaia Trade Nordic - www.gaiatradenordic.com