Trust in organic label increased

According to research conducted by IPSOS, the European organic label has gained recognition and trust over the past year. In 2024, 62% of consumers were aware of the label, an increase from 53% in 2023. Trust in the label increased by 19% to 66%.When it comes to choosing organic products, price remains the most important factor for consumers. If organic products were cheaper, eight out of ten consumers would buy them more often. For those who buy organic regularly, health is key (82%), while for those buying organic less frequently, price is key (78%). Taste is the second most important factor for both groups.

Despite the growth in organic purchases, the percentage of Dutch people who regularly buy organic products has remained stable at 66%. A tenth never buy organic food and a quarter do so only occasionally. Europe aims to increase the share of organic farmland to 15% by 2030. In the Netherlands, the figure is currently only 4.8%. Despite this, the area of organic farmland in the Netherlands has increased by 9% in the last five years and the organic sector has grown by 42%. Both the Dutch government and Bionext encourage consumers to choose organic products more often, including through the campaign ‘The most beautiful message is organic from Europe’.

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