Aidan O’Donohoe, Stockholm Office, Bord Bia – Irish Food Board
Organic Food has moved from fad to force in the Nordics. The trend in the organic food consumption is showing no signs of slowing down. In Sweden, demand for organic food increased by 40% in 2016, according to statistics from Ekoweb. The organic food trend is seen across all age groups.
The food and beverage industry is awash with labels from associations and institutions, offering varying standards and assurances that, can be difficult for consumers to navigate at times. Sweden’s largest retailer ICA highlights on their website that they are not in favour of GDA (Guideline Daily Amounts) in its current form, but still allows labelling of products on store shelves. Amongst the confusion and mistrust of certain labels, there are a few labels that stand out as reliable and trustworthy when it comes to healthier more ecological choices.
EU Organics Leaf is recognisable throughout Europe and is widely accepted by both consumers and retailers in the Nordics as a symbol identifying organic produce.
Keyhole symbol is also another valued label and is recognised only across the Nordics. It helps consumers identify the healthier options regarding how much fat, sugars; salt, dietary fibre and whole grain may be present in foods.
KRAV is Sweden’s own organics label recognised by 98% of consumers. The label guarantees that products are grown free from chemical fertilisers, genetically modified organisms or pesticides. The requirements are stricter than the EU-organic label and products are checked at least once a year.
Major retailers are now offering own brand lines of organic and eco-friendly products to meet the growing consumer demand. ICA’s product line called ‘I Love Eco’ that offer a wide range of organic products from dairy and vegetables to foodstuffs. All products must be organic certified from the EU or KRAV association. All the labelling standards for the ‘I Love Eco’ range can be found at www.ica.se.
For those who offer organic certified products, the Nordic market presents well-established opportunities in private label and branded goods. On the other hand, those who have potential and capacity to supply organic products, perhaps it is time to take steps to becoming certified organic, which will help to grow your attractiveness in the Nordic markets.
For more information please contact aidan.odonohoe@bordbia.ie
