With growing awareness of health and the environment by consumers, the ambiguity surrounding what exactly constitutes “natural” and the drive for cleaner labels, the global organic market is in a good position to capitalize. In addition, a growing band of consumers are being influenced by cleaner eating diet trends and may well gravitate towards organic while also eliminating from their diets all junk food, processed food, sugar and food additives.
Organic food choices are growing with 9.5% of total global product launches tracked in 2016 by Innova Market Insights having an organic positioning. This is a significant increase from just 6.6% tracked in 2010. The leading market sub-categories for new organic product launches in 2016 are: tea (6.1%), baby meals (5.9%), vegetables (4.7%) and juice and juice drinks (3.9%).
There is considerable variation among regions in terms of percentage of total products having an organic positioning. North America had the highest percentage share in 2016, with organic representing 14% of total product launches tracked, followed by Europe (12.6%) and Australasia (6.4%), with the remaining regions each all having under a 5% share.