Source: Organic Denmark
Families with children aged 7 to 14 had previously been among the customers with the fewest organic products in their shopping cart in Denmark. New figures from GfK have revealed, however, that the proportion of organic purchases on total food consumption of those families increased from 4.6 % in 2009 to 7.5 % in 2010. This development is largely driven by Coop, where sales of organics to families with schoolchildren increased by 67 % in one year. “We have set a vision to increase the share of organic products on total food sales by 50 % over the next five years. One of our priorities is to reach families with children over 8 years, since we believe that there is a potential. It is good to note that it works. We will also continue the high level of activity with new products and marketing in 2011, so the positive development can continue”, says CSR Manager Kathy Milman, Coop.
SuperBrugsen, Kvickly and Dagli' Brugsen in close cooperation with FDB and Organic Denmark have launched various campaigns for families with schoolchildren in the past years. All three supermarket chains have experienced a large increase in organic sales with this group. The most remarkable growth has been recorded in SuperBrugsen with a tripling of sales to families with schoolchildren in 2010. Families have generally taken several organic products off the shelves in 2010. Top scorers were families with children from 0 to 6 years (12.6 % in 2010). Last year, the Danes on average spent 7.9 % of their total food expenditure on organic products. “It is great that families with schoolchildren have increased their organic purchases so much in a short time. We continue to work on getting even more families to maintain their organic commitment when their kids get bigger. Meanwhile, the goal is to maintain interest in organic food, which starts with the children. Once they become adults themselves and raise a family, they can pursue this interest to their children”, says Thomas Roland from FDB (the largest member and consumer organisation in Denmark).