Organic food growing in popularity: singles and young couples increasingly interested in organic options

Organic food is becoming increasingly popular, and nationwide selections of organic products now cover a growing number of everyday food staples. With K Group customers, the popularity of organic food is growing especially among single person households and young couples. In regional terms, growth is fastest in Lapland, Kymenlaakso, Pirkanmaa and Northern Karelia.

Organic food is growing in popularity both in Finland and elsewhere in Europe. Regionally, Finns living in the Åland Islands, Uusimaa and Ostrobothnia are the most likely to buy organic products, while people in Kainuu, Southern Ostrobothnia and Satakunta are the least likely.

“The popularity of organic products in Finland is spreading wider and wider, partly because nationwide selections now include a growing number of organic options for everyday staples, and a wider range of organic products is conveniently available across the country,” says Harri Hovi, Vice President for Commerce at K Group’s grocery trade.

A widening versatile selection

Milk, eggs, bananas and coffee are the most popular organic items in K-food stores. Most likely to favour organic are families with children, who account for nearly 30% of the purchases of organic products. However, the fastest growing customer groups favouring organic are single person households and young couples.

The sales of organic products at K Group’s grocery stores have been growing at an annual rate of 10-20% in recent years. K Group’s selections comprise more than 2,100 organic products, and the number is constantly growing.

“Finns place growing importance on the ethical aspects of food, and want to eat clean, natural food. Since spring this year, we have responded to the growing demand by updating and expanding our own brand Pirkka’s organic range. By the end of the year, the Pirkka range will comprise nearly 200 everyday organic products,” says Hovi.

*Figures based on K Group’s sales data for 08/2018 – 08/2019

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