The new realities of organic farming
The crisis? Yes, but not quite.
The organic market has experienced strong growth for more than 10 years and recorded double-digit growth between 2015 and 2020.
In 2021, after a remarkable peak during the Covid period, we are witnessing a slowdown in this dynamic – correlated, among other things, with a drop in overall household consumption and listings of organic products in supermarkets.[I].
The issues raised by this sector are at the heart of the concerns of citizen-consumers: short circuits, producers, naturalness and health are the cardinal points of responsible consumption.
Organic food players remain mobilized. Fair pricing, innovation, and the opening of new markets are the levers being used to fulfill their founding mission: to enable as many people as possible to consume products that are healthy for themselves and the environment.
A 'crisis' that benefits producers
Less of a crisis than a paradigm shift in purchasing? Indeed, food is THE safe haven for the French, and organic products have become a permanent fixture in our consumption habits.
Supermarkets remain the most dynamic channel for sourcing organic products (74%), consumers have voluntarily abandoned it (-3 points) to turn to local producers and farm purchases (26%, +6 points)[ii]
Organic beauty still flourishing
While the slowdown in organic products is evident in the food sector, the hygiene and beauty sector has never been so flourishing.
In 2021, organic products attracted more than 1,7 million buyers in the segment, compared to the previous year.[iii]
A flourishing that involves historic organic brands, but also an explosion of new offerings from conventional brands, 'indie brands' and distributor brands.[iv]And the forecasts are anything but a crisis: in 2023, organic could represent 8,5% of the cosmetics market (+2 points), thanks to sales that will jump by 12% per year in value.[v].
Clarity and expansion of commitment, the future paths of organic farming
Half of French people do not feel sufficiently informed about organic products[vi]Indeed, faced with a highly competitive market and an increase in marketing communications about "food transition" or "agro-ecology", consumers struggle to understand and believe in the specificities of organic products.
"Everyone in the food democracy that is France must be informed of the collective return on investment offered by each euro spent on organic products. Industry stakeholders must address the issue to stimulate demand and improve the visibility of the benefits of organic products for every French person."[vii]
Download the full trend journal
Pascale Brousse decodes the key trends of the year for Natexpo. An expert in green, clean and sustainable lifestyle for 20 years, Pascale Brousse founded Trend Sourcing in 2000. |
Discover the major Natexpo 2022 trends:
Macro-Trend No. 1
The extension of the organic commitment
Macro-Trend No. 2
Healthy and delicious alchemies
Macro-Trend No. 3
The metamorphoses of matter
Macro-Trend No. 4
Wellness and holistic
Rediscover the Natexpo 2021 Trends
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[I] IRI 2021
[ii] Bio Agency, 18nd barometer of consumption and perception of organic products in France, carried out with Spirit Insight, from November 13 to 1er December 2020 with 2,000 people
[iii] Kantar, all circuits in France
[iv] Kantar, LSA 14.04.22
[v] Xerfi 2021
[vi] Annual barometer of perception of organic products
[vii] Loic Guines, president of the BIO Agency, Sandrine Faucou of the Permanent Assembly of Chambers of Agriculture, Jean Verdier of Synabio, Bruno Martel of the Agricultural Cooperative and Philippe Henry of the Fnab, in a column for LSA Green, April 2022