15% organic farming target still a long way off

Consumers generally have a positive view of organic food, and awareness continues to grow. The number of Dutch consumers who occasionally buy organic products is also increasing. However, the development of organic farming tells a different story. Although the area of organic farmland has increased again, growth is still falling short of expectations. New research findings show that the national target of 15% organic farmland by 2030 remains out of reach for now.

Consumers see the benefits, but price remains a barrier

New research published on www.staatvanbiologisch.nl provides insight into developments in the organic market. The BioMarktMeter has been updated with the latest consumer survey results. New production data has also been added to the Monitor Actieplan Biologisch.

The annual survey of 3,000 Dutch consumers shows that people generally have a positive view of organic food. They find it slightly easier to identify whether food is organic than they did last year. Consumers mainly associate organic food with benefits for society. To a lesser extent, they also see benefits for the average Dutch consumer and for themselves.

Organic food is primarily associated with being free from pesticides, free from artificial colors, flavors, and preservatives, and being good for nature. Awareness of organic food has increased slightly, particularly through online supermarkets and foodservice. Awareness remains highest at organic specialty stores. The EU organic label is recognized by 53% of consumers. In addition, 46% are able to correctly identify the label.

According to WUR researcher Mariët van Haaster-de Winter, price remains the biggest barrier. “Consumers often estimate the price of organic products to be high, sometimes even higher than it actually is. At the same time, the amount consumers are willing to pay is generally lower than the price they expect organic products to cost.” Consumers also say they receive little encouragement from people around them to buy organic food. For many consumers, personal responsibility still plays only a limited role.

Organic farming growth continues to lag

The number of consumers who occasionally buy organic food has increased slightly. Organic food and beverages are still consumed least often outside the home. However, this sales channel recorded the strongest relative growth. Among consumers who do not buy organic products in supermarkets, 15% say they are open to doing so. They are most likely to choose organic fruit and vegetables, followed by eggs, meat, and dairy products.

The area of organic farmland grew by 3% in 2025 to nearly 87,000 hectares. More than three-quarters of that area consists of grassland. As a result, organic farmland now accounts for 4.8% of the total agricultural area. That remains well below the national target of 15% by 2030. Annual growth also continues to trail the average annual growth rate of 6.4% over the 2015–2025 period. At the same time, incomes at organic arable, vegetable, and dairy farms remain lower than those at conventional farms. This could further slow the transition to organic farming.

Wur.nl