86% of leading brands lack organic products in supermarkets
Ondernemers sociëteit voedingsindustrie
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86% of leading brands lack organic products in supermar­kets

  • 01 October 2026

Sixty of the seventy largest brands have no organic products in Dutch supermarkets. The findings come from research by Questionmark in collaboration with RVO. None of the brands surveyed publishes a specific target for growth in organic products. Arla and HAK stand out for their broad range of organic products.

Product ranges and growth ambitions

Sixteen of the brands surveyed offer organic products in their Dutch product ranges. For ten of these brands, those products are also available on supermarket shelves. Arla and HAK each average nearly ten organic products in the supermarkets surveyed. HAK, Chiquita, Zespri, and Pink Lady report on the organic share of their overall offerings.

The Netherlands aims for 15 percent of its farmland to be organic by 2030. According to Questionmark, the current share is still just 4.8 percent. Supermarkets outline their ambitions for organic growth and report on their progress.

Barriers to expansion

Questionmark approached 29 brands and producers for the study. Seven companies took part in interviews, and two responded in writing. Many brands focus primarily on other sustainability programs.

The companies cite insufficient demand as a barrier to expanding their organic offerings. Limited scale and the associated costs also play a role. They also point to inconsistent quality in organic raw materials. These raw materials are not always available either, the companies say.

Supply chain collaboration

Some brands see opportunities in closer collaboration across the supply chain. By doing so, they aim to lower costs and increase volumes. FrieslandCampina discusses the development of the organic market with its supermarket customers. HAK emphasizes the need for joint efforts within its industry. According to Questionmark, the government can bring these parties together.

Sales of organic products are growing faster than the overall market. In the first part of 2026, organic products’ share in supermarkets rose to 4.1 percent.

Thequestionmark.org

Source: The Questionmark