Bionext and AH nudge customers towards organic

Bionext has launched a new campaign in 90 Albert Heijn stores to promote organic products. Over a twelve-week period, customers are encouraged through shelf tags to opt for organic choices. This nudging technique, part of the wider European campaign 'the most beautiful message is organic', runs until mid-June.

Impact of knowledge on buying behaviour

Recent research by GfK in 2024 shows that demand for organic products increases when consumers understand what 'organic' truly means. Interest in organic products rises from 42% to 57% once the benefits are known. The study reveals that 31% of consumers are willing to pay more for organic products, thanks to this knowledge. Thus, overcoming the knowledge gap seems crucial for increasing organic buying behaviour.

Strategic approach in supermarkets

Supermarkets, accounting for 75% of the total organic turnover, play a key role in promoting organic consumption. Albert Heijn, with the largest range of organic products in the Netherlands, has decided to roll out this campaign nationwide. "We are excited about the possibilities to inspire our customers at the shelf to choose organic more often," says Johan van der Zanden, Director of Marketing and Communications at Albert Heijn.

The effectiveness of this nudging campaign will be evaluated afterwards to determine which messages resonate most with consumers and how effective the approach has been. This initiative is an example of how subtle changes in the store environment can make a significant difference in consumer behaviour.

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