Labels grow stronger than the market in 2020

Supermarket turnovers have risen sharply in the first half of 2020 due to the impact of the corona measures, by +9.6%. Sales of products with a sustainable label have grown even more strongly by +15%, according to the latest figures from the Retail Labels Monitor of research agency IRI. 

Consumers demand more and more attention to the origin of the food in the supermarket channel, reinforced by the trend that nowadays people more often choose to buy from a specialty shop or directly from the farmer. 

"The higher growth than the overall market growth is especially visible in the product groups with a low share of quality marks", explains Maurits Steverink, Chain Manager. "In the product groups with the highest proportion of quality marks, for example fish, eggs and meat(goods), the share of turnover decreases slightly. One reason for this is that the acute higher demand in supermarkets could not always be met. Products destined for food service, where quality marks are still hardly used, were used in supermarkets".

Particularly in the dairy and AGF product groups, there will be strong growth in products with a more sustainable hallmark in the first half of 2020. The largest labels, Beter Leven en Biologisch (Better Life and Organic), are growing in line with the market during this period.

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