Nudging drives up sales of organic products by 21%

New research results show that sales of organic produce increase by an average of 21% through in-store nudging interventions. In 11 supermarkets in North Brabant, nudging techniques were applied to three much sought-after organic vegetables for 10 weeks. Sales of all three vegetables increased significantly, arguing for structural use of interventions in supermarkets. Bionext advocates growth to 15% organic food by 2030, as established in the Ministry of LNV's action plan "Growth of organic production and consumption.

In the 10-week test period, sales of the three organic vegetables increased by 21% on average. The interventions took place in 11 supermarkets in North Brabant, including 5 Albert Heijns and 6 Jumbos. The Sweet Palermo pointed peppers, cucumbers and vine tomatoes were chosen because of their high turnover rate.

Three effective nudging techniques were used: positive framing, Social Proofing and Reassurance. In particular, the use of a "Choose Taste" sign at the organic shelf resulted in the largest increase of 25%. The interventions together led to an average increase of 21%. Bionext emphasizes that structural incentives at the point of purchase are effective in increasing demand for organic food.

This spring's results exceeded those of 2022. All interventions resulted in a sales increase, demonstrating that increased visibility, attention and explanation contribute to increased sales of organic products. A majority of consumers (67.9%) are willing to pay more for organic products if they are convinced of the benefits. The nudging campaign in the supermarket subconsciously encourages consumers to choose organic more often.

This year there will be more interventions on the store floor, including organic dairy and meat, as part of the European promotional campaign 'the most beautiful message is organic'. Bionext aims to increase recognition and trust in the European organic label.

View the final report ‘de mooiste boodschap is bio uit Europa’

Bionext.nl

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