Stagnation of organic products in Dutch supermarkets 2024

The recent EKO count by PAN-NL in the five largest Dutch supermarkets shed a critical light on the state of affairs regarding fresh organic produce. With a focus on potatoes, vegetables, and fruit (PVF) on the shelves, the findings reveal a concerning trend persisting since 2017.

ALDI, as per the analysis, exhibits the least sustainable profile with a meager 0.6 organic product (potatoes) in its assortment. These figures signify a sharp decline compared to 2017, when ALDI still offered 11 organic products, as reported by Greenpeace. In contrast, Albert Heijn remains the undisputed leader in this sector with an average of 45 organic products.

Stagnation in fresh organic produce since 2017

Notably, there has been stagnation in the offerings of fresh organic products since 2017. The average offering from the five largest supermarkets in the Netherlands stands at 24.4 in 2024, nearly identical to the level of 24.2 in 2017.

Promotion of organic products necessary

Despite growing awareness, the market share of organic products in supermarkets remains at approximately 3.3%. This stands in stark contrast to the goals of the Ministry of Agriculture, Nature and Food Quality, which aims for 15% organic farmland by 2030. However, there is a lack of a clear vision within supermarket policies to support this objective.

Stop the chaos of certifications and labels

A point of concern remains the confusing abundance of certifications and labels on organic products. Despite the European organic logo, supermarkets continue to use their own logos and certifications, complicating consumer choices and decision-making processes.

Ambitious regulation necessary

PAN-NL urgently calls on the Dutch government to establish ambitious regulations to promote organic farming. It is crucial for the government to compel supermarkets to formulate and execute concrete plans so that by 2030, 15% of PVF sales come from organic products.

The full research report 'EKO-count: Potatoes, Vegetables, and Fruit in Supermarkets - 2024' is available for download.

Pan-netherlands.org