Trust in organic label rises by 19%

Consumers are placing increasing trust in the European organic label. In 2025, 66% of Dutch consumers trust the label, a 19% increase compared to 2024, according to research by IPSOS. Awareness of the label has also grown: 62% of consumers now recognize it, up from 53% the previous year. Still, price remains a major barrier when choosing organic products.

Price remains the biggest hurdle

Even though consumers are more familiar with the label and trust it more, price continues to be the deciding factor. Eight out of ten consumers (78%) would buy organic more often if it were cheaper. Taste, freshness, and health also play a significant role. For regular organic buyers, health is the top priority (82%), while occasional buyers focus mainly on price (78%). In both groups, taste ranks second.

Animal welfare carries significant weight

Besides price and taste, consumers also care about animal welfare. 78% of Dutch consumers want food produced with animal welfare in mind. Yet, the share of people who regularly buy organic has remained stable at 66% for the past three years. One in ten never buys organic, and a quarter does so only occasionally.

A major challenge on the road to 2030

Europe aims for 25% of agricultural land to be organic by 2030. For the Netherlands, that’s a tough challenge—currently, only 4.8% of farmland is organic. Still, there has been progress. Over the past five years, organic farmland has grown by 9%, and the sector has expanded by about 42%. The government and industry organisation Bionext have been working to encourage consumers to buy organic more often, including through the campaign ‘De mooiste boodschap is bio uit Europa’.

Bionext.nl