France Revives Organic Vegetable and Fruit Market Due to Decreasing Inflation
Demand for organic vegetables and fruits in France has started to rise after several years of decline, made possible by a decrease in inflation rates from 10.5% in 2023 to 1.5% in 2024. This was reported by Fruitnet, citing Emmanuel Eichner, vice president of the organization Interbio Occitanie.
This is reported by AgroReview
Changes in Consumer Behavior and Market Trends
According to Kantar Worldpanel, the sales volume of organic fruits in France decreased by 1.4% in 2024, while vegetable sales increased by 0.2%. However, compared to the average figures from 2021 to 2023, overall volumes remain reduced: by 9.5% in the fruit segment and by 10.5% in the vegetable segment. The share of organic products in total sales has remained stable at 6.7% in natural terms and 7.9% in monetary terms.
Eichner notes that high prices have led to a change in consumer behavior. In response, supermarkets reduced their range of organic products by 8.7% in the first half of 2024, resulting in a partial loss of customers. At the same time, sales in specialized stores and through direct channels have increased, as consumers seek a wider selection and alternative purchasing methods.
Market Coverage Dynamics and Producer Challenges
From 2020 to 2023, the market coverage of organic products decreased from 84.2% to 77.4%, but in 2024 this figure has risen again to 77.9%. Meanwhile, some producers, including the cooperative Cofruit d’Oc, are abandoning organic production due to profitability issues.
To support the promotion of organic products in France, a campaign titled “C’est Bio La France!” was launched in February, aimed at promoting organic products as an important part of the country’s gastronomic culture. The government plans to increase the share of organic land from 10% to 18% by 2027 as part of the Ambition Bio 2027 program.
Eichner emphasizes that French consumers lack reliable information about actual organic production, and the large number of labels such as “Zero Residue of Pesticides” creates confusion and complicates the choice of genuine organic products.