According to Nomisma data collected in hyper and supermarkets in 2017, the organic processed, dried and fresh-cut sector is worth €137 million. The figure was illustrated by researcher Silvia Zucconi at Marca 2018 in Bologna during a convention organised by Assobio, Federbio Servizi and Nomisma.
Packed unwashed organic produce is almost always sold in pre-weighed packets are did not make Nomisma's top 15. Jams alone are worth €82 million, while shelled dried fruit is worth €29.81 million and fresh-cut produce is worth €25.58 million.
The organic fresh-cut range grew by 32% compared to the previous year. Dried fruit also performed well (+30) while jam grew by "only" 9%, which is actually normal considering the value of the segment.
"The organic produce is gaining popularity for a few essential reasons: consumers are increasingly interested, also because of the perceived product value. A second reason is the fact that retailers now have a wider assortment available, meaning the products are more visible and sell more," explains Silvia Zucconi from Nomisma.
The growth of organic produce occupies the second place after milk. But how much is it worth when it comes to total purchases? In 2017, it was €1196 million, i.e. 3.4%, while it was only worth 1.3% in 2007 and 0.7% in 2000.
59% is sold under producer brands, while 41% is sold under distributor brands. 29% of interviewed people said that they chose to make a purchase thanks to the wider assortment available.