According to global and provider of Market Research Mintel, in the last 10 years, the total number of new food and drink product launches globally with an organic claim rose from 6% to 10%.
Recent research shows that Europe is leading the way in terms of organic food and drink innovation, with nearly 20% of all food and drink products launched carrying an organic claim. In the last decade, the number of launches shot up from 9% to 17%. Current leaders in the region include France, Germany and Spain.
Millennials and Gen Zs are the most likely to purchase organic food and drink among consumers in France, Germany, Italy, Spain and Poland . Italian Millennials were found most likely to buy the products, followed by their German counterparts. In Poland, Gen Z is most interested, with 83% claiming to buy such products, compared to 80% of Millennials.
North America also experienced a significant increase with the number of organic food and drink products growing from 9% in 2009 to 15% in 2019. Additionally, the availability of organic products in Asia Pacific, Latin America, Africa and the Middle East has risen slightly, but less than one in 20 food and drink launches between August 2018 and July 2019 carried an organic claim in each of these regions.
When it comes to choosing produce, most people assume organic is always the way to go, but the EWG (Environmental Working Group) says some fruits and vegetables are just as safe to buy conventionally. Each year, EWG releases a Shopper's Guide to Pesticides in Produce, aka "Dirty Dozen" and "Clean Fifteen." The "Clean Fifteen" is a list of 15 fruits and vegetables with the fewest traces of pesticides, while the "Dirty Dozen" is a list of 12 fruits and vegetables that contain the highest.
Some items in the "Clean Fifteen" included avocados, sweet corn, pineapples, frozen sweet peas and onions, while items in the "Dirty Dozen" included strawberries, spinach, kale, nectarines and apples.