New BioMarktMeter provides insights into the market for organic food

The BioMarktMeter gathers up-to-date and reliable data on supply and demand across different sales channels and among consumers, as part of the national Action Plan for Growth in Organic Production and Consumption 2022–2030. This Action Plan aims to increase the share of organic farmland in the Netherlands to 15% by 2030. 

For the first time, structured research is being carried out into developments in the organic market. The monitor tracks consumer spending on organic products in supermarkets, with data on foodservice and specialist organic shops to follow later this year. Marketing aspects such as price, promotion and product range are also being examined. In addition, the monitor provides insights into how consumers perceive organic products – from their attitudes and acceptance to the drivers behind purchasing behaviour.

The BioMarktMeter begins with:

Turnover figures for organic products in supermarkets

• Insights into developments in the availability, pricing and promotions of organic products across five supermarkets;
• These elements are measured weekly, reported monthly and published quarterly.

Later this year, the BioMarktMeter will be expanded to include:

• Information on consumer behaviour, such as perceptions, acceptance and purchasing decisions regarding organic products;
• Analysis of the underlying motivations and barriers among consumers;
• Sales data from foodservice and specialist organic shops.

The first results show that organic products are sometimes more than twice as expensive as non-organic alternatives. For example, organic pork, with an average lowest price of €18.62 per kilo, is more than twice as expensive as non-organic pork at €8.23 per kilo. Dutch organic cheese also stands out at €16.11 per kilo compared with €8.11 for non-organic cheese. By contrast, the price differences for other products such as potatoes, milk and carrots are much smaller.

It is also notable that the share of promotions for organic products remains relatively low among the five supermarkets studied (Albert Heijn, Aldi, Jumbo, Lidl and PLUS). In the first quarter of 2025, the share of organic products in promotional leaflets ranged from 0.4% to 5.7%, averaging 2.8%.

Nonetheless, turnover from organic product sales increased, rising from 3.2% in the fourth quarter of 2024 to 3.6% in the first quarter of 2025.

Organic farming is one of the production methods that contributes to healthy soils, clean water, reduced emissions, greater biodiversity and improved animal welfare. However, to realise these benefits on a larger scale, consumer demand also needs to grow. The BioMarktMeter provides policy-makers, businesses, banks, innovators, civil society organisations and other actors in the chain with the information they need to make informed choices, identify bottlenecks and seize opportunities. In this way, the monitor supports the transition to a sustainable and future-proof food system.

All data and analyses are available from today on the website www.staatvanbiologisch.nl under the BioMarktMeter tab.