Danish retailer Dagrofa saw a 7% year-on-year increase in the sales of organic products in 2022, despite the organic market coming under pressure due to high inflation.
According to the research firm Kauza, the sales of organic products declined by almost 10% in Denmark in 2022.
The retailer reported a notable increase in sales of its own-brand organic range, Grøn Balance.
Steffen Winther, head of private-label at Dagrofa, said, "In recent years, we have worked to improve and make the Grøn Balance label more visible, and customers have also recognised this. Today, the Grøn Balance turnover index is 2.2% higher than a year ago.
"Consumers experience that they get a very good organic and environmentally conscious product with sought-after values at a competitive price, and of course they buy it again. Overall, we are experiencing a high level of consumer confidence in Grøn Balance."
Organic Products
Dagrofa has set a target of increasing organic food sales across foodservice and retail by 10% each year between 2021 to 2024.
The retail group focuses on making organic products visible and offering an extensive range of good quality.
It continues to promote organic and environmentally conscious products despite challenges faced by the market due to higher costs for Danes in general.
A survey conducted for Dagrofa unveiled that 44% of Danes consider organic as 'important' or 'very important' when shopping for groceries.
"Right now, the market is pushing customers further towards own brands rather than branded products, but this has actually been an increasing trend in recent years. Grøn Balance represents many of the values that consumers demand and that we at MENY want to fulfil and promote. Therefore, we are now making an extra effort to highlight Grøn Balance, which focuses on ecology, environment, health and high quality," added commercial director of MENY, Jesper Gottschalk Bjerring.
Read More: 10 Most Popular Food Brands In Denmark
Promotions
Dagrofa is also planning a campaign in the MENY retail chain where customers can win all the Grøn Balance products they can get into their shopping trolley in three minutes.
It will also offer recipes tailored specifically to Grøn Balance products and grocers will implement measures to raise awareness about organic products and the Grøn Balance brand.
Henrik Johannsen, head of CSR at Dagrofa said, "We have high ambitions for Grøn Balance, which has a special responsibility to fulfil as our own brand.
"The plastic packaging in the Grøn Balance care range is now 100% recycled plastic, while we are up to 30% recycled packaging for the entire Grøn Balance range. As part of our CSR strategy, we want to contribute to more ecology and health and reduce the use of plastic."
© 2023 European Supermarket Magazine – your source for the latest private-label news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
