Sweden’s KRAV label for organic products has maintained its remarkable 98% recognition level among consumers, according to data collected in August 2018 by Kantar Sifo.
As well as achieving a near-100% recognition level, the KRAV label is responded to ‘positively’ by 65% of consumers, with 31% taking a ‘neutral’ view
Typical words associated with KRAV are “organic”, “environmentally friendly” and “natural/free from additives”. The vast majority also know that KRAV has stricter rules than the EU organic label in a number of particular areas.
“Reliability” and “premium” are both words strongly associated with the KRAV label, which generally commands confidence among consumers. Men over the age of 50 are one group who display lower levels of confidence about organic, and many amp g this group report they have never bought KRAV-labelled products.
31% of respondents stated that they buy KRAV-labeled products as often as they can and 51% bought KRAV-labeled products sometimes. When consumers do choose KRAV-labelled products, they associate them with “organic”, “being good for the climate”, “better for animals” and “better for nature”. But the biggest single purchasing motivator is that “products taste good”.
Fewer Swedes, however, say they know about KRAV-certified retailers and restaurants (24% and 22% respectively). Here, knowledge is higher among younger consumers. But 77% of all respondents, when asked about KRAV-certified stores said they would exert them to stock a high proportion of organic and KRAV-labelled products.
Photo: KRAV