Danes more than doubled their consumption of organic fruit and vegetables (+134%) between 2015-2019, according to new data from Statistics Denmark. 

Organic Denmark sees the trend as part of a wider commitment from Danes to living “a greener way of life”, but also a reflection of Danish consumers’ desire to cut their meat consumption.

“When we ask consumers why they choose to buy organic products, the primary reason given is that it’s about eating food products that you can be sure don’t contain residues of pesticides,” explains Michael Langberg, market director at Organic Denmark, who adds: “It can be difficult to see how to achieve the greatest effect if you want to reduce your intake of pesticide residues. But it’s actually pretty straight forward. By replacing just five basic products with the organic version, you can more than halve your intake of pesticide residues. This is already a big step in the right direction.”

Organic Denmark says consumers are increasingly looking for food products that better protect nature and groundwater. Sustainability, with particular focus on climate, is also an increasingly important factor motivating factor. 

“This means that consumers are focusing more than before on buying Danish products and on buying vegetables that are in season,” says Langberg,.

Right now, for example, there is great demand for organic strawberries, lettuce, potatoes and cucumbers. And looking more generally at the consumption pattern of this four-year period, organic produce such as potatoes, berries, lettuce and cabbage has tripled in four years. Organic fruit has a market share of 22.7%, while organic vegetables have a market share of 24.7%, according to GFK Consumer Scan. Organic carrots currently account for nearly half of the total sales, with a market share of 45.2%.

“Danish consumers are generally frontrunners in a global trend towards choosing food products that are clean and produced with thoughtfulness – both in terms of boosting your own health and contributing to greater sustainability,” says Langberg.

Main image: Organic Denmark