Why consumers go organic despite rising cost of living

Tholen – Did you know that consumers spend only 8 percent of their income on food? This share is greatly overestimated. The Dutch think they spend about 24 percent on this. Because the cost of living is rising sharply, a different pattern of consumption is expected. And that, according to Bionext director Michaël Wilde, could prove to be positive for the organic segment.


Michael Wilde from Bionext

Bionext is the chain organization for organic farming and food. The organization believes that ecology is a solution to many of society’s challenges, such as loss of biodiversity, health, water pollution, soil degradation and climate change. “Let us first state that we are not anti-traditional,” Michael notes. “It is certainly not the sound we want to hear, we are looking for it in the connection. Organic is not the only way, but, as far as we are concerned, the most logical way to a better and sustainable world. ”

Get more appreciation
With the cost of living sky high, more and more consumers are struggling to make ends meet. According to the Bionext director, this may well prove to be beneficial for the organic sector. He predicts that consumers will spend more money on food and make increasingly conscious choices in this regard. “Many people think that consumers are not prepared to pay for sustainable products because the prices of fuel, gas and food are rising. We do not believe in that, we provide opportunities. We expect that we will have more appreciation for our products. “so consumers are willing to pay for them. The intention is certain, and we are happy to help them with that.”

Michaël refers to the new campaign ‘The best message is organic’, which was recently introduced by Bionext to encourage consumers to buy organic more often. “Price is often a barrier to going for ecology. The majority of consumers state that they want organic more often, but in the store the focus is primarily on the price. Although it turns out that when consumers know more about ecology, they are quite willing to pay more. In addition to increasing the organic market share, the campaign will contribute to a greater awareness and confidence in the European organic label. “So consumers subconsciously get a boost to buy organic more often.”

Stimulation of the demand side
The chain organization is looking for collaborations with retail partners for the campaign. According to them, retail plays a major role in the transition to a future-proof agricultural and food system. “The campaign aims to stimulate the demand side, so that organic growers are more confident in sales, and organic becomes more interesting. According to Bionext, it is also badly needed to achieve the European Commission’s ambition – an organic agricultural area of ​​25 percent in 2030. A huge challenge in the Netherlands, given the current organic area share of 4.6 percent. “

The price difference between conventional and organic goods has become smaller. Bionext expects the gap to get smaller and smaller. Michaël: “It is clear that our breeders have the same problems. Think of the greenhouse growers who face high cultivation costs due to gas prices. All prices are rising, and from what I hear, faster with conventional cultivation than with organic. The big difference lies, for example, in plant protection products and fertilizers, which we obviously do not use. In any case, the picture of the high prices of ecology does not always hold true. You must want to see it. We are committed to making organic products more understandable. To realize how vulnerable our food system is and how we should take much more joint responsibility in this and value our food much more. ”

This article has previously been published in Issue 4, Volume 35 by Primeur. See www.agfprimeur.nl.

For more information:
Michael Wilde
bionext
wilde@bionext.nl
www.bionext.nl

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