European organic food market still growing

Related tags Global new products Organic food

Growing confidence and consumer awareness are the main driving
forces behind the continued growth of the European organic food
market. According to the Global New Products Database an increasing
number of new product launches is continuing to fire up the sector.

Growing consumer awareness about health issues and the potential benefits of a healthy diet, mixed with concerns about genetic engineering, have created an expanding market for natural and organic products. A look at the Mintel Global New Products Database reveals the European food industry is reacting to this increasing demand, with a number of new and interesting products appearing on the supermarket shelves in recent months.

Organic diets are starting young these days with organic baby foods growing in popularity. Heinz is offering several new products, both under the Heinz brand name and its Italian brand name Plasmon.

Two new varieties have appeared in Italy in the Plasmon Oasi Ecologica range. Dessert Cacao is an organic cocoa dessert for babies from 12 months old up that contains milk and is claimed to be highly digestible, sweet and creamy and ready to drink. It is available in a 200ml Tetra Brik pack.

Biscotto Junior Cacao Magro Baby Biscuits are described as light and nutritious biscuits with low fat cocoa (less than 9 per cent fat), with nine vitamins, calcium and iron. They have been designed to suit children's taste and feature images from Disney's Winnie the Pooh. It is available in 200g cartons containing stay-fresh sachets.

Meanwhile, Mintel reveals that Farley's branded baby food range is to be relaunched under the Heinz umbrella, in order to bring all of the company's baby products under the same brand. The company has said that the Farley's name on the pack will gradually be phased out, although it will remain on the baby milk range where it feels Farley's has a stronger reputation than Heinz. Four new organic products, including butternut squash risotto will be launched under the new branding.

In Germany, sauces are also going organic with the launch of Eupro Nahrungsmittel Bio ketchups sauces and seasonings. The range, which come in glass bottles comprises five new flavours: curry, hot chilli, tomato, grill sauce and ketchup with garlic.

However it is not just the food sector which is seeing organic diversity. In Austria Weitrau Brauerei has released a 5 per cent ABV organic beer in Austria called Hadmar, while Biotta has launched its Bio-Preiselbeer, an additive-free organic cranberry juice made from hand picked wild cranberries.

In the UK, Italian company Moncaro has been chosen to supply Waitrose with its first own-label organic wine range. Marche Bianco, a white blend of Verdicchio and Trebbiano grapes, and Marche Rosso, a red blend of Montepulciano and Sangiovese grapes are now available priced at £4.99 each.

UK-based Yorkshire Hemp promoted its range of organic products at the Natural & Organics Products trade show in London in April. The range includes Hemp Nibbles Sweet Vanilla & Cinnamon, bite-sized biscuits, Hemp Muesli Fruit and three varieties of pasta, comprising: Organic Hemp Pasta, Organic Hemp Spaghetti, and Hemp Rasta Pasta, which is both egg-free and organic.

A likely competitor for Hemp's products will be Clearsprings' Organic Oriental Wheat Noodles, which are available in four varieties: Soba, Udon, Brown Rice Udon, and Lomein.

Finally, for those in the UK looking for a quick and easy organic meal, new under the Danival brand is Lentils & Smoked Tofu with Vegetables, a ready meal made entirely from organic ingredients and packaged in a 525g glass jar.

Mintel's Global New Products Database looks at new product development, and features records of food, drink and non-food product launches. For more information, visit the website​ or call +44 20 7606 45533.

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