In 1982, the first organic carrots were sold in Danish grocery stores. It was only a small scale production, and consumer interest in the new phenomenon was not overwhelming. Even though legislation regulating organic production was not passed until 1987, the Danish state has strongly supported organic agriculture, in part by earmarking funds in the state budget for marketing and supporting the transformation to organic farming. Likewise, the red “Ø” label, which shows that a product is state-certified organic, has played a significant role in establishing an organic awareness among Danish consumers.

This awareness grew throughout the 90s. At the beginning of 1993, the demand for organic products was still so limited that only half of the organic milk produced could be sold as organic. But the situation changed dramatically in 1993 when the supermarket chain SuperBrugsen introduced massive discounts and widespread marketing efforts. Other chains followed suit with similar sales initiatives, resulting in an explosive growth in sales; within a year, the market situation has undergone a complete turnaround. Now there was suddenly a lack of organic products.

After increasing throughout the 90s, the development of organic market share stagnated in 1999, but exploded once again beginning in 2005.

Over the last years, all grocery chains have introduced more organic products in their product range. The larger product ranges and consumers’ increasing interest in quality foods are considered contributing factors in the explosive growth in the sale of organic products.

In spite of the financial crisis and the slowdown in the consumption in general, Organic Denmark expects the market for organic products to maintain the same level in 2009 as in 2008.