Rise in organic claims

Cakes, biscuits and cereal products are increasingly certified as organic. 13% of sweet baked goods launches in Western Europe have an organic claim in 2019. (Source: Innova market insights, 2019)

Top categories

Cereals and biscuits are the most popular categories, representing almost half of all organic baked goods and cereal new product developments.

Consumers tend to associate the word “organic” with “natural”, “fresh”, and “healthy” products. Read more about this association in our article on the organic hype. Consumers typically buy organic products to avoid high-processed food and ingredients they consider to be “artificial”.

New product developments with an organic label usually have a clear, short ingredient list for simple recipes. A growing number of organic NPD also feature a free-from claim.