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Danes Are Buying Twice As Much Organic Fruit And Vegetables, Study Finds

By Dayeeta Das
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Danes Are Buying Twice As Much Organic Fruit And Vegetables, Study Finds

Sales of organic fruit and vegetables grew by 143% in the period between 2015-2019 in Denmark, according to data from Statistics Denmark.

Awareness about health and climate has inspired Danish consumers to reduce their meat consumption and opt for organic fruit and vegetables.

Michael Langberg, market director in Organic Denmark, explained, “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.”

A study by DTU Food suggests that Danish consumers can reduce the intake of pesticides by nearly 50% by purchasing five organic product categories – apples, lettuce, tomatoes, potatoes and strawberries.

Consumers also stated that they were looking for food products that protect nature and groundwater.


Sustainability, with a particular focus on climate, is also an increasingly important factor in the choice of products from the shelves.

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

The study also found that the consumption of organic potatoes, berries, lettuce and cabbage tripled between 2015 and 2019.

Organic fruits occupy a market share of 22.7%, while organic vegetables account for 24.7% market share, according to data from GFK Consumer Scan.


Currently, organic carrots account for nearly half of total category sales, with a market share of 45.2%.

Langberg stated, “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 health and contributing to greater sustainability.”

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