Organic Food Comprises Two-Fifths Of Coop Denmark's Online Food Sales

By Dayeeta Das
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Organic Food Comprises Two-Fifths Of Coop Denmark's Online Food Sales

Coop Denmark has announced that two-fifths (42%) of all the food items sold through its website in 2020 were organic products.

The retailer's online arm, MAD, delivers groceries all over Denmark, sourced partly from a central distribution terminal in Vallensbæk near Copenhagen, while the rest is sourced from approximately 80 local Kvickly department stores and SuperBrugsen outlets.

Increased Demand

Due to an increased demand for online grocery deliveries, driven by the pandemic, the site more than doubled its total turnover throughout 2020.

In January this year, the company set a monthly record, reporting sales that were 400% higher compared to the same period in 2020.

Customers can choose from around 2,000 different organic products on the site, including the entire Änglamark series, which can only be purchased at Coop.


'Three Significant Reasons'

Lars Rasmussen, commercial director of MAD believes that there are "three significant reasons" why a large part of its product offering is organic.

These include competitive prices, a wide range of products, and customers' interest in ecology.

The latest price check carried out by Think in March 2021 showed that MAD's prices fell by 13%, making it the cheapest online supermarket for organic products.

In addition, it offers up to 10 times as many organic items compared to a discount store.


Thomas Roland, CSR chief at Coop, commented, "In our physical stores in areas with the highest organic consumption - inner Copenhagen, Aarhus city centre - we have a share of about 30%. To achieve over 40% share nationwide, [is a first for the company]."

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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