Now that 2021 is over, we have enough distance to have a global view of the organic market in the world in 2021. Discover in this article the new launches and their claims as well as the trends observed by market.
What are the new organic product launches ?
In 2021, there were over 29,240 new organic products worldwide. The three categories with the largest proportion of new launches are sauces and dressings, skin care and snacks. They account for more than 28% of all launches, or 8,246 products.
The skin care category represents one of the largest shares (10.9%) with body and face care as well as facial cleansers. The associated claims are mainly for natural plant-based, hydrating and environmentally friendly products.
In the food sector, for snacks, which account for 10.8%, the majority of products launched are blends made from dried fruits or bar nuts. In addition to organic products, brands rely on vegan, eco-friendly products adapted to special diets and clean label products.
In the dairy and alternatives category, which accounts for 5% of all launches, the categories made up of rice-based drinks, nuts and cereals have the most launches. In addition to being organic, most products have environmentally-friendly packaging and are committed to a sustainable approach.
The organic baby food market is still very dynamic and has great potential for development. In 2021, baby food accounted for 9% of the global organic market, more than 6% of which consists of organic infant milk. Parents are concerned about healthy eating, especially for their infants. For them, organic means choosing superior quality with natural, GMO-free and more environmentally-friendly ingredients.
In which countries are organic infant milk products being launched ?
Organic infant formula market has been experiencing strong growth for several years: the market grew from €168 million to €2.8 billion between 2006 and 2021 (source: Euromonitor).
Asia, and particularly China, is the most promising region for organic infant formula launches since 59% of launches took place in this region of the world between 2015 and 2020.
The organic trend is also very visible in Europe, with this region accounting for 10% of launches of organic baby milk.
What are the challenges ahead for organic?
Organic brands have no time to rest on their laurels. There is a risk that the economic downturn caused by the health crisis will drive up the price of organic products. Organic brands risk losing market share and will have to strengthen their health and naturalness promises to remain attractive, such as digestive health, environmental protection or more ethical approaches.
Indeed, consumers are looking for brands with strong commitments to human well-being, animal welfare and the preservation of our ecosystem.
Source: Mintel GNPD