Active marketing strategies driving organic buying behaviour in EU supermarkets

Summary in the original language of the document

Promotes consumer awareness and demand for organic products, aligns with EU sustainability goals, provides guide for scaling organic market growth.
Practical recommendations
The following marketing strategies were found useful in increasing the demand for organic products:
Use of information labels:
· In addition to labelling organic products with the well-known EU organic label, the introduction of a prospective EU climate label could positively influence consumer demand for organic products. However, further research is needed to determine whether this climate label enhances the value proposition of organic products.
Use of nudging:
· Retailers can label organic products as “Popular Choice” or “Bestseller”, leveraging social norms to encourage consumers to change their organic buying behaviour.
Use of assortment changes:
· Expanding the assortment of organic products relative to conventional ones may be used to effectively increase demand for organic products.
Use of brand strategy:
· The introduction of premium-oriented private label brands for organic products effectively drives organic product demand, presenting a potentially impactful alternative to both conventional budget-oriented private labels and premium brands.