Hundreds of new KRAV-labelled products

Sales of organic and KRAV-labelled food increased by a total in all channels of 38% during 2014 compared to 2013. In the retail sector, the Bergendahls chain increased its sales the most, 57%. Fruit, vegetables and meat are the categories that increased the most in terms of per cent. Milk and eggs, which already accounted for a large portion of KRAV-labelled sales, also showed a striking increase. This and much more is shown in KRAV’s Market Report, which is being released today.

KRAV’s annual market report provides a unique and broad summary of the market for organic and KRAV-labelled products. It shows amongst other things that the value of organic sales in the retail sector had a record increase in 2014:

• Axfood + 45%
• Bergendahls +57%
• Coop + 40%
• Ica + 50%

“The increase in sales is sensational. Never before have so many consumers purchased so much KRAV-labelled food. Consumers want healthy food and KRAV-labelled products are a natural choice,” says Johan Cejie, Sales Manager at KRAV.

In retail stores, sales of KRAV-labelled products increased both in terms of volume (number of packages) and value. The following shows the change in value of some product groups:

• meat (centrally packaged), +65%
• milk, + 42%
• eggs, + 9%
• coffee, + 32%
• frozen berries, + 98%
• wine, + 100%

“The increase is primarily driven by increased consumer interest,” says Johan Cejie and continues, “Especially good to see is that demand has made it possible for hundreds of new KRAV-labelled products to reach store shelves.”

The totalnumber ofKRAV-labelledproducts increased by 14% to 6,600. 

There was also an increase in organic sales in the restaurant and catering sectors. The two large wholesalers, Martin & Servera and Menigo, showed increases of about 18% and 20% respectively. The main reason for the increase was still primarily due toan increase in purchases in the public sector, though there was also increased interest among private caterers.

• Martin & Servera, organic sales in value: +18%
• Menigo, organic sales in value: +20%

“Public sector investment continues to bear fruit, but at the end of 2014 we also saw an influx of KRAV-certified private restaurants that has continued into early 2015. Evidently, consumers also want KRAV-certified products when they go to a restaurant . It's really a great and exciting development,” says Johan Cejie.

Download the report, in swedish:

http://arkiv.krav.se/mr2015/marknadsrapport-2015-webb.pdf

Contact:
Johan Cejie, Sales Manager,KRAV, 018 17 45 17
Kristin Cooper, Press Manager, KRAV, 070 665 95 30