The latest RollAMA figures show that the market for organic food continued to gain momentum in 2024. This highlights the strong commitment of consumers to organic products and underscores that sustainable and high-quality food has become an integral part of diets and shopping habits over the years.
Organic Market Continues to Grow
Both in terms of quantity (+5.5%) and value (+3.7%), the organic market grew significantly compared to the previous year (Chart 1), reaching a new all-time high in purchased organic volume and revenue. Although the organic share of supermarket food sales remained stable compared to the previous year, the quantity of purchased organic food continued to increase, now accounting for 13 percent of all food purchases – a record high. This demonstrates that organic products are becoming increasingly commonplace in consumers’ daily lives (Chart 2). Unlike previous years, fluctuations in individual quarters were minimal, indicating that organic is not seasonal but maintains high importance year-round in grocery shopping (Charts 3 and 4).
“The current figures impressively confirm that organic is no longer a niche product but a firmly established part of everyday life for many people. The growing awareness of sustainability, quality, and animal welfare is driving this development forward. We are convinced that this trend will continue in the coming years, making organic the first choice for even more consumers,” says Barbara Köcher-Schulz, Organic Marketing Manager at AMA-Marketing.
Organic Share by Product Category
The RollAMA data shows significant differences between animal-based and plant-based product groups:
- Organic share of animal-based products: Drinking milk holds a leading position with nearly 30 percent organic revenue share, followed by yogurt and eggs, which also experience above-average demand. Overall, a stable development with positive growth is evident, particularly for milk and meat (Chart 5).
- Organic share of plant-based products: The organic market for fruits, vegetables, and potatoes remains stable. A sharp increase is seen in organic flour, which may indicate that households where a lot of home cooking and baking occurs are placing greater emphasis on organic quality. Particularly interesting: Organic is increasingly considered a given in plant-based alternative products (Chart 6).
Growth in Almost All Product Areas
The organic meat market continued to grow in 2024, although the organic share remains relatively low at 7.6 percent. The RollAMA figures confirm a rising demand for organic meat, indicating that consumers are placing increasing value on animal welfare and ethical considerations when shopping. Organic fruits and vegetables are also gaining importance due to changing eating and cooking habits. In contrast, the growth of organic eggs is slower, partly due to supply shortages limiting availability (Chart 7).
Purchasing Behavior: Organic Becomes the Norm
Both purchase frequency and the quantity of organic products per household reached new record levels in 2024: On average, 66.1 kg of organic food was purchased per year, distributed across 58.5 organic shopping trips per household (Chart 8). Annual spending on organic products increased to an average of 340 euros per household – another record (Chart 9).
Target Groups: Who Buys the Most Organic?
Both older consumers aged 50 and above, as well as young adults up to 29 years old, buy organic products more frequently than average. While older consumers prioritize high food quality for maintaining their health, younger consumers focus on sustainability and animal welfare aspects, which are central to organic food (Chart 10). Small households with one or two people also prefer organic products more than large families, where price plays a larger role due to higher food consumption – particularly for expensive product categories such as meat (Chart 11).
Distribution Channels: Supermarkets Still Dominate
The market share distribution between supermarkets and discount stores remains stable. Discounters continue to hold a strong position in the organic market, with nearly a quarter of revenue and around 30 percent of the volume, but supermarkets remain the primary source of organic products (Chart 12).
Pricing and Promotional Shares
Although organic products are frequently promoted through discounts, the share of organic products sold on promotion declined slightly in 2024: 29.4% of organic products were purchased at a discount (2023: 30.0%) (Chart 13). One exception is organic meat, where the promotional share remains high. The larger price gap compared to conventional meat means that discounts help encourage consumers to choose organic (Chart 14).
AMA Organic Seal: Reliable Guidance and Strong Organic Communication
A key component of AMA-Marketing‘s organic communication strategy is providing consumers with well-founded, neutral information and ensuring transparency regarding the quality and origin of organic products. The national AMA Organic Seal plays a crucial role in this effort: It stands for strict controls, guarantees the highest organic standards, and serves as a reliable guide across all purchasing channels. Through targeted marketing measures, such as the AMA “Alles Bio” Days in September or a cross-media information campaign, AMA-Marketing raises awareness of organic benefits, builds trust in certified products, and supports the sustainable growth of the organic market.
About RollAMA by AMA-Marketing
The RollAMA (rolling agricultural market analysis) is conducted by AMA-Marketing in collaboration with YouGov (formerly GfK) Consumer Panel Austria and KeyQUEST Market Research. It is a household panel where 2,800 Austrian households record their grocery purchases. The survey covers meat and poultry, sausages, milk and dairy products, cheese, fruits, vegetables, eggs, potatoes, frozen products, ready meals, plant-based alternatives, bread and pastries, as well as other grain products. The purchase quantities and expenditures of these representative households are extrapolated to reflect the total number of Austrian private households, allowing various key figures to be calculated. The data provides insights into household grocery shopping but does not include individual purchases or out-of-home consumption.
- Find here the latest RollAMA (rolling agricultural market analysis)
Subscribe to Bio Eco Actual Newsletter and be up to date with the latest news from the Organic Sector
Bio Eco Actual, International Organic Newspaper
Read Bio Eco Actual
