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Läs den engelska artikeln om ekologiska viner publicerad August 18, 2010 i
I Business, News av Mariano Zalazar. Spännande information är att Sverige utmärker sig som en stor köpare av ekologiska viner. Ligger vi som konsumenter steget före…?
A study carried out by Letis, the international certification body, revealed that the Canadian market holds the most promise for growth in the consumption of organic wines. The US and some European countries are today the top performers. Ingrid Clausen, head of the Development Department at Letis, spoke about the organic wine market in the framework of a meeting of organic producers organized by Letis which took place last week in Bodega del 900, Mendoza.
“The market with the greatest potential for exporters of organic wines is Canada,” stated the specialist. The recent enforcement of a new organic standard in that country, together with education efforts on the part of the State, have contributed to raise people’s awareness of the significance of organic production. Consumption is now growing at a rate of 20% per annum, and profits per year amount to around 2 billion dollars per year.”
Clausen explained that something similar happens in the US. “The US implemented its Organic Law in 2002, and has maintained an annual growth rate of 20%, except for the toughest years of the crisis, during which consumption slowed down and the growth rate became as low as 5.3%. According to analysts, consumption in the US will soon go back to the usual rate. It is the country with the highest profits, reaching 26.6 billion dollars per year.”
In regard to European markets, the expert pointed out that they have experienced substantial growth over the last few years. “There will probably be a slowing down of that growth, but then the upward trend will continue. Rises of 5 to 15% in consumption rates are being observed all around the continent.”
European demand: Sweden is the big buyer
A research study reported by Letis’s head of Development reveals figures that illustrate the European demand for organic products. The country with the highest growth rate is Sweden, with an annual consumption growth of 18%. Following are the Netherlands (10.8%), Denmark (8%), Italy and Switzerland (7%). France and Austria keep a 5% annual growth rate.
Germany and France reap the greatest profits in Europe: 7.4 billion dollars for Germany and 3.2 billion dollars for France. Thirdly, England amounts to 2.9 billion dollars per year.
However, organic products in Germany and the United Kingdom had a bad year in 2009. The former did not experience any growth in consumption, while the growth rate in the UK dropped by 12% during 2009. Clausen explained that both countries were seriously affected by the 2008 economic recession.
“In the case of the UK, there was a crisis in the supermarket sector. Supermarkets withdrew organic products from their shelves fearing they would be unable to sell them and thus lose money. However, the demand from British consumers persisted, and this caused an imbalance between supply and demand which will surely be compensated for during 2011.”
The Latin American market
Clausen made reference to the South American scenario as well. “One country which is starting to stand out in the organic product market is Brazil. This country promises marked accelerated growth. Lula da Silva’s government is making a very big effort to increase people’s awareness of the value of organic wine. For consumers to be willing to pay a little more, they have to be conscious of the benefits of organic products.”
In the case of Argentina, the specialist pointed out that “it is one of the markets with the largest organic production acreage in relation with the total acreage. This trend will continue as long as consumption keeps growing worldwide. The process of raising public awareness has just begun in our market, while in Buenos Aires there are already some small markets selling organic products exclusively.”
The difference between Europe and Argentina
“There is a big difference between European and Argentinian levels of consumption,” said Clausen. Letis’s representative mentioned a few reasons for this phenomenon: “The main reason is cultural. In the Old Continent there is greater demographic concentration, and this makes people more aware of pollution. This collective conscience is immediately reflected in the organic food culture.”
Germany was one of the pioneering countries in organic production, starting three decades ago. “At the beginning, they had no other choice but to sell the products in the domestic market,” explained Clausen. “Producers made a huge effort to inform consumers of the differences between organic and conventional products. Argentinian consumers, on the other hand, are pretty much uninformed on the subject. A change can be seen slowly taking place, but it will take time to consolidate. The reason for this is precisely the fact that Argentinian producers have the chance to export to other markets which are more advanced in the appreciation of organic culture. I consider this an excellent opportunity for local producers,” the specialist concluded.
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