Kesko Oyj : K-food stores’ sales of organic products continue to grow

- Organics contribute 1.6% to the sales of K-food stores; at some K-food stores, their share is as much as 6-7% of net sales. The selection of a K-food store consists of the central warehouse component and products sourced by the store itself. The total organic selection of the K-Group includes 2,000 products, of which 117 are Pirkka products, says Jyrki Karlsson, the director responsible for fresh products.

Customers are interested in organic beer

The biggest organic product groups at K-food stores are vegetables, fruits, dairy products, eggs and spices. The growth in the demand for small brewery beers can be seen also in organics statistics, as organic beers are a growing organic product group.

K-food store retailers themselves compose the selections of their stores while listening to their customers' wishes. Local and small producers' products valued by customers are chosen for the selections.

- Organic producers are seldom large or nation-wide operators, because organics trade is more of a local industry. Therefore organic products, too, are purchased by K-food retailers directly from local operators, says Karlsson.

Coastal customers appreciate organics

Store specific organics selections vary as does customer interest in organic products across Finland. The chart compiled from K-Plussa customer data illustrates the amounts of organics purchased in relation to other food products. Organics are mostly purchased in the coastal area. In the Greater Helsinki area too, organics play a visible part in customers' shopping baskets.

Organics more easily included in selections

The demand for local food has increased, which can be seen in a positive trend in the sales of organic products, because many organic producers are small local operators. K-food stores' sales of organic products this year are expected to grow by 10% from last year.