The ecological emergency and growing health concerns haven’t prevented a decline in the amount of organic products in French diets. This crisis of trust raises key questions about the future of organic products. Despite these challenges, new trends are emerging, paving the way for a more authentic organic movement, aligned with the modern consumer’s expectations.

At Lonsdale, we conducted an in-depth study to identify these trends and understand how brands can adapt and thrive. Sandra JOLY GUICHETEAU, Deputy Managing Director et Head of Consumer Branding, gives her perspective.

Organic & the French: A Crisis of Trust

The “organic paradoxes” reveal contradictions:

• Loss of Trust: While organic consumption has doubled in the past five years, 61% of French people believe that organic products are primarily a marketing gimmick.
• High Prices: 83% of French consumers avoid organic products due to their cost.
• Loss of Landmark: 73% of organic sales have shifted towards other labels.
• Fluctuating Concerns: Despite growing awareness of health and environmental issues, pleasure remains the primary criterion for purchasing.
• Innovation Decline: The organic offering is shrinking, with 10% fewer products available in recent years.

How Did We Get Here?

On the Consumer Side: Motivations are varied, with a marked “green gap.” While 77% of French people want to change their habits, only 56% actually do. Responsible alternatives, such as eating seasonally or buying locally, are gaining popularity.

On the Brand Side: The race for organic certification has fragmented the understanding of its value. Now, there are two types of organic products: those found in mainstream retail and those from local supply chains.

How Can Brands Rebuild a Sustainable Relationship?

1. A Clear Vision: Ensure a clear and coherent image with a well-defined cause and mission.
2. Educational Communication: Highlight the fundamental benefits of organic products.
3. Fair Pricing: Reassess pricing by emphasizing human and environmental benefits.
4. Responsible Behavior: Support consumers in their food transition.
5. Desirable Experience: Balance pleasure and virtue in an attractive value proposition.

The 4 Organic Trends of 2024

Back to the Roots: Towards a Restorative Organic Movement

Organic is reconnecting with its original philosophy by promoting agricultural models that restore and preserve natural resources. With a third of the earth’s surface degraded and 90% of soils potentially affected by 2050, our consumption choices can become a driver for positive impact to preserve our ecosystem. Brands are leading the way by reinforcing ecological standards, ensuring a truly regenerative organic movement.

Omie (France) promotes regenerative agriculture products. Organic Valley (USA) supports small family farm models. Alter Eco, a French brand of chocolate and granola, is committed to both flavor and regenerative, fair agriculture.

Social Club: Towards a More Collective Organic Movement

To compete with new responsible offerings, organic is adopting new societal commitments. Fair compensation for producers and price accessibility are becoming key drivers to redefine brand value. Inspired by socially respectful agricultural practices, brands are inventing concrete solutions to have a positive societal impact, creating overall value.

Misfits Market (USA) reduces food waste by selling aesthetically imperfect fruits and vegetables. Ramdam social (France) offers solidarity products in partnership with associations. Bon dimanche (France) is a cluster of local organic micro-dairies whose products are sold within a 99 km radius.

Self-Therapy: Towards a More Performance-Oriented Organic Movement

Organic is transforming to meet the demands of holistic and proactive health. The focus on plants drives innovation, offering high-performance products that empower individuals to take charge of their own health. Drawing from the power of plants, brands are offering innovative solutions that promote proactive health, catering to the needs of a healthy, active diet.

Wilden.herbals (Italy) relies on medicinal plants, offering products for various needs, such as energy, calm, and general well-being. Yacon & co provides a healthy alternative to sugar. Curanteras uses herbal remedies to address women’s health issues.

Meet the Gourmetarian: Towards a More Desirable Organic Movement

Consumers are looking for organic products that combine pleasure with superior quality. Organic is innovating to offer gastronomic products that blend surprising flavors with health benefits. Brands are becoming increasingly creative to meet consumer desires for variety and pleasure, offering a joyful, hedonistic culinary experience.

• GIMBER specializes in high-quality ginger products, offering tasting kits and NoLo mixology kits. Maison Liporette creates French-style sweet and savory soy sauces, crafted by a family of restaurateurs in Lyon. Marie Janine offers CBD chocolates with unique textures and ingredients.

On the Branding Side

The visual identity of the new generation of organic brands is distinguished by colorful, modern, and accessible designs that highlight the pleasure and vitality of the products. Dynamic and expressive illustrations give the products a seductive personality, carefully designed to capture the consumer’s attention. Moving away from traditional “green” aesthetics, these brands opt for bold, colorful visuals—sometimes elegant, sometimes playful—that stand out. Their packaging effectively communicates the benefits and qualities of the products in a striking and aesthetic way.

Conclusion

The trends in the new organic movement point towards agriculture that respects the environment, reinforced societal commitments, high-performing health products, and enticing gastronomic offerings. These opportunities are ripe for brands that want to reinvent themselves and meet the expectations of modern consumers. By adopting these approaches, they can earn a legitimate place in the organic sector, rebuild consumer trust, and play a crucial role in the transition to healthier, more sustainable, and responsible diets.

Ready to elevate your brand in the organic market? Contact us to discuss!