Dutch consumers are buying more organic food than ever before. This is a subtle but meaningful shift that is reshaping demand patterns across the national food and beverage landscape. According to new figures from Statistics Netherlands (CBS), organic foods accounted for approximately 3.5% of total supermarket spending in the first half of 2025, up from roughly 3.2% in recent years. This growth, while gradual, signals an important trend: consumers are increasingly willing to pay for products perceived as healthier, more sustainable, and ethically produced.
This increase is most visible in products such as eggs, coffee and tea, potatoes, vegetables, fruit, fish, and dairy. For small and medium-sized food producers, this shift creates both opportunities and challenges.
On one hand, there is clear potential for SMEs to differentiate through high-quality, sustainable offerings. Organic certification, transparent sourcing, and eco-friendly production processes can enhance competitiveness in a market where consumers increasingly look beyond price. On the other hand, adapting to organic standards requires investment (e.g., traceability, supply-chain monitoring, compliance systems, and sustainable procurement). This is where digital technologies become crucial enablers.
The DIGIFABS project emphasises the importance of equipping SMEs with digital skills that help them respond to exactly these kinds of shifts. Digital tools such as data-driven supply-chain platforms, IoT-enabled tracking for product origin, automated quality-control systems, and software for certification management can substantially reduce operational barriers, while providing the degree of transparency that organic consumers expect.
The CBS data also reflect a broader societal shift toward sustainability and responsible consumption. As more Dutch households choose organic goods, food SMEs must ensure they can scale production reliably, maintain quality, and minimise waste. Digitalisation supports this by enabling smarter forecasting, better demand planning, and more efficient resource use.
Another important dimension is communication: consumers who buy organic products want to know the story behind what they are purchasing. Here too, digital tools such as QR-code traceability and automated sustainability reporting help SMEs strengthen trust and build long-term customer relationships.
The growth in organic sales might be modest, but its implications are significant. It suggests a transition where sustainability becomes the norm rather than the niche. For Dutch SMEs, this is a chance to rethink their strategies, strengthen their positioning, and embrace digital transformation as an accelerator for meeting new market expectations.
As DIGIFABS continues to train students, educators, and businesses to become digital change agents, these real-world market trends show why such capacity-building is urgently needed. The SMEs best prepared to combine sustainability and digital innovation will be the ones shaping the future of the European food ecosystem.
References
Statistics Netherlands (CBS) (2025). Organic Food Sales Up Slightly in the First Half of 2025.
https://www.cbs.nl/en-gb/news/2025/37/organic-food-sales-up-slightly-in-the-first-half-of-2025