Really organic or just “greenwashing”? A question that is creeping up more and more in the minds of consumers if we are to believe the latest barometer of consumption and perception of organic products in France unveiled Thursday, February 20 by the Bio Agency. It must be said that organic consumption is now well anchored in French habits: nearly 9 out of 10 French people consume it, even if it is only occasionally. More importantly, 71% say they consume it once a month and 47% at least once a week. Health, taste and the environment remain the main reasons given. The surprise comes from the brakes on the consumption of organic products. If the question of too expensive prices remains cited by 80% of the people questioned, another reason given is growing: 66% raise doubts about the fact that the product is completely organic.
“With the arrival of large-scale distribution and large food companies, consumers may be asking the question ‘is this really the same organic product?’”, Says Florent Guhl, director of the Agency. bio as an element of explanation. It is true that the green wave has been sweeping the shelves in recent years (opening of organic stores for Leclerc or ambition of 5 billion euros in turnover generated by organic in 2022 for Carrefour for example), allowing greater accessibility.