8 out of 10 Dutch consumers is willing to pay extra for organic food products according to the latest research by Ernst & Young. They surveyed 700 Dutch consumers and found that they were willing to pay up to 20% more for organic products. This was the level that 50% of the consumers thought was a reasonable mark up for this type of products.
Most people (70%) say that they buy or would buy organic food because they think it is more healthy than regular products. Animal well fare and environmental issues are also relevant, but far less important than the health issue.
This research makes sense. It does explain the increased popularity of organic foods in the Netherlands.
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