The supermarkets expect the trend to continue. In 2018 Delhaize noticed a 10% increase in its organic sales over the year. Sales of vegetarian products were up 15%, while the supermarket recorded a 30% rise in sales of vegetable products like soya milk.

Delhaize's Roel Dekelver says the rise has been underway for several years now: "Customer services are receiving more and more enquiries about the origin of products. People want ecological products with a smaller ecological footprint."

Delhaize also noticed a hike in vegan products.

At Carrefour the rise was even more pronounced with a 40% increase in sales of organic in 2018. Baptiste Van Outryve: "It's partly because we expanded our assortment, but it's undeniable demand is getting bigger and bigger."

Alternatives for meat recorded a 25% increase at Carrefour.

