A new report from Organic Denmark reveals that organic product sales were up 6 percent from 2012 to 2013 to DKK 5.8 billion and are expected to raise another 5 percent in 2014. Leading product categories include oats, milk, eggs, pasta, oils, fruit juice and wheat flour. Sales of organic products are also increased 9.4 percent at canteens, restaurants and public institutions from 2012 to 2013. Other fast-growing categories include eggs (up 24 percent due to interest in animal welfare), cultured products, rice and flour. Single households and households with one child purchase a higher percentage of organic products than other households. Discount stores, with 36.5 of the market share, are the leading sales channel.