A market research report from Technavio predicts Europe’s organic food and beverage market will reach US$39.04 billion by 2020, a combined average growth rate of approximately 7 percent. In 2015, supermarkets and hypermarkets accounted for a share of 41-43 percent of the organic food and beverage market in Europe, in terms of revenue, while grocery stores accounted for 25-27 percent. Online sales were 6-8 percent based on revenue. Other outlets, including discount stores, direct sellers, and other non-store retailers, accounted for a 24-26 percent share of the market in 2015. The top vendors in the organic food and beverage market in Europe listed by Technavio’s research analysts are: Tesco, METRO, Carrefour, Ahold, and REWE Group. Competition is expected to intensify through 2020.