For the past decade, the organic market has grown substantially for both plant and animal products. Also, the organic milk supply has grown substantially in many European countries since 2007. Furthermore, organic milk production and products are part of increasingly complex food system structures. Large retail chains play an important role in most countries where the demand for organic dairy products has increased. However, since 2021, market structures and demand for milk and dairy products have been changing. While the established retail chains still dominate, discount retailers are now gaining market share. Traditional organic and health food stores are facing falling revenues and business closures. In some countries, the demand for organic milk and dairy products is also declining or stagnating. One reason for this is the growing market share of a variety of cheaper labels for dairy products that compete with organic (e.g. labels for regional production, animal welfare, grass-fed-milk, etc.).