Background: There is a growing trend of customers towards organic food products as the mindset of customers is evolving. As for supermarkets, it is important to know how to cope with this increasing interest in organic food products. Purpose: For the purpose of this study the Swedish market has been chosen to investigate from the perspective of the consumer as well as the supermarkets. The purpose is to find out if there is a need for fully organic food stores in Sweden. Method: In order to reach the purpose of this study, the thesis consists both qualitative and quantitative data in the form of a mixed method. As part of the qualitative data, interviews among supermarkets as well as a fully organic food store in Sweden and the Swedish Board of Agriculture were performed. In addition, a survey among Swedish organic food customers was conducted. Conclusions: The researchers found out what marketing strategies supermarkets in Sweden enhance to cope with the growing demand towards organic food products. Also, the factors that influence the buying behaviour of customers towards organic food were revealed. With these conclusions in mind, the researchers were able to find out whether there is a need for specialized organic food stores.