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Table of Contents
- Issues in the Market
- Definition
- Consumer research
- Abbreviations
- Market in Brief
- Double-digit growth rates continue
- Taste, functionality and convenience gain importance
- Imports account for the bulk of fresh produce
- Organic manufacturers are joined by conventional suppliers and discounters
- Internal Market Environment
- Key points
- High number of outlets providing organic foods
- Increased interest in healthy eating boosts the market
- The less affluent East Germans are less willing to pay a premium for
organics
- Local fresh produce in demand
- New EU seal may help imports further
- Many organic shoppers are vegetarian
- Government support waning
- Area dedicated to organic farming expands at a slower rate
- More support needed
- Broader Market Environment
- Key points
- Ageing population is an important driving force
- Figure 1: Trends in German population, by age, 2002-12
- Economic uncertainty has driven demand for affordable organic products
- Figure 2: Trends in German PDI, consumer expenditure and GDP, at current
prices, 2002-12
- Who' s Innovating?
- Key points
- Germany sees the largest number of new launches
- Figure 3: New organic product launches, by country, 2006
- Dairy remains dominant sector, but ready meals becoming more important
- Figure 4: New organic product launches in Germany, by category, 2006
- Market Size and Forecast
- Key points
- Continued growth attributable to a variety of factors
- Figure 5: German retail value sales of organic food and non-alcoholic
drinks, 2002-07
- Figure 6: Spend per adult on organic food and non-alcoholic drinks, by
country, 2002-07
- Figure 7: Indexed growth in sales of organic food, by country, 2002-07
- Non-alcoholic drinks see the best growth
- Figure 8: German retail value sales of organic food and non-alcoholic
drinks, by type, 2005-07
- Further potential exists, but so do supply problems
- Rationalisation continues
- Product range to be extended and gaps to be filled
- Increasing sophistication
- Large grocery stores to gain market share at the expense of smaller outlets
- Polarisation and flexibility to grow
- Synergies with other markets may help growth
- Forecast
- Figure 9: Forecast of German retail value sales of organic food and
non-alcoholic drinks, at current and constant prices, 2007-12
- Promising economic conditions will drive growth
- Market value set to double by 2011
- Factors used in the forecast
- Segment Performance
- Key points
- Potatoes, fruit and vegetables
- Figure 10: German retail value sales of organic potatoes, fruit and
vegetables, by type, 2005-07
- Bread and other cereal products
- Figure 11: German retail value sales of organic bread and other cereal
products, by type, 2005-07
- Dairy products
- Figure 12: German retail value sales of organic dairy products, by type,
2005-07
- Meat and poultry
- Baby food and formula
- Figure 13: German retail value sales of organic baby food and milk, by
type, 2005-07
- Eggs
- Other foods
- Non-alcoholic drinks
- Figure 14: German retail value sales of organic non-alcoholic drinks, by
type, 2005-07
- Market Share
- Key points
- Few large organic manufacturers
- Fresh food suppliers
- Figure 15: Supply chain for organic potatoes, fruit and vegetables, 2007
- Processed food suppliers
- Top brands small, own-labels strong
- Quality seals are important
- Companies and Products
- Alnatura
- Bioland
- De-Vau-Ge
- Hipp
- Rapunzel
- Channels to Market
- Key points
- Grocery outlets and specialists go fifty-fifty
- Figure 16: German retail value sales of organic food and non-alcoholic
drinks, by outlet type, 2003-07
- Own-labels support growth through discounters
- Grocery stores offer an expanding product range
- Chain reaction
- Mixed fortunes for smaller distributors
- Sales by category
- Figure 17: German retail value sales of selected types of organic foods,
by outlet type, 2007
- Figure 18: German retail value sales of dairy foods, by outlet type, 2007
- The Consumer -- Pan-European Overview
- Key points
- Fruit and vegetables are most widely bought
- Figure 19: Types of organic foods purchased in the last 12 months, by
country, September 2007
- Health considerations drive organic sales
- Figure 20: Reasons for buying organic foods, by country, September 2007
- Three in ten are loyal to German organic producers
- Figure 21: Attitudes towards organic vs non-organic foods, by country,
September 2007
- Price is the key deterrent
- Figure 22: Reasons for not buying organic foods, by country, September
2007
- The Consumer -- Purchasing and Attitudes
- Key points
- Who buys organic food
- Figure 23: Purchasing of organic food in last 12 months, by type,
September 2007
- Figure 24: Types of organic foods bought in last 12 months, by gender,
age, income and presence of children, Germany, September 2007
- Reasons for buying organic -- health in prime position
- Figure 25: Reasons for buying organic foods, September 2007
- Figure 26: Reasons for buying organic foods, by gender, age, income and
presence of children, Germany, September 2007
- Organic vs food miles
- Figure 27: Attitudes towards organic vs mon-organic foods, September 2007
- Figure 28: Attitudes towards organic vs non-organic foods, by gender,
age, income and presence of children, Germany, September 2007
- Reasons for not buying organic foods -- price is the barrier
- Figure 29: Reasons for not buying organic foods, September 2007
- Figure 30: Reasons for not buying organic foods, by gender, age, income
and presence of children, Germany, September 2007
- Repertoire -- how many products do people buy
- Figure 31: Organic repertoire, September 2007
- Figure 32: Repertoires, by demographic sub-group, Germany, September 2007
- Figure 33: Repertoire by number of products bought, Germany, September
2007
- Attitude groups
- Evangelicals (18% of Internet users)
- Foodies (26% of Internet users)
- Well-beings (21% of Internet users)
- Pushed (36% of Internet users)
- Figure 34: Attitude groups by country, September 2007
- Figure 35: Attitude groups, by demographic sub-group, Germany, September
2007
- Figure 36: Number of food categories where organics are bought, by
attitude groups, Germany, September 2007
- The Consumer -- Further Attitudes Towards Organics
- Key points
- Germans are the most reluctant to pay a premium for organics
- Figure 37: Attitudes towards organic, additive-free and free-range food,
by country, 2006
- Purse strings kept even tighter
- Figure 38: Trends in attitudes towards organic, additive-free and
free-range food, Germany, 2002-06
- Women, older consumers and high earners form core target audience
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