|
Published by: Mintel International Group Ltd.
Published: Nov. 1, 2007 - 77 Pages
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
- APPENDIX: RESEARCH METHODOLOGY
AbstractThe German organic food and drinks market continues to grow at double digit rates; in 2007, overall sales are estimated to reach €5.2 billion, up 12% on 2006. The growth, which comes despite falling prices, can be attributed to several factors: the increasing presence of conventional grocery stores, which now take half of value sales; the spread of organic supermarkets; an expanding product range addressing contemporary consumer needs, such as convenience, taste and functionality; and a growing number of middle-aged and elderly Germans, who tend to favour organics. The large dairy and small drinks sectors have performed best since 2005, growing by 52% and 71%, respectively. The market is expected to evolve further: the currently still high price premium is likely to diminish, and products will become ever more sophisticated and varied.
This report covers the retail market for organic food and non-alcoholic drinks, produced according to organic principles and standards. This includes fruit and vegetables, meat and poultry, dairy products, fish and seafood, eggs, prepared foods and groceries, cereal products, baby and toddler foods, infant formula, soft drinks, and beverages such as tea and coffee. It includes organic foods that are fresh, frozen or ambient.
Get Full Details About This Report >>
|
|
US: 800.298.5699
Int'l: +1.240.747.3093
|
|
|
