2024
9
Germany Attitudes towards Organic Food and Drink Market Report 2024
2024-02-29T17:02:44+00:00
REP4BA78D85_D8AA_404D_819D_88442698562C
2195
171042
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Report
en_GB
Consumers’ animal welfare, sustainability, and ultra-processed concerns align with the government's organic agriculture goals. To democratise the organic category, retailers can offer private label alternatives for organic food in Germany.

Germany Attitudes towards Organic Food and Drink Market Report 2024

£ 2,195 (Excl.Tax)

Report Summary

Stay ahead of the curve and future-proof your business with Mintel’s Germany Attitudes Towards Organic Food and Drink Market Report 2024. Our full report is packed with consumer-led market intelligence, organic food and drink trends in Germany, and consumer behaviours affecting your industry.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook of the organic market in Germany, including market drivers and expert insights.
  • Purchase frequency of organic food and drink with price being a major barrier.
  • Purchase factors and behaviours relating to organic food in Germany, including environmental, health, and ultra-processed food concerns.
  • Purchase channels for organic food in Germany, including opportunities for retailers to encourage trading down to more affordable organic private labels.
  • Recent product launch activity, innovations, and market opportunities in the organic food market Germany.
  • How your business can tap into opportunities to increase your organic food and drink market share in Germany.

An Overview of the Organic Food and Drink Market in Germany

With the cost of living crisis and finances remaining a concern for many Germans, 47% of consumers expect to shop more at low-cost retailers. Discounter private label organic food and drink could gain market share from more expensive organic alternatives.

Costlier organic food and drink must highlight how it benefits the consumer either through health benefits, through environmental advantages, or by supporting local businesses. This will add value and provide transparency to justify the higher cost of organic compared to conventional alternatives.

The Organic Food Market Germany: What Consumers Want and Why

  • Sustainability and Organic Food in Germany: Climate change and sustainability will be at the forefront of consumers’ minds as they focus on their own role in sustainability and base their purchasing decisions around that. Climate-conscious Germans want big corporations to make a positive impact and will favour those that promote good soil health, as 45% of German consumers agree that growing food organically or through regenerative farming, is not only good for the environment, but also makes it more nutritious.
  • Purchase Barriers in the Organic Food Market Germany: Although organic food is appealing to consumers, price remains a barrier. 56% of German consumers say that they would be encouraged to buy organic food and drink if it were cheaper. Frequency of use is also largely dependent on financial situation, with 43% of Germans with healthy finances buying organic food and drink once a week or more, but only a fraction of those for whom money is tight do the same. Discounter private labels have the opportunity to make organic food and drink more accessible to lower income families and potentially boost volume sales post-cost of living crisis.

Organic Food in Germany – A Market Forecast

  • The government initiative to boost organic farming by 30% by 2030, will encourage more usage of organic food in Germany.
  • Consumer pressure could see an increase in organic and regenerative practices, boosting sustainable nutrition further. As a result, a greater variety of affordable organic food and drink will democratise access to this market segment.

To learn how to connect with your audience, purchase our Organic Food Market Germany Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Brands Discussed in this Report

Followfood, Nabio, Nordzucker, Aldi, Alnatura, Nur Nur Natur, Heyho!, Unser Land, Lidl, Rewe, Edeka, Penny, Netto, Kaufland, Werder Frucht, Peas of Joy, Kölln, Mabyen, Heimatsmühle, Bonny Bite, Voelkel Bio C, Plant Magic Co., Rossmann, Froobie, Hitchcock, Bauckhof, Bohlsener Mühle, Metzgerfrisch Bio, GutBio, Turtle, and many more.

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Expert Insights on the Organic Food and Drink Market in Germany

This report, written by Khalid Peerbaccus, Senior Analyst, delivers in-depth commentary and analysis to highlight organic food and drink trends in Germany and add expert context to the numbers.

Consumers’ animal welfare, sustainability, and ultra-processed concerns align with the government’s organic agriculture goals. To democratise the organic category, retailers can offer private label alternatives for organic food in Germany.

Khalid Peerbaccus, Senior Analyst
Khalid Peerbaccus
Senior Analyst – Food & Drink

Table of Contents

    • Key issues covered in this Report
  1. EXECUTIVE SUMMARY

    • Market context
    • Graph 1: frequency of purchasing organic food/drink, 2023
    • Mintel predicts
    • Opportunities
  2. MARKET DRIVERS

    • The German economy
    • Graph 2: key economic data, in real terms, 2019-25
    • Graph 3: financial confidence index, 2022-23
    • Graph 4: food and drink launches with organic claim, 2016-23
  3. WHAT CONSUMERS WANT AND WHY

    • Frequency of organic food/drink purchases
    • Graph 5: frequency of buying organic food/drink, by net monthly household income, 2023
    • Graph 6: barriers to buying organic food and drink, 2023
    • Graph 7: frequency of buying organic food/drink, by age group and children in household, 2023
    • Purchase factors for organic food/drink
    • Graph 8: motivations for buying organic food/drink, 2023
    • Graph 9: motivations for buying organic food/drink, by age group, 2023
    • Graph 10: buying organic food/drink to avoid artificial additives/preservatives, by age group, 2023
    • Graph 11: buying organic to support local farming/economy directly, by age group, 2023
    • Shopping location for organic food and drink
    • Graph 12: location where organic food/drink is purchased, 2023
    • Graph 13: apps that show shoppers which stores they can buy the organic products they need in would be appealing, by generation, 2023
    • Behaviours relating to purchasing organic food/drink
    • Graph 14: buying behaviours of organic food and drink users, 2023
    • Graph 15: agreement with "I always look at organic food and drink before looking at non-organic", by age group, 2023
    • Graph 16: agreement with "I look up to people who buy mostly organic food and drink products", by age group, 2023
    • Graph 17: agreement with "financial concerns mean I am buying fewer organic food and drink products than I previously did", by financial situation, 2023
    • Attitudes relating to organic food/drink
    • Graph 18: attitudes towards organic food and drink, 2023
    • Graph 19: agreement that buying organic food and drink helps to reduce your carbon footprint, by age group, 2023
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 20: % of food and drink launches, by organic claim, 2013-23
    • Graph 21: organic food/drink launches, by own-label vs branded, 2013-23
    • Graph 22: conventional food/drink launches, by own-label vs branded, 2013-23
    • Graph 23: organic food launches, by branded vs own-label, 2021-23
    • Graph 24: organic drink launches, by branded vs own-label, 2021-23
    • Graph 25: average price (€) per product, by organic vs conventional food, 2021-23
    • Graph 26: organic food/drink launches, by ultimate company, 2021-23
    • Graph 27: organic food/drink launches, by top ten ethical claims, 2019-23
    • Graph 28: organic food/drink launches, by top selected natural claims, 2019-23
    • Graph 29: organic food/drink launches, by selected suitability claims, 2019-23
    • Advertising and marketing activity
  5. APPENDIX

    • Appendix

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