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GfK Germany: specialised trade’s customers

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Fresh organic food

"The fresher the better" - this is what most consumers of organic products think (Photo © Pixabay)

Over the last ten years, the expenditure on organics as a proportion of total expenditure on food and beverages in Germany has almost doubled. 98% of all households currently purchase at least one organic product a year. While average buyers discover organic products in conventional retail markets, specialised trade shops are mostly visited by one group of customers.

This is revealed in a study carried out by the marketing research institute GfK. An overview of other important results:

Conventional retail food trade has the biggest share of organic business

From January to July 2017, the turnover of organics grew by 5.6%, which GfK attributes to higher volume demand. Full-range suppliers, discounters and drugstores account for almost two thirds of this growth in sales.

From January to July 2017, the specialist organic trade and other outlets for organic products suffered a 4% loss in market share, whereas the market share of full-range suppliers, discounters and drugstores increased by two percent in the same period.

This does not necessarily mean that the value of organics in the specialist trade is in decline. Even though competition from the conventional retail trade has impacted on growth of the specialist trade, it has nevertheless experienced slightly rising sales since 2015.

Specialist trade depends on intensive buyers of organic products

So-called intensive buyers of organics have the greatest purchasing power in the specialist trade – in other words, the customers who opt for organic out of conviction. They account for 77% of turnover.

Another fact found in the GfK organic study is that organic shoppers are particularly keen on fresh food.


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