Germany: Around 25% of market launches were organic in 2017
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For German consumers, organic labelling is an important factor in the purchase process. Photo: Pexels
One quarter of all food and beverage products introduced in Germany in 2017 were organic. Furthermore, almost three quarters of consumers wish for an even greater choice of organic food and beverages at their place of purchase. This is what Mintel Global New Products Database (GNPD) has found out.
In Germany, market launches of organic products have grown steadily over the last ten years. Between 2008 and 2017, the number of new product launches with organic information almost quadrupled. According to Mintel, more than half (54 percent) of consumers state that "organic" labelling is a major factor in their purchasing decision. Both statements are particularly popular among the 35-44 age group. As Mintel reports, the important factors for a purchase decision pro organic are that certified food is free of genetic engineering, pesticides, chemicals, artificial additives and preservatives. Moreover, more than half of the consumers are convinced that some organic products offer higher animal welfare standards and are environmentally friendly.
Katja Witham, Global Food & Drink Analyst at Mintel: "Although healthy eating remains an important factor in the purchase of organic food, today’s consumers expect organic brands to stand for more. Environmental friendliness and other ethical practices have quickly become an integral part of consumer expectations".