An analysis of the development of German organic market with the viewpoint of a customer looking for future orientation

/An analysis of the development of German organic market with the viewpoint of a customer looking for future orientation

An analysis of the development of German organic market with the viewpoint of a customer looking for future orientation

In Germany you have to face this question more and more clearly. The payers of the last two years show that the organic specialist trade is getting more and more on the defensive and the poor numbers of this distribution channel are about in comparison to drugstores and Discount also not nice to talk.

The old-school organic consumer  still remembers the hour of the pioneers, to the organic producers who offered the first cereals, cereal mixtures, vegetarian spreads and fruit bars. At that time, there was the health food store and the health food store. The desire for organic products comes from two sources. 1. From a belonging lifestyle, from which feeds the organic desire. And 2. From a spectrum of organic products covering as many areas of life as possible, not in the dry area but also and above all in freshness. Both situations have shifted dramatically over the last three to four years: 1. Biomotivation now comes from a belief in healthy and body-enhancing nutritional benefits of superfood, protein, and more. 2. Due to the strong emphasis on vegan and gluten-free nutritional components, the view on the selection of the most important has also changed.

Assuming this analysis and perhaps even mentioning that the general desire for easy preparation and convenience is more important than ever for organic customers, one has to realize that many of the pioneers overslept or simply do not want to accept this development. Trendy organic products with protein or innovative ready meals can be found in much larger selection in the food retail trade. The organic retail trade in Germany suffers to a greater extent from the fact that: 1. The shops are too small for an interesting organic range and 2. The complicated logistics of organic wholesalers is simply too expensive. You can see that very well when comparing the systems. Only Alnatura can make a competitive offer thanks to a combination of system delivery to the food trade and the operation of organic supermarkets. In addition, organic markets would be a good concept in themselves if they were able to make a truly competitive offer to their customers. However, there is a problem because the quantities converted in this area are simply too low.

If we look at the typical specialist retail brands, then among them is Rapunzel as a strong player, and as a brand, the brand Organic Shop by Weiling. Both offers are distributed via our own warehouse logistics – certainly also key to success.

What the descendants of the pioneers find difficult to grasp is the fact that successful organic products are not primarily a question of the right attitude, but the economically competitive provision for the biotech customers. The reasons for a lack of growth in the health food sector are obviously mainly in the field of fresh organic fruit and organic vegetables, so in an area in which the unfortunate discussion about distorsion of specialty retail trade does not really play a role. It can be surmised that fresh produce logistics for fruits and vegetables is not the best in this area and that the role and calculation of regional organic wholesalers is not always conducive.

In the dry assortment, organic supermarkets are very stable to slightly growing. They probably owe that to the fact that many providers in the classic conventional supermarkets simply do not understand what a biologist needs as a basic assortment to meet his daily budget. Such customers would rather have basics for each day than wide set up the latest and most overpriced organic offers from start-ups.

The consumption occasions for organic products are actually very tangible. Most likely from cereal to porridge in the morning. Above all, the ingredients and demands have evolved. And then organic customers are looking for the ingredients that make good vegetable-based meals. In addition, there is everything that children in organic quality love as an introduction to pasta and tomato and the high school would still be convenience components for the hurried organic customer. Not so hard

By | 2018-09-07T15:40:57+00:00 07. September 2018|Uncategorized|