德国有机产品购物行为分析报告-培训课件外文版2024.6

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TRENDSOrganicproductshoppersinGermanyCHAPTER

01DemographicindicatorsCustomersoforganicstorescomparedtothegeneralGermanpopulationin2023,bygenderOrganicstorecustomersbygenderinGermany2023Germanconsumersoforganicproducts49.3%Germanpopulation56.3%60%50.7%50%43.7%40%30%20%10%0%MenWomen3Description:ThissurveyshowsthattheshareoffemalecustomersoforganicstoresinGermanyin2023isslightlyhigherthantheshareofmalecustomers.ThesamewastruefortheGermanpopulationingeneral.

ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopinorganicstoresSource(s):IfDAllensbachOrganicstorecustomerscomparedtothegeneralpopulationinGermanyin2023,byagegroupAgeoforganicstorecustomersinGermany2023ShareofrespondentsGermanpopulation

OrganicstorecustomersinGermany6%

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14%0%2%4%16%18%20%22%6.5%6.5%14-19years20-29years13.1%12.1%15.2%30-39years16.7%13.9%40-49years15.6%18.3%50-59years19.4%15.6%60-69years16.8%17.6%70yearsandolder13%4Description:Accordingtothesurveyathand,thelargestshareoforganicstorecustomersamongtheGermanpopulationin2023areaged50to59years.12percentofcustomerswereaged20-29years.

ReadmoreNote(s):Germany;2023;14yearsandolder;ConsumerswhoshopinorganicstoresSource(s):IfDAllensbachOrganicstorecustomerscomparedtothegeneralpopulationinGermanyin2023,bymaritalstatusOrganicstorecustomersbymaritalstatusinGermany2023ShareofrespondentsGermanpopulation

OrganicstorecustomersinGermany10%

20%

30%0%40%50%49.4%60%Married,livetogether2.2%51.4%Married,liveapart2.3%33.4%34%Single7.3%WidowedDivorced4.6%7.8%7.7%51.5%53.7%Married12.6%14.4%Marriedwithoutamarriagecertificate5Description:ThissurveyshowsorganicstorecustomersbymaritalstatuscomparedtothegeneralpopulationinGermanyin2023.Thelargestshareoforganicstorecustomerswasmarriedandlivedtogether.

ReadmoreNote(s):Germany;2023;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachOrganicstorecustomerscomparedtothegeneralpopulationinGermanyin2023,bylevelofeducationOrganicstorecustomersbylevelofeducationinGermany2023ShareofrespondentstheGermanpopulation

OrganicstorecustomersinGermany0%

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30%35%40%45%50%55%3.2%1.1%Withoutschool-leaving/primaryschoolqualificationSchool-leaving/primaryschoolqualificationSecondaryschoolcertificate25.6%11.8%32.5%28%8.9%11.1%AdvancedtechnicalcollegeentrancequalificationGeneralqualificationforuniversityentrance29.8%47.9%6Description:OrganicstorecustomersinGermanymostlyhaveageneralqualificationforuniversityentrance,withashareofaround48percent.Bycomparisonthisgroupmakesup30percentofthegeneralpopulationinGermany.

ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachOrganicstorecustomerscomparedtothegeneralpopulationinGermanyin2023,byvocationaltrainingOrganicstorecustomersbyvocationaltraininginGermanyin2023ShareofrespondentsGermanpopulation

OrganicstorecustomersinGermany0%5%10%15%20%25%30%35%40%45%42.4%Completedjob-basedvocationaltraining32.2%17.2%Completedschool-basedvocationaltrainingCompletedvocationaltraininginaspecialisedschoolGraduatedfromauniversityofappliedscienceswithadegreeintheformerGDRGraduatedfromauniversityofappliedscienceswithadegreeUniversitydegree19.4%10.1%11.9%1.6%1.1%6.5%9.7%13.6%25.3%5.4%6.7%Othercompletedvocationaltraining19.7%Currentlynocompletedvocationaltraining14.7%7Description:In2023,around32percentoforganicstorecustomersinGermanycompletedajob-basedvocationaltraining.ThisgroupalsomakesupthelargestshareofthegeneralGermanpopulationat42percent.

ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachOrganicstorecustomerscomparedtothegeneralpopulationinGermanyin2023,bynetincomeOrganicstorecustomersbynetincomeinGermany2023ShareofrespondentstheGermanpopulation

OrganicstorecustomersinGermany15%0%5%10%20%25%30%6.3%Lessthan1,000euros1,000-lessthan1,500euros1,500-lessthan2,000euros2,000-lessthan2,500euros2,500-lessthan3,000euros3,000-lessthan3,500euros3,500eurosandmore4.1%13.3%8.1%20.3%14.6%17.3%16.6%14%15.4%10.6%12.8%18.1%28.4%8Description:ThissurveyshowsorganicstorecustomersbynetincomecomparedtothegeneralpopulationinGermanyin2023.Around28percentoforganicstorecustomershadanetincomeof3,500eurosandmore.Aroundfourpercenthadanetincomeoflessthan1,000euros.ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachCHAPTER

02ConsumerattitudesandviewsValuesandoutlookonlifethatorganicstorecustomersaspiretoandfeeltobeimportantcomparedtothegeneralpopulationinGermanyin2023Organicstorecustomers'outlookonlifeinGermany2023OrganicstorecustomersinGermanytheGermanpopulation60.4%70%60%50%40%30%20%10%0%42.5%39.2%36.9%Affluence,materialwealthExperiencesofnature,beinginnature10Description:In2023,thelargershareofGermanorganicstorecustomersvalueexperiencesofnatureandbeinginnatureoverbeingaffluentandaccumulatingmaterialwealth.Thiswastrueforaround60percentoforganicstoreshoppersinGermany.

ReadmoreNote(s):Germany;2023;14yearsandolder;CustomersthatshopatorganicstoresSource(s):IfDAllensbachOrganicstorecustomersonsustainabilityissuescomparedtothegeneralpopulationinGermanyin2023OrganicstorecustomersonsustainabilityissuesinGermany2023ShareofrespondentstheGermanpopulation

OrganiccustomersinGermany15%

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25%0%5%10%30%35%34.8%40%45%SustainabilityissuesdonotplayaroleSustainabilityissuestendtoplayalesserroleSustainabilityissuestendtoplayabiggerroleSustainabilityissuesplayabigrole8.9%29.8%20.3%21.1%31.2%14.4%39.5%11Description:ThesurveyexamineshowimportantsustainabilityissuesaretoorganicstorecustomerscomparedtothegeneralpopulationinGermanyin2023.Foralmost40percentofrespondentsamongbuyersoforganicproducts,sustainabilityissuesplayedabigroleintheirlives.ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopinorganicstoresSource(s):IfDAllensbachOrganicstorecustomerscomparedtothegeneralpopulationinGermanyin2023,byeatinghabitsOrganicstorecustomersbyeatinghabitsinGermanyin2023ShareofrespondentstheGermanpopulation

OrganicstorecustomersinGermany0%

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40%50%60%70%80%90%55.8%IpayattentiontohavingahealthydietPeoplewhopayattentiontohavingahealthydietduetohealthissuesVegetariansorpeoplewhomostlyavoidmeat77.5%22.6%32%11.6%25.3%19%21.5%Peoplewhousecalorie-reducedgroceriesanddrinksonceinawhilePeoplewhohaveissueswiththeirweightorbeingoverweight16.4%13.2%12Description:ThissurveyshowsorganicstorecustomersbyeatinghabitscomparedtothegeneralpopulationinGermanyin2023.Thatyear,77.5percentofrespondentswhoshoppedatorganicstorespaidattentiontohavingahealthydiet.

ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachOrganicstorecustomersbybehaviorwhengroceryshoppingcomparedtothegeneralpopulationinGermanyin2023GroceryshoppingbehavioroforganiccustomersinGermanyin2023ShareofrespondentstheGermanpopulationOrganicstorecustomersinGermany0%

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30%40%50%60%54.1%70%80%Ipreferregionalproductsfromhome75.9%30.5%WhenitcomestogroceriesIpayattentiontoorganicandsustainablyproducedproducts68.5%35.4%WhenpurchasinggroceriesIpayattentiontoproductsfromspecies-appropriateanimalrearing64.1%37.8%WhenitcomestogroceriesImainlypayattentiontothepriceofproductsIpayattentiontobuyingfairtradeproducts63.8%23.9%50.8%20.5%Ipayattentiontobuyingproductsfromcompaniesthatproducesustainablyandenvironmentallyresponsibly45.9%13Description:ThestatisticathandshowsthegroceryshoppingbehavioroforganicstorecustomersinGermanyin2023.Around76percentpreferredregionalproductsfromhomeand51percentpaidattentiontobuyingfairtradeproducts.

ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachOrganicstorecustomerscomparedtothegeneralpopulationinGermanyin2023,bybuyertypeOrganicstorecustomersbybuyertypeinGermanyin2023ShareofrespondentstheGermanpopulation

OrganicstorecustomersinGermany0%5%10%15%20%25%30%35%40%45%50%55%38.5%Whenitcomestofashion,Iprefercertainbrands49.2%18.3%WhenbuyingcosmeticsIpayattentionthattheyaremadefromnaturalingredients37%14.8%IprefertobuyclothingthatwasmadeenviromentallyandsociallyfriendlyIliketosewmyownclothes33.3%4.8%6.9%14Description:ThisstatisticshowsorganicstorecustomersbybuyertypeinGermanyin2023.Ofrespondents,almost7percentlikedtosewormaketheirownclothing.Around50percentpreferredtobuycertainclothingbrands.

ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachCHAPTER

03ConsumerinterestsOrganicstorecustomerscomparedtothegeneralpopulationinGermanyin2023,bytopicsofinterestOrganicstorecustomersbyinterestsinGermanyin2023ShareofrespondentsTheGermanpopulation

OrganicstorecustomersinGermany0%

10%

20%

30%40%50%60%40.5%37.9%VacationandtravelInternet,onlineoffersCooking,recipesMedicalquestionsHealthyfood,healthylifestyleMusic52.2%41.6%39.7%29.2%24.9%35.5%33.7%32.6%31%30.8%29.2%28.1%19.6%25.8%21.3%Politics24.8%Computeruse,applicationofcomputersLocalevents,happeningsonsiteResultsofproducttests,studiesonpriceandqualityofgoodsTelecommunication21.6%21.1%24.6%26.2%13%Natureandenvironmentalprotection25.8%16Description:Basedonthissurvey,almost53percentofGermanorganicstorecustomerswereinterestedinholidaysandtravel,25.3percentwereinterestedinbooksand2percentwereinterestedinvintagemotorcycles.

ReadmoreNote(s):Germany;2023;10yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachOrganicstorecustomersbytheirinterestinnatureandenvironmentprotectioncomparedtothegeneralpopulationinGermanyin2023OrganicstorecustomersbyenvironmentprotectioninterestGermanyin2023ShareofrespondentstheGermanpopulationOrganicstorecustomersinGermany0%10%20%30%40%50%60%70%80%90%100%75.4%GenerallyinterestedSpecificallyinterested89.4%25.4%45.5%50%43.8%Alsointerested,butnotasmuch24.6%Barelyornotatallinterested10.6%11.1%InterestedandIamknownasanexpert/oftengiveadviceonsustainablelivingIoftenresearchthistopicontheinternet20.4%13%25.8%17Description:ThesurveyshowsthatmostorganicstorecustomersinGermanyaregenerallyinterestedinnatureandenvironmentprotection,ataround89percent.Around20percentoftengiveadviceonsustainablelivingandwereconsideredanexpert.

ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachOrganicstorecustomersbyinterestininformationoncookingandrecipescomparedtothegeneralGermanpopulationin2023Organicstorecustomer'sinterestincookinginGermanyin2023ShareofrespondentstheGermanpopulationOrganiccustomersinGermany0%

10%

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30%40%50%60%70%68.4%80%90%GenerallyinterestedEspeciallyinterested76.6%30.3%36.3%38.1%40.3%Alsointerested,butnotasmuchBarelyornotatallinterested31.6%23.4%30.2%34.5%Interestedandoftenaskedforadviceonthetopicsbyotherswhoconsidermeanexpert29.2%Ioftenresearchthistopicontheinternet39.7%18Description:ThesurveyshowsorganicstorecustomersbyinterestininformationoncookingandrecipescomparedtothegeneralGermanpopulationin2023.Whilearound77percentaregenerallyinterested,34.5percentareoftenaskedforadvice.

ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachOrganicstorecustomersbyinterestininformationonproducttestingandqualitycontrolcomparedtothegeneralpopulationinGermanyin2023OrganicstorecustomerinterestinproducttestinginGermanyin2023ShareofrespondentstheGermanpopulationOrganicstorecustomersinGermany0%10%20%30%40%50%60%70%80%58.3%Generallyinterested68.2%11.7%15.7%EspeciallyinterestedAlsointerested,butnotasmuchBarelyornotatallinterested46.6%52.5%41.7%31.8%6.8%Interestedandoftenaskedforadviceonthetopicsbyotherswhoconsidermeanexpert8.9%21.1%Ioftenresearchthistopicontheinternet28.1%19Description:Accordingtothissurvey,68.2percentoforganicstorecustomersinGermanyweregenerallyinterestedininformationaboutproducttestingin2023.Almost32percentwerenotatallorbarelyinterested.

ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachOrganicstorecustomersbyinterestininformationonahealthylifestyleanddietcomparedtothegeneralpopulationinGermanyin2023OrganicstorecustomersbyinterestinahealthylifestyleinGermanyin2023ShareofrespondentstheGermanpopulationOrganicstorecustomersinGermany0%10%20%30%40%50%60%70%80%90%

100%82.4%Generallyinterested92.9%35.1%36.8%EspeciallyinterestedAlsointerested,butnotasmuchBarelyornotatallinterested56.2%47.3%17.6%7.1%20.1%Interestedandoftenaskedforadviceonthetopicsbyotherswhoconsidermeanexpert33.4%33.7%19.6%Ioftenresearchthistopicontheinternet20Description:ThissurveyshowsorganicstorecustomersbyinterestininformationonahealthylifestyleanddietcomparedtothegeneralpopulationinGermanyin2023.Whilealmost93percentweregenerallyinterested,around7percentwerenotatallorbarelyinterest.ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachOrganicstorecustomersbyinterestininformationondietscomparedtothegeneralpopulationinGermanyin2023OrganicstorecustomersbyinterestindietsinGermanyin2023ShareofrespondentsGermanpopulationOrganicstorecustomersinGermany0%10%20%30%40%50%60%70%80%27.5%Generallyinterested29.8%5.7%6.6%EspeciallyinterestedAlsointerested,butnotasmuchBarelyornotatallinterested21.8%23.2%72.5%70.2%5.4%6.2%Interestedandoftenaskedforadviceonthetopicsbyotherswhoconsidermeanexpert6%7.2%Ioftenresearchthistopicontheinternet21Description:In2023,almost30percentoforganicstorecustomersinGermanyweregenerallyinterestedininformationondiets.ReadmoreNote(s):Germany;2023;14yearsandolder;PeoplewhoshopatorganicstoresSource(s):IfDAllensbachCHAPTER

04OrganicfoodmarketRevenuesfromorganicfoodsinGermanyfrom2000to2023(inbillioneuros)OrganicfoodsalesrevenuesinGermany2000-20231816141210816.0815.8715.3114.9912.2610.9110.349.848.627.767.427.046.646.025.85

5.865.34.63.93.54203.132.72.12000

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202323/statistics/516703/revenues-organic-food-germanyOrganicfoodrevenuesinGermanygrewinthelastdecade,from7.42billioneurosin2013to16billionin2023.Withincreasingconsumerinterestinhowfoodisproducedandattentiontohealthylifestyles,thistrendissettocontinueonalong-termbasis.ReadmoreNote(s):Germany;2000to2023;Excl.away-from-homemarketSource(s):Varioussources(ArbeitskreisBiomarkt)RevenuesfromorganicfoodproductsinGermanyfrom2010to2023,bysaleschannelRevenuesfromorganicfoodinGermany2010-2023,bysaleschannelFoodretailers(incl.drugstores)Healthfoodstores(incl.largerfarmshops)Other113.152.543.582.073.142.243.71.661.581.512.911.542.853.18864201.152.712.931.092.471.11.052.211.252.070.881.8810.8220232.2610.0920229.759.057.426.45.925.454.764.064.213.793.263.3220102011201220132014201520162017201820192020202124Description:In2023,foodretailersmadeupthelargestrevenuesharefromorganicfoodsalesinGermany,ataround10.8billioneuros.Figuresgrewannuallyduringthespecifiedtimeperiod,indicatingthatmostcustomerspurchaseorganicfoodwhilegroceryshopping.However,salesrevenuealsomostlyincreasedannuallyacrossallchannels.ReadmoreNote(s):Germany;2010to2023;*Bakeries,butchers,fruitandvegetbaleshops,weeklyfarmer'smarkets,foodboxsubscriptionservices,mailorderservices,gasstations,smallerfarmshops.DatagatheredbyArbeitskreisBiomarktbasedonGfK,[...]

ReadmoreSource(s):AMI;bioVista;BÖLW;GfK;Nielsen;UniKasselShareoforganicproductsingroceriesturnoverinGermanyfrom2011to2022OrganicproductshareingroceriesturnoverinGermany2011-20228%7%6%7%6.4%6.3%5.68%5.31%5.23%4.96%4.84%5%4%3%2%1%0%4.6%4.46%4.32%4.1%2011201220132014201520162017201820192020*2021202225Description:In2022,organicfoodproductsmadeuparound6.3percentofgroceriesturnoverinGermany.Thissharehadbeenrisingduringthetimeperiodspecifiedabove,indicatinganincreasingtrendtowardsorganicfoodconsumptionamongtheGermanpopulation.ReadmoreNote(s):Germany;2011to2022;Foodandbeverages(excl.tobacco);*ChangeofsourcefromtheFederalMinistryofFoodandAgriculture(BMEL)totheOrganicFoodProtectionAlliance(BÖLW).

ReadmoreSource(s):AMI;BÖLW;ForschungsinstitutfürbiologischenLandbauChangeinorganicgroceriesturnoverinGermanyfrom2001to2023(comparedtothepreviousyear)Organicgroceriesturnoverchangeyear-on-yearinGermany2001-202335%28.6%30%25%20%15%10%5%22.3%17.9%15.2%12.9%11.4%11.1%11.1%10.4%10.3%9.6%9.7%6.4%5.7%5.5%5.8%5.1%5%4.6%3.8%3.3%0%-0.9%-5%-10%-3.5%2001

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202326Description:In2023,turnoverfromthesalesoforganicgroceriesinGermanyfellbyfivepercentcomparedtothepreviousyear.Changeratesvariedduringthespecifiedtimeperiod.

ReadmoreNote(s):Germany;2001to2023Source(s):AMI;bioVista;BNN;BÖLW;GfK;Nielsen;UniKasselNetrevenueofleadingorganicsupermarketchainsinGermanyin2021(inmillioneuros)RevenueoforganicsupermarketchainsinGermany2021Netrevenueinmillioneuros200

3000100400500600700634SuperNaturMarkt(Alnatura)²DennsBiomarkt(Dennree)³BioCompany476240143126Basic¹EblNaturkost¹97SuperBioMarkt¹Aleco¹5552VollcornerBiomarkt¹27Description:ThisstatisticshowsthenetrevenueoftheleadingorganicsupermarketchainsinGermanyin2021.Thatyear,SuperNaturMarktrunbyAlnaturarankedfirstwitharevenueof634millioneuros.ReadmoreNote(s):Germany;2021Source(s):EHIRetailInstituteNumberofAlnaturastoresinGermanyfrom2006/07to2022/23*NumberofAlnaturastoresinGermany2006/07-2022/231601511361401201008013313410898898070675960534535402002006/07

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2022/2328Description:ThisstatisticpresentsthenumberofAlnatura(organicsupermarket)storesinGermanyinthebusinessyearsfrom2006/07to2022/23.Asof2022/23,therewere151Alnaturasupermarketsacross73citiesinGermany.

ReadmoreNote(s):Germany;2006/07to2022/23