Private label organic foods lead in German market
New Nielsen data shows that German consumers have doubled the number of organic food items they have purchased in the past two years, and retailer brands have gained a larger share of the organic market than brand names. This is especially true for hard discounters such as Aldi.
Last year turnover of organic products was up over 40% and doubled compared to 2005. Almost one quarter of the sales increase can be attributed to Aldi. The company added products to its dairy assortment last year and industry-wide sales increased by nearly 50%.
Supermarkets are also expanding and promoting their organic ranges. Rewe is aggressively advertising its completely redesigned Rewe Bio products, replacing the twenty year old Füllhorn brand. Consumer interest in organics is continuing: 37% of the households say they use organically grown ingredients and fresh herbs as often as possible when cooking. Elderly households without children and single seniors are especially interested in organic products and ingredients, according to the Nielsen report.
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