Organic Market in Germany

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  • 2010: more than half (53%) in specialized retail were branch stores, the rest single stores % = percentage of total turnover
  • Imports doubled from 2007-2010 Potatoes: Israel, Egypt, Italy, Austria Carrots: Netherlands, Israel, Spain, Italy, Portugal Onions: Netherlands, Argentina, Egypt Grain: Russia, Italy, Romaina, Lithuania Seeds and Pulses : China, Argentina, Africa, Hungary, Turkey
  • Bio-Einkaufskorb 2010: Bio-Käufer kaufen heute am häufigsten im Supermarkt ein c) different, 2010 www.different.de
  • Lifestyles of Health and Sustainability www.aleki.uni-koeln.de
  • Lifestyle of Health and Sustainability (LOHAS) Regional produce: what is regional? Region cannot cover demand – some Länder cut down on subsisies „ Organic“ is not enough – it must also be regional and fair – but Germany is dependant on imports – problem of credibility within „organic“ image
  • Germany biggest market after USA- followed by France (4%) Naturkost-Branchenkongress 20-21.09. in Berlin
  • Weleda: Start 1921, antroposific, emphasis on bodyoils and babycare+ new products Markt seit Ende der 90er Jahre stärker Naturkosmetik, Bio-Kosmetik oder natürliche Kosmetik Viele Menschen, die Naturkosmetik kaufen, gehen davon aus, Bio-Kosmetik zu kaufen. Dem ist aber nicht so. Denn: Bio-Kosmetik ist kein geschützter Begriff. Jeder Hersteller kann sich, in einem bestimmten Rahmen, eigene Definitionen einfallen lassen, ohne vom Gesetzgeber dafür zur Rechenschaft gezogen zu werden.
  • ´seit Jahren stabile Zuwachsraten von mind. 10% Bio-Einkaufskorb: Naturkosmetik-Käufer sind bereit, 20% Aufpreis zu zahlen Konv. 2008: 12,6 Milliarden € (+2,2%)= 5 % in 2008 = >600 Mio € (Bio-Einkaufskorb Umfrage 2010) 2011: 36% Anteil Naturkosmetik (Bio-Einkaufskorb survey 2010)
  • Ecocert mit 5% synthetische Stoffe am besten für Kosmetikinistrie; BDIH seit 10 Jahren führend und am bekanntesten, 118 Firmen, 5.000 kontrollierte produkte. 1/3 customers from outside Germany + Cosmos-Initiative Diff. Naturnahe (Body Shop), Reform-, nicht zertfizierte und zertifizierte Naturkosmetik Verbraucher ziehen Label zur Orientierung heran, wissen aber nicht was sie bedeuten
  • Nachhaltigkeit: dieser Zusatznutzen wird stärker eingefordert. Für seriöse Naturkosmetikfirmen sind Fairness, Bio-Rohstoffe und umweltfreundliche Produktion etc. so selbstverständlich, dass sie es in vielen Fällen bisher gar nicht in den Mittelpunkt ihrer Kommunikation gestellt haben, während neue Greenwashing-Marken dies zu einem Hauptthema machen. Deshalb ist es noch wichtiger als bisher, die Einzigartigkeit der Marke und des Unternehmens deutlich zu machen. Vertrieb: Strategien: Angebotsverknappung durch Depotverträge (Dr. Hauschka) , andere dehnen ihre Distribution in die Großfläche hinein aus (Lavera), und wieder andere bieten verschiedene Nischenmarken für bestimmte Fachhändler an (Logocos). Marken mit breiter Distribution können durch ihre Bekanntheit auch im Fachhandel wieder punkten (z.B. Weleda). Gut vorverkaufte Produkte sind für den Bio-Fachhandel ein Segen. Es gibt viele Wege, sich im Markt zu behaupten, doch jeder hat Konsequenzen. Kunde erwartet gute Vorauswahl im FH. mehr Attraktivität mit innovativen Sortimenten und einer viel stärker emotionalisierten Ansprache der Kunden. allgemeine Beratungskompetenz – sich auf den Kunden einstellen
  • 3.600 Kontakte in Deutschland

Transcript

  • 1. Organic products and cosmetics Market in Germany EkoConnect International Centre for Organic Agriculture of Central and Eastern Europe Dipl. Ing. Inka Sachse www.ekoconnect.org
  • 2. Contents
    • Organic Agriculture in Germany
    • Organic retail market
    • Consumers
    • Situation and Trends
    • Organic cosmetics in Germany
    • EkoConnect – activities and stakeholders
  • 3. Organic Agriculture in Germany Number of organic farms in Germany 2010 22.174 farms on 1 Mio. ha (2010)
  • 4. Organic Market in Germany
    • 1997: 1,7 Mrd €
    • 2005: 3,9 Mrd €
    • 2006: 4,5 Mrd €
    • 2007: 5,3 Mrd €
    • 2008: 5,8 Mrd €
    • 2009: 5,7 Mrd €
    • 2010: 5,9 Mrd €
    In 2010: 3,4% market share Expenses/capita/year: 72 € Behr, 2010
  • 5. Growing demand for import of organic food Oil seeds Fresh vegetables Root crops Legumes Grain Study by AMI in 2010 -response of 30% of contacted importing companies Imports doubled from 2007-2010
  • 6. www.different.de
  • 7. Organic Consumer in the past , today and future? nachhaltigewerbung.at welt.de Technophile with ecological awareness Refuse modernity Lifestyle 40% population 4% population %- of Organic as “common good” with a touch of luxury. Consume with social/ ecological added value Organic as statement against the mainstream Benefit Complex structure of demands Ideology of self reduction Ideals Lifestyle (LOHAS), career is important, ambitious Denier of consumption, environmentalist, social concern Mentality today past
  • 8. Future consumers Organic Monitor, 2010
  • 9. Organic sales points 2010 in Germany: 1644 organic shops 302 farm shops 400 organic supermarkets Market leader: Alnatura, followed by Dennree and basic
  • 10. A-Brands do organic
  • 11. Organic in Germany- Situation and tendencies
    • Strongly increasing demand exceeds German production
    • Reasons: GMO, Animal welfare, residues of pesticides, Scandals, Fairness, Taste, Fashion (LOHAS) and increasing availability (supermarkets)
    • Market very sensitive to public opinion/scandals
    • Conventional companies enter organic market and trade / private label (same for cosmetics)
    • Conventional retail takes up with sustainability, regionality and carbon footprint matters
    • Consumers want more regional produce
    • Insufficient political support to increase local production
  • 12. Organic cosmetics market in Germany greenality.de bio-peter.de
  • 13. History of organic cosmetics
    • Pioneers: Weleda (1921), Dr. Hauschka (1964), Lavera (1975)
    • 2011: 100 brands in Germany;
    • 27 producers
    • 15 trade brands;
    • 15 wholesalers;
    • 12 distributors
    TOP 5 natural cosmetic companies have 14 brands and cover around 50% of natural cosmetics turnover (Naturkosmetik Jahrbuch, 2011)
  • 14. Turnover of organic cosmetics in Germany
    • Strongest growth in Beauty market
    • Market volume 2010 : 795 Mio. € = > 6% market share
    • 10% growth every year
    • Same for „ Natural cosmetics“!
    • Biggest market after USA
    • „ Made in Germany“ export master in EU (5,6% market share)
    • Expenditure per head on bodycare: 150 € in 2008
    • Consumers ready to pay 20% more and claim to buy 36% organic cosmetics (2010)
    Naturkosmetik Jahrbuch 2011
  • 15. Sales channels
    • Increasing availability
    • Drugstores leading (35%) (dm with alverde+ Schlecker with 2 brands)
    • Organic and health shops have been loosing market share (30%)
    Jahrbuch Naturkosmetik, 2011
  • 16. Consumers of organic cosmetics in Germany
    • Allergies, Authencity, Transparency, Trust, Value-oriented consumption (social & ecological), Luxury, Lifestyle & Healthstyle (Hollywood)
    • Daily new customers- consumers enter market via trade marks and change to more expensive products
    • Marketing communication: Emotional, Combining Science+Romantics, Simplicity, Naturality, Joy and Style in bodycare
    • Customers are confused about labels and keep changing brands
  • 17. Products and trends
    • Facial care (Trend: Anti-Aging)
    • Bodycleansing and - care
    • Hair care and decorative cosmetics: more potential
    • Perfumes and room sprays
  • 18. Organic cosmetics labels in Germany
    • Label n. EG-VO 1223/2009 : BDIH, NaTrue, Ecocert, Demeter + many more!
    • Introduction of harmonisation standard „Cosmos“- at Vivaness 2011
  • 19. Market challenges
    • Conventional market enters fiercely
    • „ greenwashing“ of „Natural cosmetics“ (not certified)
    • Growth of offered products and brands
    • Growth of trade brands (like alverde)
    • Since 2007 trade brands reach more consumers than organic cosmetics brands
    • Products and prices are levelling
    • Specialized retail has to offer clearly differenciated products, good communication and suitable concepts
  • 20. Tendencies in German and European organic cosmetics market
    • From 2015 approx.: only organic and conventional cosmetics – nor more uncertified „natural“ stuff due to new EU law
    • All conv. cosmetic companies will have organic product range;
    • There will be less new players on the market (due to necessary investments and proffessionality)
    • Critical and well-informed consumers demand credibility and transparence
  • 21. Who are EkoConnect?
  • 22.
    • Education
    • Excursions
    • Consultancy
    • Project Management
    • Publications
    • Networking
    • Providing business platforms
    EkoConnect – International Centre for Organic Agriculture in Central and Eastern Europe
  • 23. Information letter in 10 languages to 10.000 subscribers in 65 countries Organiser of 2 Organic conferences in Romania with participants from 13 countries Organiser of the OMF in Warsaw, paticipants from 30 countries Organiser of the Summer Academy on Organic Animal Husbandry in Dresden for students from 9 countries EkoConnect – International Centre for Organic Agriculture in Central and Eastern Europe
  • 24. „ Organic Agriculture in CEE“ Reports of 14 countries
  • 25.  
  • 26. Merci beaucoup ! International Centre for Organic Agriculture in Central and Eastern Europe 01099 Dresden / Germany [email_address] www.ekoconnect.org www.organic-marketing-forum.org