Organic packaged food is well-accepted in Germany, with an official label for organic products established since 2001. These products are widely known with the organic label still in use even after the introduction of the European version in 2010 which has the same criteria, meaning that both are often displayed on the packaging of organic products.
Traditionally, Germans have often been slow to adopt new trends, with most local consumers not particularly open to major changes. While Germany has a history of high environmental consciousness, the latest sustainable trend is taking a different direction, mainly triggered by the Fridays for Future movement.
In recent years, the faces and biographies of farmers are often used on the packaging of organic products when produced regionally, as a strategy to promote traceability and transparency across the supply chain. While many farmers continue to struggle due to low prices, producing regional and organic can be an option to differentiate from overseas competition and to justify higher prices, as manufacturing costs usually increase when producing organic products.
While the number of German consumers searching for organic packaged food is increasing, the main obstacle to wider acceptance remains the higher price in comparison with standard variants. The forecast period could see the gap between organic and standard products decrease, mainly because of the higher quantities of organic products being produced and number of new entries to increase competition.
While the price of organic packaged food is generally always higher than standard equivalents, the category can benefit from the increasing awareness of physical and mental health. Due to the pandemic, lockdowns and limitations on many daily lives negatively impacted the health of many Germans, including weight gain and anxiety during an unstable period.
While not always the main factor driving consumers’ purchasing decisions, fair trade and fair pay for farmers are important to many Germans, which could lead to some changes in the coming years. Regionality implies sustainability and healthy food production, and therefore local farmers may be in a stronger position over the forecast period to negotiate better returns despite the strength of retailers and their private label lines in Germany.
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Organic Packaged Food
Certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications (standards) and certified as "organic" by a certification body such as the Soil Association in the UK, the European Union or the US Department of Agriculture. It is important to note that an organic label applies to the production process, ensuring that the product has been produced and processed in an ecologically sound manner. The organic label is therefore a production process claim as opposed to a product quality claim. Note: For organic products to be included, the organic aspect needs to form a significant part of the overall positioning/marketing of the product, including the organic certification label in the packaging. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Organic Packaged Food research and analysis database.
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