Organic Packaged Food in Germany

PROSPECTS

Organic packaged food growth speeds up again after the slowdown a year earlier

Current value growth of organic packaged food was slightly stronger in 2019 than it had been a year earlier. Major branded players as well as private label continue to launch organic products.

Organic milk continues to record dynamic growth

Current value growth rates for organic milk remained at high levels in 2019. This is being helped by the consumer perception that the modest extra cost for organic milk is justified compared to buying regular milk.

Range of price points in organic packaged food expected to widen

Organic chilled processed meat and seafood is a large category in organic packaged food. However, it recorded only modest growth in 2019 due to high levels of maturity, but also as a result of the much higher unit prices for the organic varieties of this type of meat and seafood compared to those for conventional products.

COMPETITIVE LANDSCAPE

Artisanal and private label major players in certain parts of organic packaged food

Artisanal products have a visible presence in organic packaged food, largely due to wide availability and strong sales of artisanal organic bread. Sales of organic packaged food are also largely driven by organic private label ranges.

Alnatura able to benefit from its dual role as both a manufacturer and retailer

Alnatura Produktions- & Handels remained the leading branded player in organic packaged food in 2019, benefiting from its dual role as both a manufacturer and retailer. The company and its products and brands continued to profit from strong consumer awareness and a good reputation.

Most of Hipp’s baby food range is organic

The largest baby food player Hipp has a product range almost entirely composed of organic products, with the company having a particularly strong presence in prepared, dried and other baby food. Hipp also holds a major share of organic milk formula sales.

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