Organic Packaged Food in Germany

PROSPECTS

Current and future growth of organic packaged food supported by many factors

Organic packaged food continued to records steady growth over the review period in Germany, with further solid growth expected over the forecast period. Thanks to a favourable economic climate, many German consumers have the means to pay a little extra for organic goods, which they are increasingly doing as the benefits of organically grown ingredients spread, not least through more and more information becoming available on the internet, via social media and even instant messenger services.

Category facing limited threats to development

Compared to the factors favouring the category’s development, weaknesses and threats tend to be rather limited, with the main one at the end of the review period being a certain level of saturation reached in a number of categories. Over the forecast period, and even beyond it, another threat outside the category itself could potentially become an issue for organic packaged food in Germany, namely the economic situation taking a turn for the worse.

Range of price points in organic packaged food expected to widen

At the end of the review period organic packaged food was not necessarily much more expensive on average than standard packaged food due to the strong presence of private label. However, there was a very wide price range for the organic products on offer.

COMPETITIVE LANDSCAPE

Many different companies competing for share in organic packaged food

Due to the many quite different products included in organic packaged food, the competitive landscape remained fragmented in 2018. Private label continued to account for a significant share of sales as manufacturers of private label goods as well as discounters also appreciate the higher profit margins achieved by at least some organic packaged foods.

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

Alnatura Produktions- & Handels remained the leading brand manufacturer in organic packaged food in 2018 thanks to 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.

Hipp continues to be seen as the gold standard in organic baby food in Germany

Hipp remained the second leading brand manufacturer in organic packaged food in Germany in 2018 thanks to its very wide range of organic baby food. In April 2018, the company launched a new and wide range of snack products targeted at children aged three and older.

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