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Trends in Organic RetailingToralf Richter >> Biofach 2009
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Outline
Retailing organic foodStatus Quo
Trends, influencing factors
Prospects, Conclusions
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Retailing organic food 2008 >> Status quo
� Organic national markets in Europe developed in a different way
� Growth in organic sales slowed down (but not in all countries)
� Consolidation by saturation
� Growth mainly by new sales area // competeition between organic players more intensive
� Market development and penetration reached an advanced phase in Western Europe
� In Eastern Europe in most countries already phase of emerging markets
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Economic crisis reachthe organic sector
LOHAS
Organic 2.0 Communities
Organic sector withconventional trends
Retailing organic food 2008 >> Trends
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DevelopmentMarket Environment LOHAS VIPs
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Organic promotion campaigns focus LOHAS
Subjet for a Swiss organic retailer campaign
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Organic product development does focus LOHAS
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Organic product development does focus LOHAS
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Retailers/producer markets focus LOHAS
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Retailers/producer markets focus LOHAS
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Retailers focus LOHAS
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� Internet communities, neutral product test organisations make organic supply and producers transparent globally
� They are able to influence buying decisions stronger than advertising campaigns
� Negative organic cases get identified faster
Organic 2.0 communities influence the buying decision
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Organic 2.0 communities influence the buying decision
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Communities recommend each other which products to buy/blame
Organic 2.0 communities influence the buying decision
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Communities recommend each other which products to buy/blame
Organic 2.0 communities influence the buying decision
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� Conventional retailers gain market shares in the organic market
� Organic processing industry loves to use certain conventional practices
� Number of highly processed organic food increases
� More energy, transport miles and package material for organic food used
� Global organic sourcing and selling
� Increasing concentration of organic processing, wholesaling and retailing
� Seasonal aspects loose relative importance as organic marketing issue
� ‚Global Organic‘ get competition by ‚Local Conventional‘
� Missing partnership between organic farmers and their conv. market partners (conv. supermarkets and discounters)
� Consequence: Organic becomes more anonymous and exchangeable
Organic sector with conventional trends
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Prospects: Organic on sale?
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� Yes, there is an economic crisis.� But, countries, sectors and also
consumer groups are affecteddifferently.
� Typical organic heavy buyers(teachers, public servants, students, higher income groups) are less affected.
� Growth in organic sales will slowdown or consolidate (0-5% growth), but not crash.
� Organic Food decision in manycases is made by attitude, thereare other fields to safe money.
Prospects: Organic Market consolidation
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� The share of sold organic food via conventional chains is permanently growing.
� Discussion: ‘Is there already a mechanism of conventionalism in the organic market/sector?’
� Answer: ‘Yes it is. It is a consequence to bring organic out of the niche. But it opens new niches for ethical and quality players.’
� The economic crisis will slow down the dynamic of organic market development.
� However it is a chance to look for sustainability and real partnership and within the organic supply chains.
� It is a chance to promote values rather than to discount organic food.
Conclusions