trends in organic retailing 2008trends in organic
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Trends in Organic Retailing 2008Trends in Organic Retailing 2008Toralf Richter
Presentation at BioFach Kongress 2009, Nürnberg Messe Convention Centre, Nuremberg, Germany, February 19-22, 2009.
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Outline
Retailing organic food Status Quo
Trends, influencing factors
Prospects, ConclusionsStatus Quo influencing factors 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 intensiveintensive
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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Retailing organic food 2008 >> Trends
LOHAS
Organic 2.0 Communities
Organic sector with
E i i i h
gconventional trends
Economic crisis reach the organic sector
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Development Market Environment LOHAS VIPsMarket Environment
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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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Organic 2.0 communities influence the buying decision
Internet communities, neutral product test organisations make organic supply and producers transparent globallyp p g y
They are able to influence buying decisions stronger than advertising campaigns
Negative organic cases get identified faster g g g
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Organic 2.0 communities influence the buying decision
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Organic 2.0 communities influence the buying decision
Communities recommend each other which products to buy/blame
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Organic 2.0 communities influence the buying decision
Comm nities recommend each other hich prod cts to b /blameCommunities recommend each other which products to buy/blame
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Organic sector with conventional trends
Convetional retailers gain market shares in the organic market
O i i i d t l t t i ti l tiOrganic 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 usedMore energy, transport miles and package material for organic food used
Global organic sourcing and selling
Increasing concentration of organic processing wholesaling and retailingIncreasing concentration of organic processing, wholesaling and retailing
Seasonal aspects loose relative importance as organic marketing issue
‚Global Organic‘ get competition by ‚Local Conventional‘‚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
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Prospects: Organic on sale?
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Prospects: Organic Market consolidation
Yes, there is an economic crisis.But, countries, sectors and also consumer groups are affected diff tldifferently. Typical organic heavy buyers (teachers, public servants, students higher income groups)students, higher income groups) are less affected.Growth in organic sales will slow down or consolidate (0-5%down or consolidate (0 5% growth), but not crash.Organic Food decision in many cases is made by attitude, there yare other fields to safe money.
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Conclusions
The share of sold organic food via conventional gchains 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.’Th i i i ill l d th d i fThe economic crisis will slow down the dynamic of organic market development.However it is a chance to look for sustainability andHowever 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 toIt is a chance to promote values rather than to discount organic food.