The debate surrounding climate change has had noticeable repercussions on our doorsteps...
...moving topics such as sustainable farming, regional and organic food, animal welfare and environmental protection onto the daily agenda for many consumers.
As a result, more and more shoppers opt for organic. Occasional buyers have turned into habitual shoppers, as an example 97% of all households in Germany buy organic products. COVID-19 has added to this with a growing number of consumers reflecting on our influence regarding climate and nature, feeling that we need to pay more attention to our environment, our individual health and consequently to the food that we eat. In-home cooking has become both a necessity and a trend during the pandemic, especially during the first lockdown, which has strengthened the awareness for fresh food, quality and taste.
Whereas the share of organic in food and beverages experienced a steady growth over the years, the percentage increase since 2019 was above average, reaching 6.7% in 2020. Spending on organic food and ecological near-food products grew by +25% in 2020 compared to 2019.
Europeans, in general, are spending more than ever on organic food with Germany being the largest market in absolute numbers. The pandemic caused a surge in FMCG spend and the share of organic consumer goods is growing disproportionately.
When it comes to organic share in FMCG, Germany is by no means a trendsetter – countries including Denmark and Austria lead the way, with the organic share of total spend averaging up to 9% of households’ FMCG budget. Netherlands, Italy, Russia are examples of second tier countries, with organic loyalty shares ranging between 2 and 3%.
