58% of Germans buy organic fruit and vegetables
Organic mainly in supermarkets
Organic in Germany is mainly bought in the normal distribution channels: the conventional supermarkets (82%), discounters (64%), bakeries (58%) and weekly markets (57%). To buy from producers is becoming more popular. That applies to 54% of the consumers (+4%). They emphasize the short and transparent production chains.
From own region
Clear production chains are appreciated more and more by the German consumer.
92% of all persons questioned prefer foodstuff from their own region, irrespective whether they come from popular or organic production. As the consumer gets older, is better educated or has a higher income, the appreciation for regional grows. For the town's man the regional origin plays a more important role than for people from the country. The combination 'organic' and 'from own region' is 77% of those questioned a decisive argument to purchase. Three out of four are also prepared to pay more for that. This mainly applies to Western Germany and a little less for the eastern federal states.