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German organic market continues to grow steadily

Germany is the largest market for organic food within Europe. German consumers have a growing faith in the quality of organic products. Reasons for the continued stable growth of the German organic market are, among others, the fear of food poisoning and scandals within the food industry.

The Dutch and German organic markets are clearly different in many aspects. Taste and ease are central for the Dutch organic consumer. The German consumer on the other hand prefers health and usually buy organic food out of conviction.

The supermarket is the most important sales channel for organic food in German with 35%, In Holland this is 45%. In Germany the specialty store comes second with 25%. In Holland this is over 35%. The big difference is in the discounter. In Germany 20% of the organic food is sold though discounters like Aldi and Lidl.

Holland is missing a shop formula who takes a position between the almost 100% organic specialty store and the 3% organic supermarket. In Germany the formula Tegut is taking this position. This formula is being taken over in January by the Swiss Migros. The market leader of the Swiss retail wants to grow more abroad. The German food trade is grown faster than that of Switzerland.

source: Voedingsindustrie, november 2012

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