Note: This report includes forecasting data that is based on baseline historical data.
Executive summary
In 2020, Germany was, in terms of retail value, Europe's largest organic packaged food and beverage products market and the second largest in the world, after the United States. Positive growth for packaged organic food and beverage products is forecasted over the 2021-2025 period, reaching US$6.1 billion with a compound annual growth rate (CAGR) of 4.2%.
While German consumers' awareness of the natural environment and healthy diet was already strong, it has been further strengthened by the COVID-19 pandemic. The demand for organic food and beverage products was accelerated in 2020 (Euromonitor International, 2021).
Germany was the top market for Canadian organic products in the European Union (EU) over the 2017-2020 period. Canada's organic exports to Germany reached US$29.2 million in 2020, from US$19.5 million in 2017, at a CAGR of 14.4% during the same period.
Retail sales of organic packaged food in Germany reached US$4.1 billion in 2020, from US$3.6 billion in 2016, with a CAGR of 3.9% for the same period. The top five organic packaged food products (dairy, bread, chilled processed meat and seafood, baby food, and confectionery) accounted for 77.6% of total organic packaged food sales in 2020.
Retail sales of organic packaged beverage products in Germany reached US$874.6 million in 2020, from US$637.7 million in 2016, with a CAGR of 8.2% for the same period. The top three organic packaged beverage products (non-cola carbonates, fresh coffee, and fruit/herbal tea) accounted for 85.9% of total organic packaged beverage products sales in 2020.
According to Mintel's global new products database (GNPD), there were 69,672 new food and drink products launched in Germany from 2016 to 2020, of which 17,588 featured organic claims.
Market overview
In 2020, Germany was, in terms of retail value, Europe's largest organic packaged food and beverage products market and the second largest in the world, after the United States. Positive growth for packaged organic food and beverage products is forecasted over the 2021-2025 period, reaching US$6.1 billion with a compound annual growth rate (CAGR) of 4.2%. Proportionally, organic packaged foods made up 4.2% of the total German packaged food market in 2020, up from 3.9% in 2016. Over the last 5 years, the organic packaged foods sector has grown faster than the entire packaged food sector; organic packaged foods had a CAGR of 3.9% from 2016-2020, compared to a CAGR of 2.4% for the entire sector.
| Market | 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2021-2025 |
|---|---|---|---|---|---|---|
| United States | 16.4 | 22.7 | 8.5 | 22.5 | 27.1 | 4.8 |
| Germany | 4.2 | 5.0 | 4.6 | 5.2 | 6.1 | 4.2 |
| France | 2.9 | 4.9 | 14.4 | 5.4 | 8.2 | 11.0 |
| China | 2.5 | 3.8 | 10.9 | 4.5 | 8.3 | 16.7 |
| United Kingdom | 1.6 | 1.9 | 5.0 | 2.0 | 2.5 | 5.9 |
| Italy | 1.3 | 1.8 | 8.9 | 1.9 | 2.5 | 7.8 |
| Canada | 1.2 | 1.7 | 9.1 | 1.8 | 2.5 | 9.0 |
| Netherlands | 0.8 | 1.2 | 9.3 | 1.3 | 1.6 | 6.5 |
| Denmark | 0.8 | 1.2 | 11.0 | 1.2 | 1.6 | 6.5 |
| Sweden | 0.8 | 0.9 | 4.4 | 1.0 | 1.3 | 6.9 |
| World | 38.5 | 53.1 | 8.4 | 55.1 | 73.1 | 7.3 |
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
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| Category | 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2021-2025 |
|---|---|---|---|---|---|---|
| Organic packaged food | 3.6 | 4.1 | 3.9 | 4.3 | 5.0 | 3.8 |
| Packaged food | 90.6 | 99.7 | 2.4 | 110.0 | 116.4 | 1.4 |
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
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German consumers associate organic products with premium quality and local provenance (Euromonitor International, 2021). Furthermore, more consumers believe animal welfare has been better practiced in organic food production compared with large-scale industrial food processes (Hannah Danner and John Thøgersen, 2021; Isabel Schäufele and Meike Janssen, 2021).
While German consumers' awareness of the natural environment and healthy diet was already strong, it has been further strengthened by the COVID-19 pandemic. The demand for organic food and beverage products was accelerated in 2020 (Euromonitor International, 2021). Due to the COVID-19 pandemic, German consumers purchased 17% more organic products through September 2020 than during the same period the previous year (United States Department of Agriculture, 2021). In 2020, there were around 1.31 million German consumers who almost exclusively purchased organic products and 6.35 million consumers who predominantly purchased organic products. These number were 1.29 million and 5.66 million, respectively, in 2019 (Statista, 2021).
The widespread sale of organics in discount supermarkets has helped to widen their reach and convert consumers (Gottschalk and Leistner, 2012). First-time purchasers, who may previously have considered organic goods too expensive, will become repeat purchasers, and therefore inexpensive organic goods can create demand for more organic goods. A survey found that promotions/special offer activities would attract 24% of current non-users to buy organic food and beverage products in Germany (Roberto Pinton).
One challenge facing packaged goods producers, particularly international ones, is the fact that German consumers want fresh and local goods in order to minimize waste and carbon footprint (Gottschalk and Leistner, 2012). Therefore, it is important to emphasize traceability and environmental impact reduction when marketing goods in Germany.
Trade performance
In 2020, the European Union's (EU) 27 member states imported 2.79 million tonnes of organic agri-food products, standing for a 1.9% decrease compared to the 2.85 million tonnes imported in 2019. Of the 2020 organic imports into the EU, 18.0% were imported by Germany. The top 10 largest export countries of organic products to the EU represented 64.0% of imports in 2020. Canada ranked as the 20th-largest organic agri-food exporting country to the EU, with 1.2% of market share in terms of trade volume. EU imports of Canadian organic agri-food increased to 33,350 tonnes in 2020, from 28,457 in 2019, an increase of 17.2% (European Commission Agriculture and Rural Development, 2021).
Canada currently only tracks 17 organic exports (Export Development Canada, 2020), as the Harmonized System (HS) covers a limited number of certified organic products. Canada's actual exports of organic food and beverage products to the EU and Germany could be much higher than reported data shows. Despite this shortcoming, the HS system is a practical tool to measure Canadian organic export performance.
In 2020, Canada's organic exports to the EU + UK increased to US$78.7 million, from US$64.7 million in 2017, with a CAGR of 6.7% between 2017 and 2020. Germany was the top market for Canadian organic products in the EU over the 2017-2020 period. Canada's organic exports to Germany reached to US$29.2 million in 2020, from US$19.5 million in 2017, at a CAGR of 14.4% during the same period.
| Destination | 2017 | 2018 | 2019 | 2020 | CAGR* % 2017-2020 |
|---|---|---|---|---|---|
| EU + UK | 64.7 | 62.5 | 61.5 | 78.7 | 6.7 |
| Germany | 19.5 | 24.6 | 25.9 | 29.2 | 14.4 |
| Belgium | 10.1 | 10.5 | 8.2 | 9.4 | −2.4 |
| France | 4.1 | 5.0 | 8.7 | 12.3 | 43.9 |
| Italy | 8.2 | 6.4 | 3.2 | 3.9 | −21.8 |
| United Kingdom | 4.2 | 3.7 | 5.3 | 7.6 | 22.4 |
| Netherlands | 5.2 | 3.6 | 3.1 | 4.5 | −4.6 |
| Denmark | 3.0 | 3.3 | 3.2 | 4.7 | 16.3 |
| Spain | 6.9 | 2.4 | 0.7 | 0.8 | −51.5 |
| Poland | 0.6 | 0.8 | 0.5 | 1.8 | 41.5 |
| Czech | 0.3 | 0.5 | 0.6 | 1.3 | 63.1 |
Source: Global Trade Tracker, 2021 *CAGR: Compound Annual Growth Rate |
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Organic maple syrup was the dominant Canadian organic export to Germany, taking 93.7% of total organic exports to Germany in 2020. Canadian organic maple syrup exports to Germany increased to US$23.5 million in 2020, from US$15.7 million, with a CAGR of 20.2% over the same period.
| HS Code | Description | 2017 | 2018 | 2019 | 2020 |
|---|---|---|---|---|---|
| Total | 19,454,379 | 24,584,512 | 25,893,296 | 29,157,787 | |
| 17022021 | maple syrup, certified organic | 15,748,739 | 19,953,077 | 23,482,046 | 27,323,782 |
| 07134029 | lentils, certified organic, dried, shelled/skinned/split | 453,779 | 805,334 | 1,476,137 | 980,096 |
| 07134021 | lentils, certified organic, green, incl french, dried, shelled/skinned/split | 2,983,993 | 3,676,748 | 903,126 | 762,308 |
| 07134022 | lentils, certified organic, red, dried, shelled,/skinned/split | 0 | 0 | 13,773 | 43,440 |
| 10019929 | wheat and meslin, certified organic | 74,995 | 0 | 0 | 41,441 |
| 09012110 | coffee, certified organic, | 128,763 | 6,173 | 0 | 6,720 |
| 12040030 | linseed, certified organic | 44,112 | 0 | 0 | 0 |
| 12019020 | soya beans, certified organic | 19,998 | 27,123 | 0 | 0 |
| 10049010 | oat, certified organic | 0 | 116,057 | 0 | 0 |
| 07131029 | peas, certified organic, | 0 | 0 | 18,214 | 0 |
Source: Global Trade Tracker, 2021 *CAGR: Compound Annual Growth Rate |
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Market shares
Retail sales of organic packaged food in Germany reached US$4.1 billion in 2020, from US$3.6 billion in 2016, with a CAGR of 3.9% for the same period. The top five organic packaged food products (dairy, bread, chilled processed meat and seafood, baby food and confectionery) accounted for 77.6% of total organic packaged food sales in 2020.
Growth occurred across all organic packaged food sectors from 2016 to 2020 and is forecasted through 2025. Subsectors such as soups, edible oils, dairy, savoury snacks and ready meals all outpaced the growth of the overall organic food market and are forecasted to continue to do so.
Organic bread remains one of the largest categories, although its volume sales in normal years are now sluggish owing to its high level of maturity (Euromonitor International, 2021).
According to Euromonitor International, "Organic staples experienced dynamic growth. As regular pasta and rice were out of stock during the first lockdown in spring 2020, organic rice and pasta benefited and for the year as a whole each recorded rapid acceleration in volume growth compared with 2019. These categories also increased because people were cooking more meals at home. In 2020, the pasta manufacturer De Cecco launched a range of organic pasta, as well as gluten-free and wholegrain variants" (Euromonitor International, 2021).
| Category | 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2021-2025 |
|---|---|---|---|---|---|---|
| Total | 3,557.3 | 4,141.6 | 3.9 | 4,259.0 | 4,950.7 | 3.8 |
| Dairy | 837.4 | 1,128.9 | 7.8 | 1,174.5 | 1,433.5 | 5.1 |
| Bread | 753.9 | 767.3 | 0.4 | 781.2 | 878.0 | 3.0 |
| Chilled processed meat and seafood | 489.7 | 553.6 | 3.1 | 567.1 | 635.6 | 2.9 |
| Baby food | 418.1 | 423.3 | 0.3 | 437.1 | 493.4 | 3.1 |
| Confectionery | 291.8 | 339.1 | 3.8 | 353.8 | 420.1 | 4.4 |
| Shelf stable meat, seafood, fruit and vegetables | 164.8 | 184.9 | 2.9 | 189.8 | 213.4 | 3.0 |
| Spreads | 136.8 | 174.0 | 6.2 | 172.0 | 194.0 | 3.1 |
| Frozen meat, seafood, fruit and vegetables | 138.9 | 154.8 | 2.7 | 158.2 | 177.7 | 2.9 |
| Edible oil | 71.4 | 96.5 | 7.8 | 98.3 | 117.0 | 4.4 |
| Ready meals | 52.5 | 69.2 | 7.1 | 71.2 | 86.0 | 4.8 |
| Breakfast cereals | 57.4 | 67.9 | 4.3 | 69.5 | 80.8 | 3.8 |
| Sauces, dressings and condiments | 35.8 | 46.4 | 6.7 | 45.6 | 51.9 | 3.3 |
| Sweet biscuits, snack bars and fruit snacks | 29.6 | 36.8 | 5.6 | 38.6 | 46.1 | 4.5 |
| Rice, pasta and noodles | 27.8 | 34.2 | 5.3 | 34.5 | 41.9 | 5.0 |
| Savoury snacks | 25.7 | 33.9 | 7.2 | 35.7 | 43.7 | 5.2 |
| Ice cream | 20.6 | 23.9 | 3.8 | 24.8 | 29.3 | 4.3 |
| Soup | 5.1 | 6.9 | 7.8 | 7.1 | 8.3 | 4.0 |
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
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In 2020, the top five organic packaged food companies accounted for 18.9% of total market share. Alnatura Produktions- & Handels GmbH lead value sales in 2020 with a 7.2% market share. DMK Deutsches Milchkontor GmbH experienced the highest growth among the top five companies, with a CAGR of 57.2% from 2016 to 2020.
Artisanal products have a significant share in organic packaged food, largely due to the wide availability and strong sales of artisanal organic bread (Euromonitor International, 2021). Sales of organic packaged food are also largely driven by organic private-label ranges, whose collective share is 35.5% of the total category in 2020.
| Company Name | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|
| Total | 3,557.3 | 3,804.3 | 4,049.4 | 3,932.7 | 4,141.8 | 3.9 |
| Alnatura Produktions - & Handels GmbH | 250.0 | 262.5 | 287.2 | 283.1 | 300.2 | 4.7 |
| Hipp GmbH & Co Vertrieb KG | 232.2 | 236.6 | 249.0 | 241.4 | 256.4 | 2.5 |
| Andechser Molkerei Scheitz GmbH | 65.0 | 71.7 | 80.2 | 78.6 | 81.8 | 5.9 |
| Rapunzel Naturkost GmbH | 69.4 | 73.9 | 79.9 | 77.7 | 80.6 | 3.8 |
| DMK Deutsches Milchkontor GmbH | 10.5 | 10.2 | 7.8 | 66.6 | 64.1 | 57.2 |
| Private Label | 1,253.2 | 1,350.4 | 1,452.1 | 1,403.3 | 1,472.1 | 4.1 |
| Artisanal | 348.9 | 364.8 | 388.0 | 359.8 | 373.6 | 1.7 |
| Others | 1,328.1 | 1,434.2 | 1,505.2 | 1,422.2 | 1,513.0 | 3.3 |
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
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Retail sales of organic packaged beverage products in Germany reached US$874.6 million in 2020, from US$637.7 million in 2016, with a CAGR of 8.2% for the same period. The top three organic packaged beverage products (non-cola carbonates, fresh coffee and fruit/herbal tea) accounted for 85.9% of total organic packaged beverage products sales in 2020. Growth occurred across all organic packaged beverage sectors from 2016 to 2020 and is forecasted through 2025.
Organic juice is expected to become more popular as consumers will increasingly look for organic alternatives. Juice has gained some attention as a health booster, especially for children (Euromonitor International, 2021).
| Category | 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2021-2025 |
|---|---|---|---|---|---|---|
| Total | 637.7 | 874.6 | 8.2 | 911.7 | 1,149.8 | 6.0 |
| Hot drinks | 328.8 | 436.4 | 7.3 | 457.7 | 612.9 | 7.6 |
| Coffee | 213.0 | 295.0 | 8.5 | 314.0 | 438.8 | 8.7 |
| Fresh coffee | 192.3 | 269.2 | 8.8 | 287.8 | 407.6 | 9.1 |
| Instant coffee | 20.7 | 25.8 | 5.7 | 26.2 | 31.3 | 4.5 |
| Tea | 108.5 | 133.9 | 5.4 | 136.1 | 165.5 | 5.0 |
| Black tea | 21.6 | 26.6 | 5.3 | 27.1 | 33.1 | 5.1 |
| Fruit/herbal tea | 70.0 | 86.9 | 5.6 | 88.5 | 108.0 | 5.1 |
| Green tea | 16.9 | 20.4 | 4.8 | 20.4 | 24.4 | 4.6 |
| Other hot drinks | 7.3 | 7.5 | 0.7 | 7.6 | 8.6 | 3.1 |
| Chocolate-based flavoured powder drinks | 7.3 | 7.5 | 0.7 | 7.6 | 8.6 | 3.1 |
| Soft drinks | 308.9 | 438.2 | 9.1 | 454.0 | 536.9 | 4.3 |
| Non-cola carbonates | 275.8 | 395.5 | 9.4 | 410.2 | 481.0 | 4.1 |
| Concentrates | 1.1 | 2.2 | 18.9 | 2.4 | 3.3 | 8.3 |
| Fruit/vegetable juice | 32.1 | 40.5 | 6.0 | 41.4 | 52.6 | 6.2 |
| 100% juice | 28.6 | 36.5 | 6.3 | 37.3 | 47.9 | 6.5 |
| Nectars (25% to 99% juice) | 3.5 | 4.1 | 4.0 | 4.1 | 4.7 | 3.5 |
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
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In 2020, the top five organic packaged beverage companies accounted for 31.6% of total market share. Coca-Cola leads value sales in 2020, with a 9.6% share. East West Tea Co LLC experienced the highest growth among the top five companies, with a CAGR of 11.1% from 2016 to 2020.
Euromonitor International reported that "[t]here is also a strong private label presence in organic beverages, with all major modern grocery retailers in Germany having their own organic beverages product lines, such as supermarket chains Rewe and Edeka as well as the discounters Aldi and Lidl. Furthermore, Alnatura, the largest organic supermarket chain in Germany, is the second largest player in organic beverages. However, while many consumers are happy to opt for the cheaper prices offered by many private label lines, others are increasingly choosing more premium products" (Euromonitor International, 2021).
| Company Name | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|
| Total | 637.7 | 694.6 | 795.1 | 821.3 | 874.7 | 8.2 |
| Coca-Cola Co | 61.9 | 72.6 | 83.4 | 80.7 | 84.1 | 8.0 |
| Alnatura Produktions - & Handels GmbH | 60.2 | 65.2 | 67.3 | 62.5 | 63.5 | 1.3 |
| Gepa Fair Handelshaus | 37.6 | 43.0 | 47.4 | 46.3 | 48.1 | 6.4 |
| Hassia Gruppe | 39.7 | 41.7 | 47.6 | N/C | ||
| East West Tea Co LLC | 21.9 | 24.4 | 31.5 | 31.4 | 33.4 | 11.1 |
| Private Label | 124.4 | 136.4 | 147.5 | 143.6 | 149.3 | 4.7 |
| Others | 331.7 | 353.0 | 378.3 | 415.1 | 448.7 | 7.8 |
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate N/C: Not calculable |
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Distribution channels
According to United States Department of Agriculture, "there are over 2,400 organic food retail shops in Germany. The company "Denn's" is the only truly nationwide store. It records the highest sales and number of outlets. Other big organic food chains are regional or in larger cities only" (United States Department of Agriculture, 2021).
In 2020, grocery retailers (92.6%) and mixed retailers (3.0%) sold most of the organic packaged food (95.6%). Discounters and supermarkets remained the dominant sale distribution channel for organic packaged food. E-commerce continued to gain share, with a CAGR of 5.3% from 2016 to 2020.
| Outlet Type | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|
| Store-Based Retailing | 97.3 | 97.3 | 97.3 | 97.2 | 96.9 | −0.1 |
| Grocery retailers | 92.9 | 92.9 | 92.9 | 92.8 | 92.6 | −0.1 |
| Modern grocery retailers | 84.0 | 84.2 | 84.4 | 84.5 | 84.5 | 0.1 |
| Convenience stores | 0.8 | 0.8 | 0.9 | 0.9 | 0.9 | 3.0 |
| Discounters | 40.5 | 40.7 | 40.9 | 40.9 | 40.8 | 0.2 |
| Forecourt retailers | 0.9 | 0.9 | 0.9 | 0.9 | 0.9 | 0.0 |
| Hypermarkets | 13.6 | 13.5 | 13.4 | 13.3 | 13.1 | −0.9 |
| Supermarkets | 28.1 | 28.2 | 28.3 | 28.6 | 28.7 | 0.5 |
| Traditional grocery retailers | 8.8 | 8.7 | 8.5 | 8.2 | 8.0 | −2.4 |
| Food/drink/tobacco specialists | 1.6 | 1.6 | 1.5 | 1.5 | 1.5 | −1.6 |
| Independent small grocers | 0.9 | 0.9 | 0.9 | 0.9 | 0.9 | 0.0 |
| Other grocery retailers | 6.3 | 6.2 | 6.0 | 5.8 | 5.6 | −2.9 |
| Non-grocery specialists | 1.4 | 1.3 | 1.3 | 1.3 | 1.3 | −1.8 |
| Mixed retailers | 3.1 | 3.1 | 3.1 | 3.0 | 3.0 | −0.8 |
| Non-store retailing | 2.7 | 2.7 | 2.7 | 2.8 | 3.1 | 3.5 |
| Vending | 0.5 | 0.5 | 0.5 | 0.5 | 0.5 | 0.0 |
| Home shopping | 0.8 | 0.8 | 0.8 | 0.9 | 0.9 | 3.0 |
| E-commerce | 1.3 | 1.4 | 1.4 | 1.5 | 1.6 | 5.3 |
| Total | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | |
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
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In 2020, grocery retailers (78.8%) and non-grocery specialists (13.3%) sold most of the organic packaged food (92.1%). Hypermarkets gained market share for organic packaged beverage, from 11.2% in 2016 to 11.9% in 2020, at a CAGR of 1.5% during the same period.
| Outlet Type | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|
| Store-based retailing | 91.7 | 91.7 | 91.9 | 91.9 | 92.1 | 0.1 |
| Grocery retailers | 78.1 | 78.1 | 78.4 | 78.6 | 78.8 | 0.2 |
| Modern grocery retailers | 55.0 | 55.3 | 55.3 | 55.3 | 55.6 | 0.3 |
| Convenience stores | 1.4 | 1.4 | 1.4 | 1.3 | 1.3 | −1.8 |
| Discounters | 25.5 | 25.6 | 25.6 | 25.7 | 25.8 | 0.3 |
| Forecourt retailers | 2.9 | 2.9 | 2.8 | 2.8 | 2.8 | −0.9 |
| Hypermarkets | 11.2 | 11.5 | 11.7 | 11.8 | 11.9 | 1.5 |
| Supermarkets | 13.9 | 13.9 | 13.8 | 13.7 | 13.9 | 0.0 |
| Traditional grocery retailers | 23.1 | 22.8 | 23.0 | 23.2 | 23.2 | 0.1 |
| Food/drink/tobacco specialists | 4.5 | 4.5 | 4.4 | 4.4 | 4.3 | −1.1 |
| Independent small grocers | 0.6 | 0.6 | 0.6 | 0.6 | 0.6 | 0.0 |
| Other grocery retailers | 18.0 | 17.7 | 18.0 | 18.3 | 18.3 | 0.4 |
| Non-grocery specialists | 13.6 | 13.6 | 13.5 | 13.4 | 13.3 | −0.6 |
| Non-store retailing | 8.3 | 8.3 | 8.2 | 8.1 | 7.9 | −1.2 |
| Vending | 0.4 | 0.4 | 0.4 | 0.4 | 0.4 | 0.0 |
| E-Commerce | 2.2 | 2.2 | 2.2 | 2.2 | 2.1 | −1.2 |
| Direct Selling | 5.7 | 5.7 | 5.6 | 5.5 | 5.4 | −1.3 |
| Total | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | |
Source: Euromonitor International 2021 *CAGR: Compound Annual Growth Rate |
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Subsector growth
Organic dairy
Significant growth occurred across the entire organic dairy sector from 2016 to 2020. Over the forecast period, however, growth is expected to be slower. The main subsectors that make up organic dairy are milk, cheese, yogurt and butter and spreads. Milk has experienced high growth over the last 5 years relative to the overall dairy category, but cheese, cream and yogurt have all grown less rapidly than the overall sector. Looking forward, all of these subsectors are expected to slow down along with the entire dairy sector.
Euromonitor International found that "[o]rganic dairy saw additional demand in 2020. Because of home seclusion during COVID-19, consumers became more evaluative of their lifestyles and choices, showing more concern about natural ingredients, food provenance and sustainability" (Euromonitor International, 2021).
| Category | 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2021-2025 |
|---|---|---|---|---|---|---|
| Organic Dairy | 837.4 | 1,128.9 | 7.8 | 1,174.5 | 1,433.5 | 5.1 |
| Milk | 277.3 | 416.1 | 10.7 | 440.0 | 565.5 | 6.5 |
| Cheese | 190.9 | 250.8 | 7.1 | 259.9 | 319.2 | 5.3 |
| Yoghurt | 127.5 | 147.2 | 3.7 | 150.6 | 175.2 | 3.9 |
| Butter and spreads | 78.0 | 108.4 | 8.6 | 111.9 | 131.9 | 4.2 |
| Cream | 80.9 | 100.3 | 5.5 | 102.8 | 116.3 | 3.1 |
| Fresh cheese and quark | 65.9 | 85.4 | 6.7 | 87.7 | 100.5 | 3.5 |
| Sour milk products | 14.6 | 17.8 | 5.1 | 18.3 | 21.3 | 3.9 |
| Flavoured milk drinks | 2.3 | 3.0 | 6.9 | 3.1 | 3.6 | 3.8 |
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
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Organic baby food
The organic baby food market increased slowly from 2016 to 2020, but it is expected to grow faster over the 2021-2025 forecast period. Other baby food was the fastest growing subsector from 2016 to 2020 and is expected to continue outpacing other subsectors of organic baby food. Prepared baby food makes up the largest portion of organic baby food. The market for organic milk formula has shrunk in importance between 2016 and 2020.
| Category | 2016 | 2020 | CAGR* % 2016-2020 | 2021 | 2025 | CAGR* % 2021-2025 |
|---|---|---|---|---|---|---|
| Baby food | 418.1 | 423.3 | 0.3 | 437.1 | 493.4 | 3.1 |
| Prepared baby food | 220.1 | 242.4 | 2.4 | 244.4 | 286.8 | 4.1 |
| Milk formula | 141.5 | 115.5 | −4.9 | 127.4 | 129.6 | 0.4 |
| Other baby food | 42.3 | 50.1 | 4.3 | 50.1 | 59.6 | 4.4 |
| Dried baby food | 14.2 | 15.3 | 1.9 | 15.1 | 17.4 | 3.6 |
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
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The organic baby food sector is very concentrated; Hipp had a 60.6% market share in 2020, and their closest competitor, BWK GmbH, made up 14.5% of the sector in the same year.
Based on the analysis from Euromonitor International, "Hipp has a product range almost entirely composed of organic products, with the company having a particularly strong presence in prepared, dried and other baby food. Hipp also holds a major share of organic milk formula sales. Hipp continued to increase its share in organic milk formula, helped by widening distribution, over the review period. Also, in 2018, the company launched a new and wide range of snack products targeted at children aged three and older. These products are organic, contain no artificial ingredients and have less salt and fat than other products aimed at children. Hipp's portions have also been adjusted to suit the needs of children, while in addition it has sought to make its products stand out from the crowd in a very competitive environment through colourful designs and innovative packaging formats" (Euromonitor International, 2021).
| Brand name | Company name | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|---|
| Hipp | Hipp GmbH & Co Vertrieb KG | 55.5 | 55.9 | 57.2 | 58.6 | 60.6 | 2.2 |
| Alete | DMK Deutsches Milchkontor GmbH | 14.5 | 14.5 | N/C | |||
| Töpfer | Töpfer GmbH | 2.7 | 2.5 | 2.6 | 2.6 | 2.8 | 0.9 |
| Alnatura | Alnatura Produktions- & Handels GmbH | 2.2 | 2.2 | 2.3 | 2.4 | 2.4 | 2.2 |
| Holle | Holle Baby Food GmbH | 0.7 | 0.7 | 0.8 | 0.9 | 1.1 | 12.0 |
| Private label | Private Label | 0.4 | 0.3 | 0.3 | 0.3 | 0.3 | −6.9 |
| Others | Others | 38.5 |
38.4 | 36.8 | 20.7 | 18.3 | −17.0 |
| Total | Total | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | |
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate N/C: Not calculable |
|||||||
Organic hot drinks
In 2020, the top five brands represented 39.9% of total organic hot drinks retail sales. Cupper experienced the fastest growth in retail sales share, at a CAGR of 38.4% from 2016 to 2020.
German consumers are willing to pay an additional amount in order to contribute to a more sustainable environment, especially in relatively cheap areas like hot drinks, despite the fact that prices for organic products tend to be higher (Euromonitor International, 2021). Organic hot drinks sales will be driven by growing demand for premium coffee and tea over the coming years, with many German people now working from home and looking to recreate on-trade experiences (Euromonitor International, 2021).
| Brand name | Company Name | 2016 | 2017 | 2018 | 2019 | 2020 | CAGR* % 2016-2020 |
|---|---|---|---|---|---|---|---|
| Alnatura | Alnatura Produktions- & Handels GmbH | 16.0 | 16.1 | 14.9 | 13.3 | 12.9 | −5.2 |
| Gepa | Gepa Fair Handelshaus | 11.4 | 11.9 | 11.9 | 11.1 | 11.0 | −0.9 |
| Yogi Tea | East West Tea Co LLC | 6.7 | 6.8 | 7.9 | 7.6 | 7.7 | 3.5 |
| Edeka | Edeka Zentrale AG & Co KG | 4.7 | 5.0 | 5.1 | 5.0 | 5.0 | 1.6 |
| Cupper | Koninklijke Wessanen NV | 0.9 | 2.5 | 3.0 | 3.3 | 3.3 | 38.4 |
| Private label | Private Label | 31.2 | 31.6 | 30.8 | 29.0 | 28.7 | −2.1 |
| Others | Others | 29.1 | 26.1 | 26.4 | 30.7 | 31.4 | 1.9 |
| Total | Total | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | |
Source: Euromonitor International, 2021 *CAGR: Compound Annual Growth Rate |
|||||||
Product launch analysis
According to Mintel's global new products database (GNPD), there were 69,672 new food and drink products launched in Germany from 2016 to 2020, 17,588 of which featured an organic claim. In 2020, the top categories of food products offered were sauces and seasonings, snacks, bakery, dairy and hot beverages. The top brands were DM Bio, Alnatura, Rossmann EnerBiO, Dennree and Naturgut. The top five locations of manufacture were Germany, Italy, Austria, France and Switzerland.
| Product attributes | Yearly launch counts | ||||
|---|---|---|---|---|---|
| 2016 | 2017 | 2018 | 2019 | 2020 | |
| Yearly product launches | 3,497 | 3,591 | 2,964 | 3,882 | 3,654 |
| Top five categories | |||||
| Sauces and seasonings | 400 | 396 | 296 | 426 | 370 |
| Snacks | 348 | 370 | 300 | 403 | 388 |
| Bakery | 374 | 398 | 262 | 398 | 365 |
| Dairy | 339 | 310 | 265 | 331 | 282 |
| Hot beverages | 248 | 217 | 205 | 315 | 325 |
| Imported status | |||||
| Not imported | 676 | 591 | 514 | 704 | 542 |
| Imported | 463 | 461 | 427 | 555 | 455 |
| Top five brands | |||||
| DM Bio | 187 | 114 | 79 | 142 | 179 |
| Alnatura | 112 | 104 | 56 | 98 | 86 |
| Rossmann EnerBiO | 44 | 32 | 38 | 117 | 68 |
| Dennree | 80 | 70 | 43 | 35 | 42 |
| Naturgut | 57 | 25 | 28 | 39 | 72 |
| Top launch types | |||||
| New variety/range extension | 1,569 | 1,627 | 1,303 | 1,628 | 1,479 |
| New product | 1,143 | 1,172 | 937 | 1,184 | 1,110 |
| New packaging | 512 | 553 | 567 | 840 | 805 |
| Relaunch | 236 | 208 | 134 | 214 | 234 |
| New formulation | 37 | 31 | 23 | 16 | 26 |
| Top five flavours (includes blend) | |||||
| Unflavoured/plain | 1,264 | 1,266 | 1,056 | 1,209 | 1,262 |
| Chocolate | 45 | 58 | 41 | 67 | 62 |
| Herbs/herbal | 54 | 38 | 33 | 30 | 32 |
| Coconut | 49 | 42 | 29 | 45 | 16 |
| Fruit | 37 | 29 | 33 | 40 | 22 |
| Top five ingredients | |||||
| Sea salt | 909 | 878 | 699 | 859 | 807 |
| Waters | 727 | 705 | 592 | 790 | 701 |
| Sunflower seed oil | 602 | 602 | 491 | 661 | 649 |
| Unrefined natural sugar | 515 | 519 | 396 | 526 | 473 |
| Salt | 404 | 452 | 388 | 523 | 497 |
| Location of manufacture | |||||
| Germany | 676 | 591 | 514 | 704 | 542 |
| Italy | 152 | 151 | 142 | 191 | 167 |
| Austria | 49 | 58 | 55 | 80 | 55 |
| France | 35 | 34 | 33 | 41 | 34 |
| Switzerland | 29 | 24 | 20 | 48 | 28 |
| Source: Mintel GNPD, 2021 | |||||
Product examples
Organic Oat and Almond Drink
Source: Mintel GNPD, 2021| Company | Berief Food |
|---|---|
| Brand | Berief |
| Category | Dairy |
| Import status | Not imported |
| Store name | REWE |
| Store type | Supermarket |
| Date published | May 2021 |
| Launch type | New variety / range extension |
| Price in local currency | €1.79 |
| Price in US dollars | 2.17 |
Berief Bio Hafer Mandel (Organic Oat and Almond Drink) is now available. The ultra-heat-treated German product is said to be made from 9% oats and 2% almonds from Europe, is suitable for vegans, scores a B on the Nutri-Score scale, and is free from added sugar, GMO and lactose. It retails in a resealable 1-litre pack bearing the Naturland, EU Organic, EcoVeg, Facebook, Instagram and FSC Mix logos, as well as a QR code. According to the manufacturer, the company uses organic and regional ingredients from short delivery routes.
Organic Mozzarella
Source: Mintel GNPD, 2021| Company | FD Mopro |
|---|---|
| Brand | FD Mopro |
| Category | Dairy |
| Location of manufacture | Italy |
| Import status | Imported product |
| Store name | EDEKA center |
| Store type | Mass merchandise / hypermarket |
| Date published | July 2021 |
| Launch type | New variety / range extension |
| Price in local currency | €2.99 |
| Price in US dollars | 3.55 |
Peynoos Bio Mozzarella (Organic Mozzarella) is now available. The pasta filata product is made of 100% organic buffalo milk, contains 52% fat in dry matter, and retails in a 245-gram pack featuring the EU Organic logo.
7-Grains Porridge
Source: Mintel GNPD, 2021| Company | DM Drogerie Markt |
|---|---|
| Brand | DM Bio |
| Category | Baby food |
| Location of manufacture | Austria |
| Import status | Imported product |
| Store name | dm-drogerie markt |
| Store type | Drug store / pharmacy |
| Date published | August 2021 |
| Launch type | New variety / range extension |
| Price in local currency | €1.55 |
| Price in US dollars | 1.83 |
DM Bio 7-Korn Getreidebrei (7-Grains Porridge) is suitable for babies from 6 months of age. The unsweetened recipe contains 97% whole-grain cereals and is claimed to allow easy and versatile preparation. It is free from added sugar, added flavours, and added milk and dairy products. This product retails in a recyclable resealable 250-gram pack made from 85% recycled material, which bears the BIO and EU Organic logos.
Organic Lentil Puffs with Cheese & Chives
Source: Mintel GNPD, 2021| Company | Pumpkin Organics |
|---|---|
| Brand | Pumpkin Organics |
| Category | Baby food |
| Store name | dm-drogerie markt |
| Store type | Internet / mail order |
| Date published | May 2021 |
| Launch type | New product |
| Price in local currency | €0.75 |
| Price in US dollars | 0.91 |
Pumpkin Organics Bio Linsen Puffs mit Käse und Schnittlauch (Organic Lentil Puffs with Cheese & Chives) are described as an extra crispy and airy snack made with puffed lentils, cheese and chives, and are not fried. The product is ideal for small palates and teeth to suck and chew, to learn to eat independently and to facilitate teething. This vegetarian product is made exclusively with organic ingredients, is a natural source of fibres, features a natural flavour, and is free from gluten and added sugar. It is suitable for babies from 12 months of age, and retails in a 20-gram pack bearing the BIO and EU Organic logos, as well as a QR code.
Fine Millet Porridge with Rice and Corn
Source: Mintel GNPD, 2021| Company | HiPP |
|---|---|
| Brand | HiPP Bio |
| Category | Baby food |
| Store name | dm-drogerie markt |
| Store type | Internet / mail order |
| Date published | August 2021 |
| Launch type | New variety / range extension |
| Price in local currency | €1.95 |
| Price in US dollars | 2.30 |
HiPP Bio Getreidebrei Feine Hirse mit Reis und Mais (Fine Millet Porridge with Rice and Corn) is suitable for babies from 5 months of age. The recipe contains natural organic wholegrain cereals grown without synthetic pesticides or quick-grow fertilisers, and is free from gluten, milk, added sugar and flavours. It is enriched with vitamin B1, which is said to be important for the nervous system. This climate-neutral product has undergone the strictest quality controls in Europe, it adheres to stricter guidelines than required by law, has been made traditionally and retails in a 200-gram partly recyclable and recycled pack printed with mineral-oil free ink based on vegetable oils, sufficient for circa nine portions and bearing the EU Organic and DLG DAAB logos.
Organic Blueberry Cakes
Source: Mintel GNPD, 2021| Company | Pomone |
|---|---|
| Brand | Pomone |
| Category | Bakery |
| Market | Germany |
| Location of manufacture | France |
| Import status | Imported product |
| Store name | Alnatura |
| Store type | Natural / health food store |
| Date published | August 2021 |
| Launch type | New variety / range extension |
| Price in local currency | €3.49 |
| Price in US dollars | 4.12 |
Pomone Moelleux Bio Blaubeerkuchen (Organic Blueberry Cakes) are now available. The soft product is fully baked and retails in a 160-gram pack containing two 80-gram units and bearing the AB Certified and EU Organic logos.
100% NFC Cranberry Juice
Source: Mintel GNPD, 2021| Company | Voelkel |
|---|---|
| Brand | Für |
| Category | Juice drinks |
| Market | Germany |
| Store name | Famila |
| Store type | Mass merchandise / hypermarket |
| Date published | June 2021 |
| Launch type | New variety / range extension |
| Price in local currency | €3.99 |
| Price in US dollars | 4.73 |
Für Cranberry 100% Direktsaft (100% NFC Cranberry Juice) has been added to the range. This organic product comprises 100% naturally cloudy cranberry juice with an intense taste, which has been obtained from freshly pressed cranberries. It is suitable for vegans and for consumption on the go, can be used in smoothies, desserts or salad sauces, and retails in a 0.33-litre pack, bearing the BIO, EU Organic and Demeter logos, as well as the Vegan V-Label seal by the European Vegetarian Union.
BeeSunny Mint Apple Organic Herbal Tea
Source: Mintel GNPD, 2021| Company | Meßmer |
|---|---|
| Brand | Meßmer |
| Category | Hot beverages |
| Market | Germany |
| Store name | Marktkauf |
| Store type | Supermarket |
| Date published | June 2021 |
| Launch type | New variety / range extension |
| Price in local currency | €2.99 |
| Price in US dollars | 3.64 |
Meßmer Bio BeeSunny Minze-Apfel Bio Kräutertee (BeeSunny Mint Apple Organic Herbal Tea) has been added to the range. The product combines sweet apple with fresh mint, contains certified organic ingredients harvested by traditional mountain farmers from Mühlviertel in Austria, is suitable for vegans, and is naturally free from lactose and gluten. It retails in a 40-gram pack containing 20 2-gram double-chamber tea bags without metal clips and bearing the BIO and EU Organic logos. According to the manufacturer, the company is in collaboration with Netzwerk Blühende Landschaft (Blooming Landscape Network), claimed to develop a total of 50,000 square metres of flower meadows for bees.
Organic Lungo Forte Coffee Capsules
Source: Mintel GNPD, 2021| Company | Kaufland Warenhandel |
|---|---|
| Brand | K Bio |
| Category | Hot beverages |
| Store name | Kaufland |
| Store type | Mass merchandise / hypermarket |
| Date published | June 2021 |
| Launch type | New variety / range extension |
| Price in local currency | €1.99 |
| Price in US dollars | 2.42 |
K Bio Gemahlener Bio-Röstkaffee in Kapseln (Organic Lungo Forte Coffee Capsules) are described as ground 100% arabica roast coffee in capsules. The product is 100% home compostable, features a density level of 6 out of 12, is suitable for Nespresso machines, and is free from aluminium. It retails in a 52-gram pack containing 10 5.2-gram units, and bearing the Fairtrade, EU Organic, TUV Austria and FSC Mix logos.
Fruit & Cereal Coffee
Source: Mintel GNPD, 2021| Company | Campo Verde |
|---|---|
| Brand | Campo Verde |
| Category | Hot beverages |
| Market | Germany |
| Location of manufacture | Switzerland |
| Store name | Marktkauf |
| Store type | Supermarket |
| Date published | May 2021 |
| Launch type | New packaging |
| Price in local currency | €4.99 |
| Price in US dollars | 6.04 |
Campo Verde Fruit & Cereal Coffee (Frucht- und Getreidekaffee) has been repackaged. The full-bodied premium product from Switzerland contains ingredients from organic-dynamic agriculture and is free from caffeine. It can be prepared with hot water and retails in a 100-gram pack, which bears the EU Organic and Demeter logos.
For more information
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Resources
- European Commission Agriculture and Rural Development (2021), EU imports of organic agri-food products
Key developments in 2020 - Export Development Canada (2020), The organic food market in Canada and its global influence
- Euromonitor International (2021), Organic Packaged Food in Germany
- Euromonitor International (2021), Organic Beverages in Germany
- Food Export–Midwest USA and Food Export–Northeast USA, Germany Country Profile
- Global Trade Tracker, 2021
- Hannah Danner and John Thøgersen (2021), "Does online chatter matter for consumer behaviour?A priming experiment on organic food". International Journal of Consumer Studies
- Ingrid Gottschalk and Tabea Leistner (2013), "Consumer reactions to the availability of organic food in discount supermarkets". International Journal of Consumer Studies
- Isabel Schäufele1 and Meike Janssen (2021), How and Why Does the Attitude-Behavior Gap Differ Between Product Categories of Sustainable Food? Analysis of Organic Food Purchases Based on Household Panel Data
- Mintel global new products database, 2021
- Roberto Pinton, Report Germany: Results and Finding Bio Organic Lifestyle
- Statista (2021), Population of Germany according to the extent that they purchase organic products or organically cultivated products from 2017 to 2020
- United States Department of Agriculture (2021), Opportunities for Organic Exports to Germany
- United States Department of Agriculture (2021), Continuing Good Prospects for US Organic Exports to the EU
Sector Trend Analysis – Packaged organic products in Germany
Global Analysis Report
Prepared by: Zhiduo Wang, Market Analyst
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