Organic sales increase at Penny in Germany

By: Trademagazin editor Date: 2024. 08. 30. 09:31

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Discount supermarket Penny has increased its organic sales by nearly 20% in 2023. The retailer plans to further expand its organic range by 2025. The discounter is launching a promotion to celebrate the tenth anniversary of its own brand Naturgut.

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With organic sales up almost 20% year-on-year, Penny’s own figures show that it is growing significantly faster than the sector as a whole (5%). Sales were driven mainly by Penny’s own brands. Around 70% of organic sales are generated in grocery retail.

The Naturgut organic private label celebrates its tenth anniversary this year. Penny intends to further expand its range, which will result in an increase in the number of organic products from the current 500 to around 600 by the end of 2025.

This represents an increase of 20%. The majority of the food products will be produced domestically. Penny is further committing to Germany through its cooperation with Naturland. By February 2023, the number of products labelled accordingly already exceeded 50.

“The fact that shoppers are still turning to organic products even in times of significant inflation is a strong indication that organic products still have a firm place in the shopping trolley despite increased price sensitivity. Shoppers deem domestic organic as a synthesis of three trends: regional, seasonal and, as far as possible, packaging-free,” Philipp Stiehler, Managing Director of Rewe Group Buying said.

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