Private label organic foods lead in German market

New Nielsen data shows that German consumers have doubled the number of organic food items they have purchased in the past two years.

Retailer brands have gained a larger
share of the organic market than brand names. This is especially true
for hard discounters such as Aldi.

Last year turnover of organic products
was up over 40% and doubled compared to 2005. Almost one quarter of
the sales increase can be attributed to Aldi. The company added
products to its dairy assortment last year and industry-wide sales
increased by nearly 50%.

Supermarkets are also expanding and
promoting their organic ranges. Rewe is aggressively advertising its
completely redesigned Rewe Bio products, replacing the twenty year
old Füllhorn brand. Consumer interest in organics is continuing:
37% of the households say they use organically grown ingredients and
fresh herbs as often as possible when cooking. Elderly households
without children and single seniors are especially interested in
organic products and ingredients, according to the Nielsen report.