This report provides an overview of the German market for organic juices, soft drinks, smoothies and similar products. It also provides an overview of the shopper profile of the German organic shopper, as well as the market for organic food in Germany as a whole.
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Germany belongs to the heart land of the global organic market for organic products. The German market for organic food is the second largest single organic market in the world. Organic has strong roots in Germany and grew strong in specialized stores, but as of the last few years it has also moved into ordinary retail and is becoming main stream.
More than 5 % of all food sold in Germany is certified organic, which corresponds to a total retail value of about € 12 billion. This report is focused on non-alcoholic beverages, but also provides an over view of the major channels retail, specialized natural food stores and other retailers such as bakeries, farm shops, etc. It contains contact details for the purchasing departments of a number of organic wholesalers.
The main scope of this market analysis is organic juices, smoothies and juice based soft drinks. For a long time the segment was dominated by domestic, pasteurized, products like apple juice. The last decade has seen a development where more exotic fruits and berries make up the basis, but also mixes with dairy products and more. The products are supported by a refrigerated supply chain, and does well in urban areas. The report provides examples of products already on the market, with price indications from actual purchases in early 2020. The report does not cover non-alcoholic beer, wines, waters and similar products.
The section on shopper insights use socio-economic determinants as well as LOHAS characteristics to outline the landscape for marketing of organic products.
Who should read this report?
This report is intended for professionals engaged in trade and marketing with organic non-alcoholic beverages, but it is useful for anyone who wants to understand the basic characteristics of the German market for organic foods. It covers different sales channels and describes significant products groups. The report will be useful if you are:
Investigating possibilities for market entry
Looking for new channels for a beverage already on the market
Looking for information about a highly developed organic market
Table of content
1. Introduction (3 pages)
About this analysis
Purpose of the report
The German market for organic non-alcoholic beverages
Organic sales in Germany
Sales of non-alcoholic drinks in Germany
Sales of organic non-alcoholic beverages in Germany
2. Market analysis (8 pages)
The organic market by retail channel
The organic market by wholesaler
The organic market by HoReCa and others
The organic market by socioeconomic and demographic determinants
LOHAS in Germany
Private label (Rewe to go) by A.L. Hoogesteger
I*DO by Antidote Vertriebs GmbH
ViO BiO LiMO by Coca cola European partners
SHOT Concept by Vilstaler Gemüse Graser GmbH & Co. KG
Consumer acceptance, infra structure requirements
Price level and positioning
3. Cost of doing business (3 pages)
Logistics, customs, duties and taxes
Distributor partnerships, packaging and design
Retailer / wholesaler listing fees and mark ups
Feed back? Need more information?
4. Attachment: Die Regionalen wholesaler network- map and list of contact details
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Single user license
This report is made available to you as a representative of an organization, with the following restrictions: You may distribute the report freely within your organisation, but NOT to anyone else. You are free to use the information in the public domain as long as the report is quoted as a source. You may make a low number of copies of graphics, pictures, tables or similar items from the report for your use in the public domain such as in presentations, prints, on websites or otherwise. However, if you do, be sure to indicate this report as a source in such pictures. If you need to use the report's content in other ways than described, you need the written consent of Moreganic® Sourcing AB.
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First published: February 28, 2020
Latest update: February 28, 2020
Format: Standard PDF
Number of pages: 17, excluding appendices
Author: Moreganic Sourcing AB, Sweden, www.moreganic.nu