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Projekte in den Förderprogrammen des BMEL, betreut durch den Projektträger BLE - Analysis of household purchases with panel data to open up the organic sales potential to heavy, medium and light organic buyers

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report
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Titre
Projekte in den Förderprogrammen des BMEL, betreut durch den Projektträger BLE - Analysis of household purchases with panel data to open up the organic sales potential to heavy, medium and light organic buyers
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Titre anglais
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Id
SV5R9LXM
Version
3239
Url zotero
https://www.zotero.org/groups/2567444/items/SV5R9LXM
Date ajout
8 avril 2021 16:00
Date modification
12 avril 2021 16:27
Résumé
With an organic share of 5 % of the total food market, there are still significant product and buyer groups to be tapped by organic producers and traders. But where exactly is the potential for expanding sales? To answer this question, the real purchase behavior of consumers was ana-lyzed, since positive attitudes stated in surveys are often overestimated and not transformed into actual purchase behavior. The data for this research project was provided by the ‘Gesellschaft für Konsumforschung e. V. (GfK)’ household panel, representative for the German population. Potential starting points for driving forward the expansion of the organic market are high-turnover product groups which, due to a lack of an appropriate product assortment, so far have been purchased by intensive organic buyers mainly in conventional quality, such as pralines and confectionery, ice cream, pizza, fruit gums and liquorice, canned fish, sweets, as well as cakes, tarts and strudels. A broader availability in conventional food retail could help to win less and medium organic buyers, especially in the case of products that have so far mainly been bought by intensive organic buyers in organic specialty stores (e.g. organic pizza, organic chocolate/nut bars or organic block chocolate). However, for many of the food groups we considered, organic production seems to be of rather little importance for purchases so far, since products that are considered less healthy and close to nature are purchased mainly because of quality and pleasure aspects. This could also be an explanation why even intensive organic buyers are turning to conventional confectionery. The large segment of quality-conscious consumers does not appear to be strong organic buyers at present, particularly in the case of organic confectionery and cheese. This target group repre-sents untapped potential for organic food producers, as quality-oriented consumers are generally less price-conscious. In order to win this segment as new organic consumers, organic producers should focus on the high quality of organic products in their marketing communication.
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CRAW tags
  • AB - Spécifique
  • FREDO commercialisation
  • GEO Allemagne
  • consommateur
  • consumer behavior
WEB tags