Supermarket Study 2002

Organic Products in European Supermarkets

Toralf Richter

About the Study

The Supermarket Study 2002 is the updated edition of the Supermarket Study of 1999 focusing on the marketing of organic products in the conventional retail trade. Eleven European countries were examined in detail in the study (Germany, Austria, Switzerland, Italy, France, Belgium, the Netherlands, Denmark, Great Britain, Sweden and Finland). In addition to the latest data on turnover and turnover shares for individual national organic markets, the study offers a detailed examination of the most committed or top-selling supermarket chains in most countries in reference to their marketing approaches for organic products.

The study findings show that the range of available products has increased compared to two years ago. The presentation and labelling of organic products has improved in most countries. Organic products are found in almost all supermarkets and a range of more than 1,000 products is no longer the exception. The majority of supermarket chains offer organic products under their own trade brand. Often weaknesses remain in stocking the retailer brands or implementing marketing concepts at the point of sale.

Objectives

- Definition of success factors for marketing organic products at retail chains.
- Pointing out creative and innovative marketing measures in European retail chains through case studies of the most successful retail chains marketing organic products.

Approach

The study is based on a literature review, interviews with national experts, written interviews with every retail chain selling organic products in the studied countries and case studies of the most successful retail chains in selling organic products. The literature review and the expert interviews give an overview about the organic food market and the role of retail chains in the organic food market. The written survey clarifies the activities of the retail chains and the size of their organic assortment, market shares and other figures. The case studies consist of in depth interviews with the organic or environmental managers about the organisation and marketing of the organic inventory, and store checks at several outlets.

Literature:

Richter, T. and Hempfling, G. (May 2003) FiBL Supermarket Study 2002: Organic Products in European Supermarkets. Research Institute of Organic Agriculture. 181 pp. Publication No.1285.

Richter, T. and Hempfling, G (2003). Organic in the Supermarket: Results of a recent trend study on selected European countries. Transparencies.

Alfoeldi, T. and Richter, T. (2002) Organic Agriculture in Europe What does the future bring? The organic market in Europe: status quo, perspectives and challenges. Transparencies.