According to the current consumer index from market research firm GfK, a drop in sales of organic products caused by high inflation is not a sign that people are turning away from organic products. On the contrary, the decisive factor for the decline in sales is that buyers turn to cheaper products in the organic segment.
In 2022, sales of organic food and beverages decreased by 4% compared to the previous year, and the share of organic products in total expenditure fell from 7.2% to 6.8%, said Robert Kechkes, retail expert at GfK. However, the reason for this was not so much the decline in volumes, but the narrowing of the gap between the prices of organic and conventional products.
According to Kechkes, two factors contributed to this. On the one hand, the prices of conventional products have increased more than those of organic products. In addition, there has been a strong shift in the organic sector towards cheaper alternatives such as private label organic products.
While organic supermarkets and natural food stores were forced to report a significant drop in sales of 18% in 2022, discounters saw an 11% increase in organic food and drink sales . “So people are still buying organic products, but they are increasingly shopping around and then more often opting for cheaper alternatives, organic house brands,” writes Kecskes.
According to the GfK consumer panel, last year the number of households that said they preferred organic food when shopping increased again significantly. At the same time, the willingness to spend more money on organic products has diminished.
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