Research Institute of Organic Agriculture Forschungsinstitut für biologischen Landbau Institut de recherche de l’agriculture biologique Market development and consumer trends and strategic answers Dr. Toralf Richter ([email protected] )
Research Institute of Organic Agriculture
Forschungsinstitut für biologischen Landbau
Institut de recherche de l’agriculture biologique
Market development and consumer
trends and strategic answers
Dr. Toralf Richter ([email protected])
www.fibl.org 2
What kind of food do you (want) see?
Organically, regionally produced and fair traded or just nicely presented food?
www.fibl.org
Segment without
minimum standards
High commited organic consumers and sector
representatives distinct very exactly between different
label standards of sustainability
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Segment without
minimum standards
However, for many consumers all these labels have a similar
recognition in regard to sustainabilty standards behind
«When I buy them I do something good»
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Increasing number of Western European Consumers
buy regular Organic Food / Example: Switzerland
Source: Bio Suisse
Several times per month Several times per week
Buying frequency organic food
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But regional is for more consumes important
than organic food
(even there are no standards and certification behind)
Scale: 1 less important – 5 very important
Eggs
Vegetables
Fruits
Meat
Dairy Products
Bread
Sausages
Cheese
Bakery products
Fish
Convienice
Source: A.T. Kearny: Consumer Study in Switzerland, Germany and Austria 2013
Relative importance of the attributes organically and regionally produced for
the consumer decision
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However …
Disgusting quality remains
desguting, even it was
produced in my own region
Oskar Fischer, Green Party politician and former Minister of Foreign Affairs in Germany
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Main reasons pro Organic
+ Food contains less / no pesticideresidues
+ Contribution to environmental protection
+ More natural way of food productionand processing
+ Contribution to support biodiversity
+ Contribution to organic farming at general
Main reasons pro Regional
Source: FiBL consumer study CH 2015
+ Better food taste
+ Better food quality at general
+ Preference for own region at general
+ Attractive prices
+ Easy to find / availability
Source: A.T. Kearny, consumer DE, AT, CH 2013
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Reasons not to purchase organic
• Organic is too expensive• Regionalism is more important• Low consumer confidence to organic at general
• Don’t see personal benefits in organic food
• Distrust in organic producers
Source: FiBL consumer study CH 2015
www.fibl.org
To
bu
y o
rgan
ic f
oo
d is m
ore
th
an
just
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k f
or
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oo
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Consumer motivation to buy organic food in
different sales channels
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The near future
Will our attitude to food stronger influenced by technical information
instead of its appearance?
Will our attitude and knowledge about agriculture in future influenced only by
apps instead of personal information from producers?
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„360° Transparency“ – Augmented Reality
The world (of food) will be more
transparent by BIG DATA
(connection of google, apple,
Facebook, GPS & Co.)
Information about Consumers,
Producers and food can be
searched and assessed in real
time.
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Apps und (Google) glasses will replace the traditional
promotions. They will recommend and guide you based on
your personal information you left in internet
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Individuality and Prosuming
Prosumer is Producer and
Consumer in one person
Objective: To be different as the
mass
My Muesli, my Shoe, my Burger.
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Ancient qualities demanded
• Authenticity
(no GMO, no meat from Clons)
• Traditional varieties and animal species
• Grandmother’s recepies
Megatrends Food >> Back to the roots
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Megatrends Food >> Feel-Good-Consuming
Feel-Good-Consuming
• The trade of values behind a product gains
importance on those Western food markets
which are saturated.
• Wanted: Products for people who would
like to rescue the world in the
des 21. century.
• Products from companies with
authentic social and ecological engagement
are preferred.
• Fairtrade, Oranic, Local, Slow Food are
Mega Trends
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Hand-Held Food
• Reasons: Change of working
culture: Mobility Flexibiliy, Time
Shortage.
• More and more Hand-held food will
influence the retail sales.
• In future more tailor made offers for
the growing numbers of urban
consumers (Take away, Coffee to go,
Drive through).
Megatrends Food >> Hand-Held Food
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Megatrends Food >> Free from
Clean Food
• Food for healthy eaters, people real
with allergen problems, Food-
Moralists goes out of the niche.
• The increasing number of people
with sensitive digestions is the
fundamental basis for the so called
Clean Food movement.
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• Growing differences
between consumer
expectations about organic
food/farming and the reality
of the praxis of modern
organic producers, the
origin and the working
conditions in many
countries
Are the organic sectors go to produce those organic
process qualities consumer have in mind when they
think about organic?
www.fibl.org 26
• The organic industry is switching to produce “ ”,
however the consumer prefers “romance” in regard to
food consumption
What consumers like and dislike?
Efficient and precision farming +++ Mass production and markets
Traditional farming and processing practices +++ Manufactural
processing +++ Local prodcuers and markets
www.fibl.org 27
• The organic industry is producing “ ”, however the
consumer prefers “romance” in regard to food
consumption
Are the organic sectors go to communicate those
attributes consumer have in mind when they think
about good food?
Rational, Efficient, Fact and Evidenced based communication of benefits
Sensual and emotional based communication
www.fibl.org 28
• The organic industry is producing “ ”, however the
consumer prefers “romance” in regard to food
consumption
Are the organic sectors go to produce those organic
process qualities consumer have in mind when they
think about organic?
Rational, Efficient, Fact and Evidenced based communication
Sensual and emotional based communication
www.fibl.org
Strategic answers to the main trends
1. «Organic standards alone arenot enough to convince people.»