Open to Imports
  • The total market size for organic packaged food and beverages in Germany in 2017 is US$4,210.8mn, making it the 2nd largest market in the world by value.
  • Per capita spending on organic packaged food and beverages in Germany is US$51.01, which ranks as the 6th largest spending per capita in the world.
  • Artisanal producers collectively hold the largest market share--8.8% of total sales--followed by Alnatura Produktions & Handels GmbH and Hipp GmbH & Co Vertrieb KG.
  • Organic packaged food and beverages in Germany will see slow year-on-year growth of close to 2% in 2018. This is slower than the rest of the Western Europe region, which will experience 5%-6% year-on-year growth in 2018.
  • Germany maintains a market size for organic packaged food and beverages of US$4,210.8mn in 2017, which is 10.4% of global category sales.
  • Within the Western Europe region, Germany is the leader in terms of total value sales of organic packaged food and beverages.
  • Despite the large market size, Germany will experience slow forecast growth of sales of organic packaged food and beverages, at a 1.9% CAGR from 2017–2022.

QUALITATIVE ANALYSIS

Quick Facts

  • The total market size for organic packaged food and beverages in Germany in 2017 is US$4,210.8mn, making it the 2nd largest market in the world by value.
  • As organic products are widely available and competition is strong, low-priced, often private-label products are in high demand from consumers.
  • Average unit prices are projected to remain stagnant in coming years, held in check by competition.

Market Trends

Competitive Landscape

  • The organic packaged food and beverage landscape in Germany is fragmented and competitive.
  • Local artisanal producers collectively led the market in 2017 with 8.4% value share.
  • Among branded products, Alnatura Produktions & Handels GmbH led the organic packaged food market in 2017 with 7.2% value share, and The Coca-Cola Company was the leader in organic beverages with 11.6% value share.
  • The distinction between domestic and international organic packaged food and beverage brands is largely irrelevant in Germany.

Prospects and Growth Opportunity

  • Organic packaged food and beverage sales have constantly increased in recent years, and positive growth is anticipated in coming years.
  • However, the pace of growth will decelerate in coming years as the market continues to mature.
  • Average organic packaged food unit prices are projected to remain stagnant in coming years, held in place by competition among discounters, economy brands and private label products.
  • Confectionary and concentrates are projected to remain the fastest-growing categories in organic packaged food and organic beverages, respectively, through 2022.

General Health & Wellness Trends

QUANTITATIVE ANALYSIS

Organic packaged food & beverage data

Data type

Unit

2014

2015

2016

2017

2018

2019

2020

CAGR
(14-17)

CAGR
(17-20)

 

 

 

 

 

 

 

 

 

 

 

Health & wellness products consumption

USD million

   26,163.1

   26,559.2

   27,037.9

   27,955.1

   28,455.2

   28,886.5

   29,294.3

2.2%

1.6%

Organic packaged food and beverages consumption

USD million

     3,807.1

     3,917.8

     4,069.0

     4,210.8

     4,306.3

     4,394.1

     4,480.3

3.4%

2.1%

Organic packaged food consumption

USD million

     3,234.1

     3,326.3

     3,431.5

     3,533.5

     3,604.5

     3,668.0

     3,726.2

3.0%

1.8%

Organic beverages consumption

USD million

        573.0

        591.5

        637.5

        677.2

        701.7

        726.2

        754.1

5.7%

3.7%

Organic packaged food and beverages consumption as a % of total health & wellness products consumption

%

            0.1

            0.1

            0.2

            0.2

            0.2

            0.2

            0.2

-

-

Economic & demographic data

Data type

Unit

2014

2015

2016

2017

2018

2019

2020

 

 

 

 

 

 

 

 

 

Total population

million

          80.8

          81.2

          82.2

          82.5

          82.8

          82.9

          83.0

% Middle and upper class of total population

%

            0.3

            0.3

            0.3

            0.3

            0.3

            0.3

            0.3

% Population aged 65+

%

            0.2

            0.2

            0.2

            0.2

            0.2

            0.2

            0.2

% Population aged 0-14

%

            0.1

            0.1

            0.1

            0.1

            0.1

            0.1

            0.1

% Population with higher education degrees

%

            0.3

            0.3

            0.3

            0.3

            0.3

            0.3

            0.3

Average number of children per household

children

            0.3

            0.3

            0.3

            0.3

            0.3

            0.3

            0.3

GDP per capita

USD per capita

   40,919.2

   42,245.7

   43,132.9

   44,732.1

   45,665.3

   46,449.4

   47,191.6

Consumer expenditure per capita (US$)

USD per capita

   20,900.8

   21,263.7

   21,545.4

   22,349.7

   22,667.0

   23,014.7

   23,332.2

Consumer expenditure per capita on food and non-alcoholic beverages (US$)

USD per capita

     2,190.1

     2,234.2

     2,281.6

     2,381.0

     2,420.6

     2,457.1

     2,485.5

Retailer & City Data

Data category

Rank

City/retailer

Population
(mns)

 

 

 

 

Top cities by population (2017)

1

Berlin

             5.2

Top cities by population (2017)

2

Hamburg

             3.3

Top cities by population (2017)

3

Munich

             3.0

Top cities by population (2017)

4

Frankfurt am Main

             2.8

Top cities by population (2017)

5

Stuttgart

             2.7

Top grocery retailers by sales (2017)

1

Edeka

 -

Top grocery retailers by sales (2017)

2

Aldi

 -

Top grocery retailers by sales (2017)

3

Lidl

 -

Top grocery retailers by sales (2017)

4

Rewe

 -

Top grocery retailers by sales (2017)

5

Kaufland

 -

USDA GATS data

Rank

2017

2016

2015

2014

  Export Value (US$, thousands)

1

Carrots

Brocolli

Lemons

39.0

Coffee Roast

71.0

2

Coffee Roast

22.0

Strawberries

382.0

Tomato Sauce

12.0

Grapes

45.0

3

Oranges

Coffee Roast

7.0

Coffee Roast

12.0

Strawberries

26.0

4

Tomato Sauce

12.0

-

-

Lemons

16.0

5

Cabbage

-

-

Tomato Sauce

15.0

Total

495.0

513.0

63.0

172.0

Policy Information

Government Agency(s)/Competent Authority

Authorized Government Agency(s): 

European Union (EU) Member States retain the authority to determine additional requirements for production within their country. They can also determine exceptions due to catastrophic circumstances, but cannot restrict access to products in compliance with EU regulations. In addition, the EC delegates most authority for the administration of organic programs to the Member States.

Agency(s) Contact Information: 

German Business Portal

Description: Includes import regulations such as packaging, hygienic requirements, food safety or German deposit regulations. Also includes tax and duty information, legal requirements, legal requirements and country information.
 

Federal Office of Economics and Export Control (BAFA)

Telephone: 49 6196 908-0 (Germany)

Description: BAFA is a superior federal authority subordinated to the Federal Ministry of Economics and Technology. One of its central tasks is foreign trade and it can help companies wishing to export to Germany.
 

US Embassy - Office of Agricultural Affairs

Contact: Office of Agricultural Affairs
American Embassy
Clayallee 170
14195 Berlin
Telephone: (49-30) 8305 1150
Fax: (49-30) 843 11935
Email: agberlin@usda.gov 

Description:  The Agricultural Affairs Office assists U.S. exporters with questions they may have about the German market, trade shows and other marketing/sales opportunities in Germany.

Organic Regulations and/or Standards

Name(s) of Regulation and/or Standard: 

The European Union has an Equivalency Agreement with the United States.

General requirements; repeal of previous organic regulations: EC 834/2007 (.pdf in English)

Detailed rules on production, labeling and control including its first amendment on production rules for organic yeast: EC 889/2008 (.pdf in English)amended by (EU) No 1358/2014 (see below).

Rules concerning imported products: EC1235/2008 (.pdf in English)
Feburary 2013 amendment concerning imported products: (EU) No 125/2013 (.pdf in English)

Rules on organic aquaculture and seaweed production - Amendment in 2009 - implemented in 2010: EC 710/2009 (.pdf in English) 
Organic aquaculture and seaweed production updates (EU) No 1358/2014 effective January 1, 2015.

Detailed rules on organic wine: Regulation No 203/2012 (web; in English)

 

Date of Implementation: 

1992

Regulation and/or Standard Scope: 

EU standards cover crop, livestock and processing. Farm and handling plans are required, as well as detailed record keeping and detailed livestock feed standards.  Specific standards are included for aquaculture, seaweed, yeast, bees, and mushrooms. Criteria for determining allowed materials include consistency with the objectives and principles of organic farming, and materials must be of plant, animal, microbial or mineral origin. Synthetic substances, however, may be used when they replicate the natural sources and when they are approved for organic production in the EU.

Imported Products Requirements

Imported Products: 

EU requires that imported organic products meet EU standards. Non-EU organic products must include country of origin labeling if they wish to use the EU organic logo. Use of the EU organic logo is not required for products from outside the EU.

Certification and Accreditation

Certification: 

The EC requires organic certification for all those involved in production and handling, including importers. EC requires ALL processing operations to be certified, even if those products are below the 95% threshold for the "Organic" label.

EC delegates the authority for investigations, non compliance, mediation, and testing, as well as reporting, exclusion from organic sale, emergency treatments and appeals to the Member States in accordance with their respective control system plans.

The EC allows private sector standards for the product categories, such as cosmetics and textiles, which are not fully regulated by the EC.  In the EU certifiers (control bodies) can require additional organic crop, livestock and processing standards in association with the use of their certification seal.

List of control authorities and control bodies for equivalence 

Control bodies in the European Union

Accreditation: 

Each EU Member State accredits certification bodies.

Additionally, the EU vests the authority for exchanging information on "infringements and irregularities" (enforcement) to certifiers through the Member State control systems as the vehicle to remove non-compliant product from the marketplace.  However, it is not clear how, or when, an organic certificate can or will be revoked.

In addition to the EC organic regulations for certification and accreditation procedures, the requirements of EN 45011 and ISO Guide 65 for accreditation must be met.

 

Additional Information

Additional Information: 

Definitions

Review definitions of terminology included in this website.