1. 1 www.organic-services.com Il mercato biologico globale e in Germania: quali opportunità per l‘Italia BioFach, Nuremberg 13.02.2013 Gerald A. Herrmann Director, Organic Services GmbH g.herrmann@organic-services.com www.organic-services.com

2. 2 20 years of organic regulations  Organic becomes more transparent, increased consumer trust and demand  Organic Action Plans and financial support for conversion  Market entry of conventional retail  Organic becomes mainstream

3. 3 www.organic-services.com 20 years EU organic regulation Mandatory Organic logos + Private standards and logos 2009

4. 4 www.organic-services.com ~ 2,5 billion € ~ 21 billion € ~ 0,5 billion € Organic market sales 2012: ~ 47 billion € (estimation) Source: Organic Monitor, World of Organic Agriculture 2011 (IFOAM, FiBL) and own compilation ~ 0,8 billion € ~ 0,5 billion € The global organic market today

5. 5 www.organic-services.com Fair trade sales 2011: 3.4 bio Euros (about 4.4 billion US$) UK: 1.5 billion € Germany: 400 million € Austria: 100 million € CH: 265 million € The European fair trade market Finland: 100 million € Sweden: 134 million € The Netherlands: 147 million € Ireland: 159 million € France: 315 million € Figures: Fairtrade Labelling Organizations International Other fair trade schemes not accounted for! This is below 20% of organic market turnover! Note: 70% of certified fair food is certified organic as well!

6. 6 www.organic-services.com 0.1% 1.1% 1.9% 0.02% 20 years of EU organic regulation Organic agricultural area in Europe 0.5 10.6 (2011) Organic land in million ha Proportion of organic land on total agricultural area

7. 7 www.organic-services.com 20 years EU organic regulation Organic sales in Europe 1997 2011 6.3 billion US $ 24.5 billion US $ Average growth 7.5%

8. 8 www.organic-services.com Sales channels of organic products in Europe Source: own compilation 2010: UK, CH, A, I, F Others 2008/2009

9. 9 www.organic-services.com The European Organic Market

10. 10 www.organic-services.com The European Organic Market

11. 11 www.organic-services.com Organic market volume: 7.04 billion € Organic market growth: 6% (9%) Market share: 3.9% Per capita consumption: 87 € The organic market in Germany Germany 2012

12. 12 www.organic-services.com Profile of distribution channels in Germany Market Share (2012) Product rangeRange focus Conventional supermarket, discounters etc. 50% 80 to 450 (up to 1000 in regional chains like tegut, Feneberg) 1.Milk, milk products 2.Fruit and vegetables 3.Dry products Specialised organic shops, including big farm shops 31% 4000 to 8000 1.Fruit and vegetables 2.Dry products 3.Bread and Bakery Craft (i.e. baker, butcher) 18% 10 – 200 Other: direct sales, box schemes, online sales 1.Fruits and Vegetables 2.Beef and meat Source: Organic Services, ZMP, specialised Organic Retail Report 2008, BÖLW 2013

13. 13 www.organic-services.com Sales and Price changes in the German organic market The organic market in Germany

14. 14 www.organic-services.com Sales increase in organic specialized shops in 2012 Fresh products 62,7% Fruit & veg 42% Dairy 32% Other fresh 26% Dry foods 32,3% Cosmetics and drugstore 5%

15. 15 www.organic-services.com Development of product sales 2010 2011: Animal products grew the fastest!

16. 16 www.organic-services.com Sales area of organic per 1000 inhabitants in Germany Concentration in the South

17. 17 www.organic-services.com Organic supermarket chains 2010 Source: www.bio-markt.info About 600 shops qualify as organic supermarkets of which nearly 300 are outlets of chains (2011).

18. 18 www.organic-services.com Strategic options for Italian organic producers  Positive: –Food culture, heritage –Geographic and other indications –International image is positive and accepted  Negative: –Strong in commodity export –Weak brands –Fragmented structure –Can easily be copied

19. 19 www.organic-services.com Strategic options for Italian organic producers  Solutions?! –Specialties –Strengthening brands –Joining forces in exports (e.g. establishment of specialised Italian wholesalers/restaurants/shops in selected target markets) –Uniqueness in product quality, taste, heritage (from Italy or its regions) –Traceability and transparency –Sustainability –Others...