Project Head:
Irmgard Schultz
Project Team:
Barbara Birzle-Harder
Claudia Empacher
Stephanie Schubert
Irmgard Schultz
Immanuel Stieß
Client:
Administrative Office, Federal Program for Ecological Agriculture
Duration:
07/02 - 10/03
Field of research
Research Area:
Everyday Life Ecology, Energy, Consumption
about the Institute
|
New Target Groups for Organic Products: Improving Market Opportunities
for Organic Products
The Federal Government has set itself the ambitious goal of increasing
the proportion of agricultural land devoted to bio-farming to twenty
percent. But this goal can only be reached if there is a corresponding
increase in demand for products from certified biological farming. So far
demand for organic food products in the food trade has hovered around the
two percent mark. Consumer surveys, however, show a strong interest on the
part of consumers, and therefore significant potential for organic food
products. Which target groups display this potential demand?
In order to answer this question a target group model for organic foods
was developed within the framework of the project, a model which
registered the different wishes and preferences of organic food products
buyers and which provided producers and retailers with ideas for a new
positioning of their organic food products. The target group model was
centered on the organic food products consumer. The survey of a
representative group of consumers (a total of 2920 persons) showed that
54% of adult purchasers of food in Germany (1575 persons) had already
tried organic food products. Organic food products are particularly
popular among middle and higher age groups, the 40-60 year olds. The
figures are clearly lower for those under 30.
A survey of the 1575 organic food products consumers made clear that
the typical consumer of organic products does not exist. Rather, it was
possible to identify five target groups within the general group of
organic food products consumers:
- The Holistic Convinced Consumer
- The Successful and Demanding Consumer
- The 50+ Health Oriented Consumer
- The Cautious and Skeptical Consumer
- The Young and Undecided Consumer
The target group model for organic food products was developed on the
basis of a dual-level, qualitative and quantitative, empirical survey.
During the empirical survey ISOE used its tried and tested
"Social-Ecological Life Style Approach," which the institute developed for
research on questions involving ecological consumption. This approach
identifies, on the one hand, life-style specific orientations and
motivating factors, and, on the other, life situation of the interviewees,
as well as their buying behavior. In addition to the social milieu, the
life phases and biographical transitions (family start, new orientation in
post-family phase) of the interviewees are taken into account.
The target group model has provided substantial knowledge about the
attitudes, motives, preferences, and buying habits and barriers of buyers
of organic food products. In a market that has grown considerably over the
last few years, and has become more complex, the study provides producers,
processors and marketers in particular with valuable ideas for developing
group-specific strategies for communicating about and marketing organic
food products.
- For the Totally Convinced Consumer ethical considerations and
Epicurean enjoyment form the basis of a sustainable mode of eating that
also includes organic food products. This group accounts for about 40%
of the organic market.
- The Successful and Demanding Consumer also represents a large market
potential, one that has not yet been exhausted by a long shot. The
wellness of a child or children is a central motive for buying organic
food products. This group places particularly high value on the
packaging and presentation of the product.
- The 50+ Health Oriented Consumer is dependent on organic
food products for reasons of health. For these consumers reliable
information and qualified advice are highly regarded. Many of these
consumers are intensive buyers, but often have only a low income.
- The Cautious and Skeptical Consumer is the only group where men form
a majority. This group contains primarily spontaneous and opportunistic
buyers. Simple preparation (convenience) plays a crucial role.
- The Young and Undecided Consumer are strongly price oriented and buy
organic food products only spontaneously and sporadically. For them,
there is a good deal of doubt concerning the personal usefulness of
organic food products.
The Totally Convinced Consumer and the Successful and Demanding
Consumer groups have the highest market potential. Presently, two thirds
of all organic food products are sold to these two groups. Given
demographic developments, the 50+ Health Oriented Consumer
group is a target group that is growing in size and becoming more
important.In contrast, the Cautious and Skeptical Consumer and the Young
and Undecided Consumer groups currently represent only a small market
potential. However, given their buying power, cautious and skeptical
consumers are an interesting target group, if one can succeed in
attracting them. Young and undecided consumers, on the other hand, are not
easy to reach. But, given their young age, and in light of future
transitions in their life situations (family start-ups), this group has a
significance for the future that should not be underestimated.
Project Planning
The project began 1 July 2002.
At the beginning of the qualitative phase, creative group discussions
were held in various regions in Germany in August-September 2002. This was
followed by the qualitative exploration from November 2002 till end of
January 2003.
The findings concerning the qualitative structure of organic
consumption were presented to the first milestone workshop in March 2003.
More than 1500 individuals were questioned for the quantitative
empirical survey. The analysis of the data was concluded in July 2003,
together with the development of a target group typology.
On the basis of these findings, an evaluation of the market potential
of individual target groups was completed in July and August 2003,
together with the development of proposals for target group oriented
marketing and communication strategies.
On 17 September 2003, the target group model and the proposals for
marketing strategies were presented to organic producers, processors and
retailers at a workshop at ISOE and then discussed.
The first official presentation of the target group model took place on
10 October 2003 at a workshop entitled, "The Transparent Organic
Consumer," at the University of Goettingen.
On 15 October 2003 the target group model was presented at the ANUGA
food trade fair in Cologne.
A workshop entitled, "New Target Groups for the Organic Market:
Analysis and Ideas for the Marketing of Organic Food Products," is planned
for 20 February 2004 as part of supplementary program of the Biofach
(World Organic Trade Fair) in Nuernberg.
In the range of the international symposium "9th Karlsruhe Nutrition
Congress: Consumer and Nutrition - Challenges and Chances for Research and
Society" Immanuel Stieß presented the so called food styles by
means of a poster. The file is downloadable now (pdf-file
348 kb) |