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Bord Bia

Health & Wellbeing in the German Market How Labels Guide the Way

1st February 2021

Gabriele Weiss Brummer, Market Manager Germany, Bord Bia – The Irish Food Board

Health & Wellbeing Germany Source.PNG

In Germany the share of vegans (1%) and vegetarians with 4% is still quite low, but the ongoing Covid-19 pandemic and further animal pandemics as for example the ASF, have increased the attention of further consumers to search for more food safety, healthier food and labels which indicate the healthiness as the EU organic label, the Demeter label, the Haltungsform label on meat or the Nutri-Score label on prepared consumer foods.

The demand for healthy guidance and the importance for German retailers to use those kind of labels in order to keep their competitiveness and market position, is visible in a) the extension of organic Private label ranges, b) the use and implementation of the Nutri-Score on Private label packs in combination with nutrition guide and diet plans on the website and c) the growth of organic specialized chains.

Lidl has expanded their Organic Private Label range by end of last year in cooperation with the association “Bioland” up to 325 organic produce in total, with 75 deriving from Bioland. Aldi is currently promoting their Organic Positioning in TV showcasing their huge range of organic and healthy produce. Especially Lidl is planning to extend this portfolio even further and is looking for temporarily product offerings on top as the Lebensmittelzeitung, special interest magazine for trade, is reporting in November.

Since January all private label products from REWE are labeled with the Nutri-Score traffic-light system, classifying all produce by their nutrient content. Besides that REWE is also offering a kind of nutrition guide on their App and Online Shop by scoring their cooking recipes in a healthy system named “REWE ErnährWert” (meaning REWE DietValue).

The growing demand for organic produce has driven German retailers to extend their organic shelves, expand their organic private label ranges and to invest in new separate organic store concepts. Edeka for example founded in Hamburg the “Naturkind” store with plans to broaden this concept nationwide. And tegut’s subsidiary organic-bakery “Herzberger” was able to grow its net turnover by more than one-fifth to 16.5 Mio. Euro in 2020.

Based on these developments Irish produce, with competitive pricing structure, fitting into this ongoing and developing health trend, have a good chance to enter the market.

 

 

 

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