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1
Global organic market
market size (2005) 25 billion market
growth 16 p.a. 43 (2002) leading
regions Europe (52) North America (45)
leading markets USA, Germany UK, France,
Italy Source Organic Monitor
2
European organic market
market size 13 billion market
growth 15 largest market Germany major
channels supermarkets developments mass
distribution supply shortages
Source Organic Monitor
3
Global trends

• Production increasing globally
• but demand is concentrated.
• Demand is outpacing organic food supply
• leading to shortages
• Increasing investment
• by state, private, int. bodies
• Growing number of state and private organic
  standards

4
Global future outlook

• Demand concentrated
• where consumers have purchasing power
• Supply-demand imbalances to
• remain a feature
• Differences to remain between
• producer and consumer countries
• Standards becoming impediments
• to global trade of organic products

5
Trend Away from the middle
BIO
best quality products
the dead middle
the mean
very cheap products
Source B.A.T. Institut für Freizeitforschung
6
Global survey Main reason for purchasing organics
Awareness for the environment and
animal cruelty significantly higher in Europe
Source A Global AC Nielsen Online Survey on
Consumer Behaviour Attitudes Nov, 2005
7
Global survey Main reason for NOT purchasing
organics
High prices are still the biggest problem.
Source A Global AC Nielsen Online Survey on
Consumer Behaviour Attitudes Nov, 2005
8
Organic farms in Austria

• Share of organic farming
• 14,2 area
• 11,5 farms

Number of farms
Source BMLUFW, Grüner Bericht
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What is the main reason for you to buy products
of organic agriculture?
healthy nutrition better tasting better quality,
controls support for the farmers no chemical
additives known origin because of
family/children others by habit GMO-free high
vitamins
Healthy nutrition is the main argument to buy
organic products.
...spontaneous answers ()
Source RollAMA Motivation Analysis January 05/
AMA Marketing
10
Organic food sales in Austria
Turnover 2006 590 million
Source Estimate BIO AUSTRIA
11
Retail trade Organic food development
Increase since 2003 quantity 21
value 35
quantity (1.000 kg)
/- quantity
value (1.000 Euro)
/- value
Source RollAMA, keyQuest
12
Retail trade Market growth by segments
Organic food outperforms clearly the food market.
13
Retail trade Market share organic in Austria
quanitity
value
organic
non- organic
Source RollAMA, keyQuest
14
Retail trade Organic bestsellers (in 1.000)
eggs ESL-milk fresh milk banana fruit
yogurt butter yogurt potatoes sliced cheese hard
cheese carots tomatoes soft cheese minced
meat beef
Source RollAMA, keyQuest
15
Retail trade Organic food market share (value in
)
fresh ESL-milk
fruit yogurt
eggs
fresh fruit
meat-products
cheese
butter
meat poultry
fresh vegetables
potatoes
Source RollAMA, keyQuest
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Thank You Peter Gnant BIO AUSTRIA,
Marketing Vienna, Austria www.bio-austria.at