Grocery shopping behavior of organic customers in Germany in 2023

Around 76 percent of organic store customers preferred regional products from home. Roughly 51 percent paid attention to buying fair trade products. Consumer values ranged across the topics of sustainability and regionality.
The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.

Daily life

German organic store customers expanded on their sustainability views in an additional survey conducted in 2023. Around 40 percent of respondents acknowledged that sustainability issues played a big role not just in their purchase decisions, but in their lives as well. Only nine percent of respondents stated these issues did not play a role at all. By definition, it is to be expected that organic store shoppers pay attention to their eating habits, which is confirmed by data. Almost 78 percent followed a healthy diet as of 2023, while around 25 percent were vegetarians or mostly avoided meat. Roughly 13 percent monitored their eating habits due to weight issues or being overweight.

The market

Organic foods generated increasing revenue in Germany in recent years, with around 16.1 billion euros in 2023. This trend may continue due to growing interest among consumers in healthy eating and consumption, though, on the other hand, higher food prices all over the country may influence shopping choices all the same, or at least the number of products bought. The majority of organic food items were bought from food retailers (including drugstores), with around 10.82 billion euros generated in 2023.