1 Il mercato biologico globale e in Germania: quali opportunità per l‘Italia BioFach, Nuremberg Gerald A. Herrmann Director, Organic Services GmbH

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

years EU organic regulation Mandatory Organic logos + Private standards and logos 2009

4 ~ 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 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!

% 1.1% 1.9% 0.02% 20 years of EU organic regulation Organic agricultural area in Europe (2011) Organic land in million ha Proportion of organic land on total agricultural area

years EU organic regulation Organic sales in Europe billion US $ 24.5 billion US $ Average growth 7.5%

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

9 The European Organic Market

10 The European Organic Market

11 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 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 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 Sales and Price changes in the German organic market The organic market in Germany

14 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 Development of product sales : Animal products grew the fastest!

16 Sales area of organic per 1000 inhabitants in Germany Concentration in the South

17 Organic supermarket chains 2010 Source: About 600 shops qualify as organic supermarkets of which nearly 300 are outlets of chains (2011).

18 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 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...