May 9, 2003

From BioFach Newsletter 28.4.2003

The Research Institute of Organic Agriculture (FiBL) is to publish a European trend study on the marketing of organic products in the conventional retail trade (FiBL Supermarket Study 2002) at the end of April.

Eleven European countries have been examined in detail in the study (Germany, Austria, Switzerland, Italy, France, Belgium, the Netherlands, Denmark, Great Britain, Sweden and Finland). Apart from
the latest data on turnover and turnover shares for the individual national organic markets, the study offers a detailed examination of the most committed or top-selling supermarket chains for most countries with reference to their marketing approaches for organic products.

The findings of the FiBL Supermarket Study 2002 show that the range of products available has increased. The presentation and labelling of organic products has improved in most countries. Organic products are meanwhile found in almost all supermarkets, where a range of more than 1,000 products is no longer the exception.

The majority of supermarket chains offer organic products under their own trade brand. There are often still weaknesses in stocking trade brands or implementing marketing concepts at the point of sale.

Study can be obtain from FiBL, tel: +41 (0) 62.86 57 272, fax: +41 (0) 62. 86 57 273, admin@fibl.ch.  Price 99 EUR plus post & packing.