Germans are increasingly turning their backs on organic products
German consumers are generally very interested in ecologically sound products. However, with the rise in prices, the fun seems to have stopped. The demand for organic and ecological products is decreasing significantly. However, there are also increasing doubts about another aspect.
According to a Deloitte survey, less than half of Germans still buy sustainable organic and ecological products. The main reason cited for this reluctance is the sharp rise in the cost of living, the management consultants wrote in their study. It is based on a representative survey of around 19,000 consumers in 19 countries, including around 1,000 in Germany.
Egbert Wege, consumer goods and retail expert at Deloitte, said: "People are becoming increasingly aware of climate change and sustainability, and yet the proportion of sustainable product purchases is falling continuously." The proportion of respondents who say they buy sustainable products has fallen from 59% in September 2021 to 45% in September 2023.
Some respondents questioned the cost-benefit ratio. 12% said they had recently decided against buying sustainable products for quality reasons. And even among those who have recently made sustainable purchases, 18% said they had compromised on quality - especially when it came to food, drinks, clothing and shoes.
This should be a warning to manufacturers, said Wege: "When sustainability comes at a higher price in times of tight budgets, expectations of quality are particularly high." Price is "a decisive factor - for all income groups", wrote the industry experts. This was demonstrated by the discounters: "They were recently able to achieve an increase in sales with organic products and thus escape the general decline in sustainable consumption."
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Despite their interest in sustainability, many German consumers are avoiding organic and ecological products due to increasing food prices, contributing to a decline in demand. Consequently, some individuals are questioning the cost-benefit ratio of purchasing organic food, leading to compromises on quality.
Source: www.ntv.de
