Head of project
Agrarmarkt Informations-Gesellschaft mbH Diana Schaack
Duration of project
September 2016 - Februar 2019
Contact Person at the University of Kassel
BLE-Project „Analysis of the market for organic poultry“
Research project within the framework of the Federal Organic Farming Scheme and other forms of sustainable agriculture (BÖLN)
Funded by the Federal Office for Agriculture and Food
Little is known about the market for organic poultry in Germany, as data on market structure and production have not been collected systematically up to today. Covering <1% of the total poultry consumption, the market is rather small, yet growth rates up to 15% have been registered in the last three years. The project „Analysis of the market for organic poultry“, funded by the German Federal Ministry of Food and Agriculture aims at filling these knowledge gaps to obtain market data and derive suitable marketing measures. The aim of the work package “Consumer Research“ is to investigate barriers to consumption of organic poultry meat from the consumers’ perspective by means of a survey on 640 consumers in four different regions (east, west, south, north) in Germany. The survey will take place in eight different retail stores on total, half of which will be conventional food retailers and the other half organic specialty stores.
The study aims to shed light on different questions in the context of organic poultry purchases, especially barriers to purchase. This will include the demands consumers have regarding the freshness, preparation, processing and convenience of the product offer, as well as the awareness of price differences between conventional and organic poultry products and the underlying reasons. Further questions concern preferences for shopping outlets, i.e. if consumers prefer on-farm shopping, farmers’ markets, butcher’s stores, organic specialty stores or conventional food outlets. The role of media reports on deficits in (organic) poultry husbandry is considered, and if these lead to avoidance of organic poultry products. Further, the acceptance of different husbandry forms, e.g. mobile poultry stables with smaller groups, is taken into account. The survey results are utilized to derive recommendations for producers and retailers to eliminate barriers for future demand of organic poultry.