Many Swiss want to eat sustainably. But organic foods are too expensive for most of them. Because it’s not clear why organic costs a lot more.
Only one in five people is willing to pay the surcharge for organic food.
Although most people want to eat sustainably.
A marketing expert needs more education about pricing.
Sustainable food is important for most Swiss. But that can be expensive. Because organic foods cost almost 50% more than conventionally grown products in all categories (see table). However, very few people want to pay these additional costs.
Only one in five people in Switzerland is willing to pay 50% more for organic food. This shows a survey by the consulting firm Deloitte, as the “NZZ am Sonntag” writes. Organic is too expensive for most customers.
The Federal Office of Agriculture FOAG compares price differences between conventional and organic foods each month. In June 2021, organic food products cost 48.4% more in all production categories. The difference was smaller with milk: in organic quality, it costs about a third more. In the case of vegetables, the price difference is much higher, with 77%.
Four out of five people in this country say that sustainability affects their eating habits. Therefore, you would also buy organic products. Despite the high level of interest, the price has remained unchanged since 2014.
One reason is that organic foods cost more to produce. However, according to studies, this only accounts for ten to 30 percent. Dealer margins are probably responsible for the additional price premium. Traders deny it.
There are additional costs at all stages of organic production, Coop tells NZZ am Sonntag. Aldi assures that there will be no price differences between organic and conventional foods.
Migros refers to Alnatura: prices are only slightly higher than non-organic products. The retailer is the only one that reveals the high market share of organic products in terms of total sales: it stands at around twelve percent.
Customers need to be able to understand higher prices
According to marketing expert Stefan Vogler, the fact that Swiss people are stingy when it comes to organic products can also be due to the direct comparison of prices: “In the supermarket, conventional and organic foods are often next to each other . People realize the big price difference and quickly grab the cheapest product. “
That is why, according to Vogler, clarifications are needed. Customers need to be able to understand why organic foods cost so much more. “For each food, it should be clearly shown what production steps cost how much and why,” says Vogler.
People should also be shown that buying organic food has a positive impact on the environment. So, finally, more people buy organic products, there is nothing to prevent a price discount in the medium term.
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