A YouGov study commissioned by Aldi Nord and Süd shows that the most important criteria when deciding to buy organic products are the price-performance ratio and high product quality. At 49 percent, almost half of those surveyed said that was the case. The study also confirms that almost two thirds of consumers who buy organic products buy them at discounters. Significantly more than half of customers trust the organic own brands.
The great popularity of the discounters' organic own brands is closely linked to the fact that discounters meet expectations of cheap organic products: The majority (52 percent) of respondents who buy organic own-brand products at both discounters and supermarkets rate the prices of organic products at discounters as better than at supermarkets. At the same time, most respondents consider the quality (73 percent) of organic own-brand products from discounters and supermarkets to be of equal quality. Good quality does not have to be expensive.
Customers attach particular importance to organic quality when it comes to vegetables (65 percent), fruit (62 percent), egg products (43 percent) and dairy products (40 percent).