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Agricultural Market Analysis – Convenience and Organic farming is popular.



Furniture panels provide important data about shopping behavior. The long-term changes in this area have been analyzed at the 25th anniversary of this market research and AMA label events. Result: Convenience and organic trends. People reduce the frequency of shopping and increase consumption.

"It was cooked and eaten at home 15 years ago, but consumption from the outside increases."Micaela Schantl, head of AMA market research

Value sharing of product groups has been relatively constant over the years. Since 2003, sales of prepared meals, fruits, vegetables and potatoes have grown more strongly than other product groups.

In terms of quantity, purchasing is declining in the food retail sector (LEH). Micaela Schantl, head of the AMA market research, analyzed the long-term assessment that "the number of dishes and meals has been increasing for 15 years," he said.

Volume loss is also associated with lower purchase frequency. Ten years ago, average attendance time for household panelists was 145, but only 129 times in 2018.

Meat, sausage and dairy products were cheaper in comparison.

Comparing the values ​​for 1 kg of food from the RollAMA survey over the last 15 years, other developments in the price index are prominent. Fruits, vegetables and potatoes were cut. Meat and sausage and dairy products are below average prices for many years compared to other product groups.

Increase trade concentration

In the long term comparison, the Austrian trading environment – a strong concentration on the three largest suppliers – has increased its specificity. In 2018, less than 88% of the market share was in the top three trading companies, and in 2003 it was still less than 80%. The strong market position of large companies is reflected in the fact that personal brands are becoming more important than their brands.

Food retailers have made a big contribution to Bio.

Private labels of the trade not only occupy the price entry segment but a large part of the increase in private label shares are fed by expensive organic labels. Schantl says: "Food retailing has made an important contribution to the success story of organic food.

During the last 20 years, the organic rate has tripled from 2.7% to almost 9%. "This development, faced with saturation, is unique. Today's organic products have taken a completely different position in our society 20 years ago," says an AMA expert.

Trend Locality: Stay

Accompanying market research reveals another mega-trend: locality is property. Over the years, consumers have been convinced that products in this region or Austrian products will continue to be of importance.

Little change in food habits

However, eating habits change slightly. More than three-quarters of the respondents categorize themselves as flesh-eating people, and 16% categorize them as people who eat meat occasionally. The number of vegetarians or vegans has increased by 1% each over the past five years. In this regard, it is not surprising that imitating alternatives to meat products or dairy products now accounts for only 1% and 2%, respectively, in each product group.

ESL overtakes fresh milk.

Megatrend convenience can be proven with many features due to the victory of ESL milk. A more fresh form of milk began in 2002 and has steadily gained market share since then. Today is the standard of milk racks and is long overtaken with classic fresh milk. Six of the 10 liters of milk purchased from food retailers are made from ESL milk. Milk prices have also been developed as dairymen drinkers become more aware of their quality. Premium products such as organic milk and expensive milk in glass bottles increase sales of product groups. "We are pleased that the exclusive discussion of milk prices has been replaced by the communication of special value and quality levels," says AMA-Marketing.

Butter margarine beating

In this direction, you can interpret the data for Butter Shop. "The quality and unique flavor of butter convinces consumers more than ever before," Schantl says. Butter has steadily gained market share for margarine and other mixed fats for 10 years in the yellow province, despite the fact that butter prices have skyrocketed due to good news over the last two years. "Consumers want the original again," Schantl aspires.

Increasingly popular natural yogurt

Natural yogurt has been steadily gaining more market share than fruit yogurt for over 15 years. The development of the cheese category also makes agricultural marketers proud. This is because it is one of the few segments that have seen sustained sales growth for more than a decade. Cream cheese and sliced ​​cheese are especially well developed.

The share of self-service is increasing.

Self-service shelf sausage products are becoming increasingly popular. "The SB shelf is fast, the product is packaged and generally long lasting, and sliced ​​and crushed cheese is better than whole pieces." Pre-cut fruits and vegetables shorten preparation time in the kitchen. It is important to consumers. "Schantl says.

The meat is still being purchased.

Public awareness may be different, but meat still eats and eats. The range of buyers, the percentage of people who buy meat by retail, has remained virtually unchanged over the years, but purchases per household are decreasing. In addition, the proportion of each type of meat varies. Chicken grew for a long time. Ten years ago, the dominant pork still lost its significance.

Trends in fast food

The trend for fast food is obvious when you buy meat. Instantly cooked meat and minced meat are booming. "We are especially pleased that the premium products and valuable meat products can grow, especially in the long-term commitment of AMA Marketing, because of the ability to grow high quality meat products through quality assurance for 25 years. According to the preparations, the AMA market researchers are looking at quality trends in meat.

RollAMA is a rolling agriculture market analysis for AMA marketing in collaboration with GfK and KeyQUEST market research. The standard is GRP furniture panel. 2,800 households in Austria keep records of their purchases in the food retail sector (including Hofer and Lidl). RollAMA data includes meat and poultry, sausage, milk and dairy products, cheese, fruits, vegetables, potatoes, eggs, frozen foods, breads and cooked foods other than pastries.


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