Sensory marketing for the organic market : key insights from the EU funded project ECROPOLIS

Abstract

none13The organic food sector in Europe is growing since several years. However the development of the organic food market varies across European countries. High developed markets (e.g. Germany and Switzerland) coexist with markets in the introduction stage (e.g. Poland). Sensory marketing strategies are not well implemented in the organic sector although this market segment is built on consumers with clear preferences for differentiated sensory properties. Sensory attributes are an important element of organic marketing and a possible tool to create a unique value proposition. The EC funded project Ecropolis investigated the organic market in six European countries (Germany, Poland, The Netherlands, Italy, France and Switzerland). Based on its results the OSIS database was developed and made available on the website. The main results of Ecropolis are summarized for different target groups on different levels: On level 1 a short summary addressed to consumers, retailers and SMEs in English, German, Italian, French, Dutch and Polish is available for different product groups. A concise overview about specific sensory characteristics for the chosen product groups in the six countries is provided, together with information about consumer habits and sensory marketing for those product groups. OSIS offers a sensory journey through the participating countries to learn about country specific preferences. On level 2 more specific guidance for the practical implementation of sensory marketing and sensory analyses in the companies is worked out in form of fact sheets addressed to retailers, SME and SME associations also available in 6 languages. On level 3 all public research reports are available for the interested audience. OSIS is a unique tool that provides support with ready to use information for various questions that occur in organic food production, marketing and communication. Next to OSIS all the Ecropolis project results and dissemination activities are available on the website www.ecropolis.org.mixedM.-L. Cezanne; L. Baumgart; A. Bongartz; K. Buchecker; M. Canavari; T. Gallina Toschi; A. Kole; E. Kostyra; S. Kremer; P. Reichl; A. Spiller; S. Zakowska-Biemans; U. Kretzschmar-Rüger et al.M.-L. Cezanne; L. Baumgart; A. Bongartz; K. Buchecker; M. Canavari; T. Gallina Toschi; A. Kole; E. Kostyra; S. Kremer; P. Reichl; A. Spiller; S. Zakowska-Biemans; U. Kretzschmar-Rüger et al