Who buys organic? Animal welfare, origin and sustainability shape purchases

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The supply of beef, pork and poultry from German organic farms is unable to keep pace with increasing demand. Although beef production rose by two percent to 72,100 tonnes of carcass weight in 2024, there has been a persistent slump since spring of 2025. The result: the price gap between cattle from conventional and organic farming is narrowing rapidly, making fattening less profitable for organic farmers. As more and more farmers give up, the supply of organic pork is also declining with German domestic production down to roughly 35,000 tonnes. Only organic poultry producers were able to ramp up production significantly, producing around 26,000 tonnes of meat ^3,4.

Moreover, the end of the federal programme for the restructuring of livestock farming is exacerbating the supply of organic meat. The investments necessary for the changeover on the livestock side are lacking, meaning that meat imports must fill the gaps. In 2024, for example, the German Association for Organic Food and Agriculture (BÖLW) reported that a good third of organic pork came from neighbouring countries, such as the Netherlands and Denmark, as well as from Belgium and Spain beginning in 2025.

In 2024, the total production volume of meat products and sausages in Germany amounted to 1.38 million tonnes, of which just under 36,000 tonnes (2.6 percent) were sold as organic products. According to Benjamin Krieft, CEO of sausage and ham manufacturer Börner-Eisenacher, the segment has seen steady growth over recent years. Indeed, the company expanded its portfolio to include organic products some 20 years ago.

What are the regulations for organic animal husbandry?

Since 1991, organic producers in the EU have been subject to the requirements of the EU Organic Regulation⁵, which are regularly updated. The regulation specifies how organic food must be produced, inspected, imported into Europe and labelled. It also lays down standards for the rearing and feeding of cattle, pigs and poultry. Additionally, the organic associations Naturland, Bioland and Demeter define their own, supplementary criteria for organic meat production.

In most cases, husbandry methods are based on allowing animals to behave naturally and interact with others of their own species. More room, access to outdoor areas and, in the case of poultry, limited flock sizes improve their welfare. Beak trimming in chickens and turkeys is taboo as is clipping canine teeth and tail docking in organic piglets. Organic calves may only be dehorned in exceptional circumstances. However, Demeter standards prohibit this practice as a matter of principle.

A completely organic diet has been mandatory for adult animals since January 2022.⁶ Antibiotics are permitted only in cases of confirmed illness; growth-promoting and performance-enhancing preparations are prohibited. Additional consumer safety comes from a waiting period between the administration of medication and slaughter that is twice as long as the statutory requirement.

Under the EU Organic Regulation, neither sedatives nor herding aids may be used during transport to the abattoir. Naturland and Demeter impose limits on journey times and distances; Naturland and Bioland stipulate specific stunning and slaughter techniques. Some organic farms carry out slaughter in a less stressful manner on familiar farm or pastureland. Organic retailer Alnatura was the first to launch ‘organic beef from pasture slaughter’ in 2021 but discontinued the product range due to low demand at the end of 2023.

Although consumers often claim in surveys that they endorse sustainable or ethical goals, such as higher meat prices or plant-based alternatives, they behave differently in their daily lives – either for reasons of convenience, out of habit, a lack of choice or because organic products are more expensive. There is a considerable discrepancy between environmentally and health-conscious attitudes and actual behaviour. In behavioural economics, this phenomenon is referred to as the attitude-behaviour gap. ⁸

Interest in organic products also varies by age and this is shown by a study entitled “Between Schnitzel and Conscience – A Generational Issue?,” ⁹ commissioned by the German Economic Institute (IW). As part of the study, 3,288 people aged 18 and over were asked in December 2024 about their willingness to pay higher meat prices for the sake of the environment. The result: despite supposedly tighter budgets, 57.3 percent of Gen Z respondents (born 1997 or later) said they would pay more for ecological standards in meat consumption. However, this willingness declines noticeably among older generations.

To understand why some people buy organic products and others do not, the NIQ Nielsen consumer panel has analysed different types of shoppers. As outlined in the 2025 BÖLW industry report¹⁰, there are four reasons that rank equally high among organic consumers: animal welfare, opposition to production methods that are harmful to health and the environment, support for local agriculture, and sustainability. On closer inspection, however, it is apparent that value for money is a decisive factor in product selection within the organic sector. Although a subjectively high price deters two-thirds of all respondents from buying organic, things are different for committed organic buyers (‘heavy buyers’): while 54 percent also mentioned price as a barrier to buying even more organic products, a significant proportion (27 percent) said, “there are not enough organic foods in the shops.” And a fifth of all respondents would like to buy more organic products – if they could find them.