Yesterday we attended BioWest 2025 in Düsseldorf and as promised, here’s our honest review of the presentations, discussions, and the atmosphere on site.
A look at specialist retail – unfortunately without figures
A presentation by Simon Döring on current figures and developments in organic specialist retail was planned. Unfortunately, this was cancelled due to illness – a real shame, as precisely this well-founded assessment would have provided a valuable foundation for the subsequent discussion.
“Underestimated Economic Factor: Making Organic Visible” – Panel Discussion
Instead, the panel discussion started directly with the question: How can the organic industry become more visible?
We particularly loved that before the discussion, the economic significance of the organic industry was impressively highlighted: When including renewable energies, the organic sector employs just as many people (767,000) as the automotive industry – a fact that far too rarely reaches public perception.
These figures underlined the urgency of the actual discussion topic: Organic specialist retail continues to suffer, even though the sales of organic food overall are rising again compared to the previous year. However, purchases are increasingly taking place in conventional retail or at discount stores, not in specialist retail.
When it came to the presumed reasons for this, the focus was on consumer awareness for high-quality food. This needs to be strengthened, according to the general consensus.
We see this somewhat differently:
Awareness alone will not solve the problem. The typical organic specialist retail customer usually has an above-average income – and doesn’t shop there (only) because they are particularly “conscious,” but because they can afford it.
Of course, one could argue that priorities could be shifted. But it’s simply unrealistic to expect this from consumers across the board. Those who already have to budget with their income won’t suddenly do their weekly shopping at the organic store just because they saw a poster about soil quality.
In addition: Organic specialist retail as a concept simply isn’t suitable for the masses. There simply aren’t enough stores, staff, or structures to provide comprehensive coverage for the entire population.
Perhaps it’s time to abandon the idea that consumers will move “back” to specialist retail – and instead ask:
How can organic specialist retail reinvent itself?
What role can it play in the future – with all its strengths like consulting, trust, proximity – but perhaps also with a different self-concept?
We think that looking inward doesn’t hurt in this discussion either –
How well are the employees in the organic industry paid? Can they regularly shop at organic stores themselves without having to give up everything else?
And furthermore, one thing has been clear to us for a long time: Shifting the responsibility for sustainable consumption onto individuals is outdated and only works to a limited extent. The major levers lie at the political and entrepreneurial level – not with individuals.
The topic of reducing bureaucracy was also present – and yes, there seems to be broad agreement: Urgent relief is needed for organic farmers and companies to remain competitive and focus on their actual strengths.
Natural Cosmetics: Potential recognized – but not yet fully exploited
The second presentation of the day came from Mirja Eckert and was dedicated to natural cosmetics in specialist retail. Her central thesis: There’s untapped potential here.
Some of her most important points:
• Natural cosmetics often achieve higher profits in specialist retail than organic food – yet the range in many organic stores remains manageable.
• The market is no longer growing as strongly, but has gained stability instead. Compared to the overall cosmetics market, the natural cosmetics sector is even performing better.
• Sales channels are currently changing dramatically, but specialist retail is reacting too hesitantly.
• Innovation is lacking in natural cosmetics, especially from Germany more could come.
• Consultation used to be a unique selling point in specialist retail – today it’s heavily neglected.
• Marketing for natural cosmetics is also weakening – yet this is precisely where more visibility is urgently needed.
Our thoughts on this:
We agree with much of it – especially regarding innovation. Medium and long-term trends could be picked up more strongly in the natural cosmetics sector to reach new target groups. This shouldn’t be left to conventional brands.
Marketing also has room for improvement: The quality and values behind natural cosmetics products need to be better communicated.
We also see the consultation topic as important – but probably not as the decisive lever. Good consultation can help, but the strategic questions lie deeper: range, positioning, target group approach.
And otherwise? Our trade fair conclusion: Personal, worthwhile, optimistic.
Apart from the presentations, the trade fair surprised us positively again this year. The atmosphere was personal, almost familial – many good conversations at eye level, honest exchange, little show.
It was particularly pleasant to visit our existing customers like Sonett, Sodasan, and Bioturm on site and exchange ideas personally again. And we were even able to refresh a few old contacts – sometimes it’s precisely these encounters that open unexpected possibilities or revive long-forgotten projects.
We go home with the feeling that our visit was absolutely worthwhile: valuable contacts – and also a few concrete conversations with real prospects for future partnerships.
This is how trade fairs should be!
