Product ranges: potential for optimization

Abstract

Even regular customers of natural food retailers buy a range of products in conventional shopping outlets, and this in both conventional and organic quality. One reason for this may be gaps in the assortments of natural food retailers. Using exemplary product groups and based on panel data from the Gesellschaft für Konsumforschung (GfK), this article examines the purchasing behavior of regular buyers of natural food retailers and shows where natural food retailers have so far failed to adequately address the changing wishes and needs of their customers in their assortments.

Only available in German language.