Bio+pro – Target Groups in the Market of Organic Foods

Within the scope of this project, scientists developed a target group model for the organic foods market. 

Research approach 

In its target group model for the organic foods market, the team captured the different wishes and preferences of various organic shopper types. The manufacturing and retail sectors were offered ideas for repositioning their organic products in the market. 

The target group model for the organic foods market was developed on the basis of a two-stage qualitative and quantitative empirical survey. 

In the empirical survey, ISOE adopted its socio-ecological lifestyle approach. This approach captures the lifestyle-specific orientations and motivational background while also picking up on respondents' actual circumstances and living situation along with their purchase behaviour. 


Geschäftsstelle Bundesprogramm Ökologischer Landbau


2002/07 – 2003/10