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Market research: "Ohne GenTechnik" seal scores highly in seal check
Fritz Konz, Alexander Hissting, Prof. Dr. Holger Buxel and Tanja Busse (f.l.t.r.) at the VLOG .:. Forum 2024, Photo: Concept Photography Berlin
Dr Holger Buxel, Professor of Service and Product Marketing at Münster University of Applied Sciences and a specialist in food seals, confirmed that the VLOG "Ohne GenTechnik" seal is highly relevant when it comes to guiding consumers during their grocery shopping. In various surveys of consumers on test and quality labels for food, the green diamond achieved top scores for awareness, positive influence on product perception and willingness to buy and pay.
"Non-GMO" has above-average relevance for consumers
The market research results show that in the ranking of food labels, the topic of "Non-GMO" (53%) is the second most important for consumers, just behind regionality (54%), ahead of Fairtrade, animal welfare, organic and many others. The VLOG seal also scores very highly in terms of awareness with 45 per cent compared to 28 other food seals. Although it has only been visible for 15 years and only on a limited range of products, the "Ohne GenTechnik" seal is one of the better-known and well-established food labels and has been in the top group for years, Buxel stated.
Economically interesting: Increased willingness to buy and pay
The "Ohne GenTechnik" seal also achieved above-average ratings in all surveys, for example in terms of trust in the neutrality of the test or in the categorisation of the seal as a shopping aid. Buxel also drew a positive conclusion on the crucial question of whether the seal is actively recognised when shopping and increases customers' willingness to buy and pay: "The use of the ‚Ohne GenTechnik‘ seal has a positive influence on consumer willingness to buy and pay to a significant extent and should therefore also make economic sense in many cases." Compared to other food labels, the willingness to buy products with the green diamond is three per cent higher and the willingness to pay a higher price is one per cent higher. According to Buxel, this all speaks in favour of a "very clear potential for expansion" of the "Ohne GenTechnik" seal.
Delighted with the extremely positive results of seal specialist Professor Buxel, VLOG Managing Director Alexander Hissting comments: "The market research underpins the decision of hundreds of companies that successfully use the ‚Ohne GenTechnik‘ seal. Consumers know and appreciate the green diamond and prefer products with the seal over unlabelled ones". With regard to the future potential attested by Buxel, Hissting explained that VLOG will not rest on its laurels, as there is always potential for improvement and further growth.
The Berchtesgadener Land dairy company, who has been an "Ohne GenTechnik" (Non-GMO) seal user from the very beginning, was an ideal and particularly convincing partner for the VLOG seal anniversary and all associated events. REWE Group and Ariana Laboratories were sponsors of the VLOG forum, while other supporters included Tegut, Wiesenhof, Planton, Schwarzwaldmilch and TÜV Süd.
Presentation of Prof Dr Holger Buxel at the VLOG .:. Forum 2024 (in German)
Video recording of the VLOG .:. Forum 2024 (in German)
The success story goes on - Report on the VLOG Forum and Ohne GenTechnik anniversary
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