Observed Signal · Jun 18, 2026 · Award · Source: absatzwirtschaft · Impact: 1/5 · Sentiment: Neutral
Alnatura Wins Marken-Award 2026 for Social Commitment
Alnatura has been awarded the Marken-Award 2026 in the category "Gesellschaftliches Engagement" (social commitment). The Darmstadt-based organic retailer was recognised for embedding responsibility, farmer support and animal welfare in its corporate identity. Key initiatives include the 2015 'Gemeinsam Boden gut machen' program (run with Naturschutzbund Deutschland/Nabu) which has converted more than 21,000 hectares and supported 144 farms, and product standards such as the 2024 Weidemilch‑Initiative. Alnatura reported €1.27 billion in revenue last year and 6.6% growth in fiscal 2025, operates 155 stores and sells about 1,400 own-brand food items. The jury highlighted long‑term, values-based engagement across the value chain as the reason for the award.
Brand and sustainability award recognition is relevant for marketing/brand practice but has limited direct impact on AdTech/MarTech infrastructure or programmatic advertising markets.
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Key Takeaways & Evidence Grounding
- Alnatura won the Marken-Award 2026 in the category "Gesellschaftliches Engagement" (social commitment).
- The 'Gemeinsam Boden gut machen' initiative (launched 2015 with Nabu) has converted more than 21,000 hectares and supported 144 farms.
- Alnatura reported €1.27 billion in revenue last year and achieved 6.6% growth in the 2025 fiscal year.
- The company operates 155 Alnatura stores and offers roughly 1,400 own-brand food products under a "bio only" principle.
- Alnatura uses internal sustainability standards and certifications such as the We‑Care seal from the Forschungsinstitut für biologischen Landbau (FiBL).
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Related Market Signals & Shifts
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Alnatura Tops German Private-Label Trust Survey
A Porsche Consulting survey of 1,500 German consumers ranked supermarket private labels by trust: Alnatura topped the list with 23%, followed by Lidl’s Milbona (16%) and Edeka’s Gut & Günstig and Rewe’s Beste Wahl (each 15%). Despite high trust, only 3% say they shop at Alnatura frequently, compared with 30% for Lidl, 27% for Rewe and 26% for Edeka. The study reports private-label share rising from 42% in 2019 to 46% in 2025 and identifies price–performance, perceived quality and skepticism toward brand marketing as key purchase drivers. It also notes a parallel shift to digitally enabled, small-format local stores, citing Bremen startup Tante Enso as an example.
Alnatura Starts Selling at Netto
Alnatura, the German organic food retailer/brand, has changed its previous stance against discount channels and will make products available at Netto, an Edeka subsidiary. From August, up to 80 Alnatura items are scheduled to appear in about 260 Netto stores in Berlin. The move marks a strategic shift for Alnatura toward the discount segment. The article was published by Lebensmittelzeitung (Deutscher Fachverlag) on 2026-07-30.
Zweifel wins Promarca Brand Sustainability Award
Zweifel Chips & Snacks AG won the Promarca Brand Sustainability Award 2026 for its pilot project "Alles beginnt im Boden", a six-year regenerative potato-farming initiative aimed at lowering greenhouse gas emissions in its supply chain. The project involves partners Inoverde, the fenaco cooperative and AgroImpact and pays producers a fixed climate premium independent of raw-material prices; Zweifel is also working with Florin AG to reduce emissions in its rapeseed-oil supply chain. Barilla Schweiz AG and Groupe Minoteries SA tied for second place, and Oatly Switzerland AG finished third. Nine projects were submitted for the award. Promarca says the award highlights contributions by Swiss branded manufacturers across the supply chain, from raw-material sourcing to production and upstream/downstream processes.
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