Recent weather conditions have resulted in an unusually large kohlrabi harvest in Germany, creating significant market pressure for producers. According to data from AMI-Aktionspreise im LEH, the 21st week of 2024 saw a record number of promotional campaigns—21 in total—a figure unmatched in the past five years.
Demand Lags Behind Supply
Despite the surge in promotions, consumer demand has remained sluggish. Preliminary data on buyer reach shows only a slight recovery in Week 20, with household purchases still lagging behind 2023 levels. Retailers are responding with deep discounts—conventional kohlrabi is being advertised at an average of €0.59 per piece, a 21% decrease year-over-year, while the lowest promotional price hit €0.49 per piece, down 29% from last year.
Shift in Sourcing and Organic Market Share
Of the 21 promotions in Week 21, 20 featured conventionally grown kohlrabi, with nearly all sourced domestically. Organic kohlrabi, meanwhile, accounted for just 6% of promotions, half the share compared to 2023. This suggests a strategic focus by retailers on moving larger volumes of conventional produce.
Long-Term Promotional Trends
From early April to mid-May, kohlrabi promotions were 10% higher than in 2023, with 64 total campaigns. However, average advertised prices for conventional and organic kohlrabi were 10% and 7% lower, respectively, indicating sustained price pressure.
Will Promotions Continue?
Last year, kohlrabi promotions peaked between mid-May and mid-June. Given the current oversupply, experts predict that high promotional intensity will persist in the coming weeks, helping to balance supply with stimulated demand.
Farmers and agronomists must prepare for continued price volatility as retailers work through the surplus. Strategic marketing, efficient supply chain management, and consumer engagement will be key to maximizing returns in a saturated market.