one: Mr Rußler: Are vegan and vegetarian (vv) still a trend or have they not already reached the "centre" of food culture and supermarket shelves?

Alexander Rußler: At around eight per cent, vegetarians are clearly the larger group. This diet is primarily about the health benefits of a plant-based or predominantly plant-based diet. You could say that vegetarianism has arrived at the centre of society.

Alexander Rußler Veganism, on the other hand, is more about a way of life in which people have decided not to consume animal products for ethical reasons. We can speak of a positive trend here. However, we see the main customer potential - and therefore more in the "centre" - in the so-called flexitarians. This group also eats high-quality meat, but occasionally deliberately avoids it in favour of plant-based substitutes.

one: REWE is ahead in the German food retail sector when it comes to the vv range ..

Alexander Rußler: Yes! At over 20 per cent, we have the highest market share of vegan core products, which are mainly vegan substitutes for sausage, cheese, meat and milk. If we add all the items together, we have 250 vegan own-brand products, including around thirty under REWE Bio + vegan alone. But all our competitors are currently expanding their product ranges. In REWE's annual target planning for 2022, we have therefore developed a project to set the strategic course for a vegan-vegetarian future, in line with a far-reaching and sustainable process of change in society.

one: Why is REWE so committed to this product group?

Alexander Rußler: Our commitment to the vegan sector is certainly also a result of REWE Group's commitment to sustainability. A healthy diet is very important to us, which logically includes "green products", animal welfare and the production of climate-friendly food. We are very pleased that we have succeeded in having all products of our own brand REWE Bio + vegan certified as climate-neutral.

We also continue to see great growth potential here. For one thing, vegetarians and vegans are predominantly female, young, well-educated, have high purchasing power and are willing to pay a good price for good food.

Last but not least, we are interested in the flexitarian group, which makes up around 18 per cent of all REWE customers. Taken together, vegetarians, vegans and flexitarians make up almost 25 per cent of our customer base, and the trend is rising.

one: REWE wants to "further promote vegan and vegetarian products" in 2022. What does that mean in concrete terms?

Alexander Rußler: We now stock over 250 vegan own-brand products. Our goal for 2022 is for REWE to be the most competent supplier of core vegan products with the leading market share in the German food retail sector. In concrete terms, this means that we will work more intensively on our vegan expertise, that we will prominently display these product ranges in as many stores as possible and that we will be able to defend our current top position in terms of market share. Ultimately, customers should realise: "When I think of vegan, I think of REWE."

one: How do you want to anchor this idea in customers' minds?

Alexander Rußler: Our category management is currently providing vegan product range modules, but they are not yet available in all stores or are not placed in the right size in the respective store. But customers are looking for the products in the supermarket. That is why it is now first and foremost up to our retailers and store managers to place the vegan product ranges prominently. For better visibility, we have opted for block placement of the items. This makes it easier for flexitarians to find the vegan items.

At the same time, our Category Management department is expanding the range of brands and private labels, and more and more vegan suppliers can be found in the regions. For the current year, we expect the Convenience and Mopro product ranges to be revised, both with a vegan focus, of course.