Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the German Confectionery Market

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the German Confectionery Market

Category : Food & Beverages
May  2014  Pages : 57



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Synopsis
Understanding Consumer Trends and Drivers of Behavior in the German Confectionery Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.
Scope
Understanding Consumer Trends and Drivers of Behavior in the German Confectionery Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate. Get access to: • Key consumer demographic groups driving consumption within the German market. The figures showcase the number of times consumers of specific ages and genders consume Confectionery, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall) • Market value and volumes over 2008–2018 for the Germany and nine other countries to give a global context • The degree of influence that the 20 key consumer trends identified by Canadean have on Confectionery consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group • Insight into the implications behind the data, and analysis of how the needs of will evolve in the short-to-medium term future • Examples of international and Germany-specific product innovation targeting key consumer needs
Summary
• A desire for indulgence is the key motivation for choosing Confectionery products in Germany • Chocolate is the leading category in the German Confectionery market, with a share of 61.3% • Germans are heavy frequency consumers of Confectionery products • Women over-consume Confectionery products compared to men • Despite developed organic and Fairtrade sectors in Confectionery, consumers are not driven by ethical concerns alone • German consumers are looking to Confectionery products in order to relax and unwind • Manufacturers should develop multi-line product ranges to meet diversified personal needs and dietary choices
Reasons To Buy
This report brings together consumer analysis and market data to provide actionable insight into the behavior of German Confectionery consumers. This is based on Canadean’s unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Confectionery sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.
Definitions
Category classification and demographic definitions
Summary methodology
Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context
The German Confectionery market is driven by a desire to indulge in convenient, fun snack products
The German Confectionery market is currently valued at EUR 9.8 billion will witness relatively higher growth over 2013-2018
Chocolate is the leading category in the German Confectionery market, with a share of 61.3%
There were 30.1 billion Confectionery occasions in Germany in 2012, with the highest occasions witnessed amongst Older Consumers
Subdued volume consumption growth in Confectionery in Germany is resulting in modest growth in value terms
Germany has second highest volume consumption of Confectionery products globally

Demographic cohort consumption patterns
Women over-consume Confectionery products compared to men
Older Consumers under-consume Confectionery due to health concerns
German women are ‘heavy frequency’ consumers of Confectionery
Pre-Mid-Lifers show the highest incidence of heavy consumption

Consumer trend analysis
A desire for indulgent, fun, comforting treats is driving Confectionery consumption in Germany
Comparing consumer trends influence on consumption of Confectionery products across major markets
The Changing Lifestyle mega-trend: Consumers are moderately motivated to seek Confectionery that suits their age and lifestage
The Connectivity mega-trend: Brands should maintain a media presence to drive consumer engagement and interest
The Convenience mega-trend: Consumers seek Confectionery snacks that can be enjoyed on-the-go
The Ethics mega-trend: Despite developed organic and Fairtrade sectors in Confectionery, consumers are not driven by ethical concerns alone
The Experience & Enjoyment mega-trend: A desire for indulgence motivates over half of Confectionery consumption in Germany
The Health & Wellness mega-trend: Health concerns will have limited influence on purchase of Confectionery products
The Individuality mega-trend: A significant proportion of Confectionery consumption is driven by the need for relaxation and comfort
The Trust mega-trend: High consumer confidence in product safety causes a low impact for products offering additional trustworthiness
The Value mega-trend: German consumers seek good value products, however they can be persuaded to trade up for added indulgence

Innovation examples
Manufacturers are innovating across categories to target the growing needs of German consumers
Manufacturers are focusing on innovative formulation, positioning, and packaging

Recommended actions
Manufacturers should address German consumers’ high desire for indulgence by offering luxury premium products
Manufacturers should develop multi-line product ranges to meet diversified personal needs and dietary choices

Appendix
An explanation of the sub-trends
Detailed methodology
About Canadean
List Of Tables
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List Of Figures
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Enquiry Before Buy
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