Synopsis
This report provides the results for the Dairy market in Germany from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Scope
Consumer survey data for the following specific categories: Butter & Spreadable Fats, Cheese, Cream, Milk, Puddings/Desserts and Yoghurt.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Summary
Why was the report written?
Marketers in the Dairy market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Dairy market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. The weak German economy forced consumers to evaluate and possibly alter their consumption patterns of many products, including Dairy. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Dairy Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Butter & Spreadable Fats
2.2.2 Cheese
2.2.3 Cream
2.2.4 Milk
2.2.5 Puddings/desserts
2.2.6 Yoghurt
2.3 Behavioral Trends and Market Value
2.3.1 Butter & Spreadable Fats
2.3.2 Cheese
2.3.3 Cream
2.3.4 Milk
2.3.5 Puddings/desserts
2.3.6 Yoghurt
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Butter & Spreadable Fats
3.1.2 Cheese
3.1.3 Cream
3.1.4 Milk
3.1.5 Puddings/desserts
3.1.6 Yoghurt
3.2 Consumer Profiles by Product Category
3.2.1 Butter & Spreadable Fats
3.2.2 Cheese
3.2.3 Cream
3.2.4 Milk
3.2.5 Puddings/desserts
3.2.6 Yoghurt
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Dairy Brand Choice and Private Label Shares
4.2.1 Butter & Spreadable Fats
4.2.2 Cheese
4.2.3 Cream
4.2.4 Milk
4.2.5 Puddings/desserts
4.2.6 Yoghurt
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Dairy
5.1.2 Butter & Spreadable Fats
5.1.3 Cheese
5.1.4 Cream
5.1.5 Milk
5.1.6 Puddings/desserts
5.1.7 Yoghurt
6 Consumption Impact: Market Valuation
6.1 Dairy Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Dairy Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Dairy Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Dairy
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Butter & Spreadable Fats
7.2.2 Retail Share by Volume - Cheese
7.2.3 Retail Share by Volume - Cream
7.2.4 Retail Share by Volume - Milk
7.2.5 Retail Share by Volume - Puddings/desserts
7.2.6 Retail Share by Volume - Yoghurt
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Aldi Switching Analysis
7.3.3 Anton Schlecker Switching Analysis
7.3.4 Dirk Rossmann Gmbh Switching Analysis
7.3.5 Edeka Switching Analysis
7.3.6 Lekkerland Gmbh & Co. KG Switching Analysis
7.3.7 Metro Group Switching Analysis
7.3.8 Norma Switching Analysis
7.3.9 Rewe Group Switching Analysis
7.3.10 Schwarz Group Switching Analysis
7.3.11 Tengelmann Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Dairy, by Retailer Used
7.4.1 Aldi
7.4.2 Edeka
7.4.3 Globus
7.4.4 Metro Group
7.4.5 Norma
7.4.6 Rewe Group
7.4.7 Schwarz Group
7.4.8 Tengelmann
7.4.9 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Dairy Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Dairy Value Share (%), by Age Groups, 2011
Table 5: Germany Dairy Value Share (%), by Gender, 2011
Table 6: Germany Dairy Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Dairy Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Dairy Value Share (%) by Wealth Groups, 2011
Table 9: Germany Dairy Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Butter & Spreadable Fats Consumer Group Share (% market value), 2011
Table 11: Germany Cheese Consumer Group Share (% market value), 2011
Table 12: Germany Cream Consumer Group Share (% market value), 2011
Table 13: Germany Milk Consumer Group Share (% market value), 2011
Table 14: Germany Puddings/desserts Consumer Group Share (% market value), 2011
Table 15: Germany Yoghurt Consumer Group Share (% market value), 2011
Table 16: Germany Total Butter & Spreadable Fats Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Germany Total Cheese Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Germany Total Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Germany Total Milk Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Germany Total Puddings/desserts Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Germany Total Yoghurt Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Germany Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Germany Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Germany Cheese Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Germany Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Germany Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Germany Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Germany Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Germany Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Germany Puddings/desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Germany Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Germany Yoghurt Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Germany Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Germany Butter & Spreadable Fats Consumer Profiles (% consumers by sub-group), 2011
Table 35: Germany Cheese Consumer Profiles (% consumers by sub-group), 2011
Table 36: Germany Cream Consumer Profiles (% consumers by sub-group), 2011
Table 37: Germany Milk Consumer Profiles (% consumers by sub-group), 2011
Table 38: Germany Puddings/desserts Consumer Profiles (% consumers by sub-group), 2011
Table 39: Germany Yoghurt Consumer Profiles (% consumers by sub-group), 2011
Table 40: Germany Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 41: Germany Butter & Spreadable Fats Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: Germany Cheese Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: Germany Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: Germany Milk Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 45: Germany Puddings/desserts Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: Germany Yoghurt Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: Germany, Overall Dairy: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: Germany, Butter & Spreadable Fats: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: Germany, Cheese: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: Germany, Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: Germany, Milk: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: Germany, Puddings/desserts: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: Germany, Yoghurt: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: Germany Dairy Market Value (Euro million), by Category, 2011
Table 55: Germany Dairy Market Value (US$ million), by Category, 2011
Table 56: Germany Dairy Market Volume (Kg m), by Category, 2011
Table 57: Germany Dairy Market Share (US$ million), by Category, 2011
Table 58: Germany Dairy Expenditure Per Capita (Euro), by Category, 2011
Table 59: Germany Dairy Expenditure Per Capita (US$), by Category, 2011
Table 60: Germany Dairy Expenditure Per Household (Euro), by Category
Table 61: Germany Dairy Expenditure Per Household (US$), by Category
Table 62: Germany Dairy Market Volume Share (Kg m), by Category, 2011
Table 63: Germany Dairy Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 64: Germany Dairy Consumption Per Household (Kg m / Households m), by Category, 2011
Table 65: Germany Dairy Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 66: Germany Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 67: Germany Cheese Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 68: Germany Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 69: Germany Milk Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 70: Germany Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 71: Germany Yoghurt Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 72: Germany Switchers to Aldi for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Germany Switchers From Aldi for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Germany Switchers to Anton Schlecker for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Germany Switchers to Dirk Rossmann Gmbh for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Germany Switchers From Dirk Rossmann Gmbh for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Germany Switchers to Edeka for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Germany Switchers From Edeka for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Germany Switchers to Lekkerland Gmbh & Co. KG for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Germany Switchers From Lekkerland Gmbh & Co. KG for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Germany Switchers to Metro Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Germany Switchers From Metro Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Germany Switchers to Norma for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Germany Switchers From Norma for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Germany Switchers to Rewe Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: Germany Switchers From Rewe Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: Germany Switchers to Schwarz Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: Germany Switchers From Schwarz Group for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: Germany Switchers to Tengelmann for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: Germany Switchers From Tengelmann for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: Germany Switchers to Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: Germany Switchers From Other for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 93: Germany Profile of Dairy Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 94: Germany Profile of Dairy Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 95: Germany Profile of Dairy Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 96: Germany Profile of Dairy Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 97: Germany Profile of Dairy Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
Table 98: Germany Profile of Dairy Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 99: Germany Profile of Dairy Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 100: Germany Profile of Dairy Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2011
Table 101: Germany Profile of Dairy Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Germany Dairy Value Share (%), by Age Groups, 2011
Figure 3: Germany Dairy Value Share (%), by Gender, 2011
Figure 4: Germany Dairy Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Dairy Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Dairy Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Dairy Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Butter & Spreadable Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Butter & Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Cheese Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Germany Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Germany Puddings/desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Germany Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Germany Yoghurt Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Germany Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Germany Dairy Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 21: Germany Dairy Market Share (US$ million), by Category, 2011
Figure 22: Germany Dairy Expenditure Per Capita (US$), by Category, 2011
Figure 23: Germany Dairy Expenditure Per Household (US$), by Category
Figure 24: Germany Dairy Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 25: Germany Butter & Spreadable Fats Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 26: Germany Cheese Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 27: Germany Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: Germany Milk Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 29: Germany Puddings/desserts Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 30: Germany Yoghurt Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 31: Germany People Who Have Switched Retailer for their Dairy Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
