Synopsis
This report provides the results for the German Meat market 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 organized 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: ambient meat, chilled raw packaged meat- processed, chilled raw packaged meat- whole cuts, cooked meats- packaged, frozen meat markets
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 Meat 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 Meat market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
Overall a very significant share of consumers state that Consumer Trends affect their behaviors, but this appears to be acted on much more in the fresh meat categories. Overall it is likely that in the future consumer needs will be better met by fresh categories and meat marketers will need to continue to adjust towards this overall dynamic.
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 Meat 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 Ambient Meat
2.2.2 Cooked Meats - Counter
2.2.3 Cooked Meats - Packaged
2.2.4 Fresh Meat (counter)
2.2.5 Frozen Meat
2.2.6 Raw Packaged Meat - processed
2.2.7 Raw Packaged Meat - whole cuts
2.3 Behavioral Trends and Market Value
2.3.1 Ambient Meat
2.3.2 Cooked Meats - Counter
2.3.3 Cooked Meats - Packaged
2.3.4 Fresh Meat (counter)
2.3.5 Frozen Meat
2.3.6 Raw Packaged Meat - processed
2.3.7 Raw Packaged Meat - whole cuts
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Ambient Meat
3.1.2 Cooked Meats - Counter
3.1.3 Cooked Meats - Packaged
3.1.4 Fresh Meat (counter)
3.1.5 Frozen Meat
3.1.6 Raw Packaged Meat - processed
3.1.7 Raw Packaged Meat - whole cuts
3.2 Consumer Profiles by Product Category
3.2.1 Ambient Meat
3.2.2 Cooked Meats - Counter
3.2.3 Cooked Meats - Packaged
3.2.4 Fresh Meat (counter)
3.2.5 Frozen Meat
3.2.6 Raw Packaged Meat - processed
3.2.7 Raw Packaged Meat - whole cuts
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Meat Brand Choice and Private Label Shares
4.2.1 Ambient Meat
4.2.2 Cooked Meats - Counter
4.2.3 Cooked Meats - Packaged
4.2.4 Fresh Meat (counter)
4.2.5 Frozen Meat
4.2.6 Raw Packaged Meat - processed
4.2.7 Raw Packaged Meat - whole cuts
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Meat
5.1.2 Ambient Meat
5.1.3 Cooked Meats - Counter
5.1.4 Cooked Meats - Packaged
5.1.5 Fresh Meat (counter)
5.1.6 Frozen Meat
5.1.7 Raw Packaged Meat - processed
5.1.8 Raw Packaged Meat - whole cuts
6 Consumption Impact: Market Valuation
6.1 Meat Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Meat 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 Meat 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 Meat
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Ambient Meat
7.2.2 Retail Share by Volume - Cooked Meats - Counter
7.2.3 Retail Share by Volume - Cooked Meats - Packaged
7.2.4 Retail Share by Volume - Fresh Meat (counter)
7.2.5 Retail Share by Volume - Frozen Meat
7.2.6 Retail Share by Volume - Raw Packaged Meat - processed
7.2.7 Retail Share by Volume - Raw Packaged Meat - whole cuts
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 Bartels-Langness Switching Analysis
7.3.4 dm-Drogeriemarkt Gmbh + Co.KG Switching Analysis
7.3.5 Edeka Switching Analysis
7.3.6 Globus 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 Meat, 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 Meat Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Meat Value Share (%), by Age Groups, 2011
Table 5: Germany Meat Value Share (%), by Gender, 2011
Table 6: Germany Meat Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Meat Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Meat Value Share (%) by Wealth Groups, 2011
Table 9: Germany Meat Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Ambient Meat Consumer Group Share (% market value), 2011
Table 11: Germany Cooked Meats - Counter Consumer Group Share (% market value), 2011
Table 12: Germany Cooked Meats - Packaged Consumer Group Share (% market value), 2011
Table 13: Germany Fresh Meat (counter) Consumer Group Share (% market value), 2011
Table 14: Germany Frozen Meat Consumer Group Share (% market value), 2011
Table 15: Germany Raw Packaged Meat - processed Consumer Group Share (% market value), 2011
Table 16: Germany Raw Packaged Meat - whole cuts Consumer Group Share (% market value), 2011
Table 17: Germany Total Ambient Meat Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Germany Total Cooked Meats - Counter Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Germany Total Cooked Meats - Packaged Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Germany Total Fresh Meat (counter) Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Germany Total Frozen Meat Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Germany Total Raw Packaged Meat - processed Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: Germany Total Raw Packaged Meat - whole cuts Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: Germany Ambient Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Germany Ambient Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Germany Cooked Meats - Counter Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Germany Cooked Meats - Counter Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Germany Cooked Meats - Packaged Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Germany Cooked Meats - Packaged Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Germany Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Germany Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Germany Frozen Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Germany Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Germany Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: Germany Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: Germany Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: Germany Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: Germany Ambient Meat Consumer Profiles (% consumers by sub-group), 2011
Table 39: Germany Cooked Meats - Counter Consumer Profiles (% consumers by sub-group), 2011
Table 40: Germany Cooked Meats - Packaged Consumer Profiles (% consumers by sub-group), 2011
Table 41: Germany Fresh Meat (counter) Consumer Profiles (% consumers by sub-group), 2011
Table 42: Germany Frozen Meat Consumer Profiles (% consumers by sub-group), 2011
Table 43: Germany Raw Packaged Meat - processed Consumer Profiles (% consumers by sub-group), 2011
Table 44: Germany Raw Packaged Meat - whole cuts Consumer Profiles (% consumers by sub-group), 2011
Table 45: Germany Meat Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 46: Germany Ambient Meat Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: Germany Cooked Meats - Counter Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 48: Germany Cooked Meats - Packaged Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 49: Germany Fresh Meat (counter) Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 50: Germany Frozen Meat Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 51: Germany Raw Packaged Meat - processed Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 52: Germany Raw Packaged Meat - whole cuts Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 53: Germany, Overall Meat: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: Germany, Ambient Meat: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 55: Germany, Cooked Meats - Counter: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 56: Germany, Cooked Meats - Packaged: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 57: Germany, Fresh Meat (counter): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 58: Germany, Frozen Meat: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 59: Germany, Raw Packaged Meat - processed: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 60: Germany, Raw Packaged Meat - whole cuts: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 61: Germany Meat Market Value (Euro million), by Category, 2011
Table 62: Germany Meat Market Value (US$ million), by Category, 2011
Table 63: Germany Meat Market Volume (Kg m), by Category, 2011
Table 64: Germany Meat Market Share (US$ million), by Category, 2011
Table 65: Germany Meat Expenditure Per Capita (Euro), by Category, 2011
Table 66: Germany Meat Expenditure Per Capita (US$), by Category, 2011
Table 67: Germany Meat Expenditure Per Household (Euro), by Category
Table 68: Germany Meat Expenditure Per Household (US$), by Category
Table 69: Germany Meat Market Volume Share (Kg m), by Category, 2011
Table 70: Germany Meat Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 71: Germany Meat Consumption Per Household (Kg m / Households m), by Category, 2011
Table 72: Germany Meat Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 73: Germany Ambient Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 74: Germany Cooked Meats - Counter Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 75: Germany Cooked Meats - Packaged Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 76: Germany Fresh Meat (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 77: Germany Frozen Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 78: Germany Raw Packaged Meat - processed Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 79: Germany Raw Packaged Meat - whole cuts Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 80: Germany Switchers to Aldi for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Germany Switchers From Aldi for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Germany Switchers to Bartels-Langness for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Germany Switchers From Bartels-Langness for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Germany Switchers to dm-Drogeriemarkt Gmbh + Co.KG for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Germany Switchers to Edeka for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: Germany Switchers From Edeka for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: Germany Switchers to Globus for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: Germany Switchers From Globus for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: Germany Switchers to Metro Group for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: Germany Switchers From Metro Group for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: Germany Switchers to Norma for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: Germany Switchers From Norma for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 93: Germany Switchers to Rewe Group for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 94: Germany Switchers From Rewe Group for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 95: Germany Switchers to Schwarz Group for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 96: Germany Switchers From Schwarz Group for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 97: Germany Switchers to Tengelmann for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 98: Germany Switchers From Tengelmann for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 99: Germany Switchers to Other for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 100: Germany Switchers From Other for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 101: Germany Profile of Meat Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 102: Germany Profile of Meat Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 103: Germany Profile of Meat Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 104: Germany Profile of Meat Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 105: Germany Profile of Meat Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
Table 106: Germany Profile of Meat Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 107: Germany Profile of Meat Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 108: Germany Profile of Meat Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2011
Table 109: Germany Profile of Meat 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 Meat Value Share (%), by Age Groups, 2011
Figure 3: Germany Meat Value Share (%), by Gender, 2011
Figure 4: Germany Meat Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Meat Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Meat Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Meat Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Ambient Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Ambient Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Cooked Meats - Counter Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Cooked Meats - Counter Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Cooked Meats - Packaged Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Cooked Meats - Packaged Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Germany Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Germany Frozen Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Germany Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Germany Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Germany Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Germany Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: Germany Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: Germany Meat Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 23: Germany Meat Market Share (US$ million), by Category, 2011
Figure 24: Germany Meat Expenditure Per Capita (US$), by Category, 2011
Figure 25: Germany Meat Expenditure Per Household (US$), by Category
Figure 26: Germany Meat Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 27: Germany Ambient Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: Germany Cooked Meats - Counter Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 29: Germany Cooked Meats - Packaged Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 30: Germany Fresh Meat (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 31: Germany Frozen Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 32: Germany Raw Packaged Meat - processed Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 33: Germany Raw Packaged Meat - whole cuts Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 34: Germany People Who Have Switched Retailer for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
