Synopsis
This report provides the results for the Meat market in Spain 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: the Ambient Meat, Cooked Meats – Counter, Cooked Meats – Packaged, Fresh Meat (Counter), Frozen Meat, Raw Packaged Meat – processed and Raw Packaged Meat – whole cuts 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?
Most Meat categories are already well established in Spain, and outside of population trends the opportunities for volume growth appear limited, unless innovations can find areas of latent demand. Instead the Meat industry should seek to find ways of offering greater value to Spanish consumers in order to drive value growth. However, this will be difficult given the weak state of the Spanish economy it its low consumer confidence.
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 Auchan Switching analysis
7.3.3 Carrefour Switching analysis
7.3.4 Miquel Switching analysis
7.3.5 Schwarz Group Switching analysis
7.3.6 Other Switching analysis
7.4 Profiles of End-Consumers of Meat, by Retailer Used
7.4.1 Auchan
7.4.2 Carrefour
7.4.3 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: Spain Survey Respondent Profile (weighted), 2011
Table 4: Spain Meat Value Share (%), by Age Groups, 2011
Table 5: Spain Meat Value Share (%), by Gender, 2011
Table 6: Spain Meat Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Spain Meat Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Spain Meat Value Share (%) by Wealth Groups, 2011
Table 9: Spain Meat Value Share (%) by Busy Lives Groups, 2011
Table 10: Spain Ambient Meat Consumer Group Share (% market value), 2011
Table 11: Spain Cooked Meats - Counter Consumer Group Share (% market value), 2011
Table 12: Spain Cooked Meats - Packaged Consumer Group Share (% market value), 2011
Table 13: Spain Fresh Meat (counter) Consumer Group Share (% market value), 2011
Table 14: Spain Frozen Meat Consumer Group Share (% market value), 2011
Table 15: Spain Raw Packaged Meat - processed Consumer Group Share (% market value), 2011
Table 16: Spain Raw Packaged Meat - whole cuts Consumer Group Share (% market value), 2011
Table 17: Spain Total Ambient Meat Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Spain Total Cooked Meats - Counter Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Spain Total Cooked Meats - Packaged Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Spain Total Fresh Meat (counter) Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Spain Total Frozen Meat Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Spain Total Raw Packaged Meat - processed Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: Spain Total Raw Packaged Meat - whole cuts Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: Spain Ambient Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Spain Ambient Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Spain Cooked Meats - Counter Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Spain Cooked Meats - Counter Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Spain Cooked Meats - Packaged Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Spain Cooked Meats - Packaged Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Spain Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Spain Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Spain Frozen Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Spain Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Spain Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: Spain Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: Spain Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: Spain Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: Spain Ambient Meat Consumer Profiles (% consumers by sub-group), 2011
Table 39: Spain Cooked Meats - Counter Consumer Profiles (% consumers by sub-group), 2011
Table 40: Spain Cooked Meats - Packaged Consumer Profiles (% consumers by sub-group), 2011
Table 41: Spain Fresh Meat (counter) Consumer Profiles (% consumers by sub-group), 2011
Table 42: Spain Frozen Meat Consumer Profiles (% consumers by sub-group), 2011
Table 43: Spain Raw Packaged Meat - processed Consumer Profiles (% consumers by sub-group), 2011
Table 44: Spain Raw Packaged Meat - whole cuts Consumer Profiles (% consumers by sub-group), 2011
Table 45: Spain Meat Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 46: Spain Ambient Meat Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: Spain Cooked Meats - Counter Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 48: Spain Cooked Meats - Packaged Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 49: Spain Fresh Meat (counter) Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 50: Spain Frozen Meat Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 51: Spain Raw Packaged Meat - processed Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 52: Spain Raw Packaged Meat - whole cuts Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 53: Spain, Overall Meat: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: Spain, Ambient Meat: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 55: Spain, Cooked Meats - Counter: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 56: Spain, Cooked Meats - Packaged: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 57: Spain, Fresh Meat (counter): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 58: Spain, Frozen Meat: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 59: Spain, Raw Packaged Meat - processed: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 60: Spain, Raw Packaged Meat - whole cuts: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 61: Spain Meat Market Value (Euro million), by Category, 2011
Table 62: Spain Meat Market Value (US$ million), by Category, 2011
Table 63: Spain Meat Market Volume (Kg m), by Category, 2011
Table 64: Spain Meat Market Share (US$ million), by Category, 2011
Table 65: Spain Meat Expenditure Per Capita (Euro), by Category, 2011
Table 66: Spain Meat Expenditure Per Capita (US$), by Category, 2011
Table 67: Spain Meat Expenditure Per Household (Euro), by Category
Table 68: Spain Meat Expenditure Per Household (US$), by Category
Table 69: Spain Meat Market Volume Share (Kg m), by Category, 2011
Table 70: Spain Meat Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 71: Spain Meat Consumption Per Household (Kg m / Households m), by Category, 2011
Table 72: Spain Meat Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 73: Spain Ambient Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 74: Spain Cooked Meats - Counter Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 75: Spain Cooked Meats - Packaged Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 76: Spain Fresh Meat (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 77: Spain Frozen Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 78: Spain Raw Packaged Meat - processed Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 79: Spain Raw Packaged Meat - whole cuts Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 80: Spain Switchers to Auchan for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Spain Switchers From Auchan for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Spain Switchers to Carrefour for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Spain Switchers From Carrefour for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Spain Switchers to Miquel for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Spain Switchers From Miquel for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: Spain Switchers to Schwarz Group for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: Spain Switchers From Schwarz Group for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: Spain Switchers to Other for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: Spain Switchers From Other for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: Spain Profile of Meat Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 91: Spain Profile of Meat Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 92: Spain 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: Spain Meat Value Share (%), by Age Groups, 2011
Figure 3: Spain Meat Value Share (%), by Gender, 2011
Figure 4: Spain Meat Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Spain Meat Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Spain Meat Value Share (%) by Wealth Groups, 2011
Figure 7: Spain Meat Value Share (%) by Busy Lives Groups, 2011
Figure 8: Spain Ambient Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Spain Ambient Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Spain Cooked Meats - Counter Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Spain Cooked Meats - Counter Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Spain Cooked Meats - Packaged Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Spain Cooked Meats - Packaged Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Spain Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Spain Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Spain Frozen Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Spain Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Spain Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Spain Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Spain Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: Spain Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: Spain Meat Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 23: Spain Meat Market Share (US$ million), by Category, 2011
Figure 24: Spain Meat Expenditure Per Capita (US$), by Category, 2011
Figure 25: Spain Meat Expenditure Per Household (US$), by Category
Figure 26: Spain Meat Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 27: Spain Ambient Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: Spain Cooked Meats - Counter Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 29: Spain Cooked Meats - Packaged Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 30: Spain Fresh Meat (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 31: Spain Frozen Meat Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 32: Spain Raw Packaged Meat - processed Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 33: Spain Raw Packaged Meat - whole cuts Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 34: Spain People Who Have Switched Retailer for their Meat Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
