Synopsis
This report provides the results for the Confectionery 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: the Chocolate, Gum and Sugar Confectionery 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 Confectionery 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 Confectionery 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. Chocolate, Gum and Sugar Confectionary are not considered essential items and therefore consumption patterns have been comparatively affected. Further, consumption in this category may be limited by growing interesting in reducing sugar consumption, particularly among children.
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 Confectionery 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 Chocolate
2.2.2 Gum
2.2.3 Sugar Confectionery
2.3 Behavioral Trends and Market Value
2.3.1 Chocolate
2.3.2 Gum
2.3.3 Sugar Confectionery
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Chocolate
3.1.2 Gum
3.1.3 Sugar Confectionery
3.2 Consumer Profiles by Product Category
3.2.1 Chocolate
3.2.2 Gum
3.2.3 Sugar Confectionery
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Sugar Confectionery Brand Choice and Private Label Shares
4.2.1 Chocolate
4.2.2 Gum
4.2.3 Sugar Confectionery
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Confectionery
5.1.2 Chocolate
5.1.3 Gum
5.1.4 Sugar Confectionery
6 Consumption Impact: Market Valuation
6.1 Confectionery Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Confectionery 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 Confectionery 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 Confectionery
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Chocolate
7.2.2 Retail Share by Volume - Gum
7.2.3 Retail Share by Volume - Sugar Confectionery
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 Coop (DE) Switching Analysis
7.3.4 Dirk Rossmann Gmbh 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 Confectionery, by Retailer Used
7.4.1 Aldi
7.4.2 Edeka
7.4.3 Globus
7.4.4 Metro Group
7.4.5 Rewe Group
7.4.6 Schwarz Group
7.4.7 Tengelmann
7.4.8 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units Confectionery Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Confectionery Value Share (%), by Age Groups, 2011
Table 5: Germany Confectionery Value Share (%), by Gender, 2011
Table 6: Germany Confectionery Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Confectionery Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Confectionery Value Share (%) by Wealth Groups, 2011
Table 9: Germany Confectionery Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Chocolate Consumer Group Share (% market value), 2011
Table 11: Germany Gum Consumer Group Share (% market value), 2011
Table 12: Germany Sugar Confectionery Consumer Group Share (% market value), 2011
Table 13: Germany Total Chocolate Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Germany Total Gum Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Germany Total Sugar Confectionery Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Germany Chocolate Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Germany Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Germany Gum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Germany Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Germany Sugar Confectionery Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Germany Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Germany Chocolate Consumer Profiles (% consumers by sub-group), 2011
Table 23: Germany Gum Consumer Profiles (% consumers by sub-group), 2011
Table 24: Germany Sugar Confectionery Consumer Profiles (% consumers by sub-group), 2011
Table 25: Germany Confectionery Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Germany Chocolate Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Germany Gum Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Germany Sugar Confectionery Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Germany, Overall Confectionery: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Germany, Chocolate: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Germany, Gum: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Germany, Sugar Confectionery: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: Germany Confectionery Market Value (Euro million), by Category, 2011
Table 34: Germany Confectionery Market Value (US$ million), by Category, 2011
Table 35: Germany Confectionery Market Volume (Kg m), by Category, 2011
Table 36: Germany Confectionery Market Share (US$ million), by Category, 2011
Table 37: Germany Confectionery Expenditure Per Capita (Euro), by Category, 2011
Table 38: Germany Confectionery Expenditure Per Capita (US$), by Category, 2011
Table 39: Germany Confectionery Expenditure Per Household (Euro), by Category
Table 40: Germany Confectionery Expenditure Per Household (US$), by Category
Table 41: Germany Confectionery Market Volume Share (Kg m), by Category, 2011
Table 42: Germany Confectionery Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 43: Germany Confectionery Consumption Per Household (Kg m / Households m), by Category, 2011
Table 44: Germany Confectionery Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 45: Germany Chocolate Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 46: Germany Gum Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 47: Germany Sugar Confectionery Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 48: Germany: Switchers to Aldi for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Germany: Switchers From Aldi for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Germany: Switchers to Coop (DE) for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Germany: Switchers From Coop (DE) for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Germany: Switchers to Dirk Rossmann Gmbh for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Germany: Switchers to Edeka for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Germany: Switchers From Edeka for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Germany: Switchers to Globus for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Germany: Switchers From Globus for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Germany: Switchers to Metro Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Germany: Switchers From Metro Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Germany: Switchers to Norma for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Germany: Switchers From Norma for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Germany: Switchers to Rewe Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Germany: Switchers From Rewe Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Germany: Switchers to Schwarz Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Germany: Switchers From Schwarz Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Germany: Switchers to Tengelmann for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Germany: Switchers From Tengelmann for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Germany: Switchers to Other for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Germany: Switchers From Other for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 70: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 71: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 72: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 73: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 74: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 75: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2011
Table 76: Germany: Profile of Confectionery 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 Confectionery Value Share (%), by Age Groups, 2011
Figure 3: Germany Confectionery Value Share (%), by Gender, 2011
Figure 4: Germany Confectionery Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Confectionery Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Confectionery Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Confectionery Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Chocolate Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Gum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Sugar Confectionery Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Confectionery Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Germany Confectionery Market Share (US$ million), by Category, 2011
Figure 16: Germany Confectionery Expenditure Per Capita (US$), by Category, 2011
Figure 17: Germany Confectionery Expenditure Per Household (US$), by Category
Figure 18: Germany Confectionery Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 19: Germany Chocolate Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 20: Germany Gum Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 21: Germany Sugar Confectionery Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 22: Germany: People Who Have Switched Retailer for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
