Synopsis
This report provides the results for the Italian Confectionery 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 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 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?
High consumption rates across the ages combine with the maturity of the Italian confectionery market in general mean that targeting younger markets will miss a large part of the markets value. Driven by the Chocolate category older consumers account for major share, and marketers should seek to target the needs and wants of these consumers.
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 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 Auchan Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Conad Switching Analysis
7.3.5 Coop Italia Switching Analysis
7.3.6 Despar Servizi Switching Analysis
7.3.7 Esselunga Switching Analysis
7.3.8 Eurospin Switching Analysis
7.3.9 PAM Switching Analysis
7.3.10 Selex Switching Analysis
7.3.11 Sisa Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Confectionery, by Retailer Used
7.4.1 Auchan
7.4.2 Carrefour
7.4.3 Conad
7.4.4 Coop Italia
7.4.5 Despar Servizi
7.4.6 Esselunga
7.4.7 Eurospin
7.4.8 PAM
7.4.9 Selex
7.4.10 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Confectionery Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Italy Survey Respondent Profile (weighted), 2011
Table 4: Italy Confectionery Value Share (%), by Age Groups, 2011
Table 5: Italy Confectionery Value Share (%), by Gender, 2011
Table 6: Italy Confectionery Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Confectionery Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Confectionery Value Share (%) by Wealth Groups, 2011
Table 9: Italy Confectionery Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Chocolate Consumer Group Share (% market value), 2011
Table 11: Italy Gum Consumer Group Share (% market value), 2011
Table 12: Italy Sugar Confectionery Consumer Group Share (% market value), 2011
Table 13: Italy Total Chocolate Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Italy Total Gum Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Italy Total Sugar Confectionery Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Italy Chocolate Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Italy Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Italy Gum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Italy Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Italy Sugar Confectionery Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Italy Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Italy Chocolate Consumer Profiles (% consumers by sub-group), 2011
Table 23: Italy Gum Consumer Profiles (% consumers by sub-group), 2011
Table 24: Italy Sugar Confectionery Consumer Profiles (% consumers by sub-group), 2011
Table 25: Italy Confectionery Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Italy Chocolate Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Italy Gum Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Italy Sugar Confectionery Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Italy, Overall Confectionery: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Italy, Chocolate: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Italy, Gum: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Italy, Sugar Confectionery: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: Italy Confectionery Market Value (Euro million), by Category, 2011
Table 34: Italy Confectionery Market Value (US$ million), by Category, 2011
Table 35: Italy Confectionery Market Volume (Kg m), by Category, 2011
Table 36: Italy Confectionery Market Share (US$ million), by Category, 2011
Table 37: Italy Confectionery Expenditure Per Capita (Euro), by Category, 2011
Table 38: Italy Confectionery Expenditure Per Capita (US$), by Category, 2011
Table 39: Italy Confectionery Expenditure Per Household (Euro), by Category
Table 40: Italy Confectionery Expenditure Per Household (US$), by Category
Table 41: Italy Confectionery Market Volume Share (Kg m), by Category, 2011
Table 42: Italy Confectionery Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 43: Italy Confectionery Consumption Per Household (Kg m / Households m), by Category, 2011
Table 44: Italy Confectionery Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 45: Italy Chocolate Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 46: Italy Gum Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 47: Italy Sugar Confectionery Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 48: Italy Switchers to Auchan for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Italy Switchers From Auchan for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Italy Switchers to Carrefour for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Italy Switchers From Carrefour for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Italy Switchers to Conad for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Italy Switchers From Conad for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Italy Switchers to Coop Italia for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Italy Switchers From Coop Italia for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Italy Switchers to Despar Servizi for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Italy Switchers From Despar Servizi for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Italy Switchers to Esselunga for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Italy Switchers From Esselunga for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Italy Switchers to Eurospin for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Italy Switchers From Eurospin for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Italy Switchers to PAM for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Italy Switchers From PAM for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Italy Switchers to Selex for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Italy Switchers From Selex for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Italy Switchers to Sisa for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Italy Switchers From Sisa for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Italy Switchers to Other for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Italy Switchers From Other for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Italy Profile of Confectionery Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 71: Italy Profile of Confectionery Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 72: Italy Profile of Confectionery Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 73: Italy Profile of Confectionery Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 74: Italy Profile of Confectionery Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2011
Table 75: Italy Profile of Confectionery Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 76: Italy Profile of Confectionery Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2011
Table 77: Italy Profile of Confectionery Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 78: Italy Profile of Confectionery Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2011
Table 79: Italy 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: Italy Confectionery Value Share (%), by Age Groups, 2011
Figure 3: Italy Confectionery Value Share (%), by Gender, 2011
Figure 4: Italy Confectionery Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Confectionery Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Confectionery Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Confectionery Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Chocolate Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Gum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Sugar Confectionery Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Confectionery Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Italy Confectionery Market Share (US$ million), by Category, 2011
Figure 16: Italy Confectionery Expenditure Per Capita (US$), by Category, 2011
Figure 17: Italy Confectionery Expenditure Per Household (US$), by Category
Figure 18: Italy Confectionery Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 19: Italy Chocolate Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 20: Italy Gum Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 21: Italy Sugar Confectionery Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 22: Italy People Who Have Switched Retailer for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
