Synopsis
This report provides the results for the Fish & Seafood 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: Ambient Fish & Seafood, Dried Fish & Seafood, Fresh Fish & Seafood (Counter), Frozen Fish & Seafood, Raw Packaged Fish & Seafood - Processed Pieces and Raw Packaged Fish & Seafood - Whole Cuts.
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 Fish & Seafood market in Germany face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is to know 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 Fish & Seafood 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. Fish & Seafood are a staple food in Germany and therefore consumption patterns have been not comparatively affected.
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 Fish & Seafood 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 Fish & Seafood
2.2.2 Dried Fish & Seafood
2.2.3 Fresh Fish & Seafood (counter)
2.2.4 Frozen Fish & Seafood
2.2.5 Raw Packaged Fish & Seafood - processed pieces
2.2.6 Raw Packaged Fish & Seafood - whole cuts
2.3 Behavioral Trends and Market Value
2.3.1 Ambient Fish & Seafood
2.3.2 Dried Fish & Seafood
2.3.3 Fresh Fish & Seafood (counter)
2.3.4 Frozen Fish & Seafood
2.3.5 Raw Packaged Fish & Seafood - processed pieces
2.3.6 Raw Packaged Fish & Seafood - whole cuts
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Ambient Fish & Seafood
3.1.2 Dried Fish & Seafood
3.1.3 Fresh Fish & Seafood (counter)
3.1.4 Frozen Fish & Seafood
3.1.5 Raw Packaged Fish & Seafood - processed pieces
3.1.6 Raw Packaged Fish & Seafood - whole cuts
3.2 Consumer Profiles by Product Category
3.2.1 Ambient Fish & Seafood
3.2.2 Dried Fish & Seafood
3.2.3 Fresh Fish & Seafood (counter)
3.2.4 Frozen Fish & Seafood
3.2.5 Raw Packaged Fish & Seafood - processed pieces
3.2.6 Raw Packaged Fish & Seafood - whole cuts
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Fish & Seafood Brand Choice and Private Label Shares
4.2.1 Ambient Fish & Seafood
4.2.2 Dried Fish & Seafood
4.2.3 Fresh Fish & Seafood (counter)
4.2.4 Frozen Fish & Seafood
4.2.5 Raw Packaged Fish & Seafood - processed pieces
4.2.6 Raw Packaged Fish & Seafood - whole cuts
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Fish & Seafood
5.1.2 Ambient Fish & Seafood
5.1.3 Dried Fish & Seafood
5.1.4 Fresh Fish & Seafood (counter)
5.1.5 Frozen Fish & Seafood
5.1.6 Raw Packaged Fish & Seafood - processed pieces
5.1.7 Raw Packaged Fish & Seafood - whole cuts
6 Consumption Impact: Market Valuation
6.1 Fish & Seafood Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Fish & Seafood 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 Fish & Seafood 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 Fish & Seafood
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Ambient Fish & Seafood
7.2.2 Retail Share by Volume - Dried Fish & Seafood
7.2.3 Retail Share by Volume - Fresh Fish & Seafood (counter)
7.2.4 Retail Share by Volume - Frozen Fish & Seafood
7.2.5 Retail Share by Volume - Raw Packaged Fish & Seafood - processed pieces
7.2.6 Retail Share by Volume - Raw Packaged Fish & Seafood - 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 Coop (DE) Switching Analysis
7.3.4 Edeka Switching Analysis
7.3.5 Globus 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 Fish & Seafood, 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 Fish & Seafood Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Fish & Seafood Value Share (%), by Age Groups, 2011
Table 5: Germany Fish & Seafood Value Share (%), by Gender, 2011
Table 6: Germany Fish & Seafood Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Fish & Seafood Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Fish & Seafood Value Share (%) by Wealth Groups, 2011
Table 9: Germany Fish & Seafood Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Ambient Fish & Seafood Consumer Group Share (% market value), 2011
Table 11: Germany Dried Fish & Seafood Consumer Group Share (% market value), 2011
Table 12: Germany Fresh Fish & Seafood (counter) Consumer Group Share (% market value), 2011
Table 13: Germany Frozen Fish & Seafood Consumer Group Share (% market value), 2011
Table 14: Germany Raw Packaged Fish & Seafood - processed pieces Consumer Group Share (% market value), 2011
Table 15: Germany Raw Packaged Fish & Seafood - whole cuts Consumer Group Share (% market value), 2011
Table 16: Germany Total Ambient Fish & Seafood Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Germany Total Dried Fish & Seafood Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Germany Total Fresh Fish & Seafood (counter) Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Germany Total Frozen Fish & Seafood Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Germany Total Raw Packaged Fish & Seafood - processed pieces Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Germany Total Raw Packaged Fish & Seafood - whole cuts Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Germany Ambient Fish & Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Germany Ambient Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Germany Dried Fish & Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Germany Dried Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Germany Fresh Fish & Seafood (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Germany Fresh Fish & Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Germany Frozen Fish & Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Germany Frozen Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Germany Raw Packaged Fish & Seafood - processed pieces Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Germany Raw Packaged Fish & Seafood - processed pieces Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Germany Raw Packaged Fish & Seafood - whole cuts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Germany Raw Packaged Fish & Seafood - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Germany Ambient Fish & Seafood Consumer Profiles (% consumers by sub-group), 2011
Table 35: Germany Dried Fish & Seafood Consumer Profiles (% consumers by sub-group), 2011
Table 36: Germany Fresh Fish & Seafood (counter) Consumer Profiles (% consumers by sub-group), 2011
Table 37: Germany Frozen Fish & Seafood Consumer Profiles (% consumers by sub-group), 2011
Table 38: Germany Raw Packaged Fish & Seafood - processed pieces Consumer Profiles (% consumers by sub-group), 2011
Table 39: Germany Raw Packaged Fish & Seafood - whole cuts Consumer Profiles (% consumers by sub-group), 2011
Table 40: Germany Fish & Seafood Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 41: Germany Ambient Fish & Seafood Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: Germany Dried Fish & Seafood Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: Germany Fresh Fish & Seafood (counter) Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: Germany Frozen Fish & Seafood Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 45: Germany Raw Packaged Fish & Seafood - processed pieces Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: Germany Raw Packaged Fish & Seafood - whole cuts Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: Germany, Overall Fish & Seafood: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: Germany, Ambient Fish & Seafood: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: Germany, Dried Fish & Seafood: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: Germany, Fresh Fish & Seafood (counter): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: Germany, Frozen Fish & Seafood: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: Germany, Raw Packaged Fish & Seafood - processed pieces: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: Germany, Raw Packaged Fish & Seafood - whole cuts: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: Germany Fish & Seafood Market Value (Euro million), by Category, 2011
Table 55: Germany Fish & Seafood Market Value (US$ million), by Category, 2011
Table 56: Germany Fish & Seafood Market Volume (Kg m), by Category, 2011
Table 57: Germany Fish & Seafood Market Share (US$ million), by Category, 2011
Table 58: Germany Fish & Seafood Expenditure Per Capita (Euro), by Category, 2011
Table 59: Germany Fish & Seafood Expenditure Per Capita (US$), by Category, 2011
Table 60: Germany Fish & Seafood Expenditure Per Household (Euro), by Category
Table 61: Germany Fish & Seafood Expenditure Per Household (US$), by Category
Table 62: Germany Fish & Seafood Market Volume Share (Kg m), by Category, 2011
Table 63: Germany Fish & Seafood Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 64: Germany Fish & Seafood Consumption Per Household (Kg m / Households m), by Category, 2011
Table 65: Germany Fish & Seafood Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 66: Germany Ambient Fish & Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 67: Germany Dried Fish & Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 68: Germany Fresh Fish & Seafood (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 69: Germany Frozen Fish & Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 70: Germany Raw Packaged Fish & Seafood - processed pieces Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 71: Germany Raw Packaged Fish & Seafood - whole cuts Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 72: Germany: Switchers to Aldi for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Germany: Switchers From Aldi for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Germany: Switchers to Coop (DE) for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Germany: Switchers to Edeka for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Germany: Switchers From Edeka for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Germany: Switchers to Globus for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Germany: Switchers From Globus for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Germany: Switchers to Lekkerland Gmbh & Co. KG for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Germany: Switchers to Metro Group for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Germany: Switchers From Metro Group for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Germany: Switchers to Norma for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Germany: Switchers From Norma for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Germany: Switchers to Rewe Group for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Germany: Switchers From Rewe Group for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: Germany: Switchers to Schwarz Group for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: Germany: Switchers From Schwarz Group for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: Germany: Switchers to Tengelmann for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: Germany: Switchers From Tengelmann for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: Germany: Switchers to Other for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: Germany: Switchers From Other for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: Germany: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 93: Germany: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 94: Germany: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 95: Germany: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 96: Germany: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
Table 97: Germany: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 98: Germany: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 99: Germany: Profile of Fish & Seafood Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2011
Table 100: Germany: Profile of Fish & Seafood 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 Fish & Seafood Value Share (%), by Age Groups, 2011
Figure 3: Germany Fish & Seafood Value Share (%), by Gender, 2011
Figure 4: Germany Fish & Seafood Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Fish & Seafood Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Fish & Seafood Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Fish & Seafood Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Ambient Fish & Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Ambient Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Dried Fish & Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Dried Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Fresh Fish & Seafood (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Fresh Fish & Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Frozen Fish & Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Germany Frozen Fish & Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Germany Raw Packaged Fish & Seafood - processed pieces Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Germany Raw Packaged Fish & Seafood - processed pieces Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Germany Raw Packaged Fish & Seafood - whole cuts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Germany Raw Packaged Fish & Seafood - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Germany Fish & Seafood Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 21: Germany Fish & Seafood Market Share (US$ million), by Category, 2011
Figure 22: Germany Fish & Seafood Expenditure Per Capita (US$), by Category, 2011
Figure 23: Germany Fish & Seafood Expenditure Per Household (US$), by Category
Figure 24: Germany Fish & Seafood Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 25: Germany Ambient Fish & Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 26: Germany Dried Fish & Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 27: Germany Fresh Fish & Seafood (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: Germany Frozen Fish & Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 29: Germany Raw Packaged Fish & Seafood - processed pieces Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 30: Germany Raw Packaged Fish & Seafood - whole cuts Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 31: Germany: People Who Have Switched Retailer for their Fish & Seafood Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
