Synopsis
This report provides the results for the Syrups & Spreads 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: Jams, Jellies & Preserves, Molasses, Savory Spreads, Sweet Spreads and Syrups.
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 Syrups & Spreads market in Germany face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting are to know just how valuable specific consumer groups are, and to be 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 Syrups & Spreads 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. Syrups & Spreads are not considered essential items and therefore consumption patterns have been 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 Syrups & Spreads 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 Jams, Jellies & Preserves
2.2.2 Molasses
2.2.3 Savory Spreads
2.2.4 Sweet Spreads
2.2.5 Syrups
2.3 Behavioral Trends and Market Value
2.3.1 Jams, Jellies & Preserves
2.3.2 Molasses
2.3.3 Savory Spreads
2.3.4 Sweet Spreads
2.3.5 Syrups
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Jams, Jellies & Preserves
3.1.2 Molasses
3.1.3 Savory Spreads
3.1.4 Sweet Spreads
3.1.5 Syrups
3.2 Consumer Profiles by Product Category
3.2.1 Jams, Jellies & Preserves
3.2.2 Molasses
3.2.3 Savory Spreads
3.2.4 Sweet Spreads
3.2.5 Syrups
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Syrups & Spreads Brand Choice and Private Label Shares
4.2.1 Jams, Jellies & Preserves
4.2.2 Molasses
4.2.3 Savory Spreads
4.2.4 Sweet Spreads
4.2.5 Syrups
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Syrups & Spreads
5.1.2 Jams, Jellies & Preserves
5.1.3 Molasses
5.1.4 Savory Spreads
5.1.5 Sweet Spreads
5.1.6 Syrups
6 Consumption Impact: Market Valuation
6.1 Syrups & Spreads Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Syrups & Spreads 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 Syrups & Spreads 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 Syrups & Spreads
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Jams, Jellies & Preserves
7.2.2 Retail Share by Volume - Molasses
7.2.3 Retail Share by Volume - Savory Spreads
7.2.4 Retail Share by Volume - Sweet Spreads
7.2.5 Retail Share by Volume - Syrups
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 Metro Group Switching Analysis
7.3.7 Norma Switching Analysis
7.3.8 Rewe Group Switching Analysis
7.3.9 Schwarz Group Switching Analysis
7.3.10 Tengelmann Switching Analysis
7.3.11 Other Switching Analysis
7.4 Profiles of End-Consumers of Syrups & Spreads, 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 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Syrups & Spreads Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Syrups & Spreads Value Share (%), by Age Groups, 2011
Table 5: Germany Syrups & Spreads Value Share (%), by Gender, 2011
Table 6: Germany Syrups & Spreads Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Syrups & Spreads Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Syrups & Spreads Value Share (%) by Wealth Groups, 2011
Table 9: Germany Syrups & Spreads Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Jams, Jellies & Preserves Consumer Group Share (% market value), 2011
Table 11: Germany Molasses Consumer Group Share (% market value), 2011
Table 12: Germany Savory Spreads Consumer Group Share (% market value), 2011
Table 13: Germany Sweet Spreads Consumer Group Share (% market value), 2011
Table 14: Germany Syrups Consumer Group Share (% market value), 2011
Table 15: Germany Total Jams, Jellies & Preserves Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Germany Total Molasses Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Germany Total Savory Spreads Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Germany Total Sweet Spreads Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Germany Total Syrups Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Germany Jams, Jellies & Preserves Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Germany Jams, Jellies & Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Germany Molasses Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Germany Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Germany Savory Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Germany Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Germany Sweet Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Germany Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Germany Syrups Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Germany Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Germany Jams, Jellies & Preserves Consumer Profiles (% consumers by sub-group), 2011
Table 31: Germany Molasses Consumer Profiles (% consumers by sub-group), 2011
Table 32: Germany Savory Spreads Consumer Profiles (% consumers by sub-group), 2011
Table 33: Germany Sweet Spreads Consumer Profiles (% consumers by sub-group), 2011
Table 34: Germany Syrups Consumer Profiles (% consumers by sub-group), 2011
Table 35: Germany Syrups & Spreads Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 36: Germany Jams, Jellies & Preserves Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: Germany Molasses Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: Germany Savory Spreads Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: Germany Sweet Spreads Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: Germany Syrups Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: Germany, Overall Syrups & Spreads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: Germany, Jams, Jellies & Preserves: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: Germany, Molasses: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: Germany, Savory Spreads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: Germany, Sweet Spreads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: Germany, Syrups: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: Germany Syrups & Spreads Market Value (Euro million), by Category, 2011
Table 48: Germany Syrups & Spreads Market Value (US$ million), by Category, 2011
Table 49: Germany Syrups & Spreads Market Volume (Kg m), by Category, 2011
Table 50: Germany Syrups & Spreads Market Share (US$ million), by Category, 2011
Table 51: Germany Syrups & Spreads Expenditure Per Capita (Euro), by Category, 2011
Table 52: Germany Syrups & Spreads Expenditure Per Capita (US$), by Category, 2011
Table 53: Germany Syrups & Spreads Expenditure Per Household (Euro), by Category
Table 54: Germany Syrups & Spreads Expenditure Per Household (US$), by Category
Table 55: Germany Syrups & Spreads Market Volume Share (Kg m), by Category, 2011
Table 56: Germany Syrups & Spreads Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 57: Germany Syrups & Spreads Consumption Per Household (Kg m / Households m), by Category, 2011
Table 58: Germany Syrups & Spreads Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 59: Germany Jams, Jellies & Preserves Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 60: Germany Molasses Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 61: Germany Savory Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 62: Germany Sweet Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 63: Germany Syrups Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 64: Germany: Switchers to Aldi for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Germany: Switchers From Aldi for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Germany: Switchers to Coop (DE) for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Germany: Switchers to Edeka for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Germany: Switchers From Edeka for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Germany: Switchers to Globus for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Germany: Switchers to Metro Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Germany: Switchers From Metro Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Germany: Switchers to Norma for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Germany: Switchers From Norma for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Germany: Switchers to Rewe Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Germany: Switchers From Rewe Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Germany: Switchers to Schwarz Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Germany: Switchers From Schwarz Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Germany: Switchers to Tengelmann for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Germany: Switchers From Tengelmann for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Germany: Switchers to Other for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Germany: Switchers From Other for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 83: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 84: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 85: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 86: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
Table 87: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 88: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 89: Germany: Profile of Syrups & Spreads 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 Syrups & Spreads Value Share (%), by Age Groups, 2011
Figure 3: Germany Syrups & Spreads Value Share (%), by Gender, 2011
Figure 4: Germany Syrups & Spreads Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Syrups & Spreads Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Syrups & Spreads Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Syrups & Spreads Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Jams, Jellies & Preserves Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Jams, Jellies & Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Molasses Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Savory Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Sweet Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Germany Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Germany Syrups Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Germany Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Germany Syrups & Spreads Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: Germany Syrups & Spreads Market Share (US$ million), by Category, 2011
Figure 20: Germany Syrups & Spreads Expenditure Per Capita (US$), by Category, 2011
Figure 21: Germany Syrups & Spreads Expenditure Per Household (US$), by Category
Figure 22: Germany Syrups & Spreads Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 23: Germany Jams, Jellies & Preserves Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 24: Germany Molasses Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 25: Germany Savory Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 26: Germany Sweet Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 27: Germany Syrups Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: Germany: People Who Have Switched Retailer for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
