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Consumer Trends in the Ice Cream Market in France

  • Published:
  • 68 Pages
  • Canadean

Summary

Why was the report written?

Marketers in the Ice Cream market in France 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 Ice cream 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. Ice Cream is not considered essential food item and therefore consumption patterns have been comparatively affected. Market volumes in categories such as Artisanal Ice Cream are expected to record a positive trend in medium and heavy frequency bands among the kids and teenage population.

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.

Scope

Consumer survey data for the following specific categories: Artisanal Ice Cream, Impulse Ice Cream and Take-home Ice Cream

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.

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.

Key Highlights

Private Label brands have about a 15% volume share of the Impulse and Take-home Ice Cream markets in France; Artisanal Ice Cream is from small local producers by definition. Although there are two or three main brands in each of these categories the remainder of the market is fragmented so there are opportunities for Private Label brands to grow further. Marketers of these smaller brands need to strengthen their position by differentiating their products and larger brands need to maintain their position to avoid also becoming a target for this competition.

The Impulse Ice Cream category has the largest share of the Ice Cream market in France at 39%; however all categories have a significant share so no single category dominates the market. Marketers can improve their appeal by operating in all possible markets, for example by offering a Take-home version of their Impulse Ice Cream and vice-versa.

The main behavioral trend influencing Ice Cream consumption in France is Indulgence. This is not only stated by consumers as the main trend but it has the largest influence by value. Marketers need to appeal to this attitude and behavior if they want their campaigns to be effective.

Table of Contents

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 Ice Cream 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 Artisanal Ice Cream
    • 2.2.2 Impulse Ice Cream
    • 2.2.3 Take-home Ice Cream
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Artisanal Ice Cream
    • 2.3.2 Impulse Ice Cream
    • 2.3.3 Take-home Ice Cream

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Artisanal Ice Cream
    • 3.1.2 Impulse Ice Cream
    • 3.1.3 Take-home Ice Cream
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Artisanal Ice Cream
    • 3.2.2 Impulse Ice Cream
    • 3.2.3 Take-home Ice Cream

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Ice Cream Brand Choice and Private Label Shares
    • 4.2.1 Impulse Ice Cream
    • 4.2.2 Take-home Ice Cream

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Ice Cream
    • 5.1.2 Artisanal Ice Cream
    • 5.1.3 Impulse Ice Cream
    • 5.1.4 Take-home Ice Cream

6 Consumption Impact: Market Valuation

  • 6.1 Ice Cream Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Ice Cream 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 Ice Cream 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 Ice Cream
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Impulse Ice Cream
    • 7.2.2 Retail Share by Volume - Take-home Ice Cream
  • 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 Carrefour Switching Analysis
    • 7.3.3 Casino Switching Analysis
    • 7.3.4 ITM (Intermarche) Switching Analysis
    • 7.3.5 Leclerc Switching Analysis
    • 7.3.6 Systeme U Switching Analysis
    • 7.3.7 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Ice Cream, by Retailer Used
    • 7.4.1 Auchan
    • 7.4.2 Carrefour
    • 7.4.3 Casino
    • 7.4.4 Cora
    • 7.4.5 ITM (Intermarche)
    • 7.4.6 Leclerc
    • 7.4.7 Systeme U
    • 7.4.8 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Ice Cream Market
  • Table 2: Foreign Exchange Rate - Euro Vs. US$, 2011
  • Table 3: France Survey Respondent Profile (weighted), 2011
  • Table 4: France Ice Cream Value Share (%), by Age Groups, 2011
  • Table 5: France Ice Cream Value Share (%), by Gender, 2011
  • Table 6: France Ice Cream Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: France Ice Cream Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: France Ice Cream Value Share (%) by Wealth Groups, 2011
  • Table 9: France Ice Cream Value Share (%) by Busy Lives Groups, 2011
  • Table 10: France Artisanal Ice Cream Consumer Group Share (% market value), 2011
  • Table 11: France Impulse Ice Cream Consumer Group Share (% market value), 2011
  • Table 12: France Take-home Ice Cream Consumer Group Share (% market value), 2011
  • Table 13: France Total Artisanal Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 14: France Total Impulse Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 15: France Total Take-home Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: France Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 17: France Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 18: France Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 19: France Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 20: France Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 21: France Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 22: France Artisanal Ice Cream Consumer Profiles (% consumers by sub-group), 2011
  • Table 23: France Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2011
  • Table 24: France Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2011
  • Table 25: France Ice Cream Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 26: France Impulse Ice Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 27: France Take-home Ice Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 28: France, Overall Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 29: France, Artisanal Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 30: France, Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 31: France, Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 32: France Ice Cream Market Value (Euro million), by Category, 2011
  • Table 33: France Ice Cream Market Value (US$ million), by Category, 2011
  • Table 34: France Ice Cream Market Volume (Kg m), by Category, 2011
  • Table 35: France Ice Cream Market Share (US$ million), by Category, 2011
  • Table 36: France Ice Cream Expenditure Per Capita (Euro), by Category, 2011
  • Table 37: France Ice Cream Expenditure Per Capita (US$), by Category, 2011
  • Table 38: France Ice Cream Expenditure Per Household (Euro), by Category
  • Table 39: France Ice Cream Expenditure Per Household (US$), by Category
  • Table 40: France Ice Cream Market Volume Share (Kg m), by Category, 2011
  • Table 41: France Ice Cream Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 42: France Ice Cream Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 43: France Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Table 44: France Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 45: France Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 46: France: Switchers to Carrefour for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 47: France: Switchers From Carrefour for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 48: France: Switchers to Casino for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 49: France: Switchers From Casino for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 50: France: Switchers to ITM (Intermarche) for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 51: France: Switchers From ITM (Intermarche) for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 52: France: Switchers to Leclerc for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 53: France: Switchers From Leclerc for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 54: France: Switchers to Systeme U for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 55: France: Switchers From Systeme U for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 56: France: Switchers to Other for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 57: France: Switchers From Other for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 58: France: Profile of Ice Cream Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
  • Table 59: France: Profile of Ice Cream Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
  • Table 60: France: Profile of Ice Cream Consumers Whose Goods Mainly Come From Casino (% by Subgroup, as tracked by the Survey), 2011
  • Table 61: France: Profile of Ice Cream Consumers Whose Goods Mainly Come From Cora (% by Subgroup, as tracked by the Survey), 2011
  • Table 62: France: Profile of Ice Cream Consumers Whose Goods Mainly Come From ITM (Intermarche) (% by Subgroup, as tracked by the Survey), 2011
  • Table 63: France: Profile of Ice Cream Consumers Whose Goods Mainly Come From Leclerc (% by Subgroup, as tracked by the Survey), 2011
  • Table 64: France: Profile of Ice Cream Consumers Whose Goods Mainly Come From Systeme U (% by Subgroup, as tracked by the Survey), 2011
  • Table 65: France: Profile of Ice Cream 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: France Ice Cream Value Share (%), by Age Groups, 2011
  • Figure 3: France Ice Cream Value Share (%), by Gender, 2011
  • Figure 4: France Ice Cream Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: France Ice Cream Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: France Ice Cream Value Share (%) by Wealth Groups, 2011
  • Figure 7: France Ice Cream Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: France Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: France Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: France Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: France Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: France Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: France Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: France Ice Cream Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 15: France Ice Cream Market Share (US$ million), by Category, 2011
  • Figure 16: France Ice Cream Expenditure Per Capita (US$), by Category, 2011
  • Figure 17: France Ice Cream Expenditure Per Household (US$), by Category
  • Figure 18: France Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Figure 19: France Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 20: France Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 21: France: People Who Have Switched Retailer for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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