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.
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.
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.
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.