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 survey-based 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?
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. Chocolate, Gum and Sugar Confectionary are not considered essential items and therefore consumption patterns have been comparatively affected. Further, consumption in this category may be limited by growing interesting in reducing sugar consumption, particularly among children.
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: 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.
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.
Not only do a large proportion of German consumers, particularly in the Chocolate and Sugar Confectionery categories at least, highlight that the Indulgence trend has an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on this trend enough to ensure that targeting them, in the right categories, is essential to success. However, trends have less of an impact in the Gum category.
The three largest retailers in Germany dominate the Confectionery market with a combined share of 52% of the volume of products distributed. However, outside of this, the market is heavily fragmented, meaning that new entrants to the market must manage relationships with multiple suppliers and retailers.
Private label penetration is low in the Confectionery market in Germany, highest in the Chocolate category where 9% of the volume of Chocolate products distributed is private label. While this is unusual given the strong presence of discounters and private label retailers in the country, this is partially a result of the very strong marketing presence of brands in a highly competitive market.