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Consumer Trends in the Confectionery Market in Germany

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  • 73 Pages
  • Canadean

Summary

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.

Scope

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.

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

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.

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 Confectionery 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 Chocolate
    • 2.2.2 Gum
    • 2.2.3 Sugar Confectionery
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Chocolate
    • 2.3.2 Gum
    • 2.3.3 Sugar Confectionery

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Chocolate
    • 3.1.2 Gum
    • 3.1.3 Sugar Confectionery
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Chocolate
    • 3.2.2 Gum
    • 3.2.3 Sugar Confectionery

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Sugar Confectionery Brand Choice and Private Label Shares
    • 4.2.1 Chocolate
    • 4.2.2 Gum
    • 4.2.3 Sugar Confectionery

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Confectionery
    • 5.1.2 Chocolate
    • 5.1.3 Gum
    • 5.1.4 Sugar Confectionery

6 Consumption Impact: Market Valuation

  • 6.1 Confectionery Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Confectionery 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 Confectionery 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 Confectionery
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Chocolate
    • 7.2.2 Retail Share by Volume - Gum
    • 7.2.3 Retail Share by Volume - Sugar Confectionery
  • 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 Dirk Rossmann Gmbh Switching Analysis
    • 7.3.5 Edeka Switching Analysis
    • 7.3.6 Globus 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 Confectionery, by Retailer Used
    • 7.4.1 Aldi
    • 7.4.2 Edeka
    • 7.4.3 Globus
    • 7.4.4 Metro Group
    • 7.4.5 Rewe Group
    • 7.4.6 Schwarz Group
    • 7.4.7 Tengelmann
    • 7.4.8 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units Confectionery Market
  • Table 2: Foreign Exchange Rate - Euro Vs. US$, 2011
  • Table 3: Germany Survey Respondent Profile (weighted), 2011
  • Table 4: Germany Confectionery Value Share (%), by Age Groups, 2011
  • Table 5: Germany Confectionery Value Share (%), by Gender, 2011
  • Table 6: Germany Confectionery Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: Germany Confectionery Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: Germany Confectionery Value Share (%) by Wealth Groups, 2011
  • Table 9: Germany Confectionery Value Share (%) by Busy Lives Groups, 2011
  • Table 10: Germany Chocolate Consumer Group Share (% market value), 2011
  • Table 11: Germany Gum Consumer Group Share (% market value), 2011
  • Table 12: Germany Sugar Confectionery Consumer Group Share (% market value), 2011
  • Table 13: Germany Total Chocolate Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 14: Germany Total Gum Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 15: Germany Total Sugar Confectionery Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: Germany Chocolate Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 17: Germany Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 18: Germany Gum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 19: Germany Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 20: Germany Sugar Confectionery Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 21: Germany Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 22: Germany Chocolate Consumer Profiles (% consumers by sub-group), 2011
  • Table 23: Germany Gum Consumer Profiles (% consumers by sub-group), 2011
  • Table 24: Germany Sugar Confectionery Consumer Profiles (% consumers by sub-group), 2011
  • Table 25: Germany Confectionery Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 26: Germany Chocolate Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 27: Germany Gum Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 28: Germany Sugar Confectionery Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 29: Germany, Overall Confectionery: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 30: Germany, Chocolate: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 31: Germany, Gum: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 32: Germany, Sugar Confectionery: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 33: Germany Confectionery Market Value (Euro million), by Category, 2011
  • Table 34: Germany Confectionery Market Value (US$ million), by Category, 2011
  • Table 35: Germany Confectionery Market Volume (Kg m), by Category, 2011
  • Table 36: Germany Confectionery Market Share (US$ million), by Category, 2011
  • Table 37: Germany Confectionery Expenditure Per Capita (Euro), by Category, 2011
  • Table 38: Germany Confectionery Expenditure Per Capita (US$), by Category, 2011
  • Table 39: Germany Confectionery Expenditure Per Household (Euro), by Category
  • Table 40: Germany Confectionery Expenditure Per Household (US$), by Category
  • Table 41: Germany Confectionery Market Volume Share (Kg m), by Category, 2011
  • Table 42: Germany Confectionery Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 43: Germany Confectionery Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 44: Germany Confectionery Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Table 45: Germany Chocolate Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 46: Germany Gum Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 47: Germany Sugar Confectionery Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 48: Germany: Switchers to Aldi for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 49: Germany: Switchers From Aldi for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 50: Germany: Switchers to Coop (DE) for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 51: Germany: Switchers From Coop (DE) for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 52: Germany: Switchers to Dirk Rossmann Gmbh for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 53: Germany: Switchers to Edeka for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 54: Germany: Switchers From Edeka for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 55: Germany: Switchers to Globus for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 56: Germany: Switchers From Globus for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 57: Germany: Switchers to Metro Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 58: Germany: Switchers From Metro Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 59: Germany: Switchers to Norma for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 60: Germany: Switchers From Norma for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 61: Germany: Switchers to Rewe Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 62: Germany: Switchers From Rewe Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 63: Germany: Switchers to Schwarz Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 64: Germany: Switchers From Schwarz Group for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 65: Germany: Switchers to Tengelmann for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 66: Germany: Switchers From Tengelmann for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 67: Germany: Switchers to Other for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 68: Germany: Switchers From Other for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 69: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
  • Table 70: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
  • Table 71: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
  • Table 72: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 73: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 74: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 75: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2011
  • Table 76: Germany: Profile of Confectionery 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 Confectionery Value Share (%), by Age Groups, 2011
  • Figure 3: Germany Confectionery Value Share (%), by Gender, 2011
  • Figure 4: Germany Confectionery Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: Germany Confectionery Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: Germany Confectionery Value Share (%) by Wealth Groups, 2011
  • Figure 7: Germany Confectionery Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: Germany Chocolate Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: Germany Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: Germany Gum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: Germany Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: Germany Sugar Confectionery Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: Germany Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: Germany Confectionery Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 15: Germany Confectionery Market Share (US$ million), by Category, 2011
  • Figure 16: Germany Confectionery Expenditure Per Capita (US$), by Category, 2011
  • Figure 17: Germany Confectionery Expenditure Per Household (US$), by Category
  • Figure 18: Germany Confectionery Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Figure 19: Germany Chocolate Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 20: Germany Gum Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 21: Germany Sugar Confectionery Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 22: Germany: People Who Have Switched Retailer for their Confectionery Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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