• Chinese
Cover Image

Consumer Trends in the Oils & Fats Market in Germany

  • Published:
  • 64 Pages
  • Canadean

Summary

Why was the report written?

Marketers in the Oils & Fats 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 data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the oils & fats market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

The weak state of the German economy has led consumers to review their consumption of most CPG products, including Oils & Fats. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increased amount of discount and own-brand products. However, as consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. This makes early identification of the consumer groups and trends driving market behavior essential, particularly new health trends, which play a key role in the Oils & Fats market.

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: Oils and Solid Fats.

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 labels account for only 12% of the volume of Oils distributed in Germany. However, outside of the market leading brand, the category is fragmented, highlighting several weaker brands which could come under threat.

Oils is the most valuable category, accounting for 84% of the Oils & Fats market by value. Oils marketers are creating more value in their category than Solid Fats, as this value share is achieved with a 79% volume share of the market.

While the Oils category is shaped by trends, with significant numbers of consumers claiming that certain trends affect them and these trends influencing a significant proportion of actual value as well, trends only have a limited effect on the Fats category.

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 Oils & Fats 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 Oils
    • 2.2.2 Solid Fats
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Oils
    • 2.3.2 Solid Fats

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Oils
    • 3.1.2 Solid Fats
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Oils
    • 3.2.2 Solid Fats

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Oils & Fats Brand Choice and Private Label Shares
    • 4.2.1 Oils
    • 4.2.2 Solid Fats

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Oils & Fats
    • 5.1.2 Oils
    • 5.1.3 Solid Fats

6 Consumption Impact: Market Valuation

  • 6.1 Oils & Fats Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Oils & Fats 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 Oils & Fats 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 Oils & Fats
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Oils
    • 7.2.2 Retail Share by Volume - Solid Fats
  • 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 dm-Drogeriemarkt Gmbh + Co.KG Switching Analysis
    • 7.3.5 Edeka Switching Analysis
    • 7.3.6 Globus 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 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Oils & Fats, 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 Tengelmann
    • 7.4.9 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

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