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Consumer Trends in the Soup Market in Germany

  • Published:
  • 89 Pages
  • Canadean

Summary

Why was the report written?

Marketers in the Soup market in Germany face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting are to know just how valuable specific consumer groups are, and to be 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 Soup market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

Low consumer confidence in Germany has affected consumption of most CPG products, including Soup. Since the global financial crisis of 2008-2009 the retail market has been characterized by increased price competition. However, the improving economy may tempt consumers who reduced their consumption while times were tough back to brands. This makes it essential to know where the pockets of growth may be and the trends which shape its consumption patterns.

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: Canned/Ambient Soup, Chilled Soup, Dried Soup (mixes), Frozen Soup and UHT Soup

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

Almost two-thirds of the retail volume market for Soup is represented by just three retailers in Germany. The remaining third of the market is fairly fragmented. This indicates that manufacturers and producers have relatively low bargaining power with German retailers.

A relatively high proportion of Soup consumers in Germany state that their consumption is influenced by behavioral trends such as Busy Lives and Better Value for Money, however, a much smaller proportion of the actual market is directly affected by these trends. Overall this means that trend influence is limited and marketers must be alert to the potential of acting on trends which don't have a significant influence on final consumption.

Private Label brands have a volume share of the Soup market in Germany, varying from just over 10% to just over 20%. This share is not insignificant and has the potential for growth Private Label products have a general price advantage so marketers for national brands must continue to differentiate their products to prevent them from losing share to this Private Label competition.

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 Soup 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 Canned/Ambient Soup
    • 2.2.2 Chilled Soup
    • 2.2.3 Dried Soup (mixes)
    • 2.2.4 Frozen Soup
    • 2.2.5 UHT Soup
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Canned/Ambient Soup
    • 2.3.2 Chilled Soup
    • 2.3.3 Dried Soup (mixes)
    • 2.3.4 Frozen Soup
    • 2.3.5 UHT Soup

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Canned/Ambient Soup
    • 3.1.2 Chilled Soup
    • 3.1.3 Dried Soup (mixes)
    • 3.1.4 Frozen Soup
    • 3.1.5 UHT Soup
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Canned/Ambient Soup
    • 3.2.2 Chilled Soup
    • 3.2.3 Dried Soup (mixes)
    • 3.2.4 Frozen Soup
    • 3.2.5 UHT Soup

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Soup Brand Choice and Private Label Shares
    • 4.2.1 Canned/Ambient Soup
    • 4.2.2 Chilled Soup
    • 4.2.3 Dried Soup (mixes)
    • 4.2.4 Frozen Soup

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Soup
    • 5.1.2 Canned/Ambient Soup
    • 5.1.3 Chilled Soup
    • 5.1.4 Dried Soup (mixes)
    • 5.1.5 Frozen Soup
    • 5.1.6 UHT Soup

6 Consumption Impact: Market Valuation

  • 6.1 Soup Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Soup 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 Soup 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 Soup
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Canned/Ambient Soup
    • 7.2.2 Retail Share by Volume - Chilled Soup
    • 7.2.3 Retail Share by Volume - Dried Soup (mixes)
    • 7.2.4 Retail Share by Volume - Frozen Soup
    • 7.2.5 Retail Share by Volume - UHT Soup
  • 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 Bartels-Langness Switching Analysis
    • 7.3.4 Coop (DE) 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 Soup, 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 Soup Market
  • Table 2: Foreign Exchange Rate - Euro Vs. US$, 2011
  • Table 3: Germany Survey Respondent Profile (weighted), 2011
  • Table 4: Germany Soup Value Share (%), by Age Groups, 2011
  • Table 5: Germany Soup Value Share (%), by Gender, 2011
  • Table 6: Germany Soup Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: Germany Soup Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: Germany Soup Value Share (%) by Wealth Groups, 2011
  • Table 9: Germany Soup Value Share (%) by Busy Lives Groups, 2011
  • Table 10: Germany Canned/Ambient Soup Consumer Group Share (% market value), 2011
  • Table 11: Germany Chilled Soup Consumer Group Share (% market value), 2011
  • Table 12: Germany Dried Soup (mixes) Consumer Group Share (% market value), 2011
  • Table 13: Germany Frozen Soup Consumer Group Share (% market value), 2011
  • Table 14: Germany UHT Soup Consumer Group Share (% market value), 2011
  • Table 15: Germany Total Canned/Ambient Soup Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: Germany Total Chilled Soup Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 17: Germany Total Dried Soup (mixes) Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 18: Germany Total Frozen Soup Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 19: Germany Total UHT Soup Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 20: Germany Canned/Ambient Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 21: Germany Canned/Ambient Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 22: Germany Chilled Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 23: Germany Chilled Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 24: Germany Dried Soup (mixes) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 25: Germany Dried Soup (mixes) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 26: Germany Frozen Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 27: Germany Frozen Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 28: Germany UHT Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 29: Germany UHT Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 30: Germany Canned/Ambient Soup Consumer Profiles (% consumers by sub-group), 2011
  • Table 31: Germany Chilled Soup Consumer Profiles (% consumers by sub-group), 2011
  • Table 32: Germany Dried Soup (mixes) Consumer Profiles (% consumers by sub-group), 2011
  • Table 33: Germany Frozen Soup Consumer Profiles (% consumers by sub-group), 2011
  • Table 34: Germany UHT Soup Consumer Profiles (% consumers by sub-group), 2011
  • Table 35: Germany Soup Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 36: Germany Canned/Ambient Soup Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 37: Germany Chilled Soup Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 38: Germany Dried Soup (mixes) Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 39: Germany Frozen Soup Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 40: Germany, Overall Soup: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 41: Germany, Canned/Ambient Soup: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 42: Germany, Chilled Soup: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 43: Germany, Dried Soup (mixes): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 44: Germany, Frozen Soup: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 45: Germany, UHT Soup: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 46: Germany Soup Market Value (Euro million), by Category, 2011
  • Table 47: Germany Soup Market Value (US$ million), by Category, 2011
  • Table 48: Germany Soup Market Volume (Kg m), by Category, 2011
  • Table 49: Germany Soup Market Share (US$ million), by Category, 2011
  • Table 50: Germany Soup Expenditure Per Capita (Euro), by Category, 2011
  • Table 51: Germany Soup Expenditure Per Capita (US$), by Category, 2011
  • Table 52: Germany Soup Expenditure Per Household (Euro), by Category
  • Table 53: Germany Soup Expenditure Per Household (US$), by Category
  • Table 54: Germany Soup Market Volume Share (Kg m), by Category, 2011
  • Table 55: Germany Soup Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 56: Germany Soup Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 57: Germany Soup Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Table 58: Germany Canned/Ambient Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 59: Germany Chilled Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 60: Germany Dried Soup (mixes) Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 61: Germany Frozen Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 62: Germany UHT Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 63: Germany: Switchers to Aldi for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 64: Germany: Switchers From Aldi for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 65: Germany: Switchers to Bartels-Langness for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 66: Germany: Switchers From Bartels-Langness for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 67: Germany: Switchers to Coop (DE) for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 68: Germany: Switchers to Edeka for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 69: Germany: Switchers From Edeka for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 70: Germany: Switchers to Globus for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 71: Germany: Switchers to Metro Group for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 72: Germany: Switchers From Metro Group for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 73: Germany: Switchers to Norma for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 74: Germany: Switchers From Norma for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 75: Germany: Switchers to Rewe Group for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 76: Germany: Switchers From Rewe Group for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 77: Germany: Switchers to Schwarz Group for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 78: Germany: Switchers From Schwarz Group for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 79: Germany: Switchers to Tengelmann for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 80: Germany: Switchers From Tengelmann for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 81: Germany: Switchers to Other for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 82: Germany: Switchers From Other for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 83: Germany: Profile of Soup Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
  • Table 84: Germany: Profile of Soup Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
  • Table 85: Germany: Profile of Soup Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
  • Table 86: Germany: Profile of Soup Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 87: Germany: Profile of Soup Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
  • Table 88: Germany: Profile of Soup Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 89: Germany: Profile of Soup Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 90: Germany: Profile of Soup Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2011
  • Table 91: Germany: Profile of Soup 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 Soup Value Share (%), by Age Groups, 2011
  • Figure 3: Germany Soup Value Share (%), by Gender, 2011
  • Figure 4: Germany Soup Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: Germany Soup Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: Germany Soup Value Share (%) by Wealth Groups, 2011
  • Figure 7: Germany Soup Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: Germany Canned/Ambient Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: Germany Canned/Ambient Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: Germany Chilled Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: Germany Chilled Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: Germany Dried Soup (mixes) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: Germany Dried Soup (mixes) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: Germany Frozen Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 15: Germany Frozen Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 16: Germany UHT Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 17: Germany UHT Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 18: Germany Soup Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 19: Germany Soup Market Share (US$ million), by Category, 2011
  • Figure 20: Germany Soup Expenditure Per Capita (US$), by Category, 2011
  • Figure 21: Germany Soup Expenditure Per Household (US$), by Category
  • Figure 22: Germany Soup Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Figure 23: Germany Canned/Ambient Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 24: Germany Chilled Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 25: Germany Dried Soup (mixes) Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 26: Germany Frozen Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 27: Germany UHT Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 28: Germany: People Who Have Switched Retailer for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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