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.
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.
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.
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.