Marketers in the Syrups & Spreads 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 Syrups & Spreads 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. Syrups & Spreads are not considered essential items and therefore consumption patterns have been comparatively affected.
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: Jams, Jellies & Preserves, Molasses, Savory Spreads, Sweet Spreads and Syrups.
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 label products have significant shares in the Syrups & Spreads market in Germany, varying from about 10% for Sweet Spreads to about 40% for Savory spreads. Private Label products are a relatively new introduction to continental Europe and there is still room for them to grow further. National brands will have to continue to differentiate their products to prevent them from becoming a target for Private label competition.
The population in Germany is fairly evenly split between Males and Females; however the Female proportion of the Savory Spreads market is almost 10% higher than the Male proportion. Marketers could improve their market penetration with some gender based campaigns.
Not only do a large proportion of German consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
Table of Contents
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
Figure 20: Germany Syrups & Spreads Expenditure Per Capita (US$), by Category, 2011
Figure 21: Germany Syrups & Spreads Expenditure Per Household (US$), by Category
Figure 22: Germany Syrups & Spreads Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 23: Germany Jams, Jellies & Preserves Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 24: Germany Molasses Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 25: Germany Savory Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 26: Germany Sweet Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 27: Germany Syrups Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: Germany: People Who Have Switched Retailer for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Consumer Trends in the Syrups & Spreads Market in Germany published by Canadean in April 5, 2012. This report consists of Pages: 88 and the price starts from US $ 7495.
