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Consumer Trends in the Syrups & Spreads Market in Germany

  • Published:
  • 88 Pages
  • Canadean

Summary

Why was the report written?

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

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 Syrups & Spreads 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 Jams, Jellies & Preserves
    • 2.2.2 Molasses
    • 2.2.3 Savory Spreads
    • 2.2.4 Sweet Spreads
    • 2.2.5 Syrups
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Jams, Jellies & Preserves
    • 2.3.2 Molasses
    • 2.3.3 Savory Spreads
    • 2.3.4 Sweet Spreads
    • 2.3.5 Syrups

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Jams, Jellies & Preserves
    • 3.1.2 Molasses
    • 3.1.3 Savory Spreads
    • 3.1.4 Sweet Spreads
    • 3.1.5 Syrups
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Jams, Jellies & Preserves
    • 3.2.2 Molasses
    • 3.2.3 Savory Spreads
    • 3.2.4 Sweet Spreads
    • 3.2.5 Syrups

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Syrups & Spreads Brand Choice and Private Label Shares
    • 4.2.1 Jams, Jellies & Preserves
    • 4.2.2 Molasses
    • 4.2.3 Savory Spreads
    • 4.2.4 Sweet Spreads
    • 4.2.5 Syrups

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Syrups & Spreads
    • 5.1.2 Jams, Jellies & Preserves
    • 5.1.3 Molasses
    • 5.1.4 Savory Spreads
    • 5.1.5 Sweet Spreads
    • 5.1.6 Syrups

6 Consumption Impact: Market Valuation

  • 6.1 Syrups & Spreads Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Syrups & Spreads 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 Syrups & Spreads 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 Syrups & Spreads
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Jams, Jellies & Preserves
    • 7.2.2 Retail Share by Volume - Molasses
    • 7.2.3 Retail Share by Volume - Savory Spreads
    • 7.2.4 Retail Share by Volume - Sweet Spreads
    • 7.2.5 Retail Share by Volume - Syrups
  • 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 Edeka Switching Analysis
    • 7.3.5 Globus Switching Analysis
    • 7.3.6 Metro Group 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 Tengelmann Switching Analysis
    • 7.3.11 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Syrups & Spreads, 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 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Syrups & Spreads Market
  • Table 2: Foreign Exchange Rate - Euro Vs. US$, 2011
  • Table 3: Germany Survey Respondent Profile (weighted), 2011
  • Table 4: Germany Syrups & Spreads Value Share (%), by Age Groups, 2011
  • Table 5: Germany Syrups & Spreads Value Share (%), by Gender, 2011
  • Table 6: Germany Syrups & Spreads Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: Germany Syrups & Spreads Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: Germany Syrups & Spreads Value Share (%) by Wealth Groups, 2011
  • Table 9: Germany Syrups & Spreads Value Share (%) by Busy Lives Groups, 2011
  • Table 10: Germany Jams, Jellies & Preserves Consumer Group Share (% market value), 2011
  • Table 11: Germany Molasses Consumer Group Share (% market value), 2011
  • Table 12: Germany Savory Spreads Consumer Group Share (% market value), 2011
  • Table 13: Germany Sweet Spreads Consumer Group Share (% market value), 2011
  • Table 14: Germany Syrups Consumer Group Share (% market value), 2011
  • Table 15: Germany Total Jams, Jellies & Preserves Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: Germany Total Molasses Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 17: Germany Total Savory Spreads Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 18: Germany Total Sweet Spreads Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 19: Germany Total Syrups Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 20: Germany Jams, Jellies & Preserves Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 21: Germany Jams, Jellies & Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 22: Germany Molasses Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 23: Germany Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 24: Germany Savory Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 25: Germany Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 26: Germany Sweet Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 27: Germany Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 28: Germany Syrups Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 29: Germany Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 30: Germany Jams, Jellies & Preserves Consumer Profiles (% consumers by sub-group), 2011
  • Table 31: Germany Molasses Consumer Profiles (% consumers by sub-group), 2011
  • Table 32: Germany Savory Spreads Consumer Profiles (% consumers by sub-group), 2011
  • Table 33: Germany Sweet Spreads Consumer Profiles (% consumers by sub-group), 2011
  • Table 34: Germany Syrups Consumer Profiles (% consumers by sub-group), 2011
  • Table 35: Germany Syrups & Spreads Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 36: Germany Jams, Jellies & Preserves Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 37: Germany Molasses Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 38: Germany Savory Spreads Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 39: Germany Sweet Spreads Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 40: Germany Syrups Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 41: Germany, Overall Syrups & Spreads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 42: Germany, Jams, Jellies & Preserves: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 43: Germany, Molasses: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 44: Germany, Savory Spreads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 45: Germany, Sweet Spreads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 46: Germany, Syrups: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 47: Germany Syrups & Spreads Market Value (Euro million), by Category, 2011
  • Table 48: Germany Syrups & Spreads Market Value (US$ million), by Category, 2011
  • Table 49: Germany Syrups & Spreads Market Volume (Kg m), by Category, 2011
  • Table 50: Germany Syrups & Spreads Market Share (US$ million), by Category, 2011
  • Table 51: Germany Syrups & Spreads Expenditure Per Capita (Euro), by Category, 2011
  • Table 52: Germany Syrups & Spreads Expenditure Per Capita (US$), by Category, 2011
  • Table 53: Germany Syrups & Spreads Expenditure Per Household (Euro), by Category
  • Table 54: Germany Syrups & Spreads Expenditure Per Household (US$), by Category
  • Table 55: Germany Syrups & Spreads Market Volume Share (Kg m), by Category, 2011
  • Table 56: Germany Syrups & Spreads Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 57: Germany Syrups & Spreads Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 58: Germany Syrups & Spreads Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Table 59: Germany Jams, Jellies & Preserves Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 60: Germany Molasses Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 61: Germany Savory Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 62: Germany Sweet Spreads Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 63: Germany Syrups Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 64: Germany: Switchers to Aldi for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 65: Germany: Switchers From Aldi for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 66: Germany: Switchers to Coop (DE) for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 67: Germany: Switchers to Edeka for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 68: Germany: Switchers From Edeka for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 69: Germany: Switchers to Globus for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 70: Germany: Switchers to Metro Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 71: Germany: Switchers From Metro Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 72: Germany: Switchers to Norma for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 73: Germany: Switchers From Norma for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 74: Germany: Switchers to Rewe Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 75: Germany: Switchers From Rewe Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 76: Germany: Switchers to Schwarz Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 77: Germany: Switchers From Schwarz Group for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 78: Germany: Switchers to Tengelmann for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 79: Germany: Switchers From Tengelmann for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 80: Germany: Switchers to Other for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 81: Germany: Switchers From Other for their Syrups & Spreads Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 82: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
  • Table 83: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
  • Table 84: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
  • Table 85: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 86: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
  • Table 87: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 88: Germany: Profile of Syrups & Spreads Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
  • Table 89: Germany: Profile of Syrups & Spreads 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 Syrups & Spreads Value Share (%), by Age Groups, 2011
  • Figure 3: Germany Syrups & Spreads Value Share (%), by Gender, 2011
  • Figure 4: Germany Syrups & Spreads Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: Germany Syrups & Spreads Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: Germany Syrups & Spreads Value Share (%) by Wealth Groups, 2011
  • Figure 7: Germany Syrups & Spreads Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: Germany Jams, Jellies & Preserves Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: Germany Jams, Jellies & Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: Germany Molasses Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: Germany Molasses Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: Germany Savory Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: Germany Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: Germany Sweet Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 15: Germany Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 16: Germany Syrups Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 17: Germany Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 18: Germany Syrups & Spreads Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 19: Germany Syrups & Spreads Market Share (US$ million), by Category, 2011
  • 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
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