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?
In mature Oils & Fats markets it is essential to understand what pockets of growth might exist and whether these represent value or volume opportunities. Knowing the key consumer groups and key trends affecting the market are fundamental to achieving this level of market understanding. This is especially so in weak economies such as Spain, where consumer confidence is low, and therefore growing markets will be hard to find.
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: 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.
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.
Private label penetration is relatively high, with 27% of the volume of Oils products distributed and 38% of the volume of Solid Fats products distributed being private label. Further, both markets are fragmented, indicating that weaker brands may come under further threat from private label growth.
The Oils category accounts for 97% of the Oils & Solid Fats market in Spain, whilst accounting for 94% of the market by volume. This highlights that Oils marketers have been more successful than Solid Fats marketers at introducing premium products.
Not only do a large proportion of Spanish consumers in the Oils category highlight that specific consumer trends such as Changing Age Structures and Indulgence 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. In contrast, trends have a very limited impact on the Solid Fats category.