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Consumer Trends in the Oils & Fats Market in Spain

  • Published:
  • 52 Pages
  • Canadean

Summary

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.

Scope

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.

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 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.

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 Oils & Fats 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 Oils
    • 2.2.2 Solid Fats
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Oils
    • 2.3.2 Solid Fats

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Oils
    • 3.1.2 Solid Fats
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Oils
    • 3.2.2 Solid Fats

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Oils & Fats Brand Choice and Private Label Shares
    • 4.2.1 Oils
    • 4.2.2 Solid Fats

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Oils & Fats
    • 5.1.2 Oils
    • 5.1.3 Solid Fats

6 Consumption Impact: Market Valuation

  • 6.1 Oils & Fats Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Oils & Fats 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 Oils & Fats 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 Oils & Fats
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Oils
    • 7.2.2 Retail Share by Volume - Solid Fats
  • 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 Auchan Switching Analysis
    • 7.3.3 Carrefour Switching Analysis
    • 7.3.4 Miquel Switching Analysis
    • 7.3.5 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Oils & Fats, by Retailer Used
    • 7.4.1 Auchan
    • 7.4.2 Carrefour
    • 7.4.3 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Oils & Fats Market
  • Table 2: Foreign Exchange Rate - Euro Vs. US$, 2011
  • Table 3: Spain Survey Respondent Profile (weighted), 2011
  • Table 4: Spain Oils & Fats Value Share (%), by Age Groups, 2011
  • Table 5: Spain Oils & Fats Value Share (%), by Gender, 2011
  • Table 6: Spain Oils & Fats Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: Spain Oils & Fats Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: Spain Oils & Fats Value Share (%) by Wealth Groups, 2011
  • Table 9: Spain Oils & Fats Value Share (%) by Busy Lives Groups, 2011
  • Table 10: Spain Oils Consumer Group Share (% market value), 2011
  • Table 11: Spain Solid Fats Consumer Group Share (% market value), 2011
  • Table 12: Spain Total Oils Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 13: Spain Total Solid Fats Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 14: Spain Oils Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 15: Spain Oils Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 16: Spain Solid Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 17: Spain Solid Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 18: Spain Oils Consumer Profiles (% consumers by sub-group), 2011
  • Table 19: Spain Solid Fats Consumer Profiles (% consumers by sub-group), 2011
  • Table 20: Spain Oils & Fats Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 21: Spain Oils Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 22: Spain Solid Fats Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 23: Spain, Overall Oils & Fats: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 24: Spain, Oils: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 25: Spain, Solid Fats: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 26: Spain Oils & Fats Market Value (Euro million), by Category, 2011
  • Table 27: Spain Oils & Fats Market Value (US$ million), by Category, 2011
  • Table 28: Spain Oils & Fats Market Volume (Kg m), by Category, 2011
  • Table 29: Spain Oils & Fats Market Share (US$ million), by Category, 2011
  • Table 30: Spain Oils & Fats Expenditure Per Capita (Euro), by Category, 2011
  • Table 31: Spain Oils & Fats Expenditure Per Capita (US$), by Category, 2011
  • Table 32: Spain Oils & Fats Expenditure Per Household (Euro), by Category
  • Table 33: Spain Oils & Fats Expenditure Per Household (US$), by Category
  • Table 34: Spain Oils & Fats Market Volume Share (Kg m), by Category, 2011
  • Table 35: Spain Oils & Fats Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 36: Spain Oils & Fats Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 37: Spain Oils & Fats Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Table 38: Spain Oils Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 39: Spain Solid Fats Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 40: Spain: Switchers to Auchan for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 41: Spain: Switchers From Auchan for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 42: Spain: Switchers to Carrefour for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 43: Spain: Switchers From Carrefour for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 44: Spain: Switchers to Miquel for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 45: Spain: Switchers to Other for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 46: Spain: Switchers From Other for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 47: Spain: Profile of Oils & Fats Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
  • Table 48: Spain: Profile of Oils & Fats Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
  • Table 49: Spain: Profile of Oils & Fats 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: Spain Oils & Fats Value Share (%), by Age Groups, 2011
  • Figure 3: Spain Oils & Fats Value Share (%), by Gender, 2011
  • Figure 4: Spain Oils & Fats Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: Spain Oils & Fats Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: Spain Oils & Fats Value Share (%) by Wealth Groups, 2011
  • Figure 7: Spain Oils & Fats Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: Spain Oils Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: Spain Oils Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: Spain Solid Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: Spain Solid Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: Spain Oils & Fats Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 13: Spain Oils & Fats Market Share (US$ million), by Category, 2011
  • Figure 14: Spain Oils & Fats Expenditure Per Capita (US$), by Category, 2011
  • Figure 15: Spain Oils & Fats Expenditure Per Household (US$), by Category
  • Figure 16: Spain Oils & Fats Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Figure 17: Spain Oils Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 18: Spain Solid Fats Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 19: Spain: People Who Have Switched Retailer for their Oils & Fats Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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