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Consumer Trends in the Bakery & Cereals Market in Germany
Canadean Ltd, April 2012, Pages: 137
Synopsis
This report provides the results for the Bakery & Cereals market in Germany from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Summary
Why was the report written?
Marketers in the Bakery & Cereals market in Germany 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 Bakery & Cereals market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Consumption patterns have been affected, even though Bakery & Cereals are considered essential items. However, as consumer confidence increases proportionally to economic recovery, consumption should increase. Being able to identity these pockets of growth early, and the trends behind them, is essential.
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: Baking Ingredients, Baking Mixes, Bread & Rolls, Cakes, Pastries & Sweet Pies, Cereal Bars, Cereals, Cookies (Sweet Biscuits), Dough Products, Energy Bars, Morning Goods and Savory Biscuits.
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
Almost half of consumers of Bakery & Cereals products in Germany indicate that Indulgence influences this decision. This is supported by the significant proportions of the value of each Bakery & Cereals category that can also be attributed to Indulgence. Targeting this influence is therefore essential to the success of this market.
Urban dwellers consume Dough Products disproportionately. One of the main components of Dough Products is Pizza bases; this is not a traditional German food so is more appropriate for an Urban cosmopolitan consumer. In order to improve the value of this market, marketers need to encourage consumption in the relatively large Rural market.
Private Label products have significant shares across all categories in the Bakery & Cereals market in Germany. With the exception of one or two national brands in each category, the remainder of the market is fragmented. This leaves room for Private Label shares to grow. In order to retain their shares marketers of these smaller brands need to differentiate their products in some way, making them a more difficult target for Private Label competition.
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