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Consumer Trends in the Soy Products Market in the Germany
Canadean Ltd, March 2012, Pages: 48
Synopsis
This report provides the results for the soy products 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 and brand and private label 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 soy products 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 survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the soy products market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
At present the penetration of Soy Products in the German market is so low the players will need to decide on whether they either seek to gain the maximum returns from existing consumers, or whether they seek to tempt some of the large majority of people of who don’t currently consume these products to trial them because of their health benefits.
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: the Soy Desserts, Soy Drinks, Soy Milk markets.
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.
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
Of all the consumer groups Early Young Adults (those aged between 16 and 24 years old) are the single largest consumer group to target. This perhaps indicates that in order to grow the market over the longer term marketers might be best targeting an early adult audience who are perhaps more responsive to these products than other consumer groups.
Despite the total Soy Products market being relatively small, Private Labels already have significant share, in particular in Soy Milk. Manufacturers would be well advised to start developing their credentials relative to Private Labels now, or risk losing further share to these products in the future.
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