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This report provides the results for the Confectionery market in France
from Canadean’s unique, highly detailed study 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, the
value of the market these trends influence, and brand and private label choices
as well as retailer choices. Much of this information can also be analyzed by
specific consumer groups, providing hard and fast data on consumers and markets
at the product category level.
Introduction and Landscape
Why was the report written?
Marketers in the Confectionery market face a major challenge. Understanding
market size and segmentation is valuable, but the key to effective targeting is
knowing just how valuable specific consumer groups are, and being able to
quantify the impact of consumer trends. This data report solves these problems
by providing survey-based data on consumer trends and consumer groups, and
market data that shows the exact size of consumer groups, how much of the
Confectionery market they account for, and which consumer trends drive their
What is the current market landscape and what is changing?
The weak state of the French economy has led consumers to review their
consumption of most CPG products, particularly non-essential ones like
Confectionery. Since the global financial crisis of 2008–2009, the retail market
has been characterized by an increase in the amount of discounted and own-brand
products. However, as consumer confidence increases proportionally to economic
recovery, consumer trends will be directly 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 consumption across 26 consumer groups. This data provides 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.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group
tracking and modeling for the following specific categories: chocolate, gum, and
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer
trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original
survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level, based upon the
original survey and then subsequent consumer tracking and modeling.
Key Market Issues
Consumption of Sugar Confectionery tends to decline with age, with 77%
of Kids & Babies consuming Sugar Confectionery compared to 61% of Older
Consumers. However, high consumption by Kids & Babies and Tweens & Early Teens
could be threatened by parents’ increasing concerns for their children’s sugar
consumption. While the overall numbers of children consuming Sugar Confectionery
may remain the same, their consumption frequency may decrease.
The Confectionery market is dominated by the Chocolate category, which alone
constitutes 68% of the total market by value. Sugar Confectionery is the
second-largest category, followed by Gum.
Not only do a large proportion of French consumers, in certain categories at
least, highlight that the Indulgence trend has an influence on their
consumption, this translates into a significant proportion of actual value being
directly influenced as well. Consumers are therefore acting on this trend enough
to ensure that targeting them, in the right categories, is essential to success.
Other important trends to target are Personal Space and Time and Better Value
Older Consumers are the most valuable age group, with a 31% share of
the Confectionery market by value. However, their consumption is proportionate
to the size of the age group, which accounts for 29% of the population. The fact
no age group consumes disproportionately means that marketers need to target a
range of differentiated products at different age groups in order to maximize
The two largest retailers in France dominate the Confectionery market with a
combined share of 55% of the market by volume. This gives these retailers a
strong bargaining power with their suppliers.
Private label penetration is low in the Confectionery market in France; highest
in the Chocolate category where 20% of the volume distributed is private label.
This is partially a result of the very strong marketing presence of brands in a
highly competitive market.