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This report provides the results for the Confectionery market in
Germany 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?
As consumer confidence increases proportionally to economic recovery, consumer
trends will be directly affected. 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. Chocolate, Gum and Sugar Confectionary are
not considered essential items and therefore consumption patterns have been
comparatively affected. Furthermore, consumption in this category may be limited
by growing interest in reducing sugar consumption, particularly among
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
More females consume Sugar Confectionery than men, and they tend to do
so more often: 38% of females record Heavy frequency consumption, compared with
30% of males. While similar proportions of females and males record Medium
frequency consumption, 28% of females record Light frequency consumption
compared to 26% of males.
The Confectionery market is dominated by the Chocolate category, which
constitutes 68% of the total market by value in Germany. The second-largest
category, Sugar Confectionery, is almost four times the size of the
Gum consumption declines as consumers get older, to the point where70% of Older
Consumers are Non-users of these products. The Tweens & Early Teens age group is
the most important for marketers to target, as almost 40% of the age group
record Heavy frequency consumption.
Not only do a large proportion of German consumers, particularly in the
Chocolate and Sugar Confectionery categories, 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. However, trends have less of an
impact in the Gum category.
The three largest retailers in Germany dominate the Confectionery market with a
combined share of 65% of the volume of products distributed. However, outside of
this, the market is heavily fragmented, meaning that new entrants to the market
must manage relationships with multiple suppliers and retailers.
Private label penetration is low in the Confectionery market in Germany, highest
in the Chocolate category where 19% of the volume of Chocolate products
distributed is private label. While this is unusual given the strong presence of
discounters and private label retailers in the country, this is partially a
result of the very strong marketing presence of brands in a highly competitive