The German Confectionery Market: What Consumers Eat and Why?

 Published On: Oct, 2013 |    No of Pages: 68 |  Published By: Canadean | Format: PDF
Request Free Sample

Product Synopsis

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 behavior.

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 children.

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 sugar confectionery.
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 third-largest, Gum.
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.

Key Highlights

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 market.

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
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)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Confectionery Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Chocolate
3.2.2 Gum
3.2.3 Sugar Confectionery
3.3 Behavioral Trends and Market Value
3.3.1 Chocolate
3.3.2 Gum
3.3.3 Sugar Confectionery
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Chocolate
4.1.2 Gum
4.1.3 Sugar Confectionery
4.2 Consumer Profiles by Product Category
4.2.1 Chocolate
4.2.2 Gum
4.2.3 Sugar Confectionery
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Confectionery Brand Choice and Private Label Consumer Penetration
5.2.1 Chocolate
5.2.2 Gum
5.2.3 Sugar Confectionery
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Confectionery
6.1.2 Chocolate
6.1.3 Gum
6.1.4 Sugar Confectionery
7 Consumption Impact: Market Valuation
7.1 Confectionery Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Confectionery Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Confectionery Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Confectionery
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Chocolate
8.2.2 Retail Share by Volume - Gum
8.2.3 Retail Share by Volume - Sugar Confectionery
8.3 Profiles of End-Consumers of Confectionery, by Retailer Used
8.3.1 Aldi
8.3.2 dm-Drogeriemarkt Gmbh + Co.KG
8.3.3 Edeka
8.3.4 Globus
8.3.5 Metro Group
8.3.6 Norma
8.3.7 Rewe Group
8.3.8 Schwarz Group
8.3.9 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Confectionery Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Germany Survey Respondent profile (weighted), 2012
Table 4: Germany Confectionery Value Share (%), by Age Groups, 2012
Table 5: Germany Confectionery Value Share (%), by Gender, 2012
Table 6: Germany Confectionery Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Germany Confectionery Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Germany Confectionery Value Share (%) by Wealth Groups, 2012
Table 9: Germany Confectionery Value Share (%) by Busy Lives Groups, 2012
Table 10: Germany Chocolate Consumer Group Share (% market value), 2012
Table 11: Germany Gum Consumer Group Share (% market value), 2012
Table 12: Germany Sugar Confectionery Consumer Group Share (% market value), 2012
Table 13: Germany Total Chocolate Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Germany Total Gum Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Germany Total Sugar Confectionery Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Germany Chocolate Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Germany Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Germany Gum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Germany Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Germany Sugar Confectionery Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Germany Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Germany Chocolate Consumer Profiles (% consumers by sub-group), 2012
Table 23: Germany Gum Consumer Profiles (% consumers by sub-group), 2012
Table 24: Germany Sugar Confectionery Consumer Profiles (% consumers by sub-group), 2012
Table 25: Germany Confectionery Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Germany Chocolate Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Germany Gum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Germany Sugar Confectionery Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Germany Confectionery: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Germany Chocolate: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Germany Gum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Germany Sugar Confectionery: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Germany Confectionery Market Value (Euro million), by Category, 2012
Table 34: Germany Confectionery Market Value (US$ million), by Category, 2012
Table 35: Germany Confectionery Market Volume (Kg m), by Category, 2012
Table 36: Germany Confectionery Market Value (US$ million), by Category, 2012
Table 37: Germany Confectionery Expenditure Per Capita (Euro), by Category, 2012
Table 38: Germany Confectionery Expenditure Per Capita (US$), by Category, 2012
Table 39: Germany Confectionery Expenditure Per Household (Euro), by Category
Table 40: Germany Confectionery Expenditure Per Household (US$), by Category
Table 41: Germany Confectionery Market Volume (Kg m), by Category, 2012
Table 42: Germany Confectionery Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 43: Germany Confectionery Consumption Per Household (Kg m / Households m), by Category, 2012
Table 44: Germany Confectionery Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 45: Germany Chocolate Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 46: Germany Gum Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 47: Germany Sugar Confectionery Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 48: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2012
Table 49: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2012
Table 50: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2012
Table 51: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2012
Table 52: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 53: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2012
Table 54: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2012
Table 55: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2012
Table 56: Germany: Profile of Confectionery Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: Germany Confectionery Value Share (%), by Age Groups, 2012
Figure 3: Germany Confectionery Value Share (%), by Gender, 2012
Figure 4: Germany Confectionery Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Germany Confectionery Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Germany Confectionery Value Share (%) by Wealth Groups, 2012
Figure 7: Germany Confectionery Value Share (%) by Busy Lives Groups, 2012
Figure 8: Germany Chocolate Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Germany Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Germany Gum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Germany Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Germany Sugar Confectionery Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Germany Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Germany Confectionery Market Value (US$ million), by Category, 2012
Figure 15: Germany Confectionery Expenditure Per Capita (US$), by Category, 2012
Figure 16: Germany Confectionery Expenditure Per Household (US$), by Category
Figure 17: Germany Confectionery Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 18: Germany Chocolate Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 19: Germany Gum Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 20: Germany Sugar Confectionery Survey-tracked Retailer Shares by Volume (Kg m), 2012

If the above report does not have the information suitable for your business, we can provide custom research that can be lucrative for your business or enhance your profession.