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This report provides the results for the Confectionery market in Spain
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 group, 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, consumer groups and market
data which 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?
In mature Confectionery markets, particularly ones experiencing economic
instability such as Spain, it is essential to understand what pockets of growth
might exist and whether they represent value or volume opportunities. Knowing
the key consumer groups and key trends affecting the market are fundamental to
achieving this level of market understanding.
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, and Confectionery markets.
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
The Better Off wealth group accounts for 60% of the market by value.
However, segmentation of the Confectionery market by wealth group shows that no
single group consumes Confectionery disproportionately to their share of the
country’s population. As such, companies should introduce differentiated
products targeting various income groups so that every income group is
Indulgence is by far the most important trend in the Confectionery market in
Spain. Not only do a large proportion of Spanish consumers, particularly in the
Chocolate product category, highlight that this consumer 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 the Indulgence trend is essential to
Consumption segmentation analysis of the Confectionery market by the amount of
time people have to spare reveals that Time Rich people account for a larger
value share of the Confectionery market than people who are pressed for time.
This highlights the importance of the youngest consumers, who have plenty of
free time as a result of short school days and long holidays.
Consumption of Sugar Confectionery is highest among Kids & Babies,
followed by Tweens & Early Teens, with consumption declining with age. For
instance, while 35% of Kids & Babies are Heavy frequency consumers of Sugar
Confectionery, only 10% of Older Consumers eat these products at the same
Chocolate accounts for 49% of the Confectionery market by value, followed by
Sugar Confectionery with a 37% share, and Gum with a 15% share.
Private label penetration is low in the Confectionery market in Spain, at
approximately 18% of the volume of products distributed. Confectionery markets
tend to be strongly brand-driven, with strong differentiation between products
explaining this low penetration. However, the weak economic conditions have led
to growth for private label products in Spain; therefore, brands could come
under increased pressure in the Confectionery markets.