The Spanish Confectionery Market: What Consumers Eat and Why?

 Published On: Oct, 2013 |    No of Pages: 55 |  Published By: Canadean | Format: PDF
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Product Synopsis

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 behavior.

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 effectively targeted.
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 success.
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.

Key Highlights

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 frequency.
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.

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 Auchan
8.3.2 Carrefour
8.3.3 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: Spain Survey Respondent profile (weighted), 2012
Table 4: Spain Confectionery Value Share (%), by Age Groups, 2012
Table 5: Spain Confectionery Value Share (%), by Gender, 2012
Table 6: Spain Confectionery Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Spain Confectionery Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Spain Confectionery Value Share (%) by Wealth Groups, 2012
Table 9: Spain Confectionery Value Share (%) by Busy Lives Groups, 2012
Table 10: Spain Chocolate Consumer Group Share (% market value), 2012
Table 11: Spain Gum Consumer Group Share (% market value), 2012
Table 12: Spain Sugar Confectionery Consumer Group Share (% market value), 2012
Table 13: Spain Total Chocolate Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Spain Total Gum Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Spain Total Sugar Confectionery Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Spain Chocolate Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Spain Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Spain Gum Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Spain Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Spain Sugar Confectionery Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Spain Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Spain Chocolate Consumer Profiles (% consumers by sub-group), 2012
Table 23: Spain Gum Consumer Profiles (% consumers by sub-group), 2012
Table 24: Spain Sugar Confectionery Consumer Profiles (% consumers by sub-group), 2012
Table 25: Spain Confectionery Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Spain Chocolate Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Spain Gum Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Spain Sugar Confectionery Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Spain Confectionery: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Spain, Chocolate: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Spain, Gum: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Spain, Sugar Confectionery: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Spain Confectionery Market Value (Euro million), by Category, 2012
Table 34: Spain Confectionery Market Value (US$ million), by Category, 2012
Table 35: Spain Confectionery Market Volume (Kg m), by Category, 2012
Table 36: Spain Confectionery Market Value (US$ million), by Category, 2012
Table 37: Spain Confectionery Expenditure Per Capita (Euro), by Category, 2012
Table 38: Spain Confectionery Expenditure Per Capita (US$), by Category, 2012
Table 39: Spain Confectionery Expenditure Per Household (Euro), by Category
Table 40: Spain Confectionery Expenditure Per Household (US$), by Category
Table 41: Spain Confectionery Market Volume (Kg m), by Category, 2012
Table 42: Spain Confectionery Consumption Per Capita (Kg / Population), by Category, 2012
Table 43: Spain Confectionery Consumption Per Household (Kg / Households), by Category, 2012
Table 44: Spain Confectionery Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 45: Spain Chocolate Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 46: Spain Gum Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 47: Spain Sugar Confectionery Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 48: Spain: Profile of Confectionery Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 49: Spain: Profile of Confectionery Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 50: Spain: 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: Spain Confectionery Value Share (%), by Age Groups, 2012
Figure 3: Spain Confectionery Value Share (%), by Gender, 2012
Figure 4: Spain Confectionery Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Spain Confectionery Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Spain Confectionery Value Share (%) by Wealth Groups, 2012
Figure 7: Spain Confectionery Value Share (%) by Busy Lives Groups, 2012
Figure 8: Spain Chocolate Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Spain Chocolate Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Spain Gum Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Spain Gum Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Spain Sugar Confectionery Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Spain Sugar Confectionery Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Spain Confectionery Market Value (US$ million), by Category, 2012
Figure 15: Spain Confectionery Expenditure Per Capita (US$), by Category, 2012
Figure 16: Spain Confectionery Expenditure Per Household (US$), by Category
Figure 17: Spain Confectionery Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 18: Spain Chocolate Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 19: Spain Gum Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 20: Spain Sugar Confectionery Survey-tracked Retailer Shares by Volume (Kg m), 2012

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