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Consumer Trends in the Beer, Cider & Pre-mixed Spirits Market in Germany, 2011

Published By :

Canadean

Published Date : Mar 2012

Category :

Beer

No. of Pages : 96 Pages

Synopsis
  • This report provides the results for the Beer, Cider & Pre-mixed Spirits market in Germany, from Canadean’s unique, highly detailed and proprietary online survey 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 behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, 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.
Summary
  • Marketers in the Beer, Cider & Pre-mixed Spirits market in Germany face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.
  • This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Beer, Cider & Pre-mixed Spirits market in Germany they account for and which consumer trends drive their behaviour.
Scope
  • 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 sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
Reasons To Buy
  • The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.
Key Highlights
  • Consumer survey data for the following specific categories: Lager, Beer and Ale, Flavoured Alcoholic Beverages, Cider, and Low Alcohol Beer & Lager.
  • Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
  • Brand and private label penetration among consumers in 2011 as tracked by the survey.
  • Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011
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 and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
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)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Beer, Cider & Pre-mixed Spirits Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Beer & Ale
2.2.2 Cider
2.2.3 Flavored Alcoholic Beverages
2.2.4 Lager
2.2.5 Low Alcohol Beer & Lager
2.3 Behavioral Trends and Market Value
2.3.1 Beer & Ale
2.3.2 Cider
2.3.3 Flavored Alcoholic Beverages
2.3.4 Lager
2.3.5 Low Alcohol Beer & Lager

3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Beer & Ale
3.1.2 Cider
3.1.3 Flavored Alcoholic Beverages
3.1.4 Lager
3.1.5 Low Alcohol Beer & Lager
3.2 Consumer Profiles by Product Category
3.2.1 Beer & Ale
3.2.2 Cider
3.2.3 Flavored Alcoholic Beverages
3.2.4 Lager
3.2.5 Low Alcohol Beer & Lager

4 Brand vs. Private Label Uptake
4.1 Brand vs. Private Label Consumer Penetration
4.1.1 By Category
4.2 Beer, Cider & Pre-mixed Spirits Brand Choice and Private Label Consumer Penetration
4.2.1 Beer & Ale
4.2.2 Cider
4.2.3 Flavored Alcoholic Beverages
4.2.4 Lager
4.2.5 Low Alcohol Beer & Lager

5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Beer, Cider & Pre-mixed Spirits
5.1.2 Beer & Ale
5.1.3 Cider
5.1.4 Flavored Alcoholic Beverages
5.1.5 Lager
5.1.6 Low Alcohol Beer & Lager

6 Consumption Impact: Market Valuation
6.1 Beer, Cider & Pre-mixed Spirits Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Beer, Cider & Pre-mixed Spirits Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Beer, Cider & Pre-mixed Spirits Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category

7 Retailer Choice, Switching and Category Share
7.1 Survey-tracked Retailer Shares by Volume
7.1.1 Germany Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares by Volume
7.2 Survey-tracked Retailer Shares by Volume by Category
7.2.1 Germany Beer & Ale Survey-tracked Retailer Shares by Volume
7.2.2 Germany Cider Survey-tracked Retailer Shares by Volume
7.2.3 Germany Flavored Alcoholic Beverages Survey-tracked Retailer Shares by Volume
7.2.4 Germany Lager Survey-tracked Retailer Shares by Volume
7.2.5 Germany Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Aldi Switching Analysis
7.3.3 Coop (DE) Switching Analysis
7.3.4 dm-Drogeriemarkt Gmbh + Co.KG Switching Analysis
7.3.5 Edeka Switching Analysis
7.3.6 Globus Switching Analysis
7.3.7 Metro Group Switching Analysis
7.3.8 Norma Switching Analysis
7.3.9 Rewe Group Switching Analysis
7.3.10 Schwarz Group Switching Analysis
7.3.11 Tengelmann Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Beer, Cider & Pre-mixed Spirits, by Retailer Used
7.4.1 Aldi
7.4.2 Anton Schlecker
7.4.3 Bartels-Langness
7.4.4 Coop (DE)
7.4.5 Dirk Rossmann Gmbh
7.4.6 dm-Drogeriemarkt Gmbh + Co.KG
7.4.7 Edeka
7.4.8 Globus
7.4.9 Lekkerland Gmbh & Co. KG
7.4.10 Metro Group
7.4.11 Norma
7.4.12 Rewe Group
7.4.13 Schwarz Group
7.4.14 Tengelmann
7.4.15 Other

8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Table


Table 1: Volume Units for the Beer, Cider & Pre-Mixed Spirits Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2011
Table 5: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2011
Table 6: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2011
Table 9: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Beer & Ale Consumer Group Share (% market value), 2011
Table 11: Germany Cider Consumer Group Share (% market value), 2011
Table 12: Germany Flavored Alcoholic Beverages Consumer Group Share (% market value), 2011
Table 13: Germany Lager Consumer Group Share (% market value), 2011
Table 14: Germany Low Alcohol Beer & Lager Consumer Group Share (% market value), 2011
Table 15: Germany Total Beer & Ale Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Germany Total Cider Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Germany Total Flavored Alcoholic Beverages Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Germany Total Lager Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Germany Total Low Alcohol Beer & Lager Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Germany Beer & Ale Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Germany Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Germany Cider Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Germany Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Germany Flavored Alcoholic Beverages Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Germany Flavored Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Germany Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Germany Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Germany Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Germany Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Germany Beer & Ale Consumer Profiles (% consumers by sub-group), 2011
Table 31: Germany Cider Consumer Profiles (% consumers by sub-group), 2011
Table 32: Germany Flavored Alcoholic Beverages Consumer Profiles (% consumers by sub-group), 2011
Table 33: Germany Lager Consumer Profiles (% consumers by sub-group), 2011
Table 34: Germany Low Alcohol Beer & Lager Consumer Profiles (% consumers by sub-group), 2011
Table 35: Germany Beer, Cider & Pre-mixed Spirits Private Label Consumer Penetration (% Consumers Using), by Category, 2011
Table 36: Germany Beer & Ale Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 37: Germany Cider Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 38: Germany Flavored Alcoholic Beverages Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 39: Germany Lager Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 40: Germany Low Alcohol Beer & Lager Consumer Penetration by Brands and Private Label (% Consumers Using), 2011
Table 41: Germany, Overall Beer, Cider & Pre-mixed Spirits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: Germany, Beer & Ale: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: Germany, Cider: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: Germany, Flavored Alcoholic Beverages: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: Germany, Lager: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: Germany, Low Alcohol Beer & Lager: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: Germany Beer, Cider & Pre-mixed Spirits Market Value (Euro million), by Category, 2011
Table 48: Germany Beer, Cider & Pre-mixed Spirits Market Value (US$ million), by Category, 2011
Table 49: Germany Beer, Cider & Pre-mixed Spirits Market Volume (Ltrs m), by Category, 2011
Table 50: Germany Beer, Cider & Pre-mixed Spirits Market Share (US$ million), by Category, 2011
Table 51: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (Euro), by Category, 2011
Table 52: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2011
Table 53: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Household (Euro), by Category
Table 54: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Table 55: Germany Beer, Cider & Pre-mixed Spirits Market Volume Share (Ltrs m), by Category, 2011
Table 56: Germany Beer, Cider & Pre-mixed Spirits Consumption Per Capita (Ltrs m / Population m), by Category, 2011
Table 57: Germany Beer, Cider & Pre-mixed Spirits Consumption Per Household (Ltrs m / Households m) , by Category, 2011
Table 58: Germany Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Table 59: Germany Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 60: Germany Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 61: Germany Flavored Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 62: Germany Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 63: Germany Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 64: Germany: Switchers to Aldi for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Germany: Switchers From Aldi for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Germany: Switchers to Coop (DE) for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Germany: Switchers From Coop (DE) for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Germany: Switchers to dm-Drogeriemarkt Gmbh + Co.KG for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Germany: Switchers to Edeka for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Germany: Switchers From Edeka for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Germany: Switchers to Globus for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Germany: Switchers From Globus for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Germany: Switchers to Metro Group for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Germany: Switchers From Metro Group for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Germany: Switchers to Norma for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Germany: Switchers From Norma for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Germany: Switchers to Rewe Group for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Germany: Switchers From Rewe Group for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Germany: Switchers to Schwarz Group for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Germany: Switchers From Schwarz Group for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Germany: Switchers to Tengelmann for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Germany: Switchers to Other for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Germany: Switchers From Other for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 85: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup, as tracked by the Survey), 2011
Table 86: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Bartels-Langness (% by Subgroup, as tracked by the Survey), 2011
Table 87: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Coop (DE) (% by Subgroup, as tracked by the Survey), 2011
Table 88: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Dirk Rossmann Gmbh (% by Subgroup, as tracked by the Survey), 2011
Table 89: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2011
Table 90: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 91: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 92: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Lekkerland Gmbh & Co. KG (% by Subgroup, as tracked by the Survey), 2011
Table 93: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 94: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
Table 95: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 96: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 97: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2011
Table 98: Germany: Profile of Beer, Cider & Pre-mixed Spirits Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Chart


Figure 1: Consumer Panel Report Methodology
Figure 2: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Age Groups, 2011
Figure 3: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Gender, 2011
Figure 4: Germany Beer, Cider & Pre-mixed Spirits Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Beer, Cider & Pre-mixed Spirits Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Beer & Ale Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Beer & Ale Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Cider Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Cider Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Flavored Alcoholic Beverages Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Flavored Alcoholic Beverages Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Germany Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Germany Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Germany Low Alcohol Beer & Lager Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Germany Beer, Cider & Pre-mixed Spirits Market Share (US$ million), by Category, 2011
Figure 19: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Capita (US$), by Category, 2011
Figure 20: Germany Beer, Cider & Pre-mixed Spirits Expenditure Per Household (US$), by Category
Figure 21: Germany Beer, Cider & Pre-mixed Spirits Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2011
Figure 22: Germany Beer & Ale Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 23: Germany Cider Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 24: Germany Flavored Alcoholic Beverages Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 25: Germany Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 26: Germany Low Alcohol Beer & Lager Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 27: Germany: People Who Have Switched Retailer for their Beer, Cider & Pre-mixed Spirits Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

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