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Consumer Trends in the Hot Drinks Market in Germany, 2011

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Published Date : Jan 2012

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No. of Pages : 83


  • This report provides the results for the Hot Drinks market in Germany from Canadeans unique, highly detailed and proprietary 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 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.


  • Marketers in the Hot Drinks 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 provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Hot Drinks market in Germany they account for and which consumer trends drive their behaviour, and as such allows the marketers to develop strong growth strategies.


  • Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets and as such the companies need to know what these trends are and be able to quantify their influence in the market.
  • This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.


The data provided allows the 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

  • Detailed category coverage is provided, covering Tea market, Coffee market, and Other Hot Drinks market.
  • Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered.
  • Detailed brand and private label category shares for 2011 for each product category
  • Unique retailer choice and switching data at the product category level for 2011
Table of Content

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 Hot Drinks 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 Coffee
2.2.2 Other Hot Drinks
2.2.3 Tea
2.3 Behavioural Trends and Market Value
2.3.1 Coffee
2.3.2 Other Hot Drinks
2.3.3 Tea

3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Coffee
3.1.2 Other Hot Drinks
3.1.3 Tea
3.2 Consumer Profiles by Product Category
3.2.1 Coffee
3.2.2 Other Hot Drinks
3.2.3 Tea

4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Hot Drinks Brand Choice and Private Label Shares
4.2.1 Coffee
4.2.2 Other Hot Drinks
4.2.3 Tea

5 The Share of Consumers influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Hot Drinks
5.1.2 Coffee
5.1.3 Other Hot Drinks
5.1.4 Tea

6 Consumption Impact: Market Valuation
6.1 Hot Drinks Value Impact of Consumer Consumption Behaviour
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Hot Drinks 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 Hot Drinks Volume Impact of Consumer Behaviour Trends
6.3.1 Share Growth 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 Retailer Volume Share
7.1.1 Retailer Volume Share in Hot Drinks
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Coffee
7.2.2 Retail Share by Volume - Other Hot Drinks
7.2.3 Retail Share by Volume - Tea
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 Anton Schlecker Switching analysis
7.3.4 Coop (DE) Switching analysis
7.3.5 Dirk Rossmann Gmbh Switching analysis
7.3.6 dm-Drogeriemarkt Gmbh + Co.KG Switching analysis
7.3.7 Edeka Switching analysis
7.3.8 Globus Switching analysis
7.3.9 Lekkerland Gmbh & Co. KG Switching analysis
7.3.10 Metro Group Switching analysis
7.3.11 Norma Switching analysis
7.3.12 Rewe Group Switching analysis
7.3.13 Schwarz Group Switching analysis
7.3.14 Tengelmann Switching analysis
7.3.15 Other Switching analysis
7.4 Profiles of End-Consumers of Hot Drinks, 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

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