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The German Fish and Seafood Market: What Consumers Eat and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

SeaFood

No. of Pages : 91 Pages


Product Synopsis

This report provides the results for the Fish and Seafood 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 Fish and Seafood 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 Fish and Seafood market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

The weak state of the German economy has led consumers to review their consumption of most CPG products, including Fish and Seafood. 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. However, as consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected

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: Ambient Fish and Seafood, Raw Packaged Fish and Seafood-processed Pieces, Raw Packaged Fish and Seafood-whole cuts, Dried Fish and Seafood, Fresh Fish and Seafood (counter), and Frozen Fish andSeafood.
  • 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 Older Consumers age group account for a third of the population of Germany, but only half of its Fresh Fish market, while the smallest value share is consumed by Tweens and Early Teens. Fish is a traditional food in Germany and requires some skill, knowledge, and time to prepare from fresh. Marketers need to find a way to encourage younger consumers to put this effort into consuming fish otherwise their market will be lost to easier and more convenient alternatives.
  • The Raw Packaged Fish and Seafood - Processed pieces market has over a quarter of the value share of the Fish and Seafood market in Germany; part of this is due to its price - it has the highest price per volume of any category. Although the processed categories currently have lower shares, these are likely to increase as the consumer ages and are lost from this traditional market. Marketers need to encourage younger consumers to maintain their shares.
  • In Germany the population is fairly evenly split between males and females; however, the proportion of Fish and Seafood consumers that are male is proportionately higher than females. This is the same for all categories except the Raw Fish and Seafood categories where consumption proportions more closely follow population lines. Marketers should consider some gender based campaigns to encourage female consumption.

Key Highlights

  • The Rural proportion of Fresh Fish consumption is higher than its proportion of the population; whereas, its proportion of Raw Packaged Fish consumption is significantly lower. This relates to the availability of Fresh Fish in Rural areas. Marketers should take this into account when designing campaigns so that Fresh Fish is targeted at Rural Dwellers and Raw Packaged Fish at Urban Dwellers.
  • There are three main retailers in the Fish and Seafood market in Germany, who dominate the market with well over half the value share. The remainder of the market is fragmented so producers still have some bargaining power, although these are not great.
  • Private Label products have a significant presence in the Fish and Seafood market in Germany, varying between about a quarter to almost three quarters in each category. Of the branded products, there are no particularly significant brands, all have less than 50% penetration in their respective markets. This indicates that there is still room for Private Labels to grow further. Marketers of national brands need to differentiate their products further to avoid becoming targets for Private Label competition.
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
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 Fish and Seafood 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 Ambient Fish and Seafood
3.2.2 Dried Fish and Seafood
3.2.3 Fresh Fish and Seafood (counter)
3.2.4 Frozen Fish and Seafood
3.2.5 Raw Packaged Fish and Seafood - processed pieces
3.2.6 Raw Packaged Fish and Seafood - whole cuts
3.3 Behavioral Trends and Market Value
3.3.1 Ambient Fish and Seafood
3.3.2 Dried Fish and Seafood
3.3.3 Fresh Fish and Seafood (counter)
3.3.4 Frozen Fish and Seafood
3.3.5 Raw Packaged Fish and Seafood - processed pieces
3.3.6 Raw Packaged Fish and Seafood - whole cuts

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ambient Fish and Seafood
4.1.2 Dried Fish and Seafood
4.1.3 Fresh Fish and Seafood (counter)
4.1.4 Frozen Fish and Seafood
4.1.5 Raw Packaged Fish and Seafood - processed pieces
4.1.6 Raw Packaged Fish and Seafood - whole cuts
4.2 Consumer Profiles by Product Category
4.2.1 Ambient Fish and Seafood
4.2.2 Dried Fish and Seafood
4.2.3 Fresh Fish and Seafood (counter)
4.2.4 Frozen Fish and Seafood
4.2.5 Raw Packaged Fish and Seafood - processed pieces
4.2.6 Raw Packaged Fish and Seafood - whole cuts

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Fish and Seafood Brand Choice and Private Label Consumer Penetration
5.2.1 Ambient Fish and Seafood
5.2.2 Dried Fish and Seafood
5.2.3 Fresh Fish and Seafood (counter)
5.2.4 Frozen Fish and Seafood
5.2.5 Raw Packaged Fish and Seafood - processed pieces
5.2.6 Raw Packaged Fish and Seafood - whole cuts

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Fish and Seafood
6.1.2 Ambient Fish and Seafood
6.1.3 Dried Fish and Seafood
6.1.4 Fresh Fish and Seafood (counter)
6.1.5 Frozen Fish and Seafood
6.1.6 Raw Packaged Fish and Seafood - processed pieces
6.1.7 Raw Packaged Fish and Seafood - whole cuts

7 Consumption Impact: Market Valuation
7.1 Fish and Seafood Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Fish and Seafood 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 Fish and Seafood 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 Fish and Seafood
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Ambient Fish and Seafood
8.2.2 Retail Share by Volume - Dried Fish and Seafood
8.2.3 Retail Share by Volume - Fresh Fish and Seafood (counter)
8.2.4 Retail Share by Volume - Frozen Fish and Seafood
8.2.5 Retail Share by Volume - Raw Packaged Fish and Seafood - processed pieces
8.2.6 Retail Share by Volume - Raw Packaged Fish and Seafood - whole cuts
8.3 Profiles of End-Consumers of Fish and Seafood, by Retailer Used
8.3.1 Aldi
8.3.2 Edeka
8.3.3 Globus
8.3.4 Metro Group
8.3.5 Norma
8.3.6 Rewe Group
8.3.7 Schwarz Group
8.3.8 Tengelmann
8.3.9 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table


Table 1: Volume Units for the Fish and Seafood Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Germany Survey Respondent profile (weighted), 2012
Table 4: Germany Fish and Seafood Value Share (%), by Age Groups, 2012
Table 5: Germany Fish and Seafood Value Share (%), by Gender, 2012
Table 6: Germany Fish and Seafood Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Germany Fish and Seafood Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Germany Fish and Seafood Value Share (%) by Wealth Groups, 2012
Table 9: Germany Fish and Seafood Value Share (%) by Busy Lives Groups, 2012
Table 10: Germany Ambient Fish and Seafood Consumer Group Share (% market value), 2012
Table 11: Germany Dried Fish and Seafood Consumer Group Share (% market value), 2012
Table 12: Germany Fresh Fish and Seafood (counter) Consumer Group Share (% market value), 2012
Table 13: Germany Frozen Fish and Seafood Consumer Group Share (% market value), 2012
Table 14: Germany Raw Packaged Fish and Seafood - processed pieces Consumer Group Share (% market value), 2012
Table 15: Germany Raw Packaged Fish and Seafood - whole cuts Consumer Group Share (% market value), 2012
Table 16: Germany Total Ambient Fish and Seafood Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Germany Total Dried Fish and Seafood Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Germany Total Fresh Fish and Seafood (counter) Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Germany Total Frozen Fish and Seafood Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Germany Total Raw Packaged Fish and Seafood - processed pieces Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Germany Total Raw Packaged Fish and Seafood - whole cuts Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Germany Ambient Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Germany Ambient Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Germany Dried Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Germany Dried Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Germany Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Germany Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Germany Frozen Fish and Seafood Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Germany Frozen Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Germany Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Germany Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Germany Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Germany Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Germany Ambient Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 35: Germany Dried Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 36: Germany Fresh Fish and Seafood (counter) Consumer Profiles (% consumers by sub-group), 2012
Table 37: Germany Frozen Fish and Seafood Consumer Profiles (% consumers by sub-group), 2012
Table 38: Germany Raw Packaged Fish and Seafood - processed pieces Consumer Profiles (% consumers by sub-group), 2012
Table 39: Germany Raw Packaged Fish and Seafood - whole cuts Consumer Profiles (% consumers by sub-group), 2012
Table 40: Germany Fish and Seafood Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 41: Germany Ambient Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: Germany Dried Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: Germany Fresh Fish and Seafood (counter) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: Germany Frozen Fish and Seafood Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: Germany Raw Packaged Fish and Seafood - processed pieces Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: Germany Raw Packaged Fish and Seafood - whole cuts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: Germany Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: Germany Ambient Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: Germany Dried Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: Germany Fresh Fish and Seafood (counter): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: Germany Frozen Fish and Seafood: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: German Raw Packaged Fish and Seafood - processed pieces: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: Germany Raw Packaged Fish and Seafood - whole cuts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: Germany Fish and Seafood Market Value (Euro million), by Category, 2012
Table 55: Germany Fish and Seafood Market Value (US$ million), by Category, 2012
Table 56: Germany Fish and Seafood Market Volume (Kg m), by Category, 2012
Table 57: Germany Fish and Seafood Market Share (US$ million), by Category, 2012
Table 58: Germany Fish and Seafood Expenditure Per Capita (Euro), by Category, 2012
Table 59: Germany Fish and Seafood Expenditure Per Capita (US$), by Category, 2012
Table 60: Germany Fish and Seafood Expenditure Per Household (Euro), by Category
Table 61: Germany Fish and Seafood Expenditure Per Household (US$), by Category
Table 62: Germany Fish and Seafood Market Volume (Kg m), by Category, 2012
Table 63: Germany Fish and Seafood Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 64: Germany Fish and Seafood Consumption Per Household (Kg m / Households m), by Category, 2012
Table 65: Germany Fish and Seafood Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 66: Germany Ambient Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 67: Germany Dried Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 68: Germany Fresh Fish and Seafood (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 69: Germany Frozen Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 70: Germany Raw Packaged Fish and Seafood - processed pieces Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 71: Germany Raw Packaged Fish and Seafood - whole cuts Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 72: Germany: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2012
Table 73: Germany: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2012
Table 74: Germany: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2012
Table 75: Germany: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 76: Germany: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2012
Table 77: Germany: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2012
Table 78: Germany: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2012
Table 79: Germany: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2012
Table 80: Germany: Profile of Fish and Seafood Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Chart


Figure 1: Consumer Trends Report Methodology
Figure 2: Germany Fish and Seafood Value Share (%), by Age Groups, 2012
Figure 3: Germany Fish and Seafood Value Share (%), by Gender, 2012
Figure 4: Germany Fish and Seafood Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Germany Fish and Seafood Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Germany Fish and Seafood Value Share (%) by Wealth Groups, 2012
Figure 7: Germany Fish and Seafood Value Share (%) by Busy Lives Groups, 2012
Figure 8: Germany Ambient Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Germany Ambient Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Germany Dried Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Germany Dried Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Germany Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Germany Fresh Fish and Seafood (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Germany Frozen Fish and Seafood Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Germany Frozen Fish and Seafood Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Germany Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Germany Raw Packaged Fish and Seafood - processed pieces Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Germany Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Germany Raw Packaged Fish and Seafood - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Germany Fish and Seafood Market Share (US$ million), by Category, 2012
Figure 21: Germany Fish and Seafood Expenditure Per Capita (US$), by Category, 2012
Figure 22: Germany Fish and Seafood Expenditure Per Household (US$), by Category
Figure 23: Germany Fish and Seafood Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 24: Germany Ambient Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 25: Germany Dried Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 26: Germany Fresh Fish and Seafood (counter) Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 27: Germany Frozen Fish and Seafood Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 28: Germany Raw Packaged Fish and Seafood - processed pieces Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 29: Germany Raw Packaged Fish and Seafood - whole cuts Survey-tracked Retailer Shares by Volume (Kg m), 2012

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