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The German Ice Cream Market: What Consumers Eat and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Ice Cream

No. of Pages : 62 Pages


Product Synopsis

This report provides the results for the Ice Cream 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 Ice Cream 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 Ice cream market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. 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. Ice Cream is not considered an essential food item and therefore consumption patterns have been comparatively affected. Market volumes in categories such as Artisanal Ice Cream are expected to record a positive trend in medium and heavy frequency bands among the kids and teenage population.

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: Artisanal Ice Cream, Impulse Ice Cream, and Take-home Ice Cream.
  • 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

  • Across all product categories, more females consume Ice Cream, and they do so more often. While the proportions of Medium frequency consumers tend to be similar across both genders, there tends to be more female Heavy and Light frequency consumers.
  • Heavy frequency consumption of Impulse Ice Cream is lowest among Pre-Mid-Lifers, with Early Young Adults also recording low consumption. While Early Young Adults\' consumption of luxuries such as Impulse Ice Cream tends to be limited by their low disposable incomes, Pre-Mid-Lifers may be more worried by the health issues associated with high calorie/fat food consumption. 
  • The fact higher percentages of women consume Impulse Ice Cream than men, and they do so more often, means that females have a 54% share of the market by value despite accounting for 51% of the population. However, this difference in market share is small compared to the differences in consumption frequency, suggesting that males may purchase more premium products.

Key Highlights

  • Private label penetration is similar in Take-home Ice Cream and Impulse Ice Cream, at approximately 30% of the volume of products distributed. Both these markets are fragmented, indicating that private labels may be able to increase their market share at the expense of weaker brands.
  • Take-home Ice Cream is the largest product category in the German Ice Cream market by value, more than three times larger than Impulse Ice Cream, the second largest category.
  • A significant “attitude-behavior” gap exists between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. For instance, while 67% of consumers stated that the Indulgence trend shapes their consumption choices, this trend only affects approximately 30% of the market value across all three Ice Cream categories. This is because consumers don\'t always act on these trends - the result is that overall trend influence is limited, but has the potential to grow.
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 Ice Cream 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 Artisanal Ice Cream
3.2.2 Impulse Ice Cream
3.2.3 Take-home Ice Cream
3.3 Behavioral Trends and Market Value
3.3.1 Artisanal Ice Cream
3.3.2 Impulse Ice Cream
3.3.3 Take-home Ice Cream

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Artisanal Ice Cream
4.1.2 Impulse Ice Cream
4.1.3 Take-home Ice Cream
4.2 Consumer Profiles by Product Category
4.2.1 Artisanal Ice Cream
4.2.2 Impulse Ice Cream
4.2.3 Take-home Ice Cream

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Ice Cream Brand Choice and Private Label Consumer Penetration
5.2.1 Impulse Ice Cream
5.2.2 Take-home Ice Cream

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Ice Cream
6.1.2 Artisanal Ice Cream
6.1.3 Impulse Ice Cream
6.1.4 Take-home Ice Cream

7 Consumption Impact: Market Valuation
7.1 Ice Cream Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Ice Cream 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 Ice Cream 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 Ice Cream
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Impulse Ice Cream
8.2.2 Retail Share by Volume - Take-home Ice Cream
8.3 Profiles of End-Consumers of Ice Cream, by Retailer Used
8.3.1 Aldi
8.3.2 Edeka
8.3.3 Metro Group
8.3.4 Rewe Group
8.3.5 Schwarz Group
8.3.6 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table


Table 1: Volume Units for the Ice Cream Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Germany Survey Respondent profile (weighted), 2012
Table 4: Germany Ice Cream Value Share (%), by Age Groups, 2012
Table 5: Germany Ice Cream Value Share (%), by Gender, 2012
Table 6: Germany Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Germany Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Germany Ice Cream Value Share (%) by Wealth Groups, 2012
Table 9: Germany Ice Cream Value Share (%) by Busy Lives Groups, 2012
Table 10: Germany Artisanal Ice Cream Consumer Group Share (% market value), 2012
Table 11: Germany Impulse Ice Cream Consumer Group Share (% market value), 2012
Table 12: Germany Take-home Ice Cream Consumer Group Share (% market value), 2012
Table 13: Germany Total Artisanal Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Germany Total Impulse Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Germany Total Take-home Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Germany Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Germany Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Germany Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Germany Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Germany Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Germany Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Germany Artisanal Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 23: Germany Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 24: Germany Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 25: Germany Ice Cream Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Germany Impulse Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Germany Take-home Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Germany Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 29: Germany Artisanal Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Germany Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Germany Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Germany Ice Cream Market Value (Euro million), by Category, 2012
Table 33: Germany Ice Cream Market Value (US$ million), by Category, 2012
Table 34: Germany Ice Cream Market Volume (Kg m), by Category, 2012
Table 35: Germany Ice Cream Market Share (US$ million), by Category, 2012
Table 36: Germany Ice Cream Expenditure Per Capita (Euro), by Category, 2012
Table 37: Germany Ice Cream Expenditure Per Capita (US$), by Category, 2012
Table 38: Germany Ice Cream Expenditure Per Household (Euro), by Category
Table 39: Germany Ice Cream Expenditure Per Household (US$), by Category
Table 40: Germany Ice Cream Market Volume Share (Kg m), by Category, 2012
Table 41: Germany Ice Cream Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 42: Germany Ice Cream Consumption Per Household (Kg m / Households m), by Category, 2012
Table 43: Germany Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 44: Germany Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 45: Germany Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 46: Germany: Profile of Ice Cream Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2012
Table 47: Germany: Profile of Ice Cream Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2012
Table 48: Germany: Profile of Ice Cream Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 49: Germany: Profile of Ice Cream Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2012
Table 50: Germany: Profile of Ice Cream Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2012
Table 51: Germany: Profile of Ice Cream 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 Ice Cream Value Share (%), by Age Groups, 2012
Figure 3: Germany Ice Cream Value Share (%), by Gender, 2012
Figure 4: Germany Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Germany Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Germany Ice Cream Value Share (%) by Wealth Groups, 2012
Figure 7: Germany Ice Cream Value Share (%) by Busy Lives Groups, 2012
Figure 8: Germany Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Germany Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Germany Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Germany Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Germany Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Germany Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Germany Ice Cream Market Share (US$ million), by Category, 2012
Figure 15: Germany Ice Cream Expenditure Per Capita (US$), by Category, 2012
Figure 16: Germany Ice Cream Expenditure Per Household (US$), by Category
Figure 17: Germany Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 18: Germany Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 19: Germany Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012

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