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

Published By :

Canadean

Published Date : Oct 2013

Category :

Ice Cream

No. of Pages : 63 Pages


Product Synopsis

This report provides the results for the Ice Cream market in Italy 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. Artisanal Ice Cream, Impulse Ice Cream, and Take-home Ice Cream are not considered essential items and therefore consumption patterns have been comparatively 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: 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

  • While Urban dwellers account for 77% of the population, they account for 79% of the Take-home Ice Cream market by value. This indicates that a higher proportion of Urban Dwellers consume Take-home Ice Cream than expected. Marketers should use this information to either concentrate on encouraging higher consumption in the existing Urban market or appealing to Rural Dwellers in order to redress the balance.
  • Private Label products account for less than 25% market share by volume in both the Impulse and Take-home Ice Cream markets in Italy. Artisanal comprises small local producers by definition. With the exception of a single brand, the remaining market is fragmented. This indicates that there is possibility for future growth in Private Label products, as has been seen in other European economies, with consumers taking advantage of their better value for money. Marketers of these lower share brands need to be aware of Private Label competition and differentiate themselves in order not to become a target.
  • The Older Consumers age group in Italy represents about a third of the population and also accounts for the largest share by value of the Ice Cream market. Marketers need to target younger consumers to increase their consumption as they get older, or face a contraction in the volume and value size of the market in years to come.

Key Highlights

  • Take-home Ice Cream has the largest value share of the Ice Cream Market in Italy. This indicates that consumers prefer to eat at home. Marketers of Artisanal Ice Cream and Impulse Ice Creams should be aware of this preference and the trends driving this behavior when designing their campaigns.
  • Not only do a large proportion of Italian consumers highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
  • The Ice Cream retail distribution network in Italy is fragmented with no single retailer having more than 20% of the market. This means that suppliers have high bargaining power with their retailers.
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 Auchan
8.3.2 Bennet SpA
8.3.3 Carrefour
8.3.4 Conad
8.3.5 Coop Italia
8.3.6 Esselunga
8.3.7 PAM
8.3.8 Selex
8.3.9 Sisa
8.3.10 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: Italy Survey Respondent profile (weighted), 2012
Table 4: Italy Ice Cream Value Share (%), by Age Groups, 2012
Table 5: Italy Ice Cream Value Share (%), by Gender, 2012
Table 6: Italy Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Italy Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Italy Ice Cream Value Share (%) by Wealth Groups, 2012
Table 9: Italy Ice Cream Value Share (%) by Busy Lives Groups, 2012
Table 10: Italy Artisanal Ice Cream Consumer Group Share (% market value), 2012
Table 11: Italy Impulse Ice Cream Consumer Group Share (% market value), 2012
Table 12: Italy Take-home Ice Cream Consumer Group Share (% market value), 2012
Table 13: Italy Total Artisanal Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Italy Total Impulse Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Italy Total Take-home Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Italy Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Italy Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Italy Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Italy Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Italy Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Italy Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Italy Artisanal Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 23: Italy Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 24: Italy Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 25: Italy Ice Cream Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Italy Impulse Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Italy Take-home Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Italy Overall Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 29: Italy Artisanal Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Italy Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Italy Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Italy Ice Cream Market Value (Euro million), by Category, 2012
Table 33: Italy Ice Cream Market Value (US$ million), by Category, 2012
Table 34: Italy Ice Cream Market Volume (Kg m), by Category, 2012
Table 35: Italy Ice Cream Market Value (US$ million), by Category, 2012
Table 36: Italy Ice Cream Expenditure Per Capita (Euro), by Category, 2012
Table 37: Italy Ice Cream Expenditure Per Capita (US$), by Category, 2012
Table 38: Italy Ice Cream Expenditure Per Household (Euro), by Category
Table 39: Italy Ice Cream Expenditure Per Household (US$), by Category
Table 40: Italy Ice Cream Market Volume (Kg m), by Category, 2012
Table 41: Italy Ice Cream Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 42: Italy Ice Cream Consumption Per Household (Kg m / Households m), by Category, 2012
Table 43: Italy Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 44: Italy Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 45: Italy Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 46: Italy: Profile of Ice Cream Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 47: Italy: Profile of Ice Cream Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2012
Table 48: Italy: Profile of Ice Cream Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 49: Italy: Profile of Ice Cream Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2012
Table 50: Italy: Profile of Ice Cream Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2012
Table 51: Italy: Profile of Ice Cream Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2012
Table 52: Italy: Profile of Ice Cream Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2012
Table 53: Italy: Profile of Ice Cream Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2012
Table 54: Italy: Profile of Ice Cream Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2012
Table 55: Italy: 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: Italy Ice Cream Value Share (%), by Age Groups, 2012
Figure 3: Italy Ice Cream Value Share (%), by Gender, 2012
Figure 4: Italy Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Italy Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Italy Ice Cream Value Share (%) by Wealth Groups, 2012
Figure 7: Italy Ice Cream Value Share (%) by Busy Lives Groups, 2012
Figure 8: Italy Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Italy Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Italy Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Italy Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Italy Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Italy Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Italy Ice Cream Market Value (US$ million), by Category, 2012
Figure 15: Italy Ice Cream Expenditure Per Capita (US$), by Category, 2012
Figure 16: Italy Ice Cream Expenditure Per Household (US$), by Category
Figure 17: Italy Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 18: Italy Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 19: Italy Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012

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