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

Published By :

Canadean

Published Date : Oct 2013

Category :

Ice Cream

No. of Pages : 55 Pages


Product Synopsis

This report provides the results for the Ice Cream market in Spain 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 in Spain 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, consumer groups and market data which 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

  • The Better Off income group forms the largest proportion of the population of Spain and this leads to them also having the largest share of the Ice Cream market by value. All other income groups have a low to moderate value share of the Ice Cream market than their share of the population. This indicates that all income groups are relevant to the Ice Cream market in Spain so marketers need to offer price differentiated products to accommodate them.
  • In all Ice Cream categories in Spain consumers indicate that Indulgence has the largest influence on their decision to consume Ice Cream; this behavioral trend also has the largest influence on the value share of the Ice Cream market. Marketers must appeal to this behavior to encourage additional consumers and higher consumption rates among exiting consumers in order to increase the overall size of the Ice Cream market.
  • Expenditure per person in Spain on Take-home Ice Cream is almost double the expenditure on Impulse Ice Cream. This indicates that the Spanish not only prefer Take-home Ice Cream to Impulse Ice Cream, but they are prepared to spend more on it. Marketers of Impulse Ice Cream need to adjust this attitude in their consumers if they are to change this balance and improve their market share.

Key Highlights

  • Analysis of the Ice Cream market in Spain reveals that Female consumers constitute the majority of the market, well above their presence in the population. It is evident from this skewed market that marketers can create gender-based marketing campaigns to take advantage of this above-average consumption by Females.
  • Private Label products have presence in more than one-third of the value share of both the Take-home and Impulse Ice Cream markets in Spain. Apart from a couple of national brands, the remainder of the market is fragmented so there is still room for Private Label growth. Marketers in all national brands need to be able to offer differentiated and distinctive products in order to ensure that they do not become a target for Private Label competition. 
  • A single national retailer is responsible for over 50% of Ice Cream retail distribution in Spain. This leaves producers with little negotiating power with the particular retailer.
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 Carrefour
8.3.3 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: Spain Survey Respondent profile (weighted), 2012
Table 4: Spain Ice Cream Value Share (%), by Age Groups, 2012
Table 5: Spain Ice Cream Value Share (%), by Gender, 2012
Table 6: Spain Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Spain Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Spain Ice Cream Value Share (%) by Wealth Groups, 2012
Table 9: Spain Ice Cream Value Share (%) by Busy Lives Groups, 2012
Table 10: Spain Artisanal Ice Cream Consumer Group Share (% market value), 2012
Table 11: Spain Impulse Ice Cream Consumer Group Share (% market value), 2012
Table 12: Spain Take-home Ice Cream Consumer Group Share (% market value), 2012
Table 13: Spain Total Artisanal Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Spain Total Impulse Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Spain Total Take-home Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Spain Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Spain Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Spain Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Spain Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Spain Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Spain Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Spain Artisanal Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 23: Spain Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 24: Spain Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 25: Spain Ice Cream Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Spain Impulse Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Spain Take-home Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Spain Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 29: Spain Artisanal Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Spain Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Spain Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Spain Ice Cream Market Value (Euro million), by Category, 2012
Table 33: Spain Ice Cream Market Value (US$ million), by Category, 2012
Table 34: Spain Ice Cream Market Volume (Kg m), by Category, 2012
Table 35: Spain Ice Cream Market (US$ million), by Category, 2012
Table 36: Spain Ice Cream Expenditure Per Capita (Euro), by Category, 2012
Table 37: Spain Ice Cream Expenditure Per Capita (US$), by Category, 2012
Table 38: Spain Ice Cream Expenditure Per Household (Euro), by Category
Table 39: Spain Ice Cream Expenditure Per Household (US$), by Category
Table 40: Spain Ice Cream Market Volume (Kg m), by Category, 2012
Table 41: Spain Ice Cream Consumption Per Capita (Kg / Population), by Category, 2012
Table 42: Spain Ice Cream Consumption Per Household (Kg / Households), by Category, 2012
Table 43: Spain Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 44: Spain Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 45: Spain Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 46: Spain: Profile of Ice Cream Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 47: Spain: Profile of Ice Cream Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 48: Spain: 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: Spain Ice Cream Value Share (%), by Age Groups, 2012
Figure 3: Spain Ice Cream Value Share (%), by Gender, 2012
Figure 4: Spain Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Spain Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Spain Ice Cream Value Share (%) by Wealth Groups, 2012
Figure 7: Spain Ice Cream Value Share (%) by Busy Lives Groups, 2012
Figure 8: Spain Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Spain Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Spain Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Spain Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Spain Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Spain Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Spain Ice Cream Market Value (US$ million), by Category, 2012
Figure 15: Spain Ice Cream Expenditure Per Capita (US$), by Category, 2012
Figure 16: Spain Ice Cream Expenditure Per Household (US$), by Category
Figure 17: Spain Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 18: Spain Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 19: Spain Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2012

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