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市場調查報告書

消費者趨勢分析:德國的麵包店·麥片穀類市場上消費者趨勢與行動推動因素

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the German Bakery and Cereals Market

出版商 Canadean 商品編碼 301620
出版日期 內容資訊 英文 57 Pages
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消費者趨勢分析:德國的麵包店·麥片穀類市場上消費者趨勢與行動推動因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the German Bakery and Cereals Market
出版日期: 2014年05月16日 內容資訊: 英文 57 Pages
簡介

本報告提供德國的麵包店·麥片穀類市場相關調查分析,提供市場資料,人口統計消費模式(各類別),促進消費的消費者趨勢相關驗證,以符合消費者需求的創新新產品開發為焦點,提供進化中的消費者形勢之策略性建議,為您概述為以下內容。

定義

  • 類別的分類和人口統計定義
  • 摘要手法
  • 9個大趨勢

市場情形

  • 好吃新鮮,物超所值商品是消費的推動因素
  • 目前市場價值174億歐元,今後5年預測將高度成長
  • 麵包·麵包捲,佔銷售量整體約50%
  • 消費回數:594億次(2012年),老年人和女性推動消費
  • 比起數量銷售額,高級商品更推動市場成長
  • 每人消費量多

人口世代消費模式

  • 男性與女性,同樣具有高需求
  • 0∼24歲,僅微微過度消費
  • 男性,消費頻率高
  • 消費頻率高的消費者大部分為老年人

消費者趨勢分析

  • 樂趣是選擇的主要動機
  • 影響消費的消費者趨勢
  • 生活方式的改變:營養價值高的早餐
  • 連接性:新鮮且高品質,當地的手藝人
  • 便利性:節約時間,自製成分,可帶走的早餐
  • 倫理:有機商品的要求不那麼高
  • 經驗與享受:樂趣是主要的推動因素
  • 健康和保健:健康性商品的適度要求
  • 個人:配合個人需求
  • 信用:安全性方面並未過度在意
  • 價值:價值的要求是次要的消費動機

技術創新範例

  • 消費體驗需要隨性開心
  • 重視創新的形態,定位,包裝

建議

  • 追求可隨手的商品,便利性
  • 商品多樣化,以配合多元化個人需求

附錄

目錄
Product Code: FD0023IS

Understanding Consumer Trends and Drivers of Behavior in the German Bakery & Cereals Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Indulgence is the primary driver of the Bakery & Cereals market, motivating over two-fifths of consumption
  • Consumers experience a moderate desire for healthy products, as long as these do not sacrifice in taste
  • German consumers seek nutritious breakfast products to meet the needs of their age
  • German consumers look to local artisanal producers for freshness and quality
  • Consumers seek time-saving home-baking ingredients as well as on-the-go breakfasts.

Understanding Consumer Trends and Drivers of Behavior in the German Savory Snack Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.

Get access to:

  • Key consumer demographic groups driving consumption within the German market. The figures showcase the number of times consumers of specific ages and genders consume Bakery & Cereals, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
  • Market value and volumes over 2008-2018 for the Germany and nine other countries to give a global context
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Bakery & Cereals consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
  • Insight into the implications behind the data, and analysis of how the needs of will evolve in the short-to-medium term future
  • Examples of international and Germany-specific product innovation targeting key consumer needs.

Reasons To Buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of German Bakery & Cereals consumers. This is based on Canadean's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Bakery & Cereals sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions

  • Category classification and demographic definitions
  • Summary methodology
  • Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context

  • A desire for tasty, fresh, and good value products is driving the consumption of Bakery and Cereals
  • German Bakery and Cereals market currently valued at EUR 17.4 billion will witness high growth in the next five years
  • The Bread and Rolls category accounts for nearly 50% of all volume sold in the German Bakery and Cereals market
  • There were 59.4 billion Bakery and Cereals occasions in Germany in 2012, with the highest occasions witnessed amongst Older Consumers and Females
  • The high value growth compared to volume growth highlights opportunities for premium products in Germany
  • Germany has a high per capita consumption of Bakery and Cereals

Demographic cohort consumption patterns

  • Men and women in Germany experience a similar high need for Bakery and Cereals products
  • Consumers aged 0-24 are marginally over-consuming Bakery and Cereals products
  • German men are 'heavy frequency' consumers of Bakery and Cereal products
  • Older Consumers have the largest proportion of heavy frequency Bakery and Cereals consumption

Consumer trend analysis

  • Indulgence is the key motivation for choosing Bakery and Cereal products in Germany
  • Comparing consumer trends influence on consumption of Bakery and Cereal products across major markets
  • The Changing Lifestyle mega-trend: German consumers seek nutritious breakfast products to meet the needs of their age
  • The Connectivity mega-trend: German consumers look to local artisanal producers for freshness and quality
  • The Convenience mega-trend: Consumers seek time-saving home-baking ingredients as well as on-the-go breakfasts
  • The Ethics mega-trend: Consumers are not highly motivated to seek organic products
  • The Experience and Enjoyment mega-trend: Indulgence is the primary driver of the Bakery and Cereals market, motivating over two-fifths of consumption
  • The Health and Wellness mega-trend: Consumers experience a moderate desire for healthy products, as long as these do not sacrifice in taste
  • The Individuality mega-trend: Consumers seek to address their individual needs through their Bakery and Cereals choices
  • The Trust mega-trend: German consumers are not overly concerned about the safety of their Bakery and Cereal products
  • The Value mega-trend: A desire for value is the secondary consumption motivator in Germany, influencing over a quarter of the market

Innovation examples

  • Manufacturers are innovating across categories to German consumers' need for indulgent and fun consumption experiences
  • Manufacturers are focusing on innovative formulation, positioning, and packaging

Recommended actions

  • As an increasing number of consumption occasions are taking place on-the-go, manufacturers should target consumers with convenient products
  • Manufacturers should develop multi-line product ranges to meet diversified personal needs and dietary choices

Appendix

  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
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