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市場調查報告書

消費者趨勢的分析:法國的冰淇淋市場之消費者趨勢□行動促進因素

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the French Ice Cream Market

出版商 Canadean 商品編碼 308609
出版日期 內容資訊 英文 56 Pages
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消費者趨勢的分析:法國的冰淇淋市場之消費者趨勢□行動促進因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the French Ice Cream Market
出版日期: 2014年07月25日 內容資訊: 英文 56 Pages
簡介

法國的消費者在購買、消費冰淇淋時、可以看出嗜好性的最大價值。此外、對於現實逃避、放鬆的方式上也有很大的需求。價格重視的傾向也很強、對於追求高品質產品的慾望也很強。另一方面、比較不會重視倫理性。

本報告書為、法國冰淇淋市場的消費者傾向、行動及其促進因素的分析、人口世代(性別、年齡)分類及各產品種類的消費量傾向之調查、對於消費行動的影響因素由複數的測量尺度來考量。

定義

  • 種類的分類和人口架構的定義
  • 分析方法的概略
  • 食品選擇時的9個大趨勢和20個子趨勢

市場的概況

  • 嗜好性□新的味覺:法國的冰淇淋消費的主要促進因素
  • 法國的冰淇淋市場:目前達19億歐元的規模、今後預計是緩慢的成長
  • 購買(外帶)需求佔市場的大部分、另一方面市場成長率是店內消費需求較高
  • 法國人冰淇淋的消費機會達33億次、尤其是女性、高齡者的消費量較多
  • 法國的冰淇淋市場成長率(數量基礎)、歐洲各國中為最高水準
  • 其他歐洲主要國家、對於冰淇淋需求也是急速的增加

人口階層(世代)分類的消費模式

  • 女性消費量比男性多
  • 高齡者□中年層的消費量、目前仍為高水準
  • 男性也是女性也是、冰淇淋的消費頻率為「非常高」
  • 青少年層、中年層的消費頻率最高

消費者趨勢的分析

  • 「嗜好性」是促進法國冰淇淋市場最大消費的因素
  • 消費者趨勢的消費量影響:主要市場間的比較
  • 生活型態的變化:法國的消費者、消費符合自己年齡層的產品
  • 連續性:媒體是最大的消費促進手段
  • 方便性:繁忙的消費者、在吃零食時會想要冰淇淋
  • 倫理性:法國的冰淇淋市場比較不受倫理的影響
  • 體驗、娛樂:嗜好性的追求是法國的冰淇淋市場最大的促進因素
  • 健康、保健:健康志向的冰淇淋消費的影響力是有限的
  • 個性:消費者追求自我的現實逃避、放鬆的手段
  • 信賴性:冰淇淋的安全性對消費者的信賴較高
  • 價值:消費者追求價格跟品質

產品開發的事例

  • 應對消費者需求的擴大、廠商推動所有種類的新商品開發
  • 全球各國的新商品形態、方式、成為法國廠商商品開發的重點

行動提議

  • 各廠商、應推動豐富的嗜好性、且高方便性產品的開發
  • 各廠商、追求與高人氣的零食搭配的新味覺、另外也應提供高機能性商品的開發

附錄

目錄
Product Code: FD0047IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the French Ice Cream 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

  • Over half of Ice Cream consumption in France is driven by the pursuit of indulgence
  • German consumers are not driven to seek healthier Ice Cream offerings, fearing a sacrifice in taste
  • French consumers look to Ice Cream to help them relax and escape from their busy lives
  • French consumers seek value, but are willing to trade-up pay more for indulgence
  • French consumers are not motivated to buy products for ethical attributes alone

Understanding Consumer Trends and Drivers of Behavior in the French Ice Cream 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 French market. The figures showcase the number of times consumers of specific ages and genders consume Ice Cream, 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 France and nine other countries, to give a global context
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Ice Cream consumption volumes, with granular analysis on the extent that the degree of influences varies between gender and age group
  • Insight into the implications behind the data, and analysis of how the needs of consumers will evolve in the short-to-medium term future
  • Examples of international and France-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 French Ice Cream 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 Ice Cream 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

  • The French Ice Cream market is driven by a desire for indulgence and innovative flavors
  • The French Ice Cream market is currently valued at EUR1.9 billion and will witness moderate growth in the next five years
  • Take-Home Ice Cream accounts for the highest share of volume consumption, with Impulse Ice Cream registering the fastest growth
  • There were 3.3 billion Ice Cream occasions in France with consumption higher among women and older consumers
  • The French Ice Cream market is forecast to register the highest growth among European nations, in value terms
  • There is high growth forecast among major European markets as the demand for Ice Cream increases

Demographic cohort consumption patterns

  • French women are marginally over-consuming Ice Cream over their male counterparts
  • Older Consumers and Pre-Mid-Lifers continue to over-consume Ice Cream in France
  • Both men and women can be classified as 'heavy frequency' consumers of Ice Creams
  • Tweens and Early Teens and Pre-Mid-Lifers are primarily 'heavy frequency' consumers of Ice Cream

Consumer trend analysis

  • Indulgence is the leading motivational factor in the French Ice Cream market
  • Consumer trends influencing Ice Cream consumption can be compared globally to highlight the degree of influence of each trend
  • The Changing Lifestyle mega-trend: French consumers seek Ice Creams that meet age-specific requirements caused by changes in their lifestage
  • The Connectivity mega-trend: Media can be used to promote other, more influential consumption motivators
  • The Convenience mega-trend: The Busy Lives of French consumers will drive the desire for Ice Cream as a snacking option
  • The Ethics mega-trend: Ice Cream consumption in France is not influenced by ethical concerns
  • The Experience and Enjoyment mega-trend: The desire for Indulgence is the leading motivator in the French Ice Cream market
  • The Health and Wellness mega-trend: Health concerns will have limited influence on the consumption of Ice Cream
  • The Individuality mega-trend: Consumers seek products that offer personal moments of escapism and relaxation
  • The Trust mega-trend: Confidence in the safety of Ice Cream and its production is high in France
  • The Value mega-trend: Consumers seek value both in terms of price and quality

Innovation examples

  • Manufacturers of Ice Cream are innovating across categories to the target the growing needs of French consumers
  • Global innovations on formulation and positioning can be a source of inspiration for French manufacturers

Recommended actions

  • Manufacturers should focus on providing innovative, indulgent flavors while positioning products geared towards convenience
  • Manufacturers should innovate to provide new flavor combinations paired with popular confectionery, along with functional offerings

Appendix

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