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消費者趨勢分析: 德國已調理食品市場上的消費者趨勢與消費行動推動因素

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the German Prepared Meals Food Market

出版商 Canadean 商品編碼 309777
出版日期 內容資訊 英文 56 Pages
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消費者趨勢分析: 德國已調理食品市場上的消費者趨勢與消費行動推動因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the German Prepared Meals Food Market
出版日期: 2014年07月31日 內容資訊: 英文 56 Pages


第1章 定義

  • 類別分類及人口組成層定義
  • 調查手法
  • 促使食品選擇的9大趨勢: 可細分為20個細項趨勢

第2章 市場情形

  • 忙碌的生活與追求簡便的希望推動德國已調理食品的市場成長
  • 德國的已調理食品市場現在具有39億歐元的規模,預計今後5年將達到急速成長
  • 即食食品在德國佔所販售的已調理食品整體62.7%
  • 2012年德國已調理食品利用機會為31億次,其中高齡消費者和男性佔最多
  • 德國的已調理食品市場預測將展現高度成長
  • 德國平均每位國民的已調理食品消費量在全球主要國家中位居第4位

第3章 各人口結構層的消費模式

  • 德國男性僅比女性消費略多已調理食品
  • 德國的已調理食品市場上高齡消費階層的消費量低於平均
  • 德國年輕世代毫無疑問可列入已調理食品的重度消費者

第4章 消費者趨勢分析

  • 德國忙碌的生活和想隨意過生活的希望是追求已調理食品的主要動機
  • 比較主要國家已調理食品消費的消費者趨勢
  • 關乎生活方式變化的大趨勢: 德國的消費者追求符合自己年齡和現狀的已調理食品
  • 關乎網絡連接的大趨勢: 比起餐具和已調理食品,德國的消費者形象更適合共享比薩
  • 關乎便利的大趨勢: 想在方便的時間用餐這樣的消費者心理是增加已調理食品消費的主要動機
  • 關乎道德的大趨勢: 道德問題和環境問題對德國已調理食品的消費影響有限
  • 關乎體驗和樂趣的大趨勢: 追求輕鬆用餐這樣的希望推動德國已調理食品市場的擴大
  • 關乎健康的大趨勢: 健康和美容的課題對已調理食品的消費幾乎沒有影響
  • 關乎個人的大趨勢: 每個人的愛好影響德國的已調理食品的消費
  • 關乎信賴度的大趨勢: 德國發生的食品安全性負面新聞造成產品安全性成為商品的差異化因素
  • 關乎價值的大趨勢: 想以同樣金額追求更高價值的希望是影響德國已調理食品消費的主要趨勢之一

第5章 技術創新範例

  • 已調理食品廠商針對德國消費者的高度需求,在所有類別中進行技術創新
  • 做法和包裝方面的全球技術創新也是德國的食品廠商靈感之源

第6章 建議

  • 商機就存在於單身家庭及大人與孩童的需求差異中
  • 廠商、市場行銷,及零售店有必要將不斷變化的消費模式及行銷·機會納入考慮

第7章 附錄

Product Code: FD0056IS


Understanding Consumer Trends and Drivers of Behavior in the German Prepared Meals Food 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 development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Age-specific Prepared Meals products are a growing phenomenon in the German Prepared Meals market, to support the health concerns of different age groups
  • Hectic lives leading to time-scarcity will continue to influence Prepared Meals Food consumption in Germany
  • The consumption of Prepared Meals products among Germans is driven by the pursuit of pleasure and indulgence
  • Excellent value products with direct benefits to the consumer will continue to drive the Prepared Meals market in Germany

Understanding Consumer Trends and Drivers of Behavior in the German Prepared Meals Food 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 Germany market. The figures showcase the number of times consumers of specific ages and gender consume Prepared Meals, 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 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 Prepared Meals 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 Germany Prepared Meals 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 Prepared Meals sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents


  • 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
  • Busy Lives and the search for convenience are driving Prepared Meals market in Germany
  • The German Prepared Meals market is currently at EUR3.9 billion, is forecast to witness higher growth in next five years
  • Ready Meals account for 62.7% of all volume sold in the German Prepared Meals market
  • There were 3.1 billion Prepared Meals occasions in Germany in 2012, with the highest occasions witnessed amongst Older Consumers and Men
  • Germany's Prepared Meals market is forecast good growth
  • Germany has the fourth highest per capita volume consumption among major countries in the world

Demographic cohort consumption patterns

  • Men marginally over-consume Prepared Meals compared to women
  • Older consumers are under-consuming in the German Prepared Meals market
  • Men are marginally over reliant on Prepared Meals compared to women
  • Early Young Adults are most likely to be classified as "heavy" users of Prepared Meals in Germany

Consumer trend analysis

  • Busy Lives and Indulgence are the key motivations for consuming Prepared Meals in Germany
  • Comparing consumer trends influence on Prepared Meals consumption across major markets
  • The Changing Lifestyle mega-trend: German consumers demand Prepared Meals that meet their age and lifestage related needs
  • The Connectivity mega-trend: German consumers are more likely to connect over a shared Pizza than a Meal Kit or Ready Meal
  • The Convenience mega-trend: Consumers seeking convenient meal time options is the primary driver of Prepared Meals consumption
  • The Ethics mega-trend: Ethical and Environmental issues have limited influence on the consumption of Prepared Meals in Germany
  • The Experience and Enjoyment mega-trend: The desire for indulgent treats will drive the Prepared Meals market in Germany
  • The Health and Wellness mega-trend: Health and Beauty aspects play a minimal role when it comes to consumption of Prepared Meals
  • The Individuality mega-trend: Individual tastes and preferences will influence consumption of Prepared Meals in Germany
  • The Trust mega-trend: Product safety can be a product differentiator following food scandals in Germany
  • The Value mega-trend: Better Value for Money is among the leading trends influencing Prepared Meals consumption in Germany

Innovation examples

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

Recommended actions

  • Opportunities lie among single-person households and between the differing needs of adults and children
  • Manufacturers, marketers, and retailers need to consider changing consumption patterns and marketing opportunities


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