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Product Synopsis

This report provides a concise overview of the Confectionery market in Germany. After reading this report, you will understand the size of the market, the economic, demographic, and behavioral trends that will drive its evolution and the leading players within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?
This overview of the consumer and market dynamics of the German Confectionery sector allows new entrants and established players to gain rapid and comprehensive insight into the current state of the market, and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?
The German population is aging and becoming increasingly health conscious, which creates an opportunity for more healthy Confectionery product lines. Meanwhile, consumers have continued to turn to Confectionery as an affordable treat, even though the weak economic conditions have forced them to cut back spending in other areas.

What are the key drivers behind recent market changes?
German consumers continue to indulge in fun and enjoyment with Confectionery products. High brand loyalty and premiumization, combined with aggressive marketing strategies, have contributed to sales growth.

What makes this report unique and essential to read?
This report brings together consumer insight and market data to provide a comprehensive brief of the German Confectionery sector. This allows for the rapid identification of key growth opportunities across three Confectionery categories and their packaging.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Confectionery sector.

Key growth categories are highlighted by analyzing the market dynamics of three Confectionery categories.

Market shares are provided for the leading brands across Confectionery categories.

An overview of packaging trends in the German Confectionery sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key Market Issues

Hypermarkets and Supermarkets are the leading retailers of Food products in Germany, followed by Food and Drink Specialists, and convenience Stores.

Hypermarketsand Supermarkets have the largest value share of Confectionery distribution in Germany. The other retailers that hold significant importance in the Confectionery market are Convenience Stores, Drug stores and Pharmacies, Food and Drink Specialists, Cash and Carries and Warehouse Clubs, and Vending Machines.

The German Confectionery market is skewed towards older consumers (aged above 55 years), who constitute 25% of the market by volume. Additionally, the majority of Confectionery users tend to be financially affluent, and should be encouraged to trade-up.

Confectionery is a universally-consumed product, but is slightly skewed towards female consumption in Germany. Older consumers aged 55 and over constitute one quarter of the consumption for both men and women.

Chocolate and Sugar Confectionery accounted for 90% of the total number of packs used in the German Confectionery sector in 2012, driving significant demand for Flexible Packaging Film and Bag/Sachet. Box, Blister Pack, and Trays are the other key pack types for Confectionery products in Germany.

Key Highlights

The most important consumption motivation in the German Confectionery market is Indulgence, followed by Personal Spaceand Time, and Fun and Enjoyment. In addition to these motivators, value for money products are also preferred by consumers as retailers' private label strategies gain success, not only with “me-too” products but also in premium ranges.

Private label's Confectionery strategy is moving on from a “me-too” product strategy and exploring the premium space with new products, which is driving higher growth rates compared to brands.

Increasing health concerns will influence German consumers' behavior, while manufacturers will explore health claims and functional benefits to improve Confectionery sales.

Table Of Contents

Market Focus: Trends and Developments in the Confectionery Sector in Germany
Country Context
-          Economic uncertainty to adversely affect consumer spending in Germany
-          Germany's food retail market is highly competitive, saturated and features low prices and narrow margins
-          Hypermarkets and Supermarkets will account for the largest share of Germany Confectionery market
-          Changing demographic profile and growing online sales will influence German Retail Industry
Consumer Overview
-          Women consume higher proportion of the confectionery products in Germany
-          Confectionery manufacturers aim to attract medium -low frequency consumers with innovative products
-          Indulgence is the major trend driving consumption in the German confectionery market
-          Indulgence and enjoyment are key motivations driving confectionery consumption in Germany
-          While enjoying Personal Space and Time is an important motivator of confectionery consumption, consumers remain aware of the value for money brands
Sector Analysis
-          The overall Confectionery market is expected to grow at steady pace both in value and volume terms during the forecast period
-          Chocolate and gum categories are expected to grow at higher rate as a result of rising demand from urban population
-          Market share of Chocolate and Gum will increase whereas share of Sugar Confectionery is expected to decline
-          Chocolates and Gums are expected to register positive growth during the forecast period
-          Sugar confectionery is expected to register low positive growth during the forecast period
Brands and Private Labels
-          Private Label have a growing presence in the overall confectionery market with majority share in the Sugar Confectionery category
-          While private label have significant penetration in the sugar confectionery category, it is expected to witness low growth during the forecast
-          Ritter and Kraft are the leading brands in the German Chocolate market
Packaging Insight
-          High demand of Chocolates will drive the growth of Flexible Film Packs
-          The market share of flexible packaging will increase while the market share of metal packaging decline
Future outlook
-          Growing demand of premium and exotic flavors is an important trend in the chocolate market with growing awareness of health-focused confectionery products
Data Appendix and Summary Methodology

Companies Mentioned

Hershey's, Nestle, Mars Food, William Wrigley's Jr., Mondelez International, Starburst, Kraft ,Aldi ,Rewe ,

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