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  4. > Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the French Dairy Food Market

Summary

Understanding Consumer Trends and Drivers of Behavior in the French Dairy 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

- A desire for Indulgence is the primary driver of Dairy consumption in France, motivating 30.6% of the market by volume
- French consumers desire local and regional Cheeses due to the heritage quality they offer
- French consumers look to Milk to meet the nutritional needs of their age and life stage
- A large population of working mothers seek on-the-go snacks and meal solutions for them and their families
- France's aging population will drive demand for fortified Yogurts

Synopsis

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

Table Of Contents

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the French Dairy Food Market
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
Health, Convenience, and a desire to indulge are the key factors driving Dairy consumption
The French Dairy Food market has a Value of EUR18.1 billion and will witness moderate sales growth over the next five years
Milk comprises over 40% of the French Dairy market volume
There were 69.8 billion Dairy Food occasions in France in 2012, with the highest number per person witnessed among Kids and Babies
The French Dairy Food market is the fourth largest globally by value
Across the globe, French consumers have the highest number of per capita Dairy occasions

Demographic cohort consumption patterns
French women consume slightly more Dairy products than men
Consumers between 25 and 34 years of age are under-consuming Dairy products while those aged 55+ continue to over-consume
There is a similar consumption frequency pattern among men and women in France
Kids and Babies are 'heavy frequency' consumers of Dairy products

Consumer trend analysis
The French Dairy market is driven by a desire for indulgent products
Comparing the influence of consumer trends on Dairy consumption across major markets
The Changing Lifestyle mega-trend: French consumers look to Milk to meet the nutritional needs of their age and life stage
The Connectivity mega-trend: French consumers desire local and regional Cheeses due to the heritage quality they offer
The Convenience mega-trend: A large population of working mothers seek on-the-go snacks and meal solutions for them and their families
The Ethics mega-trend: Ethical and environmental issues alone cannot motivate consumers to choose Dairy products
The Experience and Enjoyment mega-trend: A desire for Indulgence is the primary factor driving Dairy consumption in France
The Health and Wellness mega-trend: Dairy's healthy perception is limited in France due to its indulgent profile
The Individuality mega-trend: French Dairy consumers seek diverse Dairy product ranges to meet their individual needs
The Trust mega-trend: Confidence in Dairy product safety is high in France, limiting the role of Trust as a motivator of consumption
The Value mega-trend: Value is a key need in Milk, with private label penetration high as consumers seek low-cost alternatives

Innovation examples
Manufacturers of Dairy Food are innovating across categories to target growing needs of the French consumers
Manufacturers across the globe are focusing on innovative formulation, positioning, and packaging

Recommended actions
Manufacturers should communicate indulgence in their product offerings through decadent flavors and gourmet heritage branding
Manufacturers, marketers, and retailers should develop functional products to meet the needs of an aging population

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

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