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

Summary
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.

Synopsis
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

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