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

Summary

Understanding Consumer Trends and Drivers of Behavior in the Spanish Bakery and Cereals 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 developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

- Product choices will continue to reflect aging consumers' desire for healthy Bakery and Cereal products
- The desire for convenient and quick food will continue to influence consumption behavior in Spain
- Consumption will be further driven by the desire to indulge in innovative bakery products
- Consumers attach significant trust in artisanal baked products so are not concerned about the safety of baked products.

Synopsis

Understanding Consumer Trends and Drivers of Behavior in the Spanish Bakery and Cereals 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.
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- Key consumer demographic groups driving consumption within the Spanish market. The figures showcase the number of times consumers of specific ages and gender consume Bakery and 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 Spain 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 and 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 Spain-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 Spanish Bakery and 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 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 Spanish Bakery and Cereals Food 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

Indulgence, Health and at-home consumption are key drivers of Bakery and Cereals products in Spain
The Bakery and Cereals market in Spain valued at EUR9.0 billion will witness slow growth in the next five years
The Bread and Rolls category accounts for the highest share of all volume sold in Spanish Bakery and Cereals market
There were 27.6 billion Bakery and Cereals occasions in Spain with consumption higher among men and older consumers
The Spanish Bakery and Cereals market is smallest among top 5 EU countries in volume terms

Demographic cohort consumption patterns

Spanish men are over-consuming Bakery and Cereals over their female counterparts
Older consumers are over-consuming Bakery and Cereals while Older young adults continue to under-consume
Males are ‘heavy frequency' consumers of Bakery and Cereal products
Older Consumers and Tweens and Early Teens follow ‘heavy frequency' consumption of Bakery and Cereals

Consumer trend analysis

Indulgence is the leading motivational factor in the Spanish Bakery and Cereals market
Comparing Consumer Trends influence on consumption of Bakery and Cereal products across major markets
The Changing Lifestyle mega-trend: An aging population driving consumption of Bakery and Cereal products in Spain
The Connectivity mega-trend: traditional connection with Baked products will continue to influence purchase behavior
The Convenience mega-trend: Consumption of quick to consume Bakery and Cereal products are largely driven by busy lives of Spanish consumers
The Ethics mega-trend: : Bakery and Cereals consumption in Spain are least influenced by ethical concerns
The Experience and Enjoyment mega-trend: Consumers desire to ‘indulge' in Bakery and Cereals is driving its consumption
The Health and Wellness mega-trend: Health has a positive influence on consumers purchase of Bakery and Cereals
The Individuality mega-trend: The demand for Bakery and Cereals is driven by consumers desire to seek Personal Space and Time
The Trust mega-trend: Trust associated with Bakery and Cereal products has little impact in the purchasing decision of Spanish consumers
The Value mega-trend: Better Value for Money plays a major role to influence the purchase decision

Innovation examples

Manufacturers of Bakery and Cereals are innovating across categories to target the growing needs of Spanish consumers
Global innovations on formulation and positioning can be a source of inspiration for manufacturers in Spain

Recommended actions


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

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