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  5. > Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the German Ice Cream Market

Summary

Understanding Consumer Trends and Drivers of Behavior in the German Ice Cream 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

- Over half of ice cream consumption in Germany is driven by the pursuit of indulgence
- German consumers are not driven to seek healthier ice cream offerings, fearing a sacrifice in taste
- German consumers look to ice cream to help them relax
- German consumers seek value, but are willing to pay more for indulgence
- There will be rising demand for 'kidult' products, as well as ice cream targeted at Older Consumers
- The majority of German consumers will not buy products for ethical attributes alone

Synopsis

Understanding Consumer Trends and Drivers of Behavior in the German Ice Cream 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 Ice Cream, 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 Ice Cream consumption volumes, with granular analysis on the extent that the 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 Ice Cream 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 Ice Cream 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 Ice Cream 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
Consumers look to ice cream for indulgence, relaxation, and fun
The German Ice Cream market, currently valued at EUR2.1 billion, will witness relatively higher growth in the next five years
Take-Home Ice Cream dominates the German Ice Cream market with 67.9% of volume share
There were 4.0 billion Ice Cream occasions in Germany in 2012, with the most occasions witnessed among women and older consumers
The German Ice Cream market is growing at healthy pace both in volume and value terms
Germany has the highest volume consumption of Ice Creams in Europe

Demographic cohort consumption patterns
German women over-consume Ice Cream compared to men
Older Consumers dominate the market
German women are ‘heavy frequency' consumers of Ice Cream products
Germans consume Ice Creams at a ‘heavy frequency'

Consumer trend analysis
Indulgence is the key motivation for choosing Ice Creams in Germany
Comparing consumer trends influence on Ice Creams consumption across major markets
The Changing Lifestyle mega-trend: Consumers are moderately driven to seek age and lifestage appropriate ice cream products
The Connectivity mega-trend: German consumers do not wish to interact with their ice cream products
The Convenience mega-trend: German consumers seek convenience from their ice cream
The Ethics mega-trend: The majority of German consumers will not buy products for their ethical attributes alone
The Experience and Enjoyment mega-trend: Over half of ice cream consumption in Germany is driven by the pursuit of indulgence
The Health and Wellness mega-trend: German consumers are not driven to seek healthier ice cream offerings, fearing a sacrifice in taste
The Individuality mega-trend: German consumers look to ice cream to help them relax
The Trust mega-trend: German consumers have high confidence in ice cream product safety
The Value mega-trend: German consumers seek value, but are willing to pay more for indulgence

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
Manufacturers should extend their range of fun products beyond children, targeting more mature consumers as well
Manufacturers should target German consumers' desire for personalised products with ice cream party kits

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

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