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Consumer and Market Insights: Meat in Germany

  • December 2016
  • -
  • Canadean Ltd
  • -
  • 159 pages

Summary
Consumer and Market Insights: Meat Market in Germany 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
Consumer and Market Insights: Meat Market in Germany 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.

- Depreciation of the Euro against the US dollar meant the German Meat market declined in US dollar terms during 2010-2015
- The Fresh Meat (Counter) category has the highest volume share in the overall Meat market
- Mid-Lifers and Older consumers together account for more than 50% of Chilled Raw Packaged Meat - Processed consumption
- Both German men and women consume Meat products at a 'heavy frequency'

Synopsis
Consumer and Market Insights: Meat Market in Germany identifies the key demographic groups driving consumption, and what motivates their consumption. When combined with an in-depth study of market and category dynamics, readers are able to identify key opportunities, and what they need to do in order to target them. 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 gender consume Meat, 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)
- A study of market value and volumes over 2010-2020 for Germany, supplemented with category, brand and packaging analysis that shows the current state of the market, and how it will evolve over the next five years
- The degree of influence that the 20 key consumer trends identified by Canadean have on Meat 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 consumer needs 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 Savory Snacks 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 Savory Snacks sector. Category, brand, and packaging dynamics are also examined. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table Of Contents

Consumer and Market Insights: Meat in Germany
Table of Contents
Introduction
- Report Scope

Country Context
- Macroeconomic indicators - GDP Per Capita, Population, Consumer Price Index and Age Profile
- Retail and foodservice analysis - Key Takeaways

Market Overview, Consumer Demographics and Pricing Analysis
- Value and volume analysis for the German Dairy and Soy Food market
- Impact of exchange rate fluctuations on the German Dairy and Soy Food market
- Degree of trade up/down in the German Dairy and Soy Food market (Off-trade and On-trade)
- Volume analysis by category (On-trade and Off-trade analysis)
- Market value and growth rates, by category
- Historic and forecast value analysis by category
- Winners and losers by categories with change in market share
- Segment share (Off-trade / On-trade) in a category (value terms) and change in market share
- Volume consumption analysis by gender, age, education and urbanization - at category level
- Inter-country comparison of Average Price per Kg by category
- Top variants and pack size distribution analysis
- Retailer Price Dynamics (includes % difference from average price)

Retail Landscape and Key Distribution Channels
- Leading retailers in the German Food market
- Leading distribution channels (value terms) in the German Meat market
- Leading distribution channels (value terms) by category

Competitive Landscape
- Market share of leading brands (in value and volume terms) by category and segment
- Penetration of private label by category in the German Dairy and Soy Food market
- Private label growth (in value terms) compared to brands

Packaging
- Dairy and Soy Food market by type of packaging material/container (in volume terms)
- Dairy and Soy Food market by type of packaging closure/outer (in volume terms)
- Dairy and Soy Food market by type of packaging, forecast(in volume terms)

Demographic Cohort Consumption Patterns
- Overall consumption occasions by age and gender in the German Dairy and Soy Food market
- Private Label consumption occasions by age and gender in the German Dairy and Soy Food market
- Under/Over-consumption levels in the German Dairy and Soy Food market by gender and age
- Consumption frequency by type of consumer in the German Dairy and Soy Food market by gender and age
- Private label consumption by age and gender and comparison to overall consumption levels in in the German Dairy and Soy Food market

Consumer trend analysis
- Canadean's consumer trend framework and explanation of the sub-trends
- For key trends in German Dairy and Soy Food market:
- How the trend is influencing consumption in the German Dairy and Soy Food market
- How to target the trend in the German Dairy and Soy Food market
- How the trend will evolve in the German Dairy and Soy Food market
- Key target demographic and the rate at which the trend will evolve
- What are the key drivers that will influence growth of Dairy and Soy Food market in the future

Examples of New Product Development
- New products launched in the German Dairy and Soy Food market
- New products launched in global Dairy and Soy Food market

Actions and Recommendations
- How to successfully target key trends in the German Dairy and Soy Food market

Appendix
- Country context
- Category value and volume data
- Consumer Demographics data
- Sector Overview
- Health and Wellness data
- Segment data
- Packaging data
- Category definitions
- Segment definitions
- Channel definitions
- Health and Wellness definitions
- Explanation of sub-trends
- Market Data Methodology.
- Consumer Data Methodology
- About Canadean

List of Tables
Table 1: Country Indicators - overall food value and volume, 2015
Table 2: Market value analysis in € and US$, 2010-2020
Table 3: Market volume growth analysis, 2010-2020
Table 4: Exchange rate fluctuations: US$ to €
Table 5: Market volume growth, by category, 2015-2020
Table 6: Segment level analysis by category, 2015
Table 7: Average price per kg comparison by categories
Table 8: Retailer price dynamics (includes % difference from average price)
Table 9: Leading retailers
Table 10: Leading brands by category, 2015
Table 11: Over/ under consumption by gender and age, 2015
Table 12: Level of influence of a consumer survey trend on consumption by volume, 2015
Table 13: Level of influence of a consumer survey trend on consumption by category volume, 2015

List of Figures
Figure 1: Macro economic analysis: GDP per capita, Population, CPI (2010-2015), Age Profile (2015)
Figure 2: Foodservice transactions by sectors, profit and cost, 2015
Figure 3: Market volume analysis, 2010-2020
Figure 4: Market volume share analysis by category, 2015
Figure 5: Market value growth analysis by category, 2010-2020
Figure 6: Historic and forecast value analysis by category, 2010-2020
Figure 7: Change in market share by category, 2015-2020
Figure 8: Category volume consumption by age, gender, education and urbanization,2015
Figure 9: Leading distribution channels, overall Food, 2011-2014
Figure 10: Leading distribution channels, overall Meat market, 2015
Figure 11: Leading distribution channels by category, 2015
Figure 12: Brand share analysis by category (by value), 2015
Figure 13: Private label penetration by category, 2015
Figure 14: Private label and brand share growth, 2012-2015
Figure 15: Packaging analysis - key packaging material, container, closure and outer type, 2015
Figure 16: Growth in key packaging material, container, closure and outer type, 2015-2020
Figure 17: Consumption occasions by gender and age, 2015
Figure 18: Private label occasions by gender and age, 2015
Figure 19: Heavy, medium, or light consumption by gender, 2015
Figure 20: Heavy, medium, or light consumption by age, 2015
Figure 21: Private label consumption by age group compared to overall market consumption by age, 2015
Figure 22: Influence of a trend on consumption - by gender, age, income group and leisure time
Figure 23: Innovative new product launch - global and country specific

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