Synopsis
This report provides the results for the Ice cream market in Germany from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Summary
Why was the report written?
Marketers in the Ice cream market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Ice cream market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Artisanal Ice Cream, Impulse Ice Cream, Take-home Ice Cream are not essential items and therefore consumption patterns have been comparatively affected.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Scope
Consumer survey data for the following specific categories: Artisanal Ice Cream, Impulse Ice Cream, Take-home Ice Cream
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
Key Highlights
Private label penetration is similar in Take-home Ice Cream and Impulse Ice Cream, at approximately 20% of the volume of products distributed. Both these markets are fragmented, indicating that private labels may be able to increase their market share at the expense of weaker brands.
Artisanal Ice Cream is the largest product category in the German Ice Cream market, though it is only slightly larger than the other two categories.
A significant “attitude-behavior” gap exists between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. For instance, while 67% of consumers stated that the Indulgence trend shapes their consumption choices, this trend only affects approximately 30% of the market value across all three Ice Cream categories. This is because consumers don’t always act on these trends – the result is that overall trend influence is limited, but has the potential to grow.
Companies Mentioned
EdekaRewe Group, Aldi, Metro Group, Schwarz Group, Globus, Tengelmann, Aldi, Edeka, Globus, Metro Group, Norma, Rewe Group, Tengelmann
Frozen Food Industry in Germany
Table of Contents
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Ice Cream Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Artisanal Ice Cream
2.2.2 Impulse Ice Cream
2.2.3 Take-home Ice Cream
2.3 Behavioral Trends and Market Value
2.3.1 Artisanal Ice Cream
2.3.2 Impulse Ice Cream
2.3.3 Take-home Ice Cream
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Artisanal Ice Cream
3.1.2 Impulse Ice Cream
3.1.3 Take-home Ice Cream
3.2 Consumer Profiles by Product Category
3.2.1 Artisanal Ice Cream
3.2.2 Impulse Ice Cream
3.2.3 Take-home Ice Cream
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Ice Cream Brand Choice and Private Label Shares
4.2.1 Impulse Ice Cream
4.2.2 Take-home Ice Cream
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Ice Cream
5.1.2 Artisanal Ice Cream
5.1.3 Impulse Ice Cream
5.1.4 Take-home Ice Cream
6 Consumption Impact: Market Valuation
6.1 Ice Cream Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Ice Cream Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Ice Cream Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption Per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Ice Cream
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Impulse Ice Cream
7.2.2 Retail Share by Volume - Take-home Ice Cream
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Aldi Switching Analysis
7.3.3 Edeka Switching Analysis
7.3.4 Globus Switching Analysis
7.3.5 Metro Group Switching Analysis
7.3.6 Norma Switching Analysis
7.3.7 Rewe Group Switching Analysis
7.3.8 Tengelmann Switching Analysis
7.3.9 Other Switching Analysis
7.4 Profiles of End-Consumers of Ice Cream, by Retailer Used
7.4.1 Aldi
7.4.2 Edeka
7.4.3 Globus
7.4.4 Metro Group
7.4.5 Norma
7.4.6 Rewe Group
7.4.7 Schwarz Group
7.4.8 Tengelmann
7.4.9 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List of Tables
Table 1: Volume Units for the Ice Cream Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Ice Cream Value Share (%), by Age Groups, 2011
Table 5: Germany Ice Cream Value Share (%), by Gender, 2011
Table 6: Germany Ice Cream Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Ice Cream Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Ice Cream Value Share (%) by Wealth Groups, 2011
Table 9: Germany Ice Cream Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Artisanal Ice Cream Consumer Group Share (% market value), 2011
Table 11: Germany Impulse Ice Cream Consumer Group Share (% market value), 2011
Table 12: Germany Take-home Ice Cream Consumer Group Share (% market value), 2011
Table 13: Germany Total Artisanal Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Germany Total Impulse Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Germany Total Take-home Ice Cream Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Germany Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Germany Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Germany Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Germany Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Germany Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Germany Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Germany Artisanal Ice Cream Consumer Profiles (% consumers by sub-group), 2011
Table 23: Germany Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2011
Table 24: Germany Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2011
Table 25: Germany Ice Cream Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Germany Impulse Ice Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Germany Take-home Ice Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Germany, Overall Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 29: Germany, Artisanal Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Germany, Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Germany, Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Germany Ice Cream Market Value (Euro million), by Category, 2011
Table 33: Germany Ice Cream Market Value (US$ million), by Category, 2011
Table 34: Germany Ice Cream Market Volume (Kg m), by Category, 2011
Table 35: Germany Ice Cream Market Share (US$ million), by Category, 2011
Table 36: Germany Ice Cream Expenditure Per Capita (Euro), by Category, 2011
Table 37: Germany Ice Cream Expenditure Per Capita (US$), by Category, 2011
Table 38: Germany Ice Cream Expenditure Per Household (Euro), by Category
Table 39: Germany Ice Cream Expenditure Per Household (US$), by Category
Table 40: Germany Ice Cream Market Volume Share (Kg m), by Category, 2011
Table 41: Germany Ice Cream Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 42: Germany Ice Cream Consumption Per Household (Kg m / Households m), by Category, 2011
Table 43: Germany Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 44: Germany Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 45: Germany Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 46: Germany Switchers to Aldi for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 47: Germany Switchers From Aldi for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 48: Germany Switchers to Edeka for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Germany Switchers From Edeka for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Germany Switchers to Globus for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Germany Switchers From Globus for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Germany Switchers to Metro Group for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Germany Switchers From Metro Group for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Germany Switchers to Norma for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Germany Switchers From Norma for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Germany Switchers to Rewe Group for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Germany Switchers From Rewe Group for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Germany Switchers to Tengelmann for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Germany Switchers From Tengelmann for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Germany Switchers to Other for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Germany Switchers From Other for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Germany Profile of Ice Cream Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 63: Germany Profile of Ice Cream Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 64: Germany Profile of Ice Cream Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 65: Germany Profile of Ice Cream Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 66: Germany Profile of Ice Cream Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
Table 67: Germany Profile of Ice Cream Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 68: Germany Profile of Ice Cream Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 69: Germany Profile of Ice Cream Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2011
Table 70: Germany Profile of Ice Cream Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Germany Ice Cream Value Share (%), by Age Groups, 2011
Figure 3: Germany Ice Cream Value Share (%), by Gender, 2011
Figure 4: Germany Ice Cream Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Ice Cream Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Ice Cream Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Ice Cream Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Ice Cream Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Germany Ice Cream Market Share (US$ million), by Category, 2011
Figure 16: Germany Ice Cream Expenditure Per Capita (US$), by Category, 2011
Figure 17: Germany Ice Cream Expenditure Per Household (US$), by Category
Figure 18: Germany Ice Cream Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 19: Germany Impulse Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 20: Germany Take-home Ice Cream Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 21: Germany People Who Have Switched Retailer for their Ice Cream Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
