Table of Contents
- Issues in the Market
- Definition
- Consumer research
- Abbreviations
- Market in Brief
- A challenging setting
- Suppliers are expected to marry convenience with quality and freshness
- Understanding changing consumer needs is behind brand success
- High penetration, but low frequency of use
- Ready meals continue to grow
- Sophisticated pizza
- Soup is in need of a fresh, new image
- Cooking sauces affected by own-label enroachment
- Internal Market Environment
- Key points
- Cooking loses appeal
- Greater concern for food miles
- Shift to quality not yet translating into higher margins
- More Germans prefer takeaway/fast food and eating in
- Figure 1: Trends in eating out, 2003-06
- Ownership of household appliances affects demand for convenience foods
- Figure 2: Ownership of microwave ovens, freezers and combined
fridge/freezers, by country, 2006
- Figure 3: Trends in ownership of microwave ovens, freezers and combined
fridge/freezers in Germany, 2001-06
- Greater appliance ownership makes families a top convenience target
- Figure 4: Ownership of microwave ovens, freezers and combined
fridge/freezers, by demographic sub-group, 2006
- Increased time online means less time for cooking
- Figure 5: Trends in average hours spent on a working day on professional
occupation (main job or other paid activities), 2002-06
- Figure 6: Trends in average hours dedicated to daily amusemements,
recreation and personal relationships (hobbies and sports, not television),
2002-06
- Growing expenditure on vegetables, but meat and cooking oils down
- Figure 7: German average monthly household expenditure on food and
non-alcoholic drinks, 1993-2003
- Supplier initiatives to improve quality and health
- Broader Market Environment
- Key points
- Ageing population demands more effort from suppliers
- Figure 8: Trends in German population, by age, 2001-11
- Growing number of working women beneficial to sales
- Figure 9: Trends in German employment, 2001-05
- Improving economic setting is good news
- Figure 10: Trends in German PDI, consumer expenditure and GDP, at
current prices, 2001-11
- Small households shape the market
- Figure 11: Trends in number of German households, by size, 2001-05
- Who' s Innovating?
- Key points
- Healthier ready meals
- Growing demand for smaller, snack-sized meals
- Pizza becomes more premium
- New soup launches try to improve product image
- Consumers turn to chilled soup
- Low-fat and low-calorie cooking sauces
- Targeting children could provide an additional boost to sales
- Market Size and Forecast -- Convenience Foods
- Key points
- Still growing, but for how long?
- Figure 12: German retail value sales of selected convenience foods,
2004-06
- Allure of the exotic
- Packaging innovation
- Smaller portions
- Organic and vegetarian foods make headway
- Co-branding enhances image
- Forecast
- Ready meals to show by far the best performance to 2011
- Figure 13: Forecast of German retail value sales of selected convenience
foods, at current prices, 2006-11
- Figure 14: Forecast of German retail value sales of selected convenience
foods, at 2006 prices, 2006-11
- Factors used in the forecast
- The future
- Gourmet and healthy ready meals to expand further
- Defined target groups
- Good prospects for chilled foods
- Discounters will continue to encroach
- Broader consumer base
- Smaller portions will keep gaining ground
- Segment Performance
- Key points
- Ready meals
- Slower growth, but still potential
- Ambient meals account for half of sales
- Figure 15: German retail value sales of ready meals, by type, 2004-06
- Frozen ready meals perceived as good ' stand-bys'
- Chilled meals are star performers
- Pizza
- Improved growth in 2006
- Frozen pizza dominates
- Figure 16: German retail value sales of pizza, by type, 2004-06
- Italian-style pizza still numero uno
- Figure 17: German retail value sales of pizza, by recipe, 2004-06
- Soup
- Suppliers resort to revamped product image to revive ailing sales
- Dried soup generates two-thirds of sector value, but is losing share
- Figure 18: German retail value sales of soup, by type, 2004-06
- Cooking sauces
- After growth comes decline
- Tomato-based sauces still the most popular
- Figure 19: German retail value sales of cooking sauces, by type, 2004-06
- Market Share
- Key points
- Ready meals
- Own-labels make a meal of the frozen sector
- Figure 20: Brands' retail value shares of frozen ready meals, 2005-06
- Aldi tops popularity chart
- Figure 21: Popularity of frozen food brands, 2002-06
- Chilled and dried ready meals
- Pizza
- Slicing it three ways
- Figure 22: Manufacturers' retail value shares of frozen pizza, 2004 -06
- Figure 23: Popularity of frozen pizza brands, 2002-06
- Soup
- Familiar names -- Knorr, Maggi and Campbell' s -- lead
- Cooking sauces
- Top brands grow through gourmet extensions
- Companies and Products
- Barilla Deutschland
- Campbell' s Germany
- Dr August Oetker Nahrungsmittel
- Frosta
- Nestlé Deutschland
- Unilever Deutschland
- Channels to Market
- Key points
- Contracting trading base favouring larger stores
- Figure 24: Number of German food retail outlets, by number and size,
2000-05
- Organic supermarkets
- Discounters
- Supermarkets
- Chilled foods to benefit from retailer experimentation with new in-store
lay-outs
- The Consumer -- Pan-European Overview
- Key points
- Potential for sauces for pasta and vegetables
- Figure 25: Household use of selected convenience foods, by country, 2006
- Good prospects for frozen foods
- Figure 26: Household expenditure on selected primary foods, by country,
2006
- Figure 27: Household use of selected food products, by frequency, by
country, 2006
- Figure 28: Level of spend on selected primary foods, by country, 2006
- What is in the European shopping basket? -- Germans like snacks and
desserts
- Figure 29: The top three most frequently used convenience foods*, by
country, 2006
- Figure 30: The top three food products, by expenditure*, by country, 2006
- The Consumer -- Use of Convenience Foods in Germany
- Key points
- Trends in frequency of using convenience foods -- vegetables and pasta on
the up
- Figure 31: Trends in penetration and frequency of using selected
convenience foods, 2002-06
- Figure 32: % point gain/loss in consumer base, by product, 2002-06
- Less spent on fresh produce
- Figure 33: Trends in expenditure on selected primary foods, 2002-06
- Figure 34: % point gain/loss in consumer base, fresh and frozen foods by
product, 2002-06
- The Consumer -- Attitudes Towards Convenience and Quality
- Key points
- Germans are very good targets for convenience options
- Figure 35: Attitudes towards cooking and meal occasions, by country, 2006
- Good prospects for frozen food, but fast food also very acceptable
- Figure 36: Attitudes towards food quality, by country, 2006
- Figure 37: Food attitude index, by country, 2006
- Trends in attitudes in Germany
- Figure 38: Trends in attitudes towards cooking and meal occasions,
2002-06
- Fewer people have the time for, or enjoy, cooking
- Figure 39: Trends in attitudes towards food quality, 2002-06
|
Related Report
|
View Cart
