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消費者動向の分析:フランスのアイスクリーム市場における消費者動向・行動促進要因

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the French Ice Cream Market

発行 Canadean 商品コード 308609
出版日 ページ情報 英文 56 Pages
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消費者動向の分析:フランスのアイスクリーム市場における消費者動向・行動促進要因 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the French Ice Cream Market
出版日: 2014年07月25日 ページ情報: 英文 56 Pages
概要

フランスの消費者はアイスクリームの購入・消費に際して、嗜好性に最大の価値を見出しています。また、現実逃避・リラックスの手段としての需要も大きいです。価格重視の傾向も強いですが、より高品質な製品に乗り換えたいという意欲も高くなっています。他方、倫理性はあまり重視されていません。

当レポートでは、フランスのアイスクリーム市場における消費者の傾向・行動やその促進要因について分析し、人口コホート(性別・年齢)別および製品カテゴリー別の消費量の傾向を調査すると共に、消費行動に対する影響要因を複数のメガトレンドの尺度から考察しております。

定義

  • カテゴリーの分類と人口構造の定義
  • 分析手法の概略
  • 食品の選択を促す9つのメガトレンドと20のサブトレンド

市場の概況

  • 嗜好性・新たな味覚:フランスのアイスクリーム消費の主な促進要因
  • フランスのアイスクリーム市場:現時点で19億ユーロの規模に達し、今後も緩やかに成長する見通し
  • 購入(持ち帰り)需要が市場の大半を占める一方、市場成長率は店内消費需要の方が高い
  • フランス人アイスクリームの消費機会は33億回に達し、特に女性・高齢者の消費量が多い
  • フランスのアイスクリーム市場の成長率(数量ベース)は、欧州諸国で最高水準
  • 他の欧州主要国でも、アイスクリーム需要は急増する見通し

人口階層(コホート)別の消費パターン

  • 女性の消費量は男性よりも若干多い
  • 高齢者・中年層の消費量は、現在でも高い水準にある
  • 男性も女性も、アイスクリームの消費頻度は「非常に高い」
  • 青少年層・中年層の消費頻度が最も高い

消費者動向の分析

  • 「嗜好性」が、フランスのアイスクリーム市場の最大の消費促進要因である
  • 消費者動向の消費量への影響:主要市場間の比較
  • ライフスタイルの変化:フランスの消費者は、自分の年齢層に合った製品を消費する
  • 連続性:メディアが最大の消費促進手段である
  • 利便性:多忙な消費者は、間食用にアイスクリームを求める
  • 倫理性:フランスのアイスクリーム市場では倫理的な影響は少ない
  • 体験・娯楽:嗜好性の追求が、フランスのアイスクリーム市場の最大の促進要因である
  • 健康・ウェルネス:健康志向のアイスクリーム消費への影響力は限定的
  • 個性:消費者は自分だけの現実逃避・リラックスの手段を求めている
  • 信頼性:アイスクリームの安全性に対する消費者の信頼は高い
  • 価値:消費者は価格も品質も追求している

製品開発の事例

  • 消費者ニーズの拡大に対応するため、メーカー側はどのカテゴリーでも新商品開発を進めている
  • 世界各国での新商品形態・方式が、フランスのメーカーの商品開発のヒントとなっている

行動提言

  • 各メーカーは、目新しくて嗜好性に富んだ、かつ利便性も高い製品の開発を進めるべきである
  • 各メーカーは、人気の高い菓子類と組み合わせた新しい味覚を追求し、また機能性も高い商品の開発も提供すべきである

付録

目次
Product Code: FD0047IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the French 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 France is driven by the pursuit of indulgence
  • German consumers are not driven to seek healthier Ice Cream offerings, fearing a sacrifice in taste
  • French consumers look to Ice Cream to help them relax and escape from their busy lives
  • French consumers seek value, but are willing to trade-up pay more for indulgence
  • French consumers are not motivated to buy products for ethical attributes alone

Understanding Consumer Trends and Drivers of Behavior in the French 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 French 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 France 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 consumers will evolve in the short-to-medium term future
  • Examples of international and France-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 French 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

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

  • The French Ice Cream market is driven by a desire for indulgence and innovative flavors
  • The French Ice Cream market is currently valued at EUR1.9 billion and will witness moderate growth in the next five years
  • Take-Home Ice Cream accounts for the highest share of volume consumption, with Impulse Ice Cream registering the fastest growth
  • There were 3.3 billion Ice Cream occasions in France with consumption higher among women and older consumers
  • The French Ice Cream market is forecast to register the highest growth among European nations, in value terms
  • There is high growth forecast among major European markets as the demand for Ice Cream increases

Demographic cohort consumption patterns

  • French women are marginally over-consuming Ice Cream over their male counterparts
  • Older Consumers and Pre-Mid-Lifers continue to over-consume Ice Cream in France
  • Both men and women can be classified as 'heavy frequency' consumers of Ice Creams
  • Tweens and Early Teens and Pre-Mid-Lifers are primarily 'heavy frequency' consumers of Ice Cream

Consumer trend analysis

  • Indulgence is the leading motivational factor in the French Ice Cream market
  • Consumer trends influencing Ice Cream consumption can be compared globally to highlight the degree of influence of each trend
  • The Changing Lifestyle mega-trend: French consumers seek Ice Creams that meet age-specific requirements caused by changes in their lifestage
  • The Connectivity mega-trend: Media can be used to promote other, more influential consumption motivators
  • The Convenience mega-trend: The Busy Lives of French consumers will drive the desire for Ice Cream as a snacking option
  • The Ethics mega-trend: Ice Cream consumption in France is not influenced by ethical concerns
  • The Experience and Enjoyment mega-trend: The desire for Indulgence is the leading motivator in the French Ice Cream market
  • The Health and Wellness mega-trend: Health concerns will have limited influence on the consumption of Ice Cream
  • The Individuality mega-trend: Consumers seek products that offer personal moments of escapism and relaxation
  • The Trust mega-trend: Confidence in the safety of Ice Cream and its production is high in France
  • The Value mega-trend: Consumers seek value both in terms of price and quality

Innovation examples

  • Manufacturers of Ice Cream are innovating across categories to the target the growing needs of French consumers
  • Global innovations on formulation and positioning can be a source of inspiration for French manufacturers

Recommended actions

  • Manufacturers should focus on providing innovative, indulgent flavors while positioning products geared towards convenience
  • Manufacturers should innovate to provide new flavor combinations paired with popular confectionery, along with functional offerings

Appendix

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