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市場調査レポート

消費者動向分析: ドイツの調理済み食品市場における消費者動向と消費行動促進要因

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the German Prepared Meals Food Market

発行 Canadean 商品コード 309777
出版日 ページ情報 英文 56 Pages
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消費者動向分析: ドイツの調理済み食品市場における消費者動向と消費行動促進要因 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the German Prepared Meals Food Market
出版日: 2014年07月31日 ページ情報: 英文 56 Pages
概要

当レポートは、ドイツの調理済み食品市場を精査しており、各種市場データ、人口構成層毎の当カテゴリー内商品の消費パターン、また消費行動を促す主な消費動向について詳細に分析を行っています。さらに、消費者ニーズに対して適切に狙いを定めた革新的な新製品開発に焦点を当てて分析し、また常に変化を続けている消費者状況の中から利益を生み出して行くための戦略的提言を行っています。

第1章 定義

  • カテゴリー分類および人口構成層の定義
  • 調査手法
  • 食品選定を促す9つのメガトレンド: 20個の細目動向に分類可能

第2章 市場状況

  • 忙しい生活と簡便さを求める心がドイツの調理済み食品市場の成長を促進
  • ドイツの調理済み食品市場は現在39億ユーロの規模を有し、さらに今後5年間で急速な成長を遂げる見込み
  • レディーミールがドイツで販売されている調理済み食品全体の内の62.7%を占める
  • 2012年にドイツでは31億回の調理済み食品利用機会を数え、その中では高齢消費者と男性が最多数を占めた
  • ドイツの調理済み食品市場は高成長を示すものと予測される
  • ドイツ国民一人あたりの調理済み食品消費量は世界の主要国の中で第4位に位置する

第3章 人口構成層毎の消費パターン

  • ドイツ人男性は調理済み食品を女性よりもわずかに多く消費している
  • ドイツの調理済み食品市場では高齢消費者層の消費量は平均より低い
  • ドイツでは若者層がまず間違いなく調理済み食品のヘビーユーザーの範疇に入る

第4章 消費者動向分析

  • ドイツでは、忙しい生活と気ままに過ごしたい心とが調理済み食品を求める主な動機となっている
  • 主要国における調理済み食品消費に対する消費者動向を比較する
  • ライフスタイルの変化に関わるメガトレンド: ドイツの消費者は自分の年齢やステータスに見合った調理済み食品を求める
  • コネクティビティに関わるメガトレンド: ドイツの消費者は食事キットやレディミールよりもピザをシェアすることで結びつきを強める
  • 便利さに関わるメガトレンド: 都合の良い時間に食事をしたいという消費者心理が調理済み食品の消費を増加させている主な動機となっている
  • 道徳に関わるメガトレンド: 道徳問題や環境問題はドイツの調理済み食品消費に対して限られた影響しか持たない
  • 体験と楽しみに関わるメガトレンド: 気ままに御馳走を楽しもうという欲求がドイツの調理済み食品市場の拡大を推し進める
  • 健康に関わるメガトレンド: 健康や美容に関わる課題は調理済み食品の消費に対してはほとんど影響を持たない
  • 個人に関わるメガトレンド: 一人一人の好みがドイツにおける調理済み食品の消費に対して影響を及ぼしている
  • 信頼度に関するメガトレンド: ドイツで起きた食品スキャンダルの結果、製品の安全性が商品の差別化要素となっている
  • 価値に関するメガトレンド: 同じ金額でより高い価値を目指す心がドイツにおける調理済み食品の消費に影響を与えている主要動向のひとつ

第5章 技術革新の例

  • 調理済み食品メーカーはドイツの消費者の高まるニーズに狙いを定めて全てのカテゴリーにわたって技術革新を進めている
  • 製法やパッケージングについての世界の技術革新はドイツの食品メーカーにもインスピレーションの源となり得る

第6章 提言

  • ビジネス機会は単身者家庭と、大人と子供の間のニーズの違いの中にある
  • メーカー、マーケッター、および小売店は変わりつつある消費パターンとマーケティング・チャンスを考慮に入れる必要あり

第7章 付録

目次
Product Code: FD0056IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the German Prepared Meals Food 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 development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Age-specific Prepared Meals products are a growing phenomenon in the German Prepared Meals market, to support the health concerns of different age groups
  • Hectic lives leading to time-scarcity will continue to influence Prepared Meals Food consumption in Germany
  • The consumption of Prepared Meals products among Germans is driven by the pursuit of pleasure and indulgence
  • Excellent value products with direct benefits to the consumer will continue to drive the Prepared Meals market in Germany

Understanding Consumer Trends and Drivers of Behavior in the German Prepared Meals Food 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 Germany market. The figures showcase the number of times consumers of specific ages and gender consume Prepared Meals, 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 Prepared Meals 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 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 Germany Prepared Meals 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 Prepared Meals 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
  • Busy Lives and the search for convenience are driving Prepared Meals market in Germany
  • The German Prepared Meals market is currently at EUR3.9 billion, is forecast to witness higher growth in next five years
  • Ready Meals account for 62.7% of all volume sold in the German Prepared Meals market
  • There were 3.1 billion Prepared Meals occasions in Germany in 2012, with the highest occasions witnessed amongst Older Consumers and Men
  • Germany's Prepared Meals market is forecast good growth
  • Germany has the fourth highest per capita volume consumption among major countries in the world

Demographic cohort consumption patterns

  • Men marginally over-consume Prepared Meals compared to women
  • Older consumers are under-consuming in the German Prepared Meals market
  • Men are marginally over reliant on Prepared Meals compared to women
  • Early Young Adults are most likely to be classified as "heavy" users of Prepared Meals in Germany

Consumer trend analysis

  • Busy Lives and Indulgence are the key motivations for consuming Prepared Meals in Germany
  • Comparing consumer trends influence on Prepared Meals consumption across major markets
  • The Changing Lifestyle mega-trend: German consumers demand Prepared Meals that meet their age and lifestage related needs
  • The Connectivity mega-trend: German consumers are more likely to connect over a shared Pizza than a Meal Kit or Ready Meal
  • The Convenience mega-trend: Consumers seeking convenient meal time options is the primary driver of Prepared Meals consumption
  • The Ethics mega-trend: Ethical and Environmental issues have limited influence on the consumption of Prepared Meals in Germany
  • The Experience and Enjoyment mega-trend: The desire for indulgent treats will drive the Prepared Meals market in Germany
  • The Health and Wellness mega-trend: Health and Beauty aspects play a minimal role when it comes to consumption of Prepared Meals
  • The Individuality mega-trend: Individual tastes and preferences will influence consumption of Prepared Meals in Germany
  • The Trust mega-trend: Product safety can be a product differentiator following food scandals in Germany
  • The Value mega-trend: Better Value for Money is among the leading trends influencing Prepared Meals consumption in Germany

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

  • Opportunities lie among single-person households and between the differing needs of adults and children
  • Manufacturers, marketers, and retailers need to consider changing consumption patterns and marketing opportunities

Appendix

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