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Consumer Trends in the Bakery & Cereals Market in France

140 Pages Canadean Ltd April 02, 2012 SKU: CANL3824826

Synopsis

This report provides the results for the Bakery & Cereals market in France 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 Bakery & Cereals market in France 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 data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Bakery & Cereals market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
The weak state of the French economy has led consumers to review their consumption of most CPG products, including Bakery & Cereals. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. However, as consumer confidence increases proportionally to economic recovery, consumer trends will be directly 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: Baking Ingredients, Baking Mixes, Bread & Rolls, Cakes, Pastries & Sweet Pies, Cereal Bars, Cereals, Cookies (Sweet Biscuits), Dough Products, Energy Bars, Morning Goods and Savory Biscuits.

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

Over half of consumers of Bakery & Cereals products in France indicate that Indulgence influences their consumption decisions. This is supported by the significant proportions of the value of each Bakery & Cereals category that can also be attributed to Indulgence. Targeting this trend is therefore essential to the success of this market.

The population in France is 61% Urban; however the value share of the Cereal Bars market that can be attributed to Urban Dwellers is much higher than this. Cereal Bars are a relatively new introduction to the market and the French are already not great Cereal eaters; it is not surprising that Cereal Bars have not yet breached the traditional Rural French community in any significant way. Marketers should concentrate their efforts on encouraging consumption in the Urban community.

Private Label products have a significant presence in the Bakery & Cereals market in France across all categories. In Dough products almost a third of the market is already Private Label. This indicates that the French are comfortable with moving away from nationally known brands and benefit from the value for money that Private Labels bring to the market. Marketers of branded products in some of the more fragmented markets need to differentiate their products in order to stave off competition and not become a target for Private Label brands.

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Consumer Trends in the Bakery & Cereals Market in France

Canadean Ltd
April 02, 2012

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