Consumer Trends in the Fish & Seafood Market in Germany

Synopsis

This report provides the results for the Fish & Seafood 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 Fish & Seafood market in Germany face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is to know 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 Fish & Seafood 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. Fish & Seafood are a staple food in Germany and therefore consumption patterns have been not 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: Ambient Fish & Seafood, Dried Fish & Seafood, Fresh Fish & Seafood (Counter), Frozen Fish & Seafood, Raw Packaged Fish & Seafood - Processed Pieces and Raw Packaged Fish & Seafood - Whole Cuts.

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

The Rural proportion of Fresh Fish consumption is significantly higher than its proportion of the population; whereas its proportion of Raw Packaged Fish consumption is significantly lower. This relates to the availability of Fresh Fish in Rural areas. Marketers should take this into account when designing campaigns so that Fresh Fish is targeted at Rural Dwellers and Raw Packaged Fish at Urban Dwellers.

There are three main retailers in the Fish & Seafood market in Germany, who dominate the market with well over half the value share. The remainder of the market is fragmented so producers still have some bargaining power, although these are not great.

Private Label products have a significant presence in the Fish & Seafood market in Germany, varying between about a quarter to almost three quarters in each category. Of the branded products there are no particularly significant brands, all have less than 10% in their respective markets. This indicates that there is still room for Private Labels to grow further. Marketers of national brands need to differentiate their products further to avoid becoming targets for Private Label competition.