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Published by: Datamonitor
Published: Jul. 31, 2002 - 86 Pages
Table of Contents
Overview
Introduction
Consumers have a growing perception that mass-market goods, distributed through national chain retailers, are often bland and uninteresting. The result has been the rise of specialist and gourmet retailers and growing consumers interest in high quality consumer goods. Specialist & Gourmet Shoppers examines who is buying these specialty products, what threats or opportunities small scale specialty outlets pose, and what insights and inspiration can the mass-market operators draw from this area
Scope
Key data and analysis of the 7 leading West European markets: France, Germany, Italy, The Netherlands, Spain, Sweden, and the UK
Sizing and detailed analysis of the core specialist shopper segment by market and country, incuding buying behavior, attitudes and motivations
Size, growth forecasts and analysis of the independent retail channel and independent specialty food and drink retailers
Profiles of leading specialty retailers in London, Paris and Munich
Forecasts for the specialty market to 2006 and growth of the core specialist shopper segment
Report Highlights
There are 15.2 million core specialist food and drinks shoppers in Europe, making an average of 47 shopping trips per year to specialty retailers
The European specialty food and drinks market will grow at a CAGR of 4.4%, reaching a value of €41.9 billion by 2006. The specialty personal care market will grow at a CAGR of 6.8% over the next five years - more than double the overall market growth
Core specialist shoppers are prepared to use mass-market channels, citing them as the second most used channel for buying specialty goods
Reasons to Purchase
Target core specialist shoppers effectively using our consumer segment analysis
Implement effective sourcing and trendspotting strategies
Develop new product ideas
Understand consumers’ specialty purchase motivations by market
MARKET CONTEXT
Key Findings: €35bn of specialty products bought in 2001
Internationally orientated, well educated urban dwellers that belong to the ABC1 social grades make up the “core specialist shopper segment” and account for 52% of the €35bn specialty food, drinks and personal care market.
Specialist and gourmet food and drinks hit €33.8bn in 2001. The specialty personal care products market was worth €1.1bn in 2001. There are 15.2 million core specialist food and drinks shoppers in Europe, who make an average of 715 million shopping trips per year to buy specialty food
and drinks.
Research Methodology
Datamonitor conducted a survey of over 500 European consumers to size and profile the behavior of core specialist shoppers. Furthermore, storechecks were carried out by our analysts in Paris, London and Munich to observe the latest specialty and gourmet trends.
Market Regions
Western European specialty food and drink sales account for 4.6% of overall food and drink sales, with France having the largest specialty market.
West European specialty personal care sales account for 3.8% of overall personal care product sales.
Although France and the UK have the most extensive networks of fine food and drink stores, penetration levels do not vary greatly by country. This indicates that these retailers can exist irrespective of the overall level of retail concentration in each country.
Drivers and Trends
Provides a comprehensive overview of why the status and popularity of specialty goods is growing among a wider base of consumers, and how attitudes to mass-produced goods are changing. You will understand the key drivers specific to each specialty category and the broader, underlying trends behind these changing attitudes.
Widespread consumer concerns over mass-production techniques in food and drinks have gained prominence in the past few years creating demand for alternatively produced goods. However many specialty consumers see artisanal specialty production methods as superior even to organic methods of production and many of them are unimpressed by what they view as ‘organic hype’.
The major multiples are increasingly playing a vital role in introducing specialist goods to a mass-market audience, enabling interest to be generated among consumers who do not shop at small, independent specialists. Many of these consumers go on to develop a greater interest in specialty products thereby benefiting independent specialist retailers.
FUTURE DECODED
The overall market for specialty goods in western Europe will more than double over the next five years, with spend attributable to non-core specialist shoppers rising faster than spend from core specialist shoppers. Understand the key motivations behind this growth and how to drive sales of specialty goods to maximize uptake of latent demand. By 2006 specialty food and drinks will reach a value of €41.9bn and specialty personal care products will be worth €1.5bn. A greater number of consumers will display more cosmopolitan and experimental food, drinks and personal care choice as more people travel, dine out and entertain guests at home.
The strong growth of the specialty food and drinks market will see fine food and drink independents buck the declining trend among independents with positive growth in store numbers up to 2006.
ACTION POINTS
Recommendations for major retailers and manufacturers aiming to benefit from the specialty goods trend
Action Point 1 - Target the specialty goods opportunity
Action Point 2 - Develop effective flexible regional sourcing but don’t overextend smaller specialist producers
Action Point 3 - Invest in trendspotter programs to develop an efficient and innovative specialty category
Action Point 4 - Drive education of specialist goods
Action Point 5 - Promote enjoyment and indulgence of specialty products
Action Point 6 - Adapt specialty goods to core specialist shoppers’ changing needs
Action Point 7 - Trigger tourist’ impulse purchase with in situ marketing
APPENDIX
Contains a full list of definitions used and a detailed description of the research methodology
DATASETS
LIST OF TABLES
Table 1: Structure of European grocery and personal care retail (number of outlets), 2001
Table 2: Structure of European grocery and personal care retail (number of outlets), 2001
Table 3: GDP at PPP per capita, €m at 2001 exchange rates, by country, 1996-2000
Table 4: Proportion of educated cosmopolitans by country and key city, 2001
Table 5: Core specialty food and drinks shoppers, Europe 2001
Table 6: Core specialty personal care shoppers, Europe 2001
Table 7: In your opinion what makes a food or drink product the "best" of its kind? (% core specialty food and drink shoppers)
Table 8: What is your attitude to mass-market food and drink products for the following features: (% core specialty food and drink shoppers)
Table 9: In your opinion what makes a cosmetics or toiletry product the "best" of its kind? (% core specialty personal care shoppers)
Table 10: What is your attitude to mass-market cosmetic and toiletry products for the following features: (% core specialty personal care shoppers)
Table 11: Core specialty food and drinks shoppers buying behavior, Europe 2001
Table 12: Specialty food and drinks sales (€bn) Europe, 2000
Table 13: For what occasions do you buy specialty food and drinks? (% core specialty food and drinks shoppers)
Table 14: Independent specialty “fine” food retailers, Europe 2001
Table 15: Penetration of “fine” food specialty retailers, Europe 2001
Table 16: Core specialty personal care shoppers buying behavior, Europe 2001
Table 17: Specialty personal care sales (€m) Europe, 20001
Table 18: For what occasions do you buy specialty cosmetics and toiletries? (%core specialty personal care shoppers)
Table 19: Comparison of Munich specialty food stores, June 2002
Table 20: Number of drinks occasions and foodservice meals served (profit sector) in the evening 1996-2006
Table 21: Total annual number of gatherings by country, 2001 - 2006
Table 22: Scenario 1: core specialty food and drinks shoppers buying behavior, Europe 2006
Table 23: Scenario 1: specialty food and drinks sales (€bn) Europe 2006
Table 24: Forecast changes to number of independent retailers and “fine” food retailers, Europe 2001-06
Table 25: Scenario 1: specialty personal care shoppers buying behavior, Europe 2006
Table 26: Scenario 1: specialty personal care sales (€m) Europe 2006
Table 27: Scenario 2: specialty food and drinks shoppers’ buying behavior, Europe 2006
Table 28: Why do you not buy specialty food and drinks more often, or at all if you never buy them? (all respondents that would like to buy more often)
Table 29: Scenario 2: specialty personal care sales (€m) Europe 2006
Table 30: Why do you not buy specialty cosmetics and toiletries more often, or at all if you never buy them? (all respondents that would like to buy more often)
LIST OF FIGURES
Figure 1: Sainsbury’s specialty food and drinks range
Figure 2: How did you become interested in specialty food and drink? (% core specialty food and drink shoppers)
Figure 3: Responses to “I like to cook”, 1996, 1998 and 2000
Figure 4: Why do you buy specialty food and drinks? (% core specialty food and drinks shoppers)
Figure 5: Where do you purchase your specialty food and drinks from? (% of core specialty food and drinks shoppers)
Figure 6: Why do you buy specialty cosmetics and toiletries? (% core specialty personal care shoppers)
Figure 7: Cacao et Chocolat: kiosk-type opening on to the street aimed at capturing passing on-the-go trade
Figure 8: Neal’s Yard Dairy -cheese specialists
Figure 9: Carluccio’s Italian grocery store
Figure 10: Feinkost Käfer - store layout
Figure 11: Are you more likely to shop at a supermarket that sells specialty food or drinks than at one that doesn’t? (% of core specialty food and drink shoppers)
AbstractIntroduction: Consumers have a growing perception that mass-market goods, distributed through national chain retailers, are often bland and uninteresting. The result has been the rise of specialty and gourmet retailers and growing consumers interest in high quality consumer goods. Specialty & Gourmet Shoppers examines who is buying these specialty products, what threats or opportunities small scale specialty outlets pose, and what insights and inspiration can the mass-market operators draw from this area. Scope of the Report: * Key data and analysis of the leading European markets: France, Germany, Italy, Netherlands, Spain, Sweden, the UK * Sizing and detailed analysis of the core specialty shopper segment, by market and country * Size, growth forecasts and analysis of the independent retail channel and independent specialty food and drink retailers * Profiles of leading specialty retailers in London, Paris and Munich * Forecasts for the specialty market to 2006 and growth of the core specialty shopper segment. Report Highlights: There are 15.2 million core specialty food and drinks shoppers in Europe, making an average of 47 shopping trips per year to specialty retailers The European specialty food and drinks market will grow at a CAGR of 4.4%, reaching a value of EUR41.9 billion by 2006. The specialty personal care market will grow at a CAGR of 6.8% Core specialty shoppers are prepared to use mass-market channels, citing them as the second most used channel for buying specialty goods. Key Reasons to Buy this Report: * Target core specialty shoppers effectively using our consumer segment analysis * Implement effective sourcing and trendspotting strategies * Develop new product ideas * Understand consumers' specialty purchase motivations by market
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