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Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the French Dairy Food Market
Table of Contents
Category classification and demographic definitions
Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends
Health, Convenience, and a desire to indulge are the key factors driving Dairy consumption
The French Dairy Food market has a Value of EUR18.1 billion and will witness moderate sales growth over the next five years
Milk comprises over 40% of the French Dairy market volume
There were 69.8 billion Dairy Food occasions in France in 2012, with the highest number per person witnessed among Kids and Babies
The French Dairy Food market is the fourth largest globally by value
Across the globe, French consumers have the highest number of per capita Dairy occasions
Demographic cohort consumption patterns
French women consume slightly more Dairy products than men
Consumers between 25 and 34 years of age are under-consuming Dairy products while those aged 55+ continue to over-consume
There is a similar consumption frequency pattern among men and women in France
Kids and Babies are 'heavy frequency' consumers of Dairy products
Consumer trend analysis
The French Dairy market is driven by a desire for indulgent products
Comparing the influence of consumer trends on Dairy consumption across major markets
The Changing Lifestyle mega-trend: French consumers look to Milk to meet the nutritional needs of their age and life stage
The Connectivity mega-trend: French consumers desire local and regional Cheeses due to the heritage quality they offer
The Convenience mega-trend: A large population of working mothers seek on-the-go snacks and meal solutions for them and their families
The Ethics mega-trend: Ethical and environmental issues alone cannot motivate consumers to choose Dairy products
The Experience and Enjoyment mega-trend: A desire for Indulgence is the primary factor driving Dairy consumption in France
The Health and Wellness mega-trend: Dairy's healthy perception is limited in France due to its indulgent profile
The Individuality mega-trend: French Dairy consumers seek diverse Dairy product ranges to meet their individual needs
The Trust mega-trend: Confidence in Dairy product safety is high in France, limiting the role of Trust as a motivator of consumption
The Value mega-trend: Value is a key need in Milk, with private label penetration high as consumers seek low-cost alternatives
Manufacturers of Dairy Food are innovating across categories to target growing needs of the French consumers
Manufacturers across the globe are focusing on innovative formulation, positioning, and packaging
Manufacturers should communicate indulgence in their product offerings through decadent flavors and gourmet heritage branding
Manufacturers, marketers, and retailers should develop functional products to meet the needs of an aging population
An explanation of the sub-trends
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