Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the German 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, Value, and Indulgence are the key factors driving Dairy consumption in Germany
The German Dairy Food market has a value of US$20.6 billion and is forecast to witness accelerated sales growth over the next five years
Milk accounts for almost half of all Dairy consumption volume
There were over 88.1 billion Dairy Food occasions in Germany in 2012, with total consumption higher among Older Consumers
The Dairy market in Germany is set to become the second largest in Europe, after France, by 2018
Demographic cohort consumption patterns
German women consume more Dairy products than their male counterparts
Older Consumers are marginally over-consuming Dairy products, indicating opportunities to focus on healthy products
Young Adults and Pre-Mid-Lifers are under-consuming in Dairy due to Busy Lives and budget constraints
Kids and Babies, Tweens and Early Teens, and consumers aged 55 and over are 'heavy frequency' consumers of Dairy products
Consumer trend analysis
Indulgence influencing consumption pattern in German Dairy Food market
Consumer trends influencing Dairy consumption can be compared globally to provide greater context on the degree of influence each trend has
The Changing Lifestyle mega-trend: Older Consumers seeking functional Dairy are driving sales.
The Connectivity mega-trend: Connection with Dairy products among Germans has little impact on the market growth
The Convenience mega-trend: Due to longer working hours, consumers in Germany look for convenient Dairy Food options
The Ethics mega-trend: Consumers in Germany are not highly motivated by the ethical credentials of Dairy products
The Experience and Enjoyment mega-trend: The German Dairy market is driven by consumers' desire to treat themselves with Indulgent Dairy products
The Health and Wellness mega-trend: The older population in Germany is driving the demand for functional Dairy products that promote good health
The Individuality mega-trend: Consumers in Germany seek differentiated products that meet their taste preferences and dietary requirements
The Trust mega-trend: In order to seek better quality, German consumers prefer buying Dairy products from trustworthy brands
The Value mega-trend: As a staple food category Dairy has a high influence for Value products among German consumers
Manufacturers are innovating across categories to target the growing needs of German consumers
Manufacturers are focusing on innovative formulation, positioning, and packaging
Manufacturers, marketers, and retailers need to adapt Dairy positioning to maximise consumption occasions
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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