Consumer Trends in the Hot Drinks Market in Germany

Synopsis
• 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.

Summary
• Marketers in the Hot Drinks market in Germany 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 survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Hot Drinks market in Germany they account for and which consumer trends drive their behaviour.

Scope
• 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.

Reasons To Buy
• The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights
• Consumer survey data for the following specific categories: Coffee, Tea and Other Hot Drinks.

• 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

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Hot Drinks Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Coffee
2.2.2 Other Hot Drinks
2.2.3 Tea
2.3 Behavioral Trends and Market Value
2.3.1 Coffee
2.3.2 Other Hot Drinks
2.3.3 Tea
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Coffee
3.1.2 Other Hot Drinks
3.1.3 Tea
3.2 Consumer Profiles by Product Category
3.2.1 Coffee
3.2.2 Other Hot Drinks
3.2.3 Tea
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Hot Drinks Brand Choice and Private Label Shares
4.2.1 Coffee
4.2.2 Other Hot Drinks
4.2.3 Tea
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Hot Drinks
5.1.2 Coffee
5.1.3 Other Hot Drinks
5.1.4 Tea
6 Consumption Impact: Market Valuation
6.1 Hot Drinks Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Hot Drinks Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Hot Drinks Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Survey-tracked Retailer Shares by Volume
7.1.1 Germany Hot Drinks Survey-tracked Retailer Shares by Volume
7.2 Survey-tracked Retailer Shares by Volume by Category
7.2.1 Germany Coffee Survey-tracked Retailer Shares by Volume
7.2.2 Germany Other Hot Drinks Survey-tracked Retailer Shares by Volume
7.2.3 Germany Tea Survey-tracked Retailer Shares by Volume
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Aldi Switching Analysis
7.3.3 Dirk Rossmann Gmbh Switching Analysis
7.3.4 dm-Drogeriemarkt Gmbh + Co.KG Switching Analysis
7.3.5 Edeka Switching Analysis
7.3.6 Globus Switching Analysis
7.3.7 Lekkerland Gmbh & Co. KG Switching Analysis
7.3.8 Metro Group Switching Analysis
7.3.9 Rewe Group Switching Analysis
7.3.10 Schwarz Group Switching Analysis
7.3.11 Tengelmann Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Hot Drinks, by Retailer Used
7.4.1 Aldi
7.4.2 Anton Schlecker
7.4.3 Bartels-Langness
7.4.4 Coop (DE)
7.4.5 Dirk Rossmann Gmbh
7.4.6 dm-Drogeriemarkt Gmbh + Co.KG
7.4.7 Edeka
7.4.8 Globus
7.4.9 Lekkerland Gmbh & Co. KG
7.4.10 Metro Group
7.4.11 Norma
7.4.12 Rewe Group
7.4.13 Schwarz Group
7.4.14 Tengelmann
7.4.15 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables
Table 1: Volume Units for the Hot Drinks Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Hot Drinks Value Share (%), by Age Groups, 2011
Table 5: Germany Hot Drinks Value Share (%), by Gender, 2011
Table 6: Germany Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Hot Drinks Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Hot Drinks Value Share (%) by Wealth Groups, 2011
Table 9: Germany Hot Drinks Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Coffee Consumer Group Share (% market value), 2011
Table 11: Germany Other Hot Drinks Consumer Group Share (% market value), 2011
Table 12: Germany Tea Consumer Group Share (% market value), 2011
Table 13: Germany Total Coffee Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Germany Total Other Hot Drinks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Germany Total Tea Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Germany Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Germany Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Germany Other Hot Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Germany Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Germany Tea Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Germany Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Germany Coffee Consumer Profiles (% consumers by sub-group), 2011
Table 23: Germany Other Hot Drinks Consumer Profiles (% consumers by sub-group), 2011
Table 24: Germany Tea Consumer Profiles (% consumers by sub-group), 2011
Table 25: Germany Hot Drinks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Germany Coffee Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Germany Other Hot Drinks Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Germany Tea Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Germany, Overall Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Germany, Coffee: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Germany, Other Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Germany, Tea: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: Germany Hot Drinks Market Value (Euro million), by Category, 2011
Table 34: Germany Hot Drinks Market Value (US$ million), by Category, 2011
Table 35: Germany Hot Drinks Market Volume (Kg m), by Category, 2011
Table 36: Germany Hot Drinks Market Share (US$ million), by Category, 2011
Table 37: Germany Hot Drinks Expenditure Per Capita (Euro), by Category, 2011
Table 38: [Country] Hot Drinks Expenditure Per Capita (US$), by Category, 2011
Table 39: Germany Hot Drinks Expenditure Per Household (Euro), by Category
Table 40: Germany Hot Drinks Expenditure Per Household (US$), by Category
Table 41: Germany Hot Drinks Market Volume Share (Kg m), by Category, 2011
Table 42: Germany Hot Drinks Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 43: Germany Hot Drinks Consumption Per Household (Kg m / Households m), by Category, 2011
Table 44: Germany Hot Drinks Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 45: Germany Coffee Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 46: Germany Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 47: Germany Tea Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 48: Germany: Switchers to Aldi for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Germany: Switchers From Aldi for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Germany: Switchers to Dirk Rossmann Gmbh for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Germany: Switchers From Dirk Rossmann Gmbh for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Germany: Switchers to dm-Drogeriemarkt Gmbh + Co.KG for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 53: Germany: Switchers From dm-Drogeriemarkt Gmbh + Co.KG for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 54: Germany: Switchers to Edeka for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Germany: Switchers From Edeka for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Germany: Switchers to Globus for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Germany: Switchers From Globus for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Germany: Switchers to Lekkerland Gmbh & Co. KG for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 59: Germany: Switchers to Metro Group for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 60: Germany: Switchers From Metro Group for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 61: Germany: Switchers to Rewe Group for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 62: Germany: Switchers From Rewe Group for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 63: Germany: Switchers to Schwarz Group for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 64: Germany: Switchers From Schwarz Group for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 65: Germany: Switchers to Tengelmann for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 66: Germany: Switchers From Tengelmann for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 67: Germany: Switchers to Other for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 68: Germany: Switchers From Other for their Hot Drinks Purchases in the Last Six Months (Thousands), 2011
Table 69: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 70: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup, as tracked by the Survey), 2011
Table 71: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Bartels-Langness (% by Subgroup, as tracked by the Survey), 2011
Table 72: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Coop (DE) (% by Subgroup, as tracked by the Survey), 2011
Table 73: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Dirk Rossmann Gmbh (% by Subgroup, as tracked by the Survey), 2011
Table 74: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2011
Table 75: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 76: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2011
Table 77: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Lekkerland Gmbh & Co. KG (% by Subgroup, as tracked by the Survey), 2011
Table 78: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 79: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2011
Table 80: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 81: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 82: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2011
Table 83: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Germany Hot Drinks Value Share (%), by Age Groups, 2011
Figure 3: Germany Hot Drinks Value Share (%), by Gender, 2011
Figure 4: Germany Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Hot Drinks Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Hot Drinks Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Hot Drinks Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Other Hot Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Tea Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Hot Drinks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Germany Hot Drinks Market Share (US$ million), by Category, 2011
Figure 16: Germany Hot Drinks Expenditure Per Capita (US$), by Category, 2011
Figure 17: Germany Hot Drinks Expenditure Per Household (US$), by Category
Figure 18: Germany Hot Drinks Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 19: Germany Coffee Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 20: Germany Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 21: Germany Tea Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 22: Germany: People Who Have Switched Retailer for their Hot Drinks Purchases in the Last Six Months(Thousands), 2011

Related research categories

By sector: Hot drinks, Trends, Consumer (in Trends), General drinks

By market: Germany (in Europe)