Consumer Trends in the Hot Drinks Market in Italy

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 Italy 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 Italy 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 Italy Hot Drinks Survey-tracked Retailer Shares by Volume
7.2 Survey-tracked Retailer Shares by Volume
7.2.1 Italy Coffee Survey-tracked Retailer Shares by Volume
7.2.2 Italy Other Hot Drinks Survey-tracked Retailer Shares by Volume
7.2.3 Italy Tea Survey-tracked Retailer Shares by Volume
7.3 Levels of Retailer Switching in the Last 6 Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Auchan Switching Analysis
7.3.3 Bennet SpA Switching Analysis
7.3.4 Carrefour Switching Analysis
7.3.5 Conad Switching Analysis
7.3.6 Coop Italia Switching Analysis
7.3.7 Despar Servizi Switching Analysis
7.3.8 Esselunga Switching Analysis
7.3.9 Eurospin Switching Analysis
7.3.10 PAM Switching Analysis
7.3.11 Sisa Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Hot Drinks, by Retailer Used
7.4.1 Auchan
7.4.2 Bennet SpA
7.4.3 Carrefour
7.4.4 Conad
7.4.5 Coop Italia
7.4.6 Despar Servizi
7.4.7 Esselunga
7.4.8 Eurospin
7.4.9 Finiper
7.4.10 Interdis
7.4.11 PAM
7.4.12 Rewe Group
7.4.13 Schwarz Group
7.4.14 Selex
7.4.15 Sisa
7.4.16 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: Italy Survey Respondent Profile (weighted), 2011
Table 4: Italy Hot Drinks Value Share (%), by Age Groups, 2011
Table 5: Italy Hot Drinks Value Share (%), by Gender, 2011
Table 6: Italy Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Hot Drinks Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Hot Drinks Value Share (%) by Wealth Groups, 2011
Table 9: Italy Hot Drinks Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Coffee Consumer Group Share (% market value), 2011
Table 11: Italy Other Hot Drinks Consumer Group Share (% market value), 2011
Table 12: Italy Tea Consumer Group Share (% market value), 2011
Table 13: Italy Total Coffee Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Italy Total Other Hot Drinks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Italy Total Tea Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Italy Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Italy Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Italy Other Hot Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Italy Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Italy Tea Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Italy Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Italy Coffee Consumer Profiles (% consumers by sub-group), 2011
Table 23: Italy Other Hot Drinks Consumer Profiles (% consumers by sub-group), 2011
Table 24: Italy Tea Consumer Profiles (% consumers by sub-group), 2011
Table 25: Italy Hot Drinks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Italy Coffee Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Italy Other Hot Drinks Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Italy Tea Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Italy, Overall Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Italy, Coffee: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Italy, Other Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Italy, Tea: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: Italy Hot Drinks Market Value (Euro million), by Category, 2011
Table 34: Italy Hot Drinks Market Value (US$ millions), by Category, 2011
Table 35: Italy Hot Drinks Market Volume (Kg m), by Category, 2011
Table 36: Italy Hot Drinks Market Share (US$ millions), by Category, 2011
Table 37: Italy Hot Drinks Expenditure Per Capita (Euro) , by Category, 2011
Table 38: Italy Hot Drinks Expenditure Per Capita (US$), by Category, 2011
Table 39: Italy Hot Drinks Expenditure Per Household (Euro), by Category
Table 40: Italy Hot Drinks Expenditure Per Household (US$), by Category
Table 41: Italy Hot Drinks Market Volume Share (Kg m), by Category, 2011
Table 42: Italy Hot Drinks Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 43: Italy Hot Drinks Consumption Per Household (Kg m / Households m), by Category, 2011
Table 44: Italy Hot Drinks Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 45: Italy Coffee Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 46: Italy Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 47: Italy Tea Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 48: Italy: Switchers to Auchan for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Italy: Switchers From Auchan for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Italy: Switchers to Bennet SpA for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Italy: Switchers From Bennet SpA for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Italy: Switchers to Carrefour for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Italy: Switchers From Carrefour for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Italy: Switchers to Conad for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Italy: Switchers From Conad for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: Italy: Switchers to Coop Italia for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: Italy: Switchers From Coop Italia for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: Italy: Switchers to Despar Servizi for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: Italy: Switchers From Despar Servizi for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: Italy: Switchers to Esselunga for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: Italy: Switchers From Esselunga for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: Italy: Switchers to Eurospin for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: Italy: Switchers From Eurospin for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Italy: Switchers to PAM for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Italy: Switchers From PAM for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Italy: Switchers to Sisa for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Italy: Switchers From Sisa for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Italy: Switchers to Other for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Italy: Switchers From Other for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 71: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2011
Table 72: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 73: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 74: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 75: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2011
Table 76: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 77: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2011
Table 78: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Finiper (% by Subgroup, as tracked by the Survey), 2011
Table 79: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2011
Table 80: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 81: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 82: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 83: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2011
Table 84: Italy: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2011
Table 85: Italy: 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: Italy Hot Drinks Value Share (%), by Age Groups, 2011
Figure 3: Italy Hot Drinks Value Share (%), by Gender, 2011
Figure 4: Italy Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Hot Drinks Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Hot Drinks Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Hot Drinks Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Other Hot Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Tea Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Hot Drinks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Italy Hot Drinks Market Share (US$ millions), by Category, 2011
Figure 16: Italy Hot Drinks Expenditure Per Capita (US$), by Category, 2011
Figure 17: Italy Hot Drinks Expenditure Per Household (US$), by Category
Figure 18: Italy Hot Drinks Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 19: Italy Coffee Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 20: Italy Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 21: Italy Tea Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 22: Italy: People Who Have Switched Retailer for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Related research categories

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

By market: Italy (in Europe)