Consumer Trends in the Hot Drinks Market in Spain

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 Spain 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 Spain 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 Spain Hot Drinks Survey-tracked Retailer Shares by Volume
7.2 Survey-tracked Retailer Shares by Volume by Category
7.2.1 Spain Coffee Survey-tracked Retailer Shares by Volume
7.2.2 Spain Other Hot Drinks Survey-tracked Retailer Shares by Volume
7.2.3 Spain 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 Auchan Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Schwarz Group Switching Analysis
7.3.5 Other Switching Analysis
7.4 Profiles of End-Consumers of Hot Drinks, by Retailer Used
7.4.1 Auchan
7.4.2 Carrefour
7.4.3 Miquel
7.4.4 Schwarz Group
7.4.5 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: Spain Survey Respondent Profile (weighted), 2011
Table 4: Spain Hot Drinks Value Share (%), by Age Groups, 2011
Table 5: Spain Hot Drinks Value Share (%), by Gender, 2011
Table 6: Spain Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Spain Hot Drinks Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Spain Hot Drinks Value Share (%) by Wealth Groups, 2011
Table 9: Spain Hot Drinks Value Share (%) by Busy Lives Groups, 2011
Table 10: Spain Coffee Consumer Group Share (% market value), 2011
Table 11: Spain Other Hot Drinks Consumer Group Share (% market value), 2011
Table 12: Spain Tea Consumer Group Share (% market value), 2011
Table 13: Spain Total Coffee Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 14: Spain Total Other Hot Drinks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: Spain Total Tea Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Spain Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 17: Spain Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 18: Spain Other Hot Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: Spain Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: Spain Tea Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Spain Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Spain Coffee Consumer Profiles (% consumers by sub-group), 2011
Table 23: Spain Other Hot Drinks Consumer Profiles (% consumers by sub-group), 2011
Table 24: Spain Tea Consumer Profiles (% consumers by sub-group), 2011
Table 25: Spain Hot Drinks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 26: Spain Coffee Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 27: Spain Other Hot Drinks Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 28: Spain Tea Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 29: Spain, Overall Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 30: Spain, Coffee: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 31: Spain, Other Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 32: Spain, Tea: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 33: Spain Hot Drinks Market Value (Euro million), by Category, 2011
Table 34: Spain Hot Drinks Market Value (US$ million), by Category, 2011
Table 35: Spain Hot Drinks Market Volume (Kg m), by Category, 2011
Table 36: Spain Hot Drinks Market Share (US$ million), by Category, 2011
Table 37: Spain Hot Drinks Expenditure Per Capita (Euro), by Category, 2011
Table 38: Spain Hot Drinks Expenditure Per Capita (US$), by Category, 2011
Table 39: Spain Hot Drinks Expenditure Per Household (Euro), by Category
Table 40: Spain Hot Drinks Expenditure Per Household (US$), by Category
Table 41: Spain Hot Drinks Market Volume Share (Kg m), by Category, 2011
Table 42: Spain Hot Drinks Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 43: Spain Hot Drinks Consumption Per Household (Kg m / Households m), by Category, 2011
Table 44: Spain Hot Drinks Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 45: Spain Coffee Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 46: Spain Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 47: Spain Tea Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 48: Spain: Switchers to Auchan for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 49: Spain: Switchers From Auchan for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 50: Spain: Switchers to Carrefour for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 51: Spain: Switchers From Carrefour for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 52: Spain: Switchers to Schwarz Group for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 53: Spain: Switchers to Other for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 54: Spain: Switchers From Other for their Hot Drinks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 55: Spain: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 56: Spain: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 57: Spain: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Miquel (% by Subgroup, as tracked by the Survey), 2011
Table 58: Spain: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 59: Spain: 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: Spain Hot Drinks Value Share (%), by Age Groups, 2011
Figure 3: Spain Hot Drinks Value Share (%), by Gender, 2011
Figure 4: Spain Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Spain Hot Drinks Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Spain Hot Drinks Value Share (%) by Wealth Groups, 2011
Figure 7: Spain Hot Drinks Value Share (%) by Busy Lives Groups, 2011
Figure 8: Spain Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Spain Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Spain Other Hot Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Spain Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Spain Tea Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Spain Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Spain Hot Drinks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 15: Spain Hot Drinks Market Share (US$ million), by Category, 2011
Figure 16: Spain Hot Drinks Expenditure Per Capita (US$), by Category, 2011
Figure 17: Spain Hot Drinks Expenditure Per Household (US$), by Category
Figure 18: Spain Hot Drinks Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 19: Spain Coffee Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 20: Spain Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 21: Spain Tea Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 22: Spain: 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: Spain (in Europe)