The German Hot Drinks Market: What Consumers Drink and Why?

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185303

Pages: 68

Format: PDF

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Price: $ 3995.00

Report description

Product Synopsis
This report provides the results for the Hot Drinks market in Germany from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape
Why was the report written?
Marketers in the Hot Drinks market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Hot Drinks market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

What are the key drivers behind recent market changes?
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 consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Coffee, Tea, and Other Hot Drinks.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Tea consumption remains uniform across age groups, with Light consumption the most common and Heavy consumption infrequent. The Mid-Lifers age group contains the highest share of heavy-frequency consumers, suggesting that up until now marketers have only targeted their campaigns at this demographic.

Group analysis reveals that German consumers in the Upper Secondary education group account for approximately one-third of the Hot Drinks market in value terms. This is followed by the Post-Secondary and Tertiary educational groups.

Retailer analysis reveals that the top three retailers in the Hot Drinks retail market in Germany account for approximately53% of the sales. Product manufacturers depend on these retailers to provide them with shelf space and a market share.

Key Highlights
Market valuation reveals that Coffee accounts for more than 86% of the German hot drinks market in value terms. The Tea and Other Hot Drinks market comprise only a minimal share of the market.

Brand analysis reveals that private labels have the highest penetration rate in the Tea market in Germany, followed by Coffee and Other Hot Drinks. It is relatively high compared to other West European markets.

Consumer survey results indicate that German consumers of Hot Drinks are influenced mostly by the products ability to provide mental relaxation. This contributes to higher sales of premium coffee products which are marketed as providing a superior experience.

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
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)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Hot Drinks Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Coffee
3.2.2 Other Hot Drinks
3.2.3 Tea
3.3 Behavioral Trends and Market Value
3.3.1 Coffee
3.3.2 Other Hot Drinks
3.3.3 Tea
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Coffee
4.1.2 Other Hot Drinks
4.1.3 Tea
4.2 Consumer Profiles by Product Category
4.2.1 Coffee
4.2.2 Other Hot Drinks
4.2.3 Tea
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Hot Drinks Brand Choice and Private Label Consumer Penetration
5.2.1 Coffee
5.2.2 Other Hot Drinks
5.2.3 Tea
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Hot Drinks
6.1.2 Coffee
6.1.3 Other Hot Drinks
6.1.4 Tea
7 Consumption Impact: Market Valuation
7.1 Hot Drinks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Hot Drinks Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Hot Drinks Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Hot Drinks
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Coffee
8.2.2 Retail Share by Volume - Other Hot Drinks
8.2.3 Retail Share by Volume - Tea
8.3 Profiles of End-Consumers of Hot Drinks, by Retailer Used
8.3.1 Aldi
8.3.2 Anton Schlecker
8.3.3 Dirk Rossmann Gmbh
8.3.4 dm-Drogeriemarkt Gmbh + Co.KG
8.3.5 Edeka
8.3.6 Globus
8.3.7 Metro Group
8.3.8 Norma
8.3.9 Rewe Group
8.3.10 Schwarz Group
8.3.11 Tengelmann
8.3.12 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Hot Drinks Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Germany Survey Respondent profile (weighted), 2012
Table 4: Germany Hot Drinks Value Share (%), by Age Groups, 2012
Table 5: Germany Hot Drinks Value Share (%), by Gender, 2012
Table 6: Germany Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Germany Hot Drinks Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Germany Hot Drinks Value Share (%) by Wealth Groups, 2012
Table 9: Germany Hot Drinks Value Share (%) by Busy Lives Groups, 2012
Table 10: Germany Coffee Consumer Group Share (% market value), 2012
Table 11: Germany Other Hot Drinks Consumer Group Share (% market value), 2012
Table 12: Germany Tea Consumer Group Share (% market value), 2012
Table 13: Germany Total Coffee Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Germany Total Other Hot Drinks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Germany Total Tea Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Germany Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Germany Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Germany Other Hot Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Germany Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Germany Tea Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Germany Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Germany Coffee Consumer Profiles (% consumers by sub-group), 2012
Table 23: Germany Other Hot Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 24: Germany Tea Consumer Profiles (% consumers by sub-group), 2012
Table 25: Germany Hot Drinks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Germany Coffee Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Germany Other Hot Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Germany Tea Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Germany Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Germany Coffee: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Germany Other Hot Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Germany Tea: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Germany Hot Drinks Market Value (Euro million), by Category, 2012
Table 34: Germany Hot Drinks Market Value (US$ million), by Category, 2012
Table 35: Germany Hot Drinks Market Volume by Category, 2012
Table 36: Germany Hot Drinks Market Value (US$ million), by Category, 2012
Table 37: Germany Hot Drinks Expenditure Per Capita (Euro), by Category, 2012
Table 38: Germany Hot Drinks Expenditure Per Capita (US$), by Category, 2012
Table 39: Germany Hot Drinks Expenditure Per Household (Euro), by Category
Table 40: Germany Hot Drinks Expenditure Per Household (US$), by Category
Table 41: Germany Hot Drinks Market Volume (Ltr m) by Category, 2012
Table 42: Germany Hot Drinks Consumption Per Capita (Ltr ) by Category, 2012
Table 43: Germany Hot Drinks Consumption Per Household (Ltr ) by Category, 2012
Table 44: Germany Hot Drinks Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 45: Germany Coffee Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 46: Germany Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 47: Germany Tea Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 48: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2012
Table 49: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup, as tracked by the Survey), 2012
Table 50: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Dirk Rossmann Gmbh (% by Subgroup, as tracked by the Survey), 2012
Table 51: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2012
Table 52: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2012
Table 53: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Globus (% by Subgroup, as tracked by the Survey), 2012
Table 54: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2012
Table 55: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Norma (% by Subgroup, as tracked by the Survey), 2012
Table 56: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2012
Table 57: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2012
Table 58: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Tengelmann (% by Subgroup, as tracked by the Survey), 2012
Table 59: Germany: Profile of Hot Drinks Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: Germany Hot Drinks Value Share (%), by Age Groups, 2012
Figure 3: Germany Hot Drinks Value Share (%), by Gender, 2012
Figure 4: Germany Hot Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Germany Hot Drinks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Germany Hot Drinks Value Share (%) by Wealth Groups, 2012
Figure 7: Germany Hot Drinks Value Share (%) by Busy Lives Groups, 2012
Figure 8: Germany Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Germany Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Germany Other Hot Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Germany Other Hot Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Germany Tea Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Germany Tea Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Germany Hot Drinks Market Value (US$ million), by Category, 2012
Figure 15: Germany Hot Drinks Expenditure Per Capita (US$), by Category, 2012
Figure 16: Germany Hot Drinks Expenditure Per Household (US$), by Category
Figure 17: Germany Hot Drinks Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 18: Germany Coffee Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 19: Germany Other Hot Drinks Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 20: Germany Tea Survey-tracked Retailer Shares by Volume (Kg m), 2012

Price: $ 3995.00

Related research categories

By sector: Hot drinks, General drinks

By market: Germany (in Europe)