Consumer Trends in the Chilled & Deli Foods Market in the UK, 2011

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Marketers in the Chilled & Deli Foods market 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 Chilled & Deli Foods market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
Low consumer confidence in the UK has affected consumption of most CPG products, including Chilled & Deli Foods. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Chilled & Deli Foods are not considered essential items and therefore consumption patterns have been comparatively affected. However, the improving economy may tempt back consumers who reduced their consumption while times were tough. This makes it essential to know where the pockets of growth may be and the trends which shape its consumption patterns.

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 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.

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.

Consumer survey data for the following specific categories: the Cured Meats, Fermented Meats, Pates, Pies & Savory Appetizers, Pre-Packed Sandwiches, Prepared Salads and Savory Baked Goods markets.
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.

Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights
Despite accounting for 29% of the population, Older Consumers only have a 22% share of the Chilled & Deli Foods market by value. Whilst this makes them the largest consumer group by value, marketers should beware their below-average consumption.
Private label penetration is relatively high in the Chilled & Deli Foods market in the UK, with the Pies & Savory Appetizers recording the lowest penetration at 43% of the volume of products distributed in the market. This indicates that branding has not been very successful in the Chilled & Deli foods market in UK. This is supported by the fact that private label products tend to offer better value for money, a trend 25% of consumers in the UK quoted as influencing their consumption.
The top retailer in the UK dominates the Chilled & Deli Foods market with a 32% volume share of the market in the UK. Three other retailers have a market share in excess of 10%, indicating a concentrated market.

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