Eating Habits: Scratch vs Convenience Cooking Germany

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Eating Habits: Scratch vs Convenience Cooking Germany
Market Report, May 2005, 535 €

Description

About this reportAbout the market:Driven by changing lifestyles and eating habits, and boosted by much new product development, convenience foods have been growing for some years now, with chilled convenience lines and snack-sized meals doing particularly well.
However, while Germans are increasingly keen to turn to alternatives to traditional home-cooked food, they need reassurance that those alternatives are fresh and healthy, so not just any convenience line will do.About Mintel’s research:Using the latest consumer research, market size data and trend analysis, this report provides vital new insight into the current state of the market and its prospects, investigating its drivers, segmentation, supply structure, distribution, advertising spend and sales forecasts.Use Mintel’s research to avoid market pitfalls, discover sector opportunities, identify growth potential and achieve the best possible results.Intriguing findings include…Around four in ten German adults claim to be prepared to pay more for products that make life easier.
Some 33% of German adults (and 36% of main shoppers) are ‘Traditionals’.
Compared to the adult population generally, ‘Traditionals’ have a female bias and a strong weighting towards the over 54s

Sommaire

Contents

Introduction

Definitions

Consumer research

Abbreviations

Executive Summary

Changing lifestyles and eating habits drive the market

Market shows considerable growth, chilled lines doing very well

Frosta leads for frozen, Maggi and Knorr strong for dried and instant sectors

Discounters gain, while home deliveries lose out

NPD: Single portions and healthier versions

Consumer usage data show complete ready meals high in demand

Further growth expected

Market Drivers

OPH trend helps some convenience markets, while busy households favour others

Figure 1: Trends in number of German households, by size, 1999-2003

Ageing population not necessarily bad news for convenience foods

Figure 2: Trends in German population, by age, 1999-2003

Rising female employment is good news

Ownership of microwave ovens and freezers

Figure 3: Ownership of microwave ovens and freezers, by country, 2004

Change in home life helps convenience foods

Figure 4: Attitudes towards meals and cooking, by working status, 2001 and 2004

Figure 5: Attitudes towards meals and cooking, by country, 2004

Consumers expect a lot in terms of healthiness

Foreign cuisine vs regional varieties

Consumers attitudes towards convenience foods

Figure 6: Convenience foods considered most healthy, 2004

Suppliers improve the supply chain, thus improving the image of frozen foods

Consumer’ attitudes to chilled food

Figure 7: Reasons for buying chilled food 2003-04

Figure 8: Opinions of range of chilled food, 2003-04

Figure 9: Reasons for buying fresh foods, 2004

A note of caution

Figure 10: Trends in German employment, 1999-2003

Figure 11: Trends in German PDI and consumer expenditure, at current and constant prices, 1998-2003

Market Size and Trends

Figure 12: Germany consumer expenditure on food and non-alcoholic drink, at current and constant prices, 1999-2004

Figure 13: Food as a proportion of total household expenditure, 1999-2004

Figure 14: German monthly food expenditure, per household, 1993 and 1998

Convenience foods

Figure 15: German retail value sales of selected convenience foods, by type, 1999-2004

Frozen foods under threat from chilled

Product images helped by supplier promotions, and create new opportunities

Foods used most heavily in German households

Figure 16: Food and drink products, penetration and weight of usage, 2004

Market Segmentation

Ready meals

Figure 17: German retail value sales of ready meals, by sector, 2002-04

Figure 18: German retail value sales of frozen ready meals, by type, 2002-04

Pizza

Figure 19: German retail value sales of pizza, by type, 1999-2004

Figure 20: German retail value sales of frozen pizza, by type, 2002-04

Soup

Pasta

Figure 21: German retail value sales of fresh and dried pasta, by type, 2002-04

Potato products

Figure 22: German retail value sales of potato products, by type, 2003-2004

Cooking sauces

Figure 23: German retail value sales of cooking sauces, 2002-04

Dried instant products

Ready prepared desserts

Figure 24: German retail value sales of ready prepared desserts, by type, 2002-04

Prepared salads

Processed poultry products

Figure 25: German retail value sales of poultry, primary and further processed, 2002-04

Figure 26: German retail value sales of further-processed poultry, by type, 2002-04

Processed fish products

Figure 27: German retail value sales of convenience fish products, by type, 2002-04

The Supply Structure

Manufacturers’ shares

Ready meals

Figure 28: Manufacturers’ value shares of frozen ready meals, 2004

Figure 29: Manufacturers’ value shares of frozen complete ready meals, 2004

Figure 30: Manufacturers’ shares of dried ready meals, 2004

Pizza

Figure 31: Manufacturers’ value shares of frozen pizza, 2002-04

Figure 32: Popularity of frozen pizza brands, 1999-2004

Frozen potato products

Processed fish products

Figure 33: Brands’ estimated value shares of frozen processed fish products, 2004

Most popular frozen food brands

Figure 34: Popularity of frozen food brands, 1999-2004

Figure 35: Popularity of other frozen food brands, 1999-2004

Prepared chilled desserts

Figure 36: Popularity of ready-to-eat dessert* brands, 1999-2004

Prepared salads

Company profiles

Campbell’s Germany (Erasco) GmbH

Dr August Oetker Nahrungsmittel KG

Kraft Foods Deutschland GmbH

Nadler Feinkost GmbH

Nestlé Deutschland AG/Maggi GmbH

Deutsche Unilever GmbH

Distribution

Smaller outlets losing out to larger stores

Figure 37: Number of food retail outlets in Germany, by type, 1995-2000

Discounters are gaining ground in many food markets

Figure 38: Top ten discounters, by number of outlets, 2004

Home delivery becoming less significant in frozen food

Retailers see the need for in-store logic to help shoppers, and also watch out for local tastes

Conventional grocers steam ahead for chilled convenience as range goes upmarket

Ready meals

Pizza

Dried instant sauces

Figure 39: German retail value sales of dried instant products, by outlet type, 2004

Salads

Processed poultry products

Figure 40: German retail value sales of further-processed poultry, by outlet type, 2004

Processed fish products

Figure 41: German retail value sales of frozen convenience fish products*, by outlet type, 2004

New Product Development

Germans looking for healthy products along with convenience

Chilled products have high quality image

Growing number of people living alone demand single-portion sizes

Continuous NPD for consumer interest

Comparison of new product launches

Figure 42: New product launches, by country and product, 2004

New product launches

The Consumer – Use of Convenience Foods

Pan-European overview of convenience foods use

Figure 43: Penetration of foods, by main shoppers, by country, 2004

Trends – winners and losers in the food stakes

Figure 44: Penetration of selected convenience foods in Germany, 2002-04

Penetration and frequency of using certain foods 2004

Figure 45: Use of selected convenience foods, by type, 2004

Ready meals

Pizza

Prepared cooking sauces

Pasta

Packet/tinned soup

Figure 46: Use of further selected convenience foods, by type, 2004

Frozen vegetables

Frozen chips and potato products

Frozen fish products

Instant snack meals

Ready-to-eat desserts

Instant desserts

Expenditure

Figure 47: Expenditure on selected fresh and frozen foods in last week, by product, 2004

Fresh vs frozen vegetables

Fresh fruit

Fresh vs frozen fish

Figure 48: Expenditure on selected fresh and frozen foods in last week, by type, 2004

Fresh vs frozen poultry

Prepacked/prepared meat

Fresh vs frozen meat

The Consumer – Attitudes Towards Cooking – Scratch vs Convenience

Informals

Traditionals

Convenience-driven

Use of convenience foods by Mintel’s target groups

Figure 49: Use of convenience foods, by Mintel’s target groups, 2004

The Consumer – Detailed Demographics

Ready prepared meals

Figure 50: Penetration and frequency of using ready prepared meals, by gender and age, 2004

Figure 51: Penetration and frequency of using ready prepared meals, by income and working status, 2004

Figure 52: Penetration and frequency of using ready prepared meals, by region, 2004

Figure 53: Penetration and frequency of using ready prepared meals, by presence of children and household size, 2004

Pizza

Figure 54: Penetration and frequency of using pizza, by gender and age, 2004

Figure 55: Penetration and frequency of using pizza, by income and working status, 2004

Figure 56: Penetration and frequency of using pizza, by region, 2004

Figure 57: Penetration and frequency of using pizza, by presence of children and household size, 2004

Prepared cooking sauces

Figure 58: Penetration and frequency of using prepared cooking sauces, by gender and age, 2004

Figure 59: Penetration and frequency of using prepared cooking sauces, by income and working status, 2004

Figure 60: Penetration and frequency of using prepared cooking sauces, by region, 2004

Figure 61: Penetration and frequency of using prepared cooking sauces, by presence of children and household size, 2004

Pasta

Figure 62: Penetration and frequency of using dry and fresh pasta, by gender and age, 2004

Figure 63: Penetration and frequency of using dry and fresh pasta, by income and working status, 2004

Figure 64: Penetration and frequency of using dry and fresh pasta, by region, 2004

Figure 65: Penetration and frequency of using dry and fresh pasta, by presence of children and household size, 2004

Packet/tinned soup

Figure 66: Penetration and frequency of using packet/tinned soup, by gender and age, 2004

Figure 67: Penetration and frequency of using packet/tinned soup, by income and working status, 2004

Figure 68: Penetration and frequency of using packet/tinned soup, by region, 2004

Figure 69: Penetration and frequency of using packet/tinned soup, by presence of children and household size, 2004

Frozen vegetables

Figure 70: Penetration and frequency of using frozen vegetables, by gender and age, 2004

Figure 71: Penetration and frequency of using frozen vegetables, by income and working status, 2004

Figure 72: Penetration and frequency of using frozen vegetables, by region, 2004

Figure 73: Penetration and frequency of using frozen vegetables, by presence of children and household size, 2004

Frozen chips and potato products

Figure 74: Penetration and frequency of using frozen chips and potato products, by gender and age, 2004

Figure 75: Penetration and frequency of using frozen chips and potato products, by income and working status, 2004

Figure 76: Penetration and frequency of using frozen chips and potato products, by region, 2004

Figure 77: Penetration and frequency of using frozen chips and potato products, by presence of children and household size, 2004

Frozen fish products

Figure 78: Penetration and frequency of using frozen fish products, by gender and age, 2004

Figure 79: Penetration and frequency of using frozen fish products, by income and working status, 2004

Figure 80: Penetration and frequency of using frozen fish products, by region, 2004

Figure 81: Penetration and frequency of using frozen fish products, by presence of children and household size, 2004

Instant snack meals

Figure 82: Penetration and frequency of using instant snack meals, by gender and age, 2004

Figure 83: Penetration and frequency of using instant snack meals, by income and working status, 2004

Figure 84: Penetration and frequency of using instant snack meals, by region, 2004

Figure 85: Penetration and frequency of using instant snack meals, by presence of children and household size, 2004

Ready-to-eat desserts

Figure 86: Penetration and frequency of using ready-to-eat desserts, by gender and age, 2004

Figure 87: Penetration and frequency of using ready-to-eat desserts, by income and working status, 2004

Figure 88: Penetration and frequency of using ready-to-eat desserts, by region, 2004

Figure 89: Penetration and frequency of using ready-to-eat desserts, by presence of children and household size, 2004

Instant desserts

Figure 90: Penetration and frequency of using instant desserts, by gender and age, 2004

Figure 91: Penetration and frequency of using instant desserts, by income and working status, 2004

Figure 92: Penetration and frequency of using instant desserts, by region, 2004

Figure 93: Penetration and frequency of using instant desserts, by presence of children and household size, 2004

Expenditure

Fresh vegetables

Figure 94: Weekly expenditure on fresh vegetables, by gender and age, 2004

Figure 95: Weekly expenditure on fresh vegetables, by income and working status, 2004

Figure 96: Weekly expenditure on fresh vegetables, by region, 2004

Figure 97: Weekly expenditure on fresh vegetables, by presence of children and household size, 2004

Frozen vegetables

Figure 98: Weekly expenditure on frozen vegetables, by gender and age, 2004

Figure 99: Weekly expenditure on frozen vegetables, by income and working status, 2004

Figure 100: Weekly expenditure on frozen vegetables, by region, 2004

Figure 101: Weekly expenditure on frozen vegetables, by presence of children and household size, 2004

Fresh fruit

Figure 102: Weekly expenditure on fresh fruit, by gender and age, 2004

Figure 103: Weekly expenditure on fresh fruit, by income and working status, 2004

Figure 104: Weekly expenditure on fresh fruit, by region, 2004

Figure 105: Weekly expenditure on fresh fruit, by presence of children and household size, 2004

Fresh fish

Figure 106: Weekly expenditure on fresh fish, by gender and age, 2004

Figure 107: Weekly expenditure on fresh fish, by income and working status, 2004

Figure 108: Weekly expenditure on fresh fish, by region, 2004

Figure 109: Weekly expenditure on fresh fish, by presence of children and household size, 2004

Frozen fish

Figure 110: Weekly expenditure on frozen fish, by gender and age, 2004

Figure 111: Weekly expenditure on frozen fish, by income and working status, 2004

Figure 112: Weekly expenditure on frozen fish, by region, 2004

Figure 113: Weekly expenditure on frozen fish, by presence of children and household size, 2004

Fresh poultry

Figure 114: Weekly expenditure on fresh poultry, by gender and age, 2004

Figure 115: Weekly expenditure on fresh poultry, by income and working status, 2004

Figure 116: Weekly expenditure on fresh poultry, by region, 2004

Figure 117: Weekly expenditure on fresh poultry, by presence of children and household size, 2004

Frozen poultry

Figure 118: Weekly expenditure on frozen poultry, by gender and age, 2004

Figure 119: Weekly expenditure on frozen poultry, by income and working status, 2004

Figure 120: Weekly expenditure on frozen poultry, by region, 2004

Figure 121: Weekly expenditure on frozen poultry, by presence of children and household size, 2004

Prepacked/prepared meat

Figure 122: Weekly expenditure on prepacked/prepared meat, by gender and age, 2004

Figure 123: Weekly expenditure on prepacked/prepared meat, by income and working status, 2004

Figure 124: Weekly expenditure on prepacked/prepared meat, by region, 2004

Figure 125: Weekly expenditure on prepacked/prepared meat, by presence of children and household size, 2004

Fresh meat

Figure 126: Weekly expenditure on fresh meat, by gender and age, 2004

Figure 127: Weekly expenditure on fresh meat, by income and working status, 2004

Figure 128: Weekly expenditure on fresh meat, by region, 2004

Figure 129: Weekly expenditure on fresh meat, by presence of children and household size, 2004

Frozen meat

Figure 130: Monthly expenditure on frozen meat, by gender and age, 2004

Figure 131: Monthly expenditure on frozen meat, by income and working status, 2004

Figure 132: Monthly expenditure on frozen meat, by region, 2004

Figure 133: Monthly expenditure on frozen meat, by presence of children and household size, 2004

Prospects

Chilled sector to grow

Smaller portions will make further ground

Inability to cook will grow

Targeting health-conscious consumers

Improved packaging

Desserts will ride on the trend towards snacking

Prepared salads may go upmarket

Forecast

Established but still growing

Figure 134: Forecasts of German retail value sales of selected convenience foods, by type, at current prices, 2004-09

Pace increases slightly

Figure 135: Forecasts of German retail value sales of selected convenience foods, by type, indices at current prices, 2004-09

Desserts largest, but not fastest growing

Cooking sauces lead growth

Two sectors share second place in the growth stakes

Pizza to do better than other ready meals

Processed fish swimming along

Salads to hold their own

Established sectors giving way to newer areas

Figure 136: Forecasts of German retail value sales of selected convenience foods, by type, at 2004 prices, 2004-09

Food inflation to remain low

Real growth in virtually all sectors

Figure 137: Forecasts of German retail sales of selected convenience foods, by type, indices at 2004 prices, 2004-09

Economy has a role in all markets

But target groups vary