This report provides the results for the Soft Drinks market in France 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 Soft 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 Soft 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. Consumers have traded down in more essential product categories such as Bottled Water and Juices, while consumption has declined in product categories such as Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, and Ready to Drink 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: Bottled Water, Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, Juices, and Ready to Drink Tea andCoffee.
- 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
- Consumption frequency analysis reveals older French consumers have a greater preference for Bottled Water than teenagers and young adults. Health trends are one reason for this, with Bottled Water preferred to categories such as Sparkling Soft Drinks, which have higher sugar content.
- The Indulgence trend affects consumption among significantly more consumers than any other trend, highlighting the importance of taste and quality in Soft Drinks.
- Consumption frequency analysis reveals that the share of Non-users in the French Functional Drinks market ranges from 85-95% across all age categories. This indicates that the French Functional Drinks consumer base is extremely limited.
- Market valuation analysis reveals that Sparkling Soft Drinks and Juices account for more than half of Soft Drinks consumption in France. This indicates that there are proven profits in this segment and marketers can take advantage of new product innovations and revenue opportunities.
- Brand analysis reveals that private label penetration in the Soft Drinks market in France is low for Functional Drinks and Sparkling Soft Drinks, while penetration in the Juices and Concentrates marketsexceeds40%.While this demonstrates that retailers have been very successful with their private label products in the Juices and Concentrates markets, it also indicates that these may be approaching saturation point and that retailers will enjoy limited returns on continued investment.
- French Soft Drinks expenditure per household is highest for Sparkling Soft Drinks and lowest for Smoothies. While individual Sparkling Soft Drinks may value less than Smoothies, this shows their far higher consumption frequency.