ドイツにおける食事習慣：コンビニエンス食品のアピール向上

Abstract

A growing number of Germans are turning to convenience products as well as to fast food and take-aways. On the other hand consumers demand more quality, yet are not as yet willing to pay more for it. Suppliers, generally obliged so far to upgrade simply to keep up with the pack, are forced into a major rethink. Longer term, this may turn out to be a positive challenge, as regional, healthier and less processed lines finally, against a backdrop of a reviving economy, persuade users to spend up, and also find a wider consumer base.

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Abbreviations
• Market in Brief
• A challenging setting
• Suppliers are expected to marry convenience with quality and freshness
• Understanding changing consumer needs is behind brand success
• High penetration, but low frequency of use
• Ready meals continue to grow
• Sophisticated pizza
• Soup is in need of a fresh, new image
• Cooking sauces affected by own-label enroachment
• Internal Market Environment
• Key points
• Cooking loses appeal
• Greater concern for food miles
• Shift to quality not yet translating into higher margins
• More Germans prefer takeaway/fast food and eating in
  • Figure 1: Trends in eating out, 2003-06
• Ownership of household appliances affects demand for convenience foods
  • Figure 2: Ownership of microwave ovens, freezers and combined fridge/freezers, by country, 2006
  • Figure 3: Trends in ownership of microwave ovens, freezers and combined fridge/freezers in Germany, 2001-06
• Greater appliance ownership makes families a top convenience target
  • Figure 4: Ownership of microwave ovens, freezers and combined fridge/freezers, by demographic sub-group, 2006
• Increased time online means less time for cooking
  • Figure 5: Trends in average hours spent on a working day on professional occupation (main job or other paid activities), 2002-06
  • Figure 6: Trends in average hours dedicated to daily amusemements, recreation and personal relationships (hobbies and sports, not television), 2002-06
• Growing expenditure on vegetables, but meat and cooking oils down
  • Figure 7: German average monthly household expenditure on food and non-alcoholic drinks, 1993-2003
• Supplier initiatives to improve quality and health
• Broader Market Environment
• Key points
• Ageing population demands more effort from suppliers
  • Figure 8: Trends in German population, by age, 2001-11
• Growing number of working women beneficial to sales
  • Figure 9: Trends in German employment, 2001-05
• Improving economic setting is good news
  • Figure 10: Trends in German PDI, consumer expenditure and GDP, at current prices, 2001-11
• Small households shape the market
  • Figure 11: Trends in number of German households, by size, 2001-05
• Who' s Innovating?
• Key points
• Healthier ready meals
• Growing demand for smaller, snack-sized meals
• Pizza becomes more premium
• New soup launches try to improve product image
• Consumers turn to chilled soup
• Low-fat and low-calorie cooking sauces
• Targeting children could provide an additional boost to sales
• Market Size and Forecast -- Convenience Foods
• Key points
• Still growing, but for how long?
  • Figure 12: German retail value sales of selected convenience foods, 2004-06
• Allure of the exotic
• Packaging innovation
• Smaller portions
• Organic and vegetarian foods make headway
• Co-branding enhances image
• Forecast
• Ready meals to show by far the best performance to 2011
  • Figure 13: Forecast of German retail value sales of selected convenience foods, at current prices, 2006-11
  • Figure 14: Forecast of German retail value sales of selected convenience foods, at 2006 prices, 2006-11
• Factors used in the forecast
• The future
• Gourmet and healthy ready meals to expand further
• Defined target groups
• Good prospects for chilled foods
• Discounters will continue to encroach
• Broader consumer base
• Smaller portions will keep gaining ground
• Segment Performance
• Key points
• Ready meals
• Slower growth, but still potential
• Ambient meals account for half of sales
  • Figure 15: German retail value sales of ready meals, by type, 2004-06
• Frozen ready meals perceived as good ' stand-bys'
• Chilled meals are star performers
• Pizza
• Improved growth in 2006
• Frozen pizza dominates
  • Figure 16: German retail value sales of pizza, by type, 2004-06
• Italian-style pizza still numero uno
  • Figure 17: German retail value sales of pizza, by recipe, 2004-06
• Soup
• Suppliers resort to revamped product image to revive ailing sales
• Dried soup generates two-thirds of sector value, but is losing share
  • Figure 18: German retail value sales of soup, by type, 2004-06
• Cooking sauces
• After growth comes decline
• Tomato-based sauces still the most popular
  • Figure 19: German retail value sales of cooking sauces, by type, 2004-06
• Market Share
• Key points
• Ready meals
• Own-labels make a meal of the frozen sector
  • Figure 20: Brands' retail value shares of frozen ready meals, 2005-06
• Aldi tops popularity chart
  • Figure 21: Popularity of frozen food brands, 2002-06
• Chilled and dried ready meals
• Pizza
• Slicing it three ways
  • Figure 22: Manufacturers' retail value shares of frozen pizza, 2004 -06
  • Figure 23: Popularity of frozen pizza brands, 2002-06
• Soup
• Familiar names -- Knorr, Maggi and Campbell' s -- lead
• Cooking sauces
• Top brands grow through gourmet extensions
• Companies and Products
• Barilla Deutschland
• Campbell' s Germany
• Dr August Oetker Nahrungsmittel
• Frosta
• Nestlé Deutschland
• Unilever Deutschland
• Channels to Market
• Key points
• Contracting trading base favouring larger stores
  • Figure 24: Number of German food retail outlets, by number and size, 2000-05
• Organic supermarkets
• Discounters
• Supermarkets
• Chilled foods to benefit from retailer experimentation with new in-store lay-outs
• The Consumer -- Pan-European Overview
• Key points
• Potential for sauces for pasta and vegetables
  • Figure 25: Household use of selected convenience foods, by country, 2006
• Good prospects for frozen foods
  • Figure 26: Household expenditure on selected primary foods, by country, 2006
  • Figure 27: Household use of selected food products, by frequency, by country, 2006
  • Figure 28: Level of spend on selected primary foods, by country, 2006
• What is in the European shopping basket? -- Germans like snacks and desserts
  • Figure 29: The top three most frequently used convenience foods*, by country, 2006
  • Figure 30: The top three food products, by expenditure*, by country, 2006
• The Consumer -- Use of Convenience Foods in Germany
• Key points
• Trends in frequency of using convenience foods -- vegetables and pasta on the up
  • Figure 31: Trends in penetration and frequency of using selected convenience foods, 2002-06
  • Figure 32: % point gain/loss in consumer base, by product, 2002-06
• Less spent on fresh produce
  • Figure 33: Trends in expenditure on selected primary foods, 2002-06
  • Figure 34: % point gain/loss in consumer base, fresh and frozen foods by product, 2002-06
• The Consumer -- Attitudes Towards Convenience and Quality
• Key points
• Germans are very good targets for convenience options
  • Figure 35: Attitudes towards cooking and meal occasions, by country, 2006
• Good prospects for frozen food, but fast food also very acceptable
  • Figure 36: Attitudes towards food quality, by country, 2006
  • Figure 37: Food attitude index, by country, 2006
• Trends in attitudes in Germany
  • Figure 38: Trends in attitudes towards cooking and meal occasions, 2002-06
• Fewer people have the time for, or enjoy, cooking
  • Figure 39: Trends in attitudes towards food quality, 2002-06