Consumer Trends in the Savory Snacks Market in Spain

Date: April 2, 2012
Pages: 92
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US$ 7,495.00
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Publisher: Canadean
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: CB6FE76EF31EN
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Consumer Trends in the Savory Snacks Market in Spain
Synopsis

This report provides the results for the Savory Snacks market in Spain from Canadean’s unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?

Marketers in the Savory Snacks market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is to know 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 Savory Snacks 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 increased amount of discount and own-brand products. Savory Snacks, in general, are not considered essential items and therefore consumption patterns have been comparatively affected.

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.

Scope

Consumer survey data for the following specific categories: the Ethnic/Traditional Snacks, Meat Snacks, Nuts & Seeds, Popcorn, Potato Chips, Pretzels and Processed Snacks 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

While Older Consumers are the most valuable age group in the Savory Snacks market in Spain with a 20% value share, this is achieved through sheer weight of numbers as they account for 28% of the population. While marketers may wish to target the largest consumer group in the country, they should beware their below average consumption.

Not only do a large proportion of Spanish consumers, in certain categories at least, highlight that the Indulgence trend has an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Given weak consumer confidence in Spain, it is essential for marketers to position their products as affordable little-but-often treats.

Private label penetration is extremely high in the Popcorn and Ethnic/Traditional Snacks categories, at over 70%. In contrast, just over 10% of the volume of products distributed in the Processed Snacks and Meat Snacks categories are private label, highlighting categories retailers may next target.
1 INTRODUCTION

1.1 What is this Report About?
1.2 Definitions
  1.2.1 Consumer Trends
  1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
  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)
1.3 Methodology
  1.3.1 Introduction
  1.3.2 Large scale, international, program of online consumer surveys
  1.3.3 Nationally Representative results (age, gender)
  1.3.4 Parents answered on their children’s behalf
  1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
  1.3.6 Integrated with industry calling and secondary research

2 CONSUMER SEGMENTATION, GROUP VALUE AND TREND INFLUENCE

2.1 Cohort Groups and Savory Snacks Market Value
  2.1.1 Age Groups
  2.1.2 Gender Groups
  2.1.3 Location Groups
  2.1.4 Education Achieved Groups
  2.1.5 Wealth Groups
  2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
  2.2.1 Ethnic/traditional Snacks
  2.2.2 Meat Snacks
  2.2.3 Nuts & Seeds
  2.2.4 Popcorn
  2.2.5 Potato Chips
  2.2.6 Pretzels
  2.2.7 Processed Snacks
2.3 Behavioral Trends and Market Value
  2.3.1 Ethnic/traditional Snacks
  2.3.2 Meat Snacks
  2.3.3 Nuts & Seeds
  2.3.4 Popcorn
  2.3.5 Potato Chips
  2.3.6 Pretzels
  2.3.7 Processed Snacks

3 CONSUMPTION ANALYSIS

3.1 Consumption Frequencies by Age and Gender
  3.1.1 Ethnic/traditional Snacks
  3.1.2 Meat Snacks
  3.1.3 Nuts & Seeds
  3.1.4 Popcorn
  3.1.5 Potato Chips
  3.1.6 Pretzels
  3.1.7 Processed Snacks
3.2 Consumer Profiles by Product Category
  3.2.1 Ethnic/traditional Snacks
  3.2.2 Meat Snacks
  3.2.3 Nuts & Seeds
  3.2.4 Popcorn
  3.2.5 Potato Chips
  3.2.6 Pretzels
  3.2.7 Processed Snacks

4 BRAND VS. PRIVATE LABEL CHOICES

4.1 Brand vs. Private Label Volume Share
  4.1.1 By Category
4.2 Savory Snacks Brand Choice and Private Label Shares
  4.2.1 Ethnic/traditional Snacks
  4.2.2 Meat Snacks
  4.2.3 Popcorn
  4.2.4 Potato Chips
  4.2.5 Pretzels
  4.2.6 Processed Snacks

5 THE SHARE OF CONSUMERS INFLUENCED BY TRENDS

5.1 Trend Drivers of Consumers' Product Choices
  5.1.1 Overall Savory Snacks
  5.1.2 Ethnic/traditional Snacks
  5.1.3 Meat Snacks
  5.1.4 Nuts & Seeds
  5.1.5 Popcorn
  5.1.6 Potato Chips
  5.1.7 Pretzels
  5.1.8 Processed Snacks

6 CONSUMPTION IMPACT: MARKET VALUATION

6.1 Savory Snacks Value Impact of Consumer Consumption Behavior
  6.1.1 Market Value by Category
  6.1.2 Market Volume by Category
6.2 Savory Snacks Value Analysis by Category
  6.2.1 Share by Category
  6.2.2 Expenditure per Capita by Category
  6.2.3 Expenditure per Household by Category
6.3 Savory Snacks Volume Impact of Consumer Behavior Trends
  6.3.1 Share by Category
  6.3.2 Consumption per Capita by Category
  6.3.3 Consumption per Household by Category

7 RETAILER CHOICE, SWITCHING AND CATEGORY SHARE

7.1 Retailer Volume Share
  7.1.1 Retailer Volume Share in Savory Snacks
7.2 Retailer Volume Share by Category
  7.2.1 Retail Share by Volume - Ethnic/traditional Snacks
  7.2.2 Retail Share by Volume - Meat Snacks
  7.2.3 Retail Share by Volume - Nuts & Seeds
  7.2.4 Retail Share by Volume - Popcorn
  7.2.5 Retail Share by Volume - Potato Chips
  7.2.6 Retail Share by Volume - Pretzels
  7.2.7 Retail Share by Volume - Processed Snacks
7.3 Levels of Retailer Switching in the Last Six Months
  7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
  7.3.2 Auchan Switching Analysis
  7.3.3 Carrefour Switching Analysis
  7.3.4 Miquel Switching Analysis
  7.3.5 Other Switching Analysis
7.4 Profiles of End-Consumers of Savory Snacks, by Retailer Used
  7.4.1 Auchan
  7.4.2 Carrefour
  7.4.3 Other

8 APPENDIX

8.1 About Canadean
8.2 Disclaimer

LIST OF TABLES

Table 1: Food Volume Units for the Savory Snacks Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Spain Survey Respondent Profile (weighted), 2011
Table 4: Spain Savory Snacks Value Share (%), by Age Groups, 2011
Table 5: Spain Savory Snacks Value Share (%), by Gender, 2011
Table 6: Spain Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Spain Savory Snacks Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Spain Savory Snacks Value Share (%) by Wealth Groups, 2011
Table 9: Spain Savory Snacks Value Share (%) by Busy Lives Groups, 2011
Table 10: Spain Ethnic/traditional Snacks Consumer Group Share (% market value), 2011
Table 11: Spain Meat Snacks Consumer Group Share (% market value), 2011
Table 12: Spain Nuts & Seeds Consumer Group Share (% market value), 2011
Table 13: Spain Popcorn Consumer Group Share (% market value), 2011
Table 14: Spain Potato Chips Consumer Group Share (% market value), 2011
Table 15: Spain Pretzels Consumer Group Share (% market value), 2011
Table 16: Spain Processed Snacks Consumer Group Share (% market value), 2011
Table 17: Spain Total Ethnic/traditional Snacks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Spain Total Meat Snacks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Spain Total Nuts & Seeds Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Spain Total Popcorn Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Spain Total Potato Chips Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Spain Total Pretzels Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: Spain Total Processed Snacks Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: Spain Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Spain Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Spain Meat Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Spain Meat Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Spain Nuts & Seeds Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Spain Nuts & Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Spain Popcorn Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Spain Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Spain Potato Chips Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Spain Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Spain Pretzels Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: Spain Pretzels Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: Spain Processed Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: Spain Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: Spain Ethnic/traditional Snacks Consumer Profiles (% consumers by sub-group), 2011
Table 39: Spain Meat Snacks Consumer Profiles (% consumers by sub-group), 2011
Table 40: Spain Nuts & Seeds Consumer Profiles (% consumers by sub-group), 2011
Table 41: Spain Popcorn Consumer Profiles (% consumers by sub-group), 2011
Table 42: Spain Potato Chips Consumer Profiles (% consumers by sub-group), 2011
Table 43: Spain Pretzels Consumer Profiles (% consumers by sub-group), 2011
Table 44: Spain Processed Snacks Consumer Profiles (% consumers by sub-group), 2011
Table 45: Spain Savory Snacks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 46: Spain Ethnic/traditional Snacks Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: Spain Meat Snacks Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 48: Spain Popcorn Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 49: Spain Potato Chips Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 50: Spain Pretzels Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 51: Spain Processed Snacks Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 52: Spain, Overall Savory Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: Spain, Ethnic/traditional Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: Spain, Meat Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 55: Spain, Nuts & Seeds: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 56: Spain, Popcorn: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 57: Spain, Potato Chips: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 58: Spain, Pretzels: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 59: Spain, Processed Snacks: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 60: Spain Savory Snacks Market Value (Euro million), by Category, 2011
Table 61: Spain Savory Snacks Market Value (US$ million), by Category, 2011
Table 62: Spain Savory Snacks Market Volume (Kg m), by Category, 2011
Table 63: Spain Savory Snacks Market Share (US$ million), by Category, 2011
Table 64: Spain Savory Snacks Expenditure Per Capita (Euro), by Category, 2011
Table 65: Spain Savory Snacks Expenditure Per Capita (US$), by Category, 2011
Table 66: Spain Savory Snacks Expenditure Per Household (Euro), by Category
Table 67: Spain Savory Snacks Expenditure Per Household (US$), by Category
Table 68: Spain Savory Snacks Market Volume Share (Kg m), by Category, 2011
Table 69: Spain Savory Snacks Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 70: Spain Savory Snacks Consumption Per Household (Kg m / Households m), by Category, 2011
Table 71: Spain Savory Snacks Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 72: Spain Ethnic/traditional Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 73: Spain Meat Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 74: Spain Nuts & Seeds Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 75: Spain Popcorn Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 76: Spain Potato Chips Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 77: Spain Pretzels Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 78: Spain Processed Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 79: Spain: Switchers to Auchan for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Spain: Switchers From Auchan for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Spain: Switchers to Carrefour for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Spain: Switchers From Carrefour for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Spain: Switchers to Miquel for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Spain: Switchers to Other for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Spain: Switchers From Other for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: Spain: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 87: Spain: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 88: Spain: Profile of Savory Snacks Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

LIST OF FIGURES

Figure 1: Consumer Panel Report Methodology
Figure 2: Spain Savory Snacks Value Share (%), by Age Groups, 2011
Figure 3: Spain Savory Snacks Value Share (%), by Gender, 2011
Figure 4: Spain Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Spain Savory Snacks Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Spain Savory Snacks Value Share (%) by Wealth Groups, 2011
Figure 7: Spain Savory Snacks Value Share (%) by Busy Lives Groups, 2011
Figure 8: Spain Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Spain Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Spain Meat Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Spain Meat Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Spain Nuts & Seeds Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Spain Nuts & Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Spain Popcorn Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Spain Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Spain Potato Chips Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Spain Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Spain Pretzels Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Spain Pretzels Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Spain Processed Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: Spain Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: Spain Savory Snacks Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 23: Spain Savory Snacks Market Share (US$ million), by Category, 2011
Figure 24: Spain Savory Snacks Expenditure Per Capita (US$), by Category, 2011
Figure 25: Spain Savory Snacks Expenditure Per Household (US$), by Category
Figure 26: Spain Savory Snacks Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 27: Spain Ethnic/traditional Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: Spain Meat Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 29: Spain Nuts & Seeds Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 30: Spain Popcorn Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 31: Spain Potato Chips Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 32: Spain Pretzels Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 33: Spain Processed Snacks Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 34: Spain: People Who Have Switched Retailer for their Savory Snacks Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

COMPANIES MENTIONED

Auchan, Carrefour, Auchan, Carrefour, Miquel
Savory Snacks in Spain US$ 350.00 Jan, 2013 · 34 pages
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Consumer Trends in the Savory Snacks Market in Germany US$ 7,495.00 Apr, 2012 · 111 pages
Consumer Trends in the Savory Snacks Market in the UK US$ 7,495.00 Apr, 2012 · 109 pages

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