Look Towards A New Future

Apr 4, 2012

2011 Consumer Trends in the Bakery & Cereals Market in France

Marketers in the Bakery & Cereals market in France 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 data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Bakery & Cereals market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
The weak state of the French economy has led consumers to review their consumption of most CPG products, including Bakery & Cereals. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. However, as consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected.

  • Consumer survey data for the following specific categories: Baking Ingredients, Baking Mixes, Bread & Rolls, Cakes, Pastries & Sweet Pies, Cereal Bars, Cereals, Cookies (Sweet Biscuits), Dough Products, Energy Bars, Morning Goods and Savory Biscuits.
  • 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.

France Bakery & Cereals Market

Published: April 2012
No. of Pages: 140
Price: Single User License: US$ 7495     Corporate User License: US$14990


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
  • Over half of consumers of Bakery & Cereals products in France indicate that Indulgence influences their consumption decisions. This is supported by the significant proportions of the value of each Bakery & Cereals category that can also be attributed to Indulgence. Targeting this trend is therefore essential to the success of this market.
  • The population in France is 61% Urban; however the value share of the Cereal Bars market that can be attributed to Urban Dwellers is much higher than this. Cereal Bars are a relatively new introduction to the market and the French are already not great Cereal eaters; it is not surprising that Cereal Bars have not yet breached the traditional Rural French community in any significant way. Marketers should concentrate their efforts on encouraging consumption in the Urban community.
  • Private Label products have a significant presence in the Bakery & Cereals market in France across all categories. In Dough products almost a third of the market is already Private Label. This indicates that the French are comfortable with moving away from nationally known brands and benefit from the value for money that Private Labels bring to the market. Marketers of branded products in some of the more fragmented markets need to differentiate their products in order to stave off competition and not become a target for Private Label brands.