Edeka Germany: Consumer Profile

Synopsis

Edeka Germany: Consumer Profile is the result of Canadean’s extensive online consumer survey Edeka in Germany, presenting uniquely detailed data on Edeka’s end-consumers. It provides retailer profiles for both Main and Occasional consumers (determined by the share of their goods coming from this retailer) covering over 25 individual consumer groups, and retailer share at product category level.

Introduction and Landscape

Why was the report written?

While shopper and store audit data provide the picture of what’s happening in store, this report focuses on providing data on the final consumers of products from Edeka. Therefore, this report provides a different view from both loyalty card and shopper data in order to help complete a total understanding of the consumer base and improve decision making.

What is the current market landscape and what is changing?

Understanding the consumer audience is key and increasingly this means not just understanding the shoppers in store, but also who they are purchasing for. This broader view of who their customers are allows retailers to make more informed strategic decisions.

What are the key drivers behind recent market changes?

The effects of the global recession and the following recovery have led consumers to closely examine their choice of retailer and products purchased. While the effects have varied country by country, no retailer has been left totally untouched and this has created a need for retailers to understand who their end-consumer audience is.

What makes this report unique and essential to read?

The report provides valuable, hard to obtain, consumer-survey based, data on Edeka in Germany, showing who its end-customers are and how well the retailer is performing overall (as measured by category share). By focusing on end-consumers and not in-store shoppers, the report provides a different perspective compared to other types of data, helping retailers to identify which consumer groups they want to compete for in the future.

Key Features and Benefits

• The report profiles Edeka’s end-consumers and covers over 25 consumer groups of both Main and Occasional users (determined by the share of their goods coming from this retailer).
• Market shares by category show how Edeka is performing in product categories across the Consumer Packaged Goods industry.

Table of Contents

1 Introduction
1.1 What is this Report About?
1.2 Scope
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
1.4 Definitions
1.4.1 Consumer Trends and Reasons for Retailer Choice
1.4.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.4.3 End Consumers
1.4.4 Volume Units and Aggregations
1.4.5 Population Profiles (for interpretation of tables and charts)

2 Retailer Loyalty Profiles
2.1 Consumer Group Loyalty - Main and Occasional Users
2.1.1 By Age
2.1.2 By Gender
2.1.3 By Urban and Rural Dwellers
2.1.4 By Education Level
2.1.5 By Wealth Group
2.1.6 By Busy Lives
2.2 Customer Profile: Main Users compared to the Overall Population
2.2.1 By Age
2.2.2 By Gender
2.2.3 By Urban and Rural Dwellers
2.2.4 By Education Level
2.2.5 By Wealth Group
2.2.6 By Busy Lives
2.3 Customer Profile: Occasional Users compared to the Overall Population
2.3.1 By Age
2.3.2 By Gender
2.3.3 By Urban and Rural Dwellers
2.3.4 By Education Level
2.3.5 By Wealth Group
2.3.6 By Busy Lives

3 CPG Volume Share
3.1 Market Share by Volume - Overall
3.1.1 Alcoholic Drinks - Off-trade Drinks only
3.1.2 Food
3.2 Market Share by Volume
3.2.1 Alcoholic Drinks - Off-trade Drinks only
3.2.2 Beverages - Off-trade Drinks only
3.2.3 Food
3.2.4 Health & Beauty

4 Appendix
4.1 About Canadean
4.2 Disclaimer

List of Tables

Table 1: Food Volume Units
Table 2: Alcoholic Drinks Volume Units
Table 3: Non-Alcoholic Drinks Volume Units
Table 4: Personal Care Volume Units
Table 5: Germany Survey Respondent Profile (weighted), 2011
Table 6: Edeka Germany:Survey-trackedTotal Beer, Cider & Pre-mixed Spirits (Off-trade Drinks only) Volume % Share, 2011
Table 7: Edeka Germany:Survey-trackedTotal Spirits (Off-trade Drinks only) Volume % Share, 2011
Table 8: Edeka Germany:Survey-trackedTotal Wine (Off-trade Drinks only) Volume % Share, 2011
Table 9: Edeka Germany:Survey-trackedTotal Hot Drinks (Off-trade Drinks only) Volume % Share, 2011
Table 10: Edeka Germany:Survey-trackedTotal Soft Drinks (Off-trade Drinks only) Volume % Share, 2011
Table 11: Edeka Germany:Survey-trackedTotal Bakery & Cereals Volume % Share, 2011
Table 12: Edeka Germany:Survey-trackedTotal Chilled & Deli Foods Volume % Share, 2011
Table 13: Edeka Germany:Survey-trackedTotal Confectionery Volume % Share, 2011
Table 14: Edeka Germany:Survey-trackedTotal Dairy Volume % Share, 2011
Table 15: Edeka Germany:Survey-trackedTotal Fish & Seafood Volume % Share, 2011
Table 16: Edeka Germany:Survey-trackedTotal Ice Cream Volume % Share, 2011
Table 17: Edeka Germany:Survey-trackedTotal Meat Volume % Share, 2011
Table 18: Edeka Germany:Survey-trackedTotal Oils & Fats Volume % Share, 2011
Table 19: Edeka Germany:Survey-trackedTotal Pasta & Noodles Volume % Share, 2011
Table 20: Edeka Germany:Survey-trackedTotal Prepared Meals Volume % Share, 2011
Table 21: Edeka Germany:Survey-trackedTotal Savory Snacks Volume % Share, 2011
Table 22: Edeka Germany:Survey-trackedTotal Seasonings, Dressings & Sauces Volume % Share, 2011
Table 23: Edeka Germany:Survey-trackedTotal Soup Volume % Share, 2011
Table 24: Edeka Germany:Survey-trackedTotal Soy Products Volume % Share, 2011
Table 25: Edeka Germany:Survey-trackedTotal Syrups & Spreads Volume % Share, 2011
Table 26: Edeka Germany:Survey-trackedTotal Feminine Care Volume % Share, 2011
Table 27: Edeka Germany:Survey-trackedTotal Fragrances Volume % Share, 2011
Table 28: Edeka Germany:Survey-trackedTotal Haircare Volume % Share, 2011
Table 29: Edeka Germany:Survey-trackedTotal Make-up Volume % Share, 2011
Table 30: Edeka Germany:Survey-trackedTotal Men's Toiletries Volume % Share, 2011
Table 31: Edeka Germany:Survey-trackedTotal Oral Hygiene Volume % Share, 2011
Table 32: Edeka Germany:Survey-trackedTotal Personal Hygiene Volume % Share, 2011
Table 33: Edeka Germany:Survey-trackedTotal Skincare Volume % Share, 2011
Table 34: Edeka Germany:Survey-trackedTotal Suncare Volume % Share, 2011

List of Figures

Figure 1: Overall Consumer Panel Report Methodology
Figure 2: Edeka Germany Survey Results: Main & Occasional Users, by Age (%), 2011Methodology
Figure 3: Edeka Germany Survey Results: Main & Occasional Users, by Gender (%), 2011Methodology
Figure 4: Edeka Germany Survey Results: Main & Occasional Users, by Urban and Rural Dwellers (%), 2011Methodology
Figure 5: Edeka Germany Survey Results: Main & Occasional Users, by Education Level (%), 2011Methodology
Figure 6: Edeka Germany Survey Results: Main & Occasional Users, by Wealth Group (%), 2011Methodology
Figure 7: Edeka Germany Survey Results: Main & Occasional Users, by Busy Lives (%), 2011Methodology
Figure 8: Edeka Germany Survey Results : Customer Profile Main Users, by Age (%), 2011Methodology
Figure 9: Edeka Germany Survey Results: Main Users, Percentage Variation To Overall Population, by Age, 2011Methodology
Figure 10: Edeka Germany Survey Results : Customer Profile Main Users, by Gender (%), 2011Methodology
Figure 11: Edeka Germany Survey Results: Main Users, Percentage Variation To Overall Population, by Gender, 2011Methodology
Figure 12: Edeka Germany Survey Results : Customer Profile Main Users, by Urban and Rural Dwellers (%), 2011Methodology
Figure 13: Edeka Germany Survey Results: Main Users, Percentage Variation To Overall Population, by Urban and Rural Dwellers, 2011Methodology
Figure 14: Edeka Germany Survey Results : Customer Profile Main Users, by Education Level (%), 2011Methodology
Figure 15: Edeka Germany Survey Results: Main Users, Percentage Variation To Overall Population, by Education Level, 2011Methodology
Figure 16: Edeka Germany Survey Results : Customer Profile Main Users, by Wealth Group (%), 2011Methodology
Figure 17: Edeka Germany Survey Results: Main Users, Percentage Variation To Overall Population, by Wealth Group, 2011Methodology
Figure 18: Edeka Germany Survey Results : Customer Profile Main Users, by Busy Lives (%), 2011Methodology
Figure 19: Edeka Germany Survey Results: Main Users, Percentage Variation To Overall Population, by Busy Lives, 2011Methodology
Figure 20: Edeka  Germany Survey Results: Customer Profile Occasional Users, by Age (%), 2011Methodology
Figure 21: Edeka Germany Survey Results: Occasional Users, Percentage Variation to Overall Population, by Age, 2011Methodology
Figure 22: Edeka  Germany Survey Results: Customer Profile Occasional Users, by Gender (%), 2011Methodology
Figure 23: Edeka Germany Survey Results: Occasional Users, Percentage Variation to Overall Population, by Gender, 2011Methodology
Figure 24: Edeka  Germany Survey Results: Customer Profile Occasional Users, by Urban and Rural Dwellers (%), 2011Methodology
Figure 25: Edeka Germany Survey Results: Occasional Users, Percentage Variation to Overall Population, by Urban and Rural Dwellers, 2011Methodology
Figure 26: Edeka  Germany Survey Results: Customer Profile Occasional Users, by Education Level (%), 2011Methodology
Figure 27: Edeka Germany Survey Results: Occasional Users, Percentage Variation to Overall Population, by Education Level, 2011Methodology
Figure 28: Edeka  Germany Survey Results: Customer Profile Occasional Users, by Wealth Group (%), 2011Methodology
Figure 29: Edeka Germany Survey Results: Occasional Users, Percentage Variation to Overall Population, by Wealth Group, 2011Methodology
Figure 30: Edeka  Germany Survey Results: Customer Profile Occasional Users, by Busy Lives (%), 2011Methodology
Figure 31: Edeka Germany Survey Results: Occasional Users, Percentage Variation to Overall Population, by Busy Lives, 2011Methodology
Figure 32: Edeka Germany:Survey-trackedAlcoholic Drinks (Off-trade Drinks only) Market % Share, by Volume, 2011Methodology
Figure 33: Edeka Germany:Survey-trackedFood Market % Share, by Volume, 2011Methodology