About this report
 
European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.
 

 
They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.
 

 
By the end of 2003, over 35 fmcg sector titles will be available, ranging from 'Beer' and 'Snack Foods' to 'Haircare' and 'Fabric Care'. Every title includes five, market-specific reports, investigating that sector in France, Germany, Italy, Spain and the UK.
 

 
Each report contains comprehensive analysis into:
 

 
Market sizes
 
Market trends
 
Leading manufacturers
 
Consumer trends
 
Sales forecasts
 
This unique level of coverage ensure that your R&D, category management and marketing teams have both an holistic understanding of the sector and a valuable insight into local sector trends and consumer habits. This research is relevant at any level of the decision making process, whether it be the initial developmental stages or the later brand building exercises.
 

 
Should you wish to order more than one market report, please call the above number to discuss potential multiple-purchase discounts.
 

 

Contents
 

 
Introduction
 

 
Definition
 
Abbreviations
 
Executive Summary
 
Lower consumption, but still showing growth
 
In perspective
 
Socio-economic changes shift demand
 
Health concerns impinge on consumer awareness
 
Fresh portions and new processed products drive the market
 
Discounters strengthen their position
 
Wiesenhof is market leader
 
Germans still eat less poultry than their European neighbours
 
Convenience food will do well
 
Market Drivers
 
Eating habits in Germany
 
Changes in attitudes shift spending to convenience products
 
Growth of vegetarianism
 
Fluctuating economy affects sales
 
Figure 1: Trends in German PDI and consumer expenditure, at current and constant prices, 1998-2003
 
Imports, a mixed blessing, may force prices down
 
Ethical concerns give mainstream suppliers headaches
 
Food scares
 
Figure 2: Attitudes towards food scares, by country, 2000-03
 
Organic food also affected by food scares
 
Older Germans stick to their pork, while the young may switch away from meat entirely
 
Figure 3: Trends in German population, by age, 1999-2003
 
Figure 4: Purchase levels by family status, 2003
 
Shift to smaller households also changes demand…
 
Figure 5: Trends in German household size, 1998-2002
 
Market Size and Trends
 
Figure 6: German retail value sales of poultry, at current and constant prices, 1999-2004
 
Chicken is the market leader
 
Figure 7: German retail value sales of poultry, by type, 2002-04
 
Figure 8: German retail value sales of poultry, primary and further processed, 2002-04
 
Figure 9: German retail sales of primary poultry, fresh vs frozen, 2002-04
 
Market Segmentation
 

 
Chicken
 
Figure 10: German retail sales of primary chicken*, by volume and value, 1999-2004
 
Figure 11: German retail value sales of chicken, by type, 2002-04
 
Chicken – whole birds and portions
 
Figure 12: Germany retail value sales of chicken: whole birds and portions, fresh and frozen, 2002-04
 
Chicken – further processed
 
Turkey
 
Figure 13: German retail value sales of primary turkey*, 1999-04
 
Figure 14: German retail value sales of turkey, by type, 2002-04
 
Turkey – whole birds and portions
 
Figure 15: German retail value sales of primary turkey, fresh and frozen, 2002-04
 
Further processed
 
Other poultry
 
Figure 16: German retail value sales of other poultry, 2002-04
 
Figure 17: German retail value sales of other poultry, by type, 2002-03
 
Distribution
 
Discounters gain ground fast
 
Figure 18: German retail value sales of fresh chicken, whole and portions, by outlet, 2002-04
 
Figure 19: German retail value sales of fresh turkey, whole and portions, by outlet, 2002-04
 
Figure 20: German retail value sales of frozen chicken, whole and portions, by outlet, 2002-04
 
Figure 21: German retail value sales of frozen turkey, whole and portions, by outlet, 2002-04
 
Figure 22: German retail value sales of further processed poultry, by outlet, 2004
 
Varying response from existing retailers
 
Trading base
 
Figure 23: Germany: Food retail outlet numbers, by store size, 1995, 2000 and 2002
 
The Supply Structure
 

 
Manufacturers shares
 
Figure 24: Manufacturer shares in the German poultry market, 2003
 
Companies and brands
 
Wiesenhof Geflügel-Kontor GmbH (PHW Group)
 
Velisco (Nölke GmbH & Co KG)
 
Gebr. Stolle GmbH & Co KG
 
Friki GmbH
 
New Product Development
 

 
New product launches
 
The Consumer
 

 
Figure 25: Purchase of fresh and frozen poultry in last week, 2003
 
Purchase of poultry and other meats
 
Figure 26: Trends in purchase of meat and fish, 2002 and 2003
 
Figure 27: Purchase of frozen and fresh poultry in last week, by gender and age, 2003
 
Figure 28: Purchase of frozen and fresh poultry in last week, by income and working status, 2003
 
Figure 29: Purchase of frozen and fresh poultry in last week, by region, 2003
 
Figure 30: Purchase of frozen and fresh poultry in last week, by presence of children and household size, 2003
 
Frozen poultry
 
Figure 31: Expenditure on frozen poultry in last week, by country, 2003
 
Figure 32: Expenditure on frozen poultry in last week, by gender and age, 2003
 
Figure 33: Expenditure on frozen poultry in last week, by income and working status, 2003
 
Figure 34: Expenditure on frozen poultry in last week, by region, 2003
 
Figure 35: Expenditure on frozen poultry in last week, by presence of children and household size, 2003
 
Fresh poultry
 
Figure 36: Expenditure on fresh poultry in last week, by country, 2003
 
Figure 37: Expenditure on fresh poultry in last week, by gender and age, 2003
 
Figure 38: Expenditure on fresh poultry in last week, by income and working status, 2003
 
Figure 39: Expenditure on fresh poultry in last week, by region, 2003
 
Figure 40: Expenditure on fresh poultry in last week, by presence of children and household size, 2003
 
Eating habits of poultry buyers
 
Attitudes towards meals and cooking
 
Figure 41: Attitudes towards meals and cooking, by expenditure on fresh poultry in last week, 2003
 
Figure 42: Attitudes towards meals and cooking, by expenditure on frozen poultry in last week, 2003
 
Attitudes towards frozen food
 
Figure 43: Attitudes towards frozen food, by main shoppers who spent €11 or more on frozen poultry, by country, 2003
 
Figure 44: Attitudes towards frozen food, by expenditure on frozen poultry in last week, 2003
 
Figure 45: Attitudes towards frozen food, by expenditure on fresh poultry in last week, 2003
 
Attitudes towards food contents and food scares
 
Figure 46: Attitudes towards GM, free-range and organic food, by shoppers who spent €11 or more on fresh poultry, by country, 2003
 
Figure 47: Attitudes towards food contents and food scares, by expenditure on fresh poultry in last week, 2003
 
Figure 48: Attitudes towards food contents and food scares, by expenditure on frozen poultry in last week, 2003
 
Purchasing fresh and frozen poultry
 
Figure 49: Place of purchasing frozen and fresh poultry products, by outlet type, 2003
 
Mintel European Target Groups
 
Figure 50: Expenditure on fresh and frozen poultry, by Mintel’s target groups, 2003
 
Prospects
 
Much potential to expand the consumer base
 
High unemployment levels will also restrain growth
 
Poultry convenience lines will grow faster
 
Discounters will make ground, and dent the strength of big brands…
 
…and self service is set to become more widespread
 
Forecast
 
The Post-BSE era
 
Figure 51: Forecast for retail value sales of poultry in Germany, 2004-09
 
Slowly working its way to €3.5 billion
 
Further processed maintains the sector
 
Primary chicken holds on
 
Turkey to take a basting
 
Older profile may help