Canadeanhttp://www.canadean.com2015-08-26T11:33:04umbracoLatest information from Canadean.enValue-conscious Germans can be targeted with decadent bakery & cereals products, 26 Aug 2015 00:00:00 GMT the German economy is growing, value-conscious German consumers are still on the lookout for the best deals in bakery & cereals. To avoid price wars and encourage consumers to trade-up, manufacturers need to more effectively meet consumers’ desire to treat themselves.

According to a new report from Canadean, Germany’s bakery & cereals market – with a volume of 6.4 billion kilos and a value of USD 25.9 billion in 2014 – is forecast to register a CAGR of 1.1% between 2014 and 2019 by volume, and a lower CAGR of -0.5% by value. Despite Germany’s economy being considered stable, value-conscious German consumers are still vastly driven by the desire for best value, which is motivating a fifth (19.8%) of bakery & cereals consumption. “More consumers have turned to retailers such as ALDI and LIDL in the search for value, leaving more premium brands with a challenge to justify higher prices to consumers,” says Veronika Zhupanova, analyst at Canadean.

Indulgence is the reason to trade-up

To avoid a race to the bottom, manufacturers need to justify the price – and they can do this by appealing to the motivator that is more important than price to Germans – the desire to treat themselves. Almost a third of bakery & cereals consumption are motivated by superior taste sensations (31.9%), reflecting how German consumers consider indulgence to be worth trading-up for. This is especially true for cookies, where this desire motivates 40.6% of consumption, as well as for cakes, pastries & sweet pies (36.8%) and savoury biscuits (34.9%). Zhupanova adds: “As consumers prioritise taste above all, manufacturers can target them with decadent flavour combinations, such as breakfast cereals with dark chocolate, sweet pomegranate seeds and savoury nuts.”

Manufacturers should explore cross-promotion

According to the Canadean report, manufacturers should explore cross-promotion meal deals to maximise taste sensations for consumers, such as offering breakfast cereals with flavoured milk, or spicy and hot pastries paired with a sweet carbonated chilled drink, or matching savoury biscuits with certain types of cheese and wine. Zhupanova adds: “Such deals not only make the product more indulgent, but will also help consumers to save costs.”


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Germans are value-conscious when it comes to bakery& cereal products. 

© Sorbis/



All numbers used in this text are based on Canadean's report: 'Consumer and Market Insights: Bakery & Cereals Market in Germany.'

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

Carbonates consumption to hit 1 billion litres in Vietnam this year, 25 Aug 2015 00:00:00 GMT may be curbing their intake of carbonated drinks in many markets, but in Vietnam, soft drinks consumption looks set to break the 1 billion litres barrier in 2015, finds a new report by Canadean. 

The carbonates landscape in Vietnam has been expanding rapidly over the last few years, from 587 million litres in 2010 to 836 million litres in 2014, increasing at a CAGR of 9.2%. This growth is due to a rising population, increasing incomes and the development of an important consumer group – the young urban professional. Erica Shaw, analyst at Canadean, says: “The pace of urbanisation is high and over half the population in Vietnam is under 35 years old, which gives another huge demographic push to the carbonates category.”

Vietnam Carbonates Graph New

Table: Vietnam carbonates consumption, 2010-2015F (Forecast), Source: Canadean. 


Favourable trading conditions for international investment 

Trading conditions are favourable for international investment in Vietnam, with the government recently exempting carbonates from a Special Consumption Tax, which has been applied and increased on other goods, such as cigarettes, beer and spirits. Shaw explains: “The government’s decision against adding a Special Consumption Tax (excise tax) onto carbonated soft drinks gives an extra ‘green light’ for companies wishing to invest in carbonates in Vietnam.”

Enticing new products appeal to young urban consumers

2014 saw the launch of several enticing new products aimed at young urban consumers, including Tropicana Frutz from Suntory PepsiCo Vietnam Beverage. The drink, available in apple and trendy “cocktail” flavours, and packed in a jazzy and easily transportable 33cl PET bottle, taps into the street style culture in Vietnam. Coca-Cola Sabco is also successful in combining international campaigns with local needs. For example its ‘Happiness Truck’ was featured in promotions during Tết, the Vietnamese New Year. “During this holiday, gifts of food and drinks are traditionally exchanged, making it the perfect occasion for promoting soft drinks,” says Shaw.

Carbonates consumption driven by blossoming fast food chains

Even though the Vietnamese market is responding to health awareness, with low calorie options such as Coca-Cola Light proving to be popular, it is regular carbonates which are driving growth at the moment. Furthermore, fast food chains are blossoming in cities, where eating out is increasing along with the improving economy. McDonald's has just entered the market place which will also help carbonates to expand further. “The global giants have an overall dominant influence and set the trends, which the rest of the market has to follow,” adds Shaw. 


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Soft drinks stall in Hoian, Vietnam. © Asia Images/



All numbers used in this text are based on Canadean's report 'Soft Drinks Market Insights 2015 Vietnam,' published in June 2015.

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

Tea still most consumed hot drink in China; but coffee making inroads, 17 Aug 2015 00:00:00 GMT tea has a long history in China and while the hot brew is still the most popular drink in the country, a new report from Canadean finds that coffee is expanding its market share rapidly.

In 2014, the Chinese consumed 1.28 billion kilograms of hot drinks, with hot tea accounting for 82% of the total volume. While hot coffee holds a comparatively small share of the Chinese hot drinks market (5.7%), it will register the highest growth in volume terms between 2014 and 2019 with a CAGR of 15.4%. Hot tea, on the other hand, will only grow at a CAGR of 5.6% over the same period. Overall, hot coffee is forecast to gain market share in China, from 5.7% in 2014 to 8.4% in 2019, while the share of hot tea will decline.

According to Canadean, hot coffee is not only the fastest growing in volume, but also in value terms. The Chinese hot coffee market – worth US$2.1 billion in 2014 – is expected to reach US$4.5 billion by 2019. This means the value of the Chinese coffee market will increase at a CAGR of 16.5%. Tea is forecast to reach a market value of US$27.6 billion by 2019, up from US$16.5 billion in 2014, registering a CAGR of 10.8%. Kirsty Nolan, analyst at Canadean, says: “Although tea is the traditional drink of choice in China, Western coffee culture is taking hold. More Chinese consumers are socialising in sophisticated coffee shops and are trying out the varying tastes and premium nature of coffee.”

Chinese coffee market highly consolidated

Instant coffee accounts for 84% of the coffee market in China, making it the coffee of choice for the average Chinese consumer. Roast and ground coffee together with coffee beans only come up to 16% of the market. Overall, the Chinese coffee market is highly consolidated. Nolan adds: “Despite consolidation in the Chinese coffee market, consumers are still looking for quality and variety. This means that in due course, the market will open up to smaller brands, offering consumers the quality and exclusivity they are seeking from coffee.”


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Coffee is growing more popular in China.



All numbers used in this text are based on Canadean's report 'Consumer and Market Insights: Hot Drinks Market in China.' 

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email


Celebrity endorsements an important factor when consumers choose personal care product, 12 Aug 2015 00:00:00 GMT to a global survey conducted by Canadean, three out of ten consumers in Asia-Pacific (27%) and the Middle East and Africa (30%) find it either important or very important that a personal care product is endorsed by a celebrity. This comes from a strong interest in celebrity culture and the latest fashions and styles in these two regions. 


Celebrity Endorsment

Canadean survey: How important are the following factors when choosing what personal care products to buy? - Whether it is endorsed by a celebrity


This trend is especially visible in the personal care market where a great number of brands are using celebrities to endorse products. “Manufacturers know that celebrities play an important role in people’s lives and offer consumers the chance to create a perceived link between them and the celebrity,” says Safwan Kotwal, analyst at Canadean. 

For example, Kajol, a famous Indian actress, was selected by Olay to be its anti-aging cream brand ambassador. “This was a shrewd move by Olay, choosing a household name to promote the product to middle-aged women. The slogan ‘Join me in the battle against ageing’ gives consumers the connection and makes Kajol someone they can relate to,” says Kotwal.

Social media allows deeper and more intimate connection

A key component in helping to build a connection between celebrities and their fans has been the rise of social media. Websites such as Twitter and Facebook have provided unrivalled access to the lives of celebrities, making people feel more connected and closer to their idols. “This greater connection leaves people aspiring to be like the celebrities, usually through similar consumption trends in terms of fashion and style, or by purchasing products endorsed by the celebrity,” concludes Kotwal. 


Olay Celebrity Endorsment

The famous India actress Kajol is Olay's anti-ageing cream brand ambassador. 



All numbers used in this text are based on the Canadean report: 'Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Connectivity.'

How acts of terrorism affect top tourism destinations, 05 Aug 2015 00:00:00 GMT a new Expert Insight piece, Gillian Kennedy, analyst at Canadean, looks at the effect terrorism has on some of the world’s top destinations, including Tunisia, Egypt and Paris.

In the past year acts of terror have destabilised the tourism sector causing havoc in some of the world’s destination hotspots. The Global Terrorism Index found that nearly 18,000 deaths were caused by terrorism in 2014, a jump of about 60% over the previous year. Whether it is the attacks at the Charlie Hebdo offices in Paris or the violent execution of tourists in Sousse, Tunisia, terrorism can have devastating consequences on tourism flows to a country. According to a Canadean survey, 71% of Britons who are going abroad for holidays this year say that a “low threat of terror attack” was an important factor affecting which country to visit. 

Highlights from the Expert Insight piece by Gillian Kennedy:

  • Due to the recent attacks in Tunisia, fewer British tourists are expected to travel to the country with the forecast figures to fall by 4% this year
  • In the aftermath of the Egyptian revolution in 2011, only 9.6 million visitors arrived in Egypt in 2014, down from 14 million in 2010
  • Terror acts in stable developed countries such as France and UK are unlikely to harm the tourism industry in the long term


Tourism Terrorism


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About the author

Gillian Kennedy Profile Pic

Gillian Kennedy completed her PhD in Middle Eastern Politics at King’s College London in 2014, and has since been working for Canadean’s Travel and Tourism division as a lead analyst for the Middle East and North Africa (MENA). 

For more information

Please get in contact if you have any questions to this or other Canadean surveys. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email


Flexible food packaging to reach 800 billion pack units globally by end of decade, 03 Aug 2015 00:00:00 GMT to a new report by Canadean, an estimated 786,095 million units of flexible packaging will be consumed within global retail food markets in 2018. This means flexible packaging is set to expand its share in the food packaging market even further, reaching 53.1% in the next three years. While glass, metal and paper packaging are slowly falling out of fashion, innovative flexible packaging such as pouches is becoming more popular. The Canadean report finds that the global demand for pouches in the food market will grow by 2,489 million pack units between 2014 and 2017 – a 14.9% increase in the total food pouches market size. Metal, on the other hand, will record the slowest growth in the food packaging market, increasing at a marginal 2,5% CAGR between 2013 and 2018.  

Microwavable pouches to replace tinned products

“Pouches are both lightweight and durable, meaning products can be stored more easily in cupboards, are less likely to get damaged and are lighter to transport. They also provide time-scarce consumers with instant meals and on-the-go snacks,” says Kirsty Nolan, analyst at Canadean. Microwavable pouches, for example, are on the verge of replacing tinned ready-meal products. “The outer plastic layers of microwavable pouches are designed to cool quickly while keeping contents hot, allowing consumers to eat straight from the microwave,” says Nolan.

Campbell is one of the manufacturers that is already capitalising on this trend. The recently released ‘Go Soup’ pouches target the younger, time-scarce generation of food lovers. “The flavours were specifically designed to appeal to more adventurous palettes and the packaging was introduced to compliment the product with a greater volume. The packaging also features a transparent bottom, which allows consumers to assess the contents and its ingredients before purchase,” adds Nolan.

Why are pouches growing so strongly in the packaging market?


  • Reduce costs with lightweight, thin plastic walls and no outer packaging
  • Feature easy-to-open and re-sealable grooves or zips
  • Minimise waste through sustainable and biodegradable material
  • Improve the shelf-life of the product though multiple plastic layers


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Pouches are increasingly popular among consumers.


Campbell Food Pouch

Campbell's 'Go Soup Chicken and Quinoa'



All numbers used in this text are based on the Canadean report: 'Aligning packaging innovation with consumer trends in food - the impact of current and future behaviors in packaging'

*Figures relate to retail packed food items in line with Canadean’s overall food market coverage

Please get in contact if you have any questions to this or other Canadean surveys. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

Mixed flavour juice growing by 100 million litres in troubled global juice market, 29 Jul 2015 00:00:00 GMT recent years consumers have started to favour premium juices with mixed flavours over historically popular single flavours such as orange and apple. Canadean’s latest annual Soft Drinks Market Insight reports find that global sales of orange and apple juice declined by half a billion litres between 2013 and 2014 to under 12 billion litres. This compares with more than 13.5 billion litres of combined global sales only five years ago in 2009. “In many Western markets fewer people have a traditional breakfast meal and more consumers are concerned about the high sugar content of juices. Flavour mixes are providing a much-needed volume boost for struggling juice manufacturers,” says Chris Strong, analyst at Canadean. 

Source: Canadean

         Juice Performance Graph

The research reveals that more exotic and unusual flavour combinations are beginning to emerge, including vegetable juices, blood orange and passionfruit. On a global basis, mixed flavours have grown by a 2% CAGR between 2011 and 2014 compared to a 2% decline for the juice category overall. This translates into a volume rise of around 100 million litres in only three years, from 1.6 to 1.7 billion litres. In the leading North America market the segment recorded almost 8% growth, despite production difficulties due to rising raw material costs and crop shortages. Similar success has been seen in West Europe where mixed flavours rose by 1% in 2014, against a 5% decline for the juice category overall.

HPP and cold-pressed juices meet consumer demand for fresh produce

Together with value-added innovations such as cold-pressed and high-pressure processed (HPP) products, flavour mixes meet growing consumer demand for innovative and high quality beverages. “HPP and cold-pressed juices are particularly interesting for manufacturers. They not only meet consumer demand for fresh products where ingredients and taste have not been impacted by industrial processing, but can also be sold at premium prices,” adds Strong.    

China and India driving mixed-flavour growth in 2015

Flavour mixes are expected to continue their robust performance into 2015, with up and coming markets in Asia, particularly China and India, helping to drive growth due to rising disposable incomes. Since 2011, flavour mixes have increased by nearly 40 million litres in these two countries, reaching a pooled volume of over 81 million litres in 2014, and are expected to grow by a further 14% in 2015. Canadean forecasts mixed flavours to make inroads into the wider juice category globally as well, taking a share of almost 10% by the end of the year.


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Canadean expects mixed flavour juices to continue to record healthy growth.



All numbers used in this text are based on the Canadean's annual Soft Drinks Market Insight reports, published in May/June 2015.

* Juice is defined as 100% pure juice

Please get in contact if you have any questions to this or other Canadeanreports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

Egyptian duty paid cigarettes market in decline as consumers turn to cheap contraband, 20 Jul 2015 00:00:00 GMT Egyptian cigarettes market has been contracting by over 10% since 2008, as consumers turn to cheap contraband cigarettes due to high prices for duty paid cigarettes caused by the political turmoil in 2011.

Canadean expects cigarette sales to drop by 4.8% to 78.5 billion pieces in Egypt by the end of 2015.One of the reasons for this decrease is that the Egyptian cigarettes market has been dramatically affected by illegal and contraband cigarettes in the last few years,” says Sam Allen, analyst at Canadean. Even though smuggling had never been a major issue in the Egyptian market until recently, the effect of two consecutive increases in excise duty in July 2010 and 2011 meant duty paid cigarettes suddenly increased significantly in price due to supply issues. Combined with the economic fallout from the political turmoil in February to April 2011, this changed the Egyptian cigarettes market as consumers began to seek cheaper tobacco options: The total market share of contraband rose from just 0.3% in 2010 to 18.8% in March 2012.  

Per capita consumption to decline by 10% over the next five years

High levels of unemployment, a weak economy and political and social unrest are problems that are expected to persist for some time across Egypt, negatively affecting the cigarette market in the long term. “Overall sales are likely to only recover slowly due to the ongoing high levels of contraband, and further tax increases will only exacerbate the situation,” says Allen. The recent moves made by the government to limit tobacco consumption, as part of its commitment to the FCTC, will also restrict legitimate sales in per capita terms. 

Expanding population means market continues to grow for now 

Despite the Egyptian population expanding by an estimated 18.2% between 2013 and 2023, the cigarette market is forecast to end 2023 only 6.3% above 2013 levels. This means that, even though overall market expansion will remain positive, this is largely due to population growth, not to increasing sales. However, “as recent political issues subside somewhat, and with ongoing efforts made to combat counterfeit tobacco products, legitimate consumption should account for a higher percentage of consumption in coming years as supply issues return to normal,” says Allen.


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Smokers in Egypt turn to cheap contraband as duty paid cigarettes become too expensive.



All numbers used in this text are based on the Canadean report 'Cigarettes in Egypt,' published in July 2015.

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email


Savvy shoppers taking pride in finding private label bargains in the personal care aisle, 16 Jul 2015 00:00:00 GMT thirds of consumers globally say price is an important factor when choosing a personal care product. While private label already caters to this need, manufacturers should also offer good value and promote their products through beauty and lifestyle bloggers.

A recent Canadean survey reveals that 74% of consumers globally find price an important factor when choosing a personal care product, while 56% say promotional offers are important. Moreover, the mindset that cheap private label personal care products are less effective is changing across the globe, with 49% of consumers agreeing or strongly agreeing that discounters and private label offerings are the same as branded products, only packaged differently. “This new generation of savvy shoppers often feels proud about finding a private label bargain in the personal care aisle,” says Joanne Hardman, analyst at Canadean.

Private label needs to be positioned around affordability and value

While private label has traditionally been catering to the low-end market, private label manufactures are now also expanding their ranges to meet the needs of consumers who look for good value. “In order to challenge brands, private label needs to position products as being better or at least as good as branded alternatives,” says Hardman. "Manufacturers need to continue to shift consumer attitude towards a positive image of private label by offering good-value-for-money products that people can trust.” For example, many private labels are offering inexpensive alternatives with a packaging design similar to that of a well-known brand in order to instill brand confidence in consumers and simplify the product choice by providing an obvious comparison.

Bloggers a key element for online competition with brands

Canadean also finds that almost half (49%) of consumers globally agree that they like to buy personal care products that are reflective of their attitudes and opinions in life. This highlights opportunities for private labels to better establish their products in the market by pairing up with popular bloggers and personal care gurus. Hardman says: “Bloggers offer a first-hand opinion of new products and give consumers confidence to explore personal care offerings they may not have thought of trying before. Brands are already successful in this channel, which means that private label needs to catch up with this trend to capture consumer attention and compete in the market.”


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Two thirds of consumers globally say price is an important factor when choosing a personal care product.



All information used in this text are based on the Canadean report 'Private Label Personal Care: Does the shift in consumers’ shopping habits in developed economies mean major brands face a revitalized competition?'

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

Top 5 cheese brands hold less than 10% of global market, 09 Jul 2015 00:00:00 GMT global cheese market is growing strongly, driven by emerging countries such as Brazil, where cheese consumption is expected to triple in less than a decade. However, the top five global brands hold less than 10% of the market.

According to Canadean’s research, the global value of cheese stood at US$216.3 billion in 2014 and is expected to reach US$237.2 billion in 2019. However, the global cheese market is also highly fragmented, with the top five brands – Kraft, Philadelphia, President, Sargento and Galbani – holding less than 10% of the combined market share. "With rising competition, top players in the market are building unique strategies, such as new product traits and uses, to differentiate themselves from other brands," says Dhara Badiani, analyst at Canadean.

Western food such as pizza on the rise in emerging markets

The growing population in countries such as Brazil, China and India with increasing disposable income means that consumers spend more on processed foods including cheese. “Western foods such as pizza, pasta and sandwiches have become more popular in many emerging markets in recent year,” says Badiani. Simultaneously, the rapid growth of modern retail formats and fast food chains in emerging markets are driving both retail and on-trade sales of cheese. "Hypermarkets and supermarkets are the leading retailer channel for cheese in emerging markets, as they offer a wide range of cheese including multi-brand, private label and specialty products," Badiani argues.

Cheese consumption in Brazil to triple in less than a decade

The report also finds that the Brazilian cheese market is one of fastest growing globally. While the average Brazilian only consumed 3.4 kilograms of cheese in 2009, per capita consumption has increased to 5.4 kilograms in 2014, and is expected to grow to 8.6 kilograms in 2019. Brazil – already the fifth largest cheese market in volumes terms in the world today – will continue to move up in the global ranking to reach third place in 2019. This means, in less than five years, the volume of the Brazilian cheese market will be the same size as the French market (approx. 1.8 billion kilograms).


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The global cheese market was valued at more than 216 billion in 2014. 



All numbers used in this text are based on the Canadean report 'Global Cheese Market,' published in June 2015.

Please get in contact if you have any questions to this or other Canadean reports Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email