Canadeanhttp://www.canadean.com2015-05-11T11:39:21umbracoLatest information from Canadean.enSpanish brands compete with private label through aggressive pricing, 11 May 2015 00:00:00 GMT label growth in Spain is set to slow down as branded manufactures respond with aggressive pricing and promotional strategies. Canadean investigates how store own brands can make their products stand out on the shelf.

Although the economy in Spain is steadily recovering, seven out of ten Spanish consumers are not feeling confident about the current state of the economy, according to a new survey by Canadean. These feelings of uncertainly and insecurity have led Spanish consumers to look for affordable food and drink products that help them save money. The trend of ‘better value for money’ has been dominating the market in recent years and has created a habit of thrifty spending. Even now, as many consumers have more stable jobs and a better income, they still want to spend wisely.

According to Canadean, private label sales have grown over the past few years. However, this growth will begin to slow as branded manufacturers respond with increased promotional offers. Only one third of Spanish consumers are planning to buy more private label products in the coming year, as price-oriented consumers seek out branded products on promotional offer. The survey finds that 57% of Spaniards look for promotions and discounts, while 49% use vouchers and coupons and 38% use websites to compare different prices at supermarkets. Brands are positioning their goods around affordability and are increasing the number of reductions and sales. Raquel Perez-Lopez, analyst at Canadean, says: “As a consequence, both private and branded manufacturers will suffer due to aggressive discounting. This will not just erode premium credentials of brands, but also mean that consumers focus too much on price and promotion and do not evaluate other product attributes such as health and convenience.”

Private label manufacturers need to emphasise premium credentials 

Promotional branded products and store own brands are often offered at the same price in supermarkets. However, consumers will fall back on known products as they believe that branded products are of better quality. “Private label manufacturers should promote the quality of their goods via clear labelling that states the origin of the product along with the production method. This will encourage consumers to think twice about what product to buy,” adds Perez-Lopez. “Unbranded food and drink products need to stand out on the shelf in order to compete with branded products.”


Supermarket Discount Recut 2

Brands are set to implement aggressive pricing strategies to respond to private label's success.


Editor’s notes

All numbers used in this text are based on a Canadean survey of 2,000 Spain based consumers. 

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

The ‘Big Night In’ in Poland: Dining in on a budget with family and friends‘big-night-in’-in-poland-dining-in-on-a-budget-with-family-and-friends/Thu, 07 May 2015 00:00:00 GMT‘big-night-in’-in-poland-dining-in-on-a-budget-with-family-and-friends/A new Canadean survey shows that Polish consumers enjoy eating out, but are feeling financially challenged. Thus, many consumers opt for the ‘Big Night In’ to socialise with family and friends instead of going out – a trend that looks like a win-win situation for retailers and manufacturers alike. 

Much like consumers across the globe, Polish consumers like to indulge in the luxury of eating out. In fact, Canadean’s 2015 global attitude and behaviour survey reveals that many Polish consumers eat out of the home more than once a week. Especially the young like to dine out, with 44% of 18-24 year olds and 40% 25-34 year olds doing so more than once a week. In comparison, only 30% of 35-44 year olds are eating out at least once a week, and even fewer 45-54 year olds at just 26%. 

The survey also shows that more than half (56%) plan to spend more time socialising with friends over the next year. With respondents who have family, this number rises to seven out of ten. However, 36% of survey participants also say they are not confident in their financial wellbeing over the next twelve months. According to Kirsty Nolan, analyst with Canadean, this is a growing opportunity for FMCG companies: “Polish consumers can be targeted with the ‘Big Night In’ by providing an indulgent experience they can enjoy with family and friends at home without the expenses of dining out.”

Targeting social gatherings with fun and nostalgic sharing 

Food and beverage manufacturers need to offer products that encourage social gatherings. For instance, experimental and fun prepared meals for multiple people and traditional hands-on sharing meals such as large pizzas are sure to be a hit with Polish consumers. Similarly, indulgent snacks and treats such as share bags of potato chips and confectionery will be popular. Such products encourage sharing and togetherness, but also keep washing and cleaning to a minimum.

According to Canadean, 65% of Polish consumers find food that reminds them of their childhood and simpler times appealing. Nostalgic treats will prove popular among older generations who look to share their enjoyment with the family’s younger members. Nolan says: “Positioning is everything in this market. Products for social occasions should be arranged alongside each other on the shelf. Product pairing, promotional meal-deals and shelf displays will all be influential in encouraging consumers to trade their dining out for a big night in.”  


Friends Sharing Pizza

Sharing meals such as large pizzas are sure to be a hit with Polish consumers.



All numbers used in this text are based on Canadean survey of 2,000 Poland based adults.

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

Young Chinese under immense pressure to look good and succeed in life, 05 May 2015 00:00:00 GMT adults in China are under more pressure than ever to be successful and look good, taking more drastic steps to try and achieve the desired image. According to Canadean, industry players should take a more holistic approach towards what constitutes beauty and avoid perpetuating stereotypes.

A new Canadean survey finds that 41% of Chinese consumers feel under pressure to look good, with 78% believing that better looking people have better opportunities in life both personally and professionally. A further 58% believe that society has an increasingly narrow view about what constitutes attractiveness. These responses were most common among younger adults. Michael Hughes, lead analyst at Canadean, says: “Industrialisation in China has opened up many opportunities for a growing middle class, but it has also brought about many challenges – and one in particular is the desire to succeed in life both professionally and personally.”

One-child family system leads to heightened expectations

The one-child family system in China has led to only children receiving a lot of attention from their parents in a time of continued economic growth. This generation is now expected to take advantage of their families’ social advancement and succeed both personally and professionally. Social acceptance and recognition is a big issue for these consumers, as they look to juggle developing a successful career with settling down and starting a family. “The so-called ‘Little Emperor Syndrome’ is leading consumers to feel intense pressure to look good because of their associations with attractiveness and the desire to not only settle down but demonstrate their new found wealth through maximising physical appearance,” says Hughes.

Industry players need to encourage holistic approach to beauty

According to Canadean, industry players should avoid projecting any stereotypes around what constitutes beauty and instead encourage consumers to adopt a more holistic approach, associating beauty with traits such as feeling happy and relaxed. Hughes adds: “Industry players should encourage consumers to adopt a wider view of what constitutes attractiveness. They should advocate feelings of happiness and esteem, as opposed to trying to achieve an image that in reality is neither achievable nor sustainable and not a reflection the true identities of consumers.” 

Asian Girl Looking At Mirror

Four out of ten Chinese consumers feel under pressure to look good.



All numbers used in this text are based on a Canadean survey of 2,000 China based adults.

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

Shorter lunch breaks in Ireland present opportunity for FMCG, 29 Apr 2015 00:00:00 GMT lunch times mean that one out of five Irish consumers skip on lunch almost every day, finds a new global consumer survey by Canadean. However, this presents a great opportunity for FMCG companies which need to bring convenient, tasty and comforting lunch options to the table. 

According to the survey, one in five Irish consumers are skipping lunch almost every day and 44% are skipping their afternoon meal at least twice during the working week. Lunch is supposed to be a staple meal in consumers’ diets, providing a break half way through the day. However, as consumers feel stressed at work and are looking to impress their employers, they often take a quick break or none at all, leaving little time to enjoy food.

Kirsty Nolan, analyst with Canadean, says: “Nowadays, many busy employees who feel under pressure to meet their work commitments grab a quick bite at their desk, if anything at all. Even though this might initially sound like bad news, shorter lunch breaks actually present a huge opportunity for FMCG manufactures to target busy consumers with convenient, fast and exciting options.”

Comfort and relaxation with a fast and tasty lunch option 

To date, manufacturers have been paying a lot of attention to consumers skipping breakfast, with innovators constantly creating the latest on-the-go breakfast solution. According to Canadean, the morning goods category, which includes ready-to-eat baked products such as croissants, pancakes and toaster pastries, had a volume of 4.5 million kilograms in 2014, and is expected to grow at a CAGR of 2.7% over the next five years. Leading players in the market such as Kellogg’s and In-store Bakeries have been providing consumers with the ideal, convenient breakfast solution. Meanwhile, the lunch box has remained much the same since the launch of Pot Noodles in the late 70s and Marks and Spencer’s introduction of pre-packed sandwiches in 1980.

The survey reveals that six out of ten consumers in Ireland agree that convenient food can also be tasty, while roughly the same number (62%) find food appealing that suits their needs for comfort. “These results abolish some barriers that used to stand in the way of convenience food. The strategy to reignite the lunch time might lie in offering consumers a moment of comfort and relaxation with a fast and appetising lunch option.”


Lunch At Work Desk

Many consumers only grab a quick snack at their work desk for lunch.



All numbers used in this text are based on a Canadean survey of 1,000 adults based in Ireland and Canadean Intelligence Center data.

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


Global packaged water consumption to overtake carbonates in 2015, 21 Apr 2015 00:00:00 GMT carbonates have led global soft drinks consumption, but according to Canadean’s latest forecasts, 2015 will see packaged water overtake carbonates. 

A new Canadean report predicts that packaged water will overtake global carbonates consumption, reaching over 233 billion litres in 2015, while carbonates are expected to grow at a slower pace to around 227 billion litres. Back in 2010 the global population consumed only 170 billion litres of packaged water, compared to 215 billion litres of carbonates. Fiona Baillie, analyst at Canadean, says: “The speed at which packaged water is growing is evident. Asia and West Europe already have packaged water consumption levels above those of carbonates and this year East Europe is set to join them.”

Packaged Water Small

Table: Top 10 global packaged water country ranking in terms of volume, 2015F v 2020F (% share)


Emerging countries will be driving global growth 

Canadean’s research also shows that it will be emerging countries that drive this trend in the future, while western countries with traditionally high packaged water consumption will be slipping down the growth rankings. Germany, Italy, France and Spain are forecast to see a compound annual growth rate (CAGR) of merely 1% between 2015 and 2020, compared to 21% in India, 12% in China and 8% in Brazil. However, the US is predicted to keep its second place ranking in terms of volume, as consumers continue to shift to packaged water consumption due to health concerns.

China and India will consume half of additional packaged water

According to the report, China and India are predicted to account for around 50% of the world’s additional packaged water consumption in 2020, consuming a total of around 45 billion litres more than in 2015. “With nearly one-third of the world’s population residing in these countries the impact is significant. Packaged water is often necessary in areas susceptible to flooding or other natural occurrences, as these often lead to water contamination and the spread of diseases,” says Baillie.

Due to higher temperatures and poor piped water infrastructure, ‘on the go’ hydration is becoming a key part of daily life in Asia, with many consumers taking bottles of water with them on their everyday business and travels. “India has seen a strong growth in 100cl bottles in rural markets, as locals perceive them as having good value per serving and being easy to transport.” The expansion of retail in bus terminals and train stations is the key to India’s strong ‘on the go’ consumption. “It assimilates packaged water, namely 100cl bottles, into the process of travelling and establishes it as the norm for all types of consumers,” adds Baillie.


Bottled Water

Global consumption of bottled water will overtake carbonates in 2015.



All numbers used in this text are based on Canadean's report 'Global Beverage Forecasts’ published in March 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

Two in five consumers want to improve bone health with calcium and vitamin D enriched products, 15 Apr 2015 00:00:00 GMT in five British consumers want to improve their bone health, presenting ample opportunity for brands to help prevent or manage this rapidly growing health concern. However, there is still work to be done in convincing consumers of all ages about the importance of calcium and vitamin D.

According to a new Canadean survey, one in three British consumers is concerned about osteoporosis and 41% want to improve their bone health over the next twelve months. This desire is particularly high among consumers aged 55 and over, highlighting a big opportunity for brands to launch products enriched with calcium and vitamin D. Veronika Zhupanova, analyst at Canadean, says: “Awareness of osteoporosis is improving, leading older consumers to keep an eye out for food and drink products designed to help them maintain their bone health.” Canadean intelligence found that 217.3 billion tonnes of dairy and soy products were sold globally in 2014. This number is expected to reach 262.7 billion tonnes in 2019, presenting a lucrative market for enriched dairy products.*

While consumers will turn to products offering extra calcium and vitamin D, brands should also help consumers address other lifestyle factors linked with osteoporosis. Regular exercise is essential, while sunlight is crucial to vitamin D production. For example, Fonterra’s adult milk brand Anlene offered consumers in Malaysia a free bone health check in supermarkets and hypermarkets. “This is a brand going beyond just trying to sell a product, but engaging consumers on a deeper level,” says Zhupanova.

Three million British consumers are affected by osteoporosis

Osteoporosis weakens bones, making them fragile and more likely to break. An estimated three million Britons suffer from osteoporosis, according to the National Osteoporosis Society, including one in two women and one in five men aged 50 and over. This difference between genders is mirrored in consumers’ concern about the diseases; across all ages, only 25% of men are concerned about osteoporosis, compared with 39% of women.

According to Canadean, the importance of increasing awareness of osteoporisis will rise in tandem with the UK’s aging population. “At the moment, 33% of British consumers are concerned about osteoporosis; but this number will rise as more consumers become aware of the importance of improving bone health while they are young in order to prevent problems in future,” Zhupanova adds.


Man Shopping Milk

Middle-aged man shopping for dairy products.



*Global dairy figures are based on the leading 50 dairy markets from across the globe.

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

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

Peruvians looking to combat obesity issues, 14 Apr 2015 00:00:00 GMT Canadean survey shows that nine out of ten Peruvians want to improve their waistline over the next 12 months, while almost half plan to eat smaller portion sizes. However, consumers in Peru are still struggling to maintain a healthy diet, posing a challenge to food and beverage manufacturers.

Canadean’s most recent global consumer survey finds that 60% of Peruvians are still concerned about obesity issues. Joanne Hardman, analyst at Canadean, says: “Due to the rise in urbanisation with over 10 million living in the capital alone, consumers are working better-paid, but also more stressful jobs. This means disposable income is increasing and more money is spent on unhealthy foods and treats to curb feelings of stress and the pressures from everyday life."

Nine out of ten consumers plan to improve their waistline

According to the survey, 91% of consumers in Peru say they are planning to improve their waistline over the next twelve months and 47% plan to eat smaller portion sizes in an attempt to lose weight. However, the research also shows that, due to family and work pressures, 54% are struggling to maintain a healthy diet and to refrain from indulgent treats on a regular basis. “Consumers in Peru assume eating well means cutting out indulgent offerings altogether, eating less regularly and compromising taste for healthier options. Thus the challenge lies not in educating consumers about obesity related illnesses, but rather in encouraging them to adapt their diets to include more healthy ingredients,” says Hardman.

Healthier formulations without compromising on taste

Manufacturers need to promote a wide variety of products that have a healthier formulation, but look, feel and smell identical to their unhealthy counterparts. Hardman says: “Consumers will automatically perceive a product with a ‘light’ label as compromising on taste. Manufactures can overcome this problem by combining ingredients such as protein and fibre with products inherently associated as unhealthy, making healthy eating a more fun and enjoyable experience.” However, the majority of consumers will find it hard to make complete changes to their eating regimes. Therefore, manufactures should encourage gradual changes to enable Peruvians to stick to healthy eating practices.


Peru Obesity

Six out of ten Peruvians are concerned about obesity issues.



All numbers used in this text are based on a Canadean survey of 1,000 Peru-based adults.

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

Could tea thaw the frosty Russian drinks market?, 10 Apr 2015 00:00:00 GMT to persistent international tensions and the rising cost of raw materials, the drinks market in Russia is forecast to suffer a decline in 2015. However, the hot drinks market presents an opportunity, finds new report by Canadean. 

According to the report, the Russian drinks market will lose nearly 1.5 billion litres of volume spread across all categories in 2015. Russia accounts for a third of Eastern Europe’s beverage consumption and is a key export market. The economic hardship and political instability, as well as the declining consumer and industry confidence, are forecast to impact many other nations in the region. In 2015 the Eastern Europe beverages market is expected to see a drop of almost one billion litres, equating to a decline of around 1%.

However, the research also shows that traditional products will witness growth in 2015. Hot tea in particular, will outperform the rest of the beverages market with a comparatively high growth. Michael Wiggins, analyst at Canadean, says: “The hot tea market is showing growth which means that Russians might be returning to old favourites in times of uncertainty.”

 Russia Tea 2

Russia beverages market, 2015F v 2014 (%Chg).


Juice and nectars predicted to experience worst decrease

The Russian juice market will suffer the most with a forecast decline of 30% in 2015. This is having a negative effect on even the major players. For example, PepsiCo plans to close the Ramsenskoe plant and move production to the Lebedyansky site. The nectars market will also contract by over a fifth in 2015. Wiggins says: “Usually, lower cost nectars benefits from a decline in juice as consumers trade down, but in Russia the increase in the cost of raw materials will badly sting both categories.”

Decline in alcoholic drinks due to tough tax regime

Canadean expects beer to decline by 6% in 2015. “The decline in the market will largely be due to the tough tax regime and legislative environment adding to the external factors,” adds Wiggins. Brewers are seeking to manage the current market challenges through cost-cutting measures: Carlsberg has recently announced plans to close two plants, while Baltika Breweries is to shut down plants in Chelyabinsk and Krasnoyarsk.


Russia Tea

Russian girl drinking a hot cup of tea.



All numbers used in this text are based on Canadean's 'Global Beverage Forecasts report' published in March 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

Discounters need to invest in online grocery shopping, 20 Mar 2015 00:00:00 GMT shopping is now at the point where it is a cost-effective way for discounters to target convenience-driven shoppers. However, low-cost online shopping will also be their greatest threat, as Amazon will make its presence felt in the groceries market over the next five years, finds Canadean.

A new Canadean survey shows that 65% of UK consumers shop at discounters for groceries either regularly or occasionally. Moreover, shopping at such outlets is not restricted to consumers in lower-income brackets but is common across all social class groups. This is a reflection of how consumers no longer associate shopping at discounters with a decline in financial wellbeing but a savvy way to make their money go further. At the height of the recession in 2008 and 2009, many shoppers trading down to discounters thought that this would be a temporary arrangement – yet Canadean research shows that 84% of consumers who visited a discounter over 2008-2013 came back after their first visit. Ronan Stafford, senior analyst at Canadean, says: “Pleasantly surprised by the quality on offer, shoppers felt less embarrassed about going to discounters, and were instead proud of knowing where to pick up a bargain.”

Convenience through technology will drive future growth

Online shopping, either as a home delivery service, or as click and collect, has now evolved to the point where it is a viable opportunity for discounters while still minimising costs. The shopper experience of online shopping has improved rapidly over the past ten years, and these services are no longer a drag on profits for the traditional supermarkets that pioneered its use.

A survey conducted by Canadean in January 2015 found that 40% of consumers say they shop online for groceries, with another 14% stating that they would be willing to do so. Discounters miss this large audience currently, and as consumers feel increasingly busy and time-pressed, they will respond strongly to a retailer that is able to provide the best value in their hectic schedules. Stafford says, “Shoppers have responded strongly to the value positioning of discounters, but if they want to continue to grow their market share, discounters will also need to offer convenience. Online technology will be the way to provide convenience while remaining cost-effective.”

Amazon will emerge as biggest threat to discounters 

Amazon has launched subscription-based services in the UK such as Amazon Family and Amazon Subscribe & Save, and their activities in the US show a strong desire to rapidly gain share in the groceries market. Consumers will increasingly look to online technology to help them save on both time and money – and Amazon will want to become the leader in developing profitable online grocery shopping. “Value will remain the most important factor for shoppers, but discounters can’t afford to be left behind in a time when consumers increasingly turn to online shopping,” adds Stafford.

Online Rocery Shopping

Online grocery shopping is a good way for consumers to combine value and convenience.



All numbers used in this text are based on a Canadean survey of 2,000 UK adults, conducted in January 2015. 

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


2015 beverage outlook cautiously optimistic for Western Europe, 18 Mar 2015 00:00:00 GMT estimates beverage consumption in Western Europe to increase by 0.2% in 2015, as lower inflation in key markets will lead to consumers spending more of their disposal income on refreshment.

According to Canadean’s latest Quarterly Beverage Tracker, the final quarter of 2014 brought some welcome news to the West European beverage industry, with full year consumption only declining by a marginal 0.3% due to mild winter weather. Beer saw the first uplift for some years with an increase of nearly 1%, while the rate of decline for soft drinks was less than half a percent. Canadean predicts that overall beverage consumption in West Europe will rise by 0.2% in 2015 -- the best performance since 2011.

Antonella Reda, analyst at Canadean, says: “This could be an indication that low inflation is encouraging consumer to spend more on non-essential purchases. While the uncertain political situation in Russia could have an impact on Western European consumption, and we cannot rule out the risk of deflation, the 2015 outlook for the beverage industry appears to be more optimistic.”

Beverages Performance Chart

West Europe: Commercial Beverage Performance, 2015F vs 2014P (% Change).


Packaged water, iced/rtd coffee drinks among winners 

Canadean predicts energy drinks and iced and ready-to-drink (RTD) coffee drinks to again take on the lead in growth terms, up by around 5% each. New iced/rtd coffee entrants and innovation in the ‘natural energy’ segment, such as Scheckters Organic Energy Drink, are expected to help drive this growth. Packaged water will also grow by an additional 600-700 million litres in 2015, supported by the increasing consumer awareness of health and hydration.

Beer to sustain recovery; cider’s star continues to rise

In the alcoholic drinks market, Canadean forecasts that beer will sustain its 2014 recovery, recording a small 0.3% growth this year. The Spanish on-trade market will notably contribute to this increase, as the lowering of prices to pre-crisis (2008) levels and special offers are successfully boosting demand for beer. Cider’s star will continue to rise in 2015 with growth of around 1%, driven by distribution expansion, line extensions and strong investment in branding by both brewers and traditional cider producers.

Outlook for carbonates, juice and dairy less rosy

The outlook for carbonates is less optimistic, as the category is adapting to a ‘new normal’ of contraction, while juice is now also falling victim to the sugar debate, with 2015 sales expected to drop by around 165 million litres. Similarly, dairy drinks are likely to forfeit around 150 million litres despite falling prices. 

Reda adds: “Value rather than volume growth is increasingly how producers and retailers measure the market dynamic. Investment in niche categories which are in tune with lifestyle trends and offer attractive profit margins, such as functional waters and premium pressed juices, will play an important role in the development of the beverage industry in the coming years.”


Shopping For Beverages

Canadean expects consumers to spend more on beverages in 2015. 



All numbers used in this text are based on Canadean's report 'Quarterly Beverage Tracker Q4-2014,' published in February 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