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SymphonyIRI Group Reveals FMCG Retail Trends Across Europe
9 November 2011
 
 –
SymphonyIRI Group, a provider of consultancy, market measurement
and shopper insights to the world‟s leading fast moving consumer goods (FMCG) retailers
and manufacturers, has launched its regular quarterly analysis to provide key retail trends,with insights into the most popular categories across Europe.The
Pulse 
reports include comparable sales figures, category shares, winning and losingcategories in each country with an analysis of impacting factors. The results of the researchindicate the effects of pricing, promotion and innovation, plus the pressure of private labelson national brands.Some of the key findings include:
•
The impact of the financial crisis has seen people return to preparing meals in thehome, with a growth in convenience frozen ready meals, mainly snacks such aspizza. Frozen food experienced good growth across Europe, up +2.4% (although aslight reduction in growth in UK compared to last year, -0.2%). Ice-cream salesincreased during this period due to the unusual warm spring acrossEurope. Germany and UK account for 54% of the value share of frozen food. The top3 sub categories increase their dominance: ready meals, Ice cream and frozen fish.(Frozen Food Pulse Q2 2011);
 
Our research shows that Europe loves its cats. Europeans increased their spendingby 53 million euros on cat food. Dog snacks and treats are increasingly importantand significant and private label is growing across most of the markets, although theappeal of private labels in the UK has diminished as branded promotions now sharea similar price point. (Pet Pulse Q2 2011);
•
The Ambient category (baked products/shelf stable products/dried foods/snacks etc),shows a growth in value sales in all countries, but growth is behind the total growth ofthe market. The economic outlook seems to provide a fertile soil for private label.Even more so if innovation stays at a low level. Crisps and Snacks is the big winner
 
due to heavy promotions, base price increases and a lot of innovation. It‟s followed
by sweet and savoury biscuits (especially in UK). (Ambient Pulse Q2 2011);
•
Globally the Household category is stable with only +0.2% of growth in value over theyear. Cleaning and detergents are the two categories suffering pan-Europeandecline, despite increased levels of promotions, while Italy and Spain are the 2 keydrivers. Paper disposables, such as toilet paper and kitchen rolls, is the categorywith the highest value sales growth, with UK, France and Spain having the highestcontribution. Due to a global shortage of paper pulp there have been significant andunprecedented increases in the cost of raw materials, which is the basis of verypositive cross country sales growth. (Household Pulse Q2 2011).Paul Crick, VP, International Consulting Group, comments on the re
sults, “The research
mirrors what we are seeing across the economy, country by country. The current financialcrisis means that shoppers across Europe need to be mindful of the household budget. Allconsumers are being cautious about the way that they spend their income. They recognisevalue for money and manufacturers and retailers need to be even more aware of this thanthey are today and respond accordingly.
“The research within these reports provides a level of detail that, when analysed, will enable
brands and retailers to begin to develop a more granular approach to their pricing andpromotional strategies, as opposed to taking a proposition to market that does not provide
the consumer with sufficient relevance and value. It‟s not good enough just to say „we‟re bigand we have a big brand‟ anymore. Shoppers are smarter than that.”
 If you would like to receive a copy of the SymphonyIRI Group Pulse Reports, please emailTeresa@eurekacomms.co.uk,or downloadfromhttp://www.symphonyiri.eu/Insights/PulseReports/tabid/271/Default.aspx.  SymphonyIRI Category Experts can also provide insights and deeper trends if you arewriting features on any of these categories or more generally on food and non food FMCGindustry and retail.
About the
Pulse 
Reports
Pulse 
 
reports are developed by SymphonyIRI‟s
Category Experts who have unique anddeep expertise of their category across countries. Trends are built from sales data collected
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