GfK Panel Data Analysis of meat consumption

Summary

This short report represents a summary of the analysis conducted so far on the GfK Panel Data. The focus was on the main three types of raw meat: chicken, pork, beef, as well as three categories of processed food products: liver paste, cold cuts and sausages. The aim was to look at the market indicators for each one of the six sub-categories, out of which market share and penetration were considered to be the most important. Besides these two indicators, I also included some extra calculations for each category, which can be analysed further and more in-depth if needed.
One of the desired outcomes of the analyses was to identify companies and brands that were successful in each sub-category. Unfortunately, due to the generally low market shares of the organic products, the number of options was limited. Beef and pork were two categories where no brands were registered in the original product and sales Files. In the chicken category there was only one brand registered between 2006 and 2010, however, the market shares were extremely low for this category. There were only one or two households buying organic chicken products. The processed meat sub-categories both had a few companies registered. However, the diversity isn’t large. Still, it is good to notice that in the three sub-categories there were two companies that were most present: Farre Food and Hanegal.
Market shares were generally low for all six sub-categories. Organic beef, pork and liver paste were the only categories to reach market shares of over 1%, while organic chicken had the lowest market shares of all. The trends were generally fluctuating over time. The highest market shares for liver paste, pork, chicken and beef were registered in 2007. All these four categories had much lower market shares in 2009, but it is interesting to notice that in the same year, organic cold cuts and sausages registered the highest market shares. Except for chicken, all market shares dropped in 2010 compared to 2009.
Penetration levels had a clear descending trend for organic beef and liver paste, whereas for the other subcategories the levels fluctuated. Organic chicken and sausage generally had an ascending trend, while organic pork and cold cuts usually had descending trends in penetration levels. The highest penetration rates were registered in 2006 for liver paste, beef and cold cuts and in 2008 for sausages, chicken and pork. Out of all the six sub-categories that were analysed, organic beef has had the highest market shares and highest penetration rates, even though the figures were lower and lower every year.
Regarding the average price paid/100 gr of meat products, we notice that in the organic category there is more fluctuation than in the conventional category, meaning that the price of organic products varies more between years. According to the analysis, the price difference between the organic and the conventional options in a sub-category is clearly notices in the processed meat category, but it is not as well defined for chicken, pork and beef.
There are some limitations regarding the analysis of the panel data. On the one hand, these are due to the fact that there are some incompatibilities between the product file and the sales file regarding the identification of products as being organic or not. On the other hand, some of the products were registered as “unknown”, meaning that they are neither analysed as being organic, nor as being conventional, but as being a separate category. It is considered however that due to the fact that the results of the analysis are so small, the correction of these errors would not change the numbers significantly.