Frequently Asked Questions

See also: Methodology

Question: Who is Food for Thought (FFT)?
All information available in the About Us page.
Question: What does FFT market data cover?
Demand data refer to all products sold for final human consumption in retail, foodservice and artisanal markets (own-produced for own sale, e.g. independent bakers), thus excluding industrial and intermediate consumption, and auto-consumption.
Value is calculated at blended retail and foodservice buy-in prices.
Question: What data tables do you provide?
Several standard demand and supply tables are provided:
All Data Available (5000+ complete reports available here)
TOTAL MARKET BY VOLUME
TOTAL MARKET BY VALUE
RETAIL / FOODSERVICE MARKET BY VOLUME
RETAIL / FOODSERVICE MARKET BY VALUE
COMPANY MARKET SHARES BY PRODUCT MARKET
COMPANY MARKET SHARES BY COMPANY
MAJOR BRANDS AND WHO OWNS WHOM
STRATEGIC COMPANY PROFILES
MAJOR BRANDS AND "WHO OWNS WHOM" BY UHC

> More information and samples here.
Question: What do FFT company market shares cover?
Food for Thought systematically provides a strategic picture of the entire food and drink market you are interested in. Hence the company market shares presented concern the entire food and drink market including retail, foodservice, and even artisanal (i.e. "own-produced for own sale", e.g. independent bakers). Consequently, market shares attributed by FFT to companies are frequently lower than seen elsewhere (see also next FAQ).
A classic exemple is ice cream in Italy, where company market shares commonly quoted in the trade press generally refer to major retail, ignoring the very sizeable Mom & Pop ice cream parlors so popular in Italy.
Please note as well that the sheer number of companies quoted often reduces the market shares available to each player as compared to other publications listing fewer companies.
Question: Why do the company market shares appear too low?
Typically, market reports will quote market shares for about 5 companies, attributing the difference to "All Other Companies". The FFT database, building on over ten years of cumulative data research, frequently quotes 20 or more companies for any given country and product market. The consequence is that the "All Other Companies" share in the FFT database is much greater than in most other studies and publications. This compresses the remaining market share available to the leading companies. After all, you cannot attribute more than 100% !
Question: What currencies are used?
All market data tables can be presented, at your choice, either in Euros or US Dollars. A local currency equivalent for the last data year presented is also provided systematically. (For your information, all the initial gathering of data is done in local currencies).
Question: How are growth rates calculated?
The five-year growth rates presented apply full 6-year exponential regression curve analysis.
Question: Definitions
BRANDED
Refers to all manufacturers Branded Goods, particularly in retail (there are very few recognised brands in foodservice).
UNBRANDED:
Unbranded goods, essentially fresh products like fresh vegetables, fresh fruit, fresh meat, etc.
ARTISANAL:
Own-produced for own sale (e.g. independent bakers, considered here as a single competitive entity/company).
OWN LABEL:
Distributors' Brands e.g. supermarket brands (i.e. not manufacturers' brands).
OWN LABEL IN TOTAL:
Food for Thought market data usually relates to the total market, including retail and foodservice, and consequently the intial total "own label" share in our tables ensures our branded and unbranded, artisanal, and own label add up to 100% of this total market.
OWN LABEL IN RETAIL:
In usual food & drink industry practice, Own Label refers to the retail market only, and hence own label shares are usually quoted as a percentage of the retail market. For convenience to FFT clients, FFT therefore also provides the own label share as a percentage of retail.
Question: Currency codes?
Austria: Euro (EUR) - Belgium / Luxembourg: Euro (EUR) - Bulgaria: Leva (BGL) - Canada: C. Dollars (CAD) - Czech Republic: Koruny (CZK) - Denmark: Kroner (DKK) - Finland: Euro (EUR) - France: Euro (EUR) - Germany: Euro (EUR) - Greece: Euro (EUR) - Hungary: Forint (HUF) - Ireland/Eire: Euro (EUR) - Italy: Euro (EUR) - Mexico: Pesos (MXN) - Netherlands: Euro (EUR) - Norway: Kroner (NOK) - Poland: Zlotych (PLN) - Portugal: Euro (EUR) - Romania: Lei (ROL) - Slovakia: Koruny (EUR) - Spain: Euro (EUR) - Sweden: Kronor (SEK) - Switzerland: S. Francs (CHF) - United Kingdom: Pounds (GBP) - United States: US Dollars (USD)
Question: How do I view the data tables I have received?
All the files we delivered to you are PDF files, the industry standard provided by Adobe. They are readable with Acrobat Reader, that you can download easily here.
Bookmarks: one feature are the bookmarks in the column at the left of the PDF tables shown on your screen. By clicking the little arrows, these open-up to show the content of your report. Clicking any item takes you straight to the table you want.
Note: All reports are also provided in Excel.
Question: Sample tables: is what you see what you get ?
Please contact us for free samples of our reports