Introduction
In the aftermath of one of the most dynamic recessionary periods in history, it is crucial that the FMCG industry recognizes how consumer attitudes and behavioral traits are shifting. These changes are taking place against a back drop of a changing demographic population in the UK and a consumer base whose stated attitudes are not always manifested in actual buying behavior
Features and benefits
* Ensure that new product development, positioning and marketing activities align with the key short and long-term trends influencing consumer behavior
* Recognize the degree of price sensitivity in the UK market and what product attributes can encourage consumers to trade up
* Understand consumer attitude-behavior gaps and why this is, to see where changes need to be made to product/ marketing claims
* Gain key insights into levels of consumer confidence after the recession and emerging trends that are becoming more influential on buying behavior
Highlights
Buying and consumption behavior in a mature alcoholic beverage market has commonly been defined by habit and routine. While this remains true, trends such as an aging society, rising obesity rates and greater focus on obtaining value, means that consumers are becoming particularly attentive to their alcohol consumption patterns.
On a wider scale, issues such as health and ethical claims have become more prominent in the market, being seen as an effective way to differentiate products. However, manufacturers need to be aware that expressed consumer attitudes do not always manifest in buying behavior, and that the effectiveness of these claims need to be monitored closely.
Your key questions answered
* What are the key attitude and behavioral traits influencing shopping habits in the UK?
* What factors encourage consumers to trade-up and what product attributes have little influence on willingness to pay a premium?
* How much do issues such as health claims and ethical marketing actually have on buying behavior?
* Which consumer groups are most likely to trade up when buying alcoholic beverages – and what motivates them to do so?
* How are attitudes towards private label alcoholic beverages changing in the UK?
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