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New Developments in Global Consumer Trends
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306 pages | |||||||||||
| Inhalt der Studie: |
This report based on a vast array of primary and secondary research provides a comprehensive snapshot of global consumer behavior. Structured around Datamonitor's well-established mega-trends fram.....
This report based on a vast array of primary and secondary research provides a comprehensive snapshot of global consumer behavior. Structured around Datamonitor's well-established mega-trends framework, it offers added clarity, new detailed insight, future trend predictions and intuitive recommendations for marketing and product development. Report Highlights Industry executives surveyed globally believe that health is the most important mega-trend influencing their business today. Changes in consumer values and behavior have been profound; 76% of European and US citizens overall are "conscious of health and wellness issues on a daily basis". Going forward, the trend will only increase in significance. Consumer preferences are often counter-intuitive leading to a scenario of trends and counter trends. On one level, shoppers are more experimental and value customized choice. But 'choice paralysis' means consumers are simplifying shopping by downsizing the subset of brands in their 'consideration set' of product choices. Ethical consumerism will continue to migrate away from a small minority of consumers towards the mainstream. Consumers will increasingly expect brands to show they are responsible in the public domain whether contributing to the local community, divulging the means of sourcing, or offering a responsible consumer buying choice. [Studien Infos ausblenden] |
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CHAPTER 1 EXECUTIVE SUMMARY 3 Introduction 3 The future decoded 3 Health concerns are gaining momentum and increasing in scope 4 Connectivity: consumers desire an alturistic lifestyle that is rich in relationships and belonging 5 Individualism: self expressive consumers want more personal and customized brand experiences 7 Sensory: consumers seek more pleasure, intensity and sensation from products 7 Comfort: consumers want safety, simplicity, trust and indulgence in response to rising stress and uncertainty 8 Convenience: people increasingly feel that they need to fit in many competing demands on time 9 Income complexity: consumers are increasingly mixing luxury and value simultaneously 11 Age complexity: age behaviors are polarizing in a way the re-enforces and defies stereotypes 11 Lifestage complexity: life patterns are becoming less predictable 12 Gender behaviors are polarizing in a way that compound and defy traditional gender truisms 13 CHAPTER 2 THE FUTURE DECODED 32 Introduction 32 Why global? 32 Why consumer? 32 Why trends? 32 HEALTH TREND: Health concerns are gaining momentum and increasing in scope 34 Industry executives globally identify health as the most important mega-trend 34 Consumers are 'acting holistically' in their quest for wellness 37 Consumers are taking more self-responsibility for their health 37 Consumers are adopting a broader wellness perspective towards living 38 Future perspectives and implications: the Datamonitor view 40 Healthy nesting: health and wellness concerns increasingly impact home care 41 Future perspectives and implications: the Datamonitor view 43 Consumers are acting upon product safety concerns 44 Consumption saftety anxieties have increased 44 Consumers are increasingly responding to allergies and intolerances 47 Consumers are opting for minimally processed products while rejecting products containing perceived harmful ingredients 48 Future perpesctives and implications: the Datamonitor view 50 Self-reported stress is high but consumers are taking steps to achieve better mental wellbeing 51 Counter stress: seeking to address work/life imbalance 51 Many consumers are experiencing sleep disorders or suffering from general sleep problems 52 Pampering personal care occasions are growing as consumers seek more health orientated 'me-time' 54 Future perspectives and implications: the Datamonitor view 55 Appearance consciousness is heavily motivated by health 56 Consumers increasingly associate personal care usage with broader health and wellbeing benefits 56 More time and money invested in personal appearance 58 Rising appearance and body shape anxiety characterizes consumers today 61 Re-defining beauty: more focus on health, inner fellings, and looking your best at any age 63 Future perspectives and implications: the Datamonitor view 64 Consumers are increasingly dieting or modifying eating plans through restriction, avoidance and moderation 66 Consumers are increasingly making dietary adjustments 66 Many consumers are constantly dieting and/or trying to lose weight 67 Consumers are increasingly choosing better for-you 'low and lite' alternatives 67 Consumers are increasingly opting for lighter main meals 71 Consumers are moderating their alcohol consumption 71 Future perspectives and implications: the Datamonitor view 73 Consumers are seeking 'curated health advice' 74 The democratization of health information 74 Today's consumers are more likely to read on-pack health guidelines 75 Consumers want trustworthy health icons and packaging cues 76 Future perpesctives and implications: the Datamonitor view 78 The importance of exercise and consumption of sports nutrition are rising 80 Consumers are making attempts to increase activity levels 80 Sports nutrition consumption is growing 81 Future perspectives and implications: the Datamonitor view 82 Consumers are embracing the idea of 'positive nutrition' 83 Embracing diet diveristy: a more balanced and varied diet 83 Interest in, and consumption of natural and organic products is growing signficantly 84 Consumers are showing extremely favorable attitudes towards, and increased consumption of, fresh food and drinks 86 Satiety: consumers are eating specific food types to suppress hunger 87 Greater interest and consumption of products with health promoting ingredients or inherently good content 88 Being hydrated: drinking adequate quantities of water 90 Future perspectives and implications: the Datamonitor view 91 Consumers are self-medicating with preventative antidotes 93 There has been a proliferation in chronic diseases in recent years - many of which are directly or indirectly diet-related 93 Do-it-yourself doctoring: consumers are increasingly prone to self-medicate 95 Consumers are increasingly antidoting with functional food and drinks 97 Preventative antidoting: increased usage of age-defying cosmeceuticals 100 Future perspectives and implications: the Datamonitor view 101 Trend conclusion 102 CONNECTIVITY TREND: Consumers desire an alturistic lifestyle that is rich in relationships and belonging 104 Ethical and environmental concerns have reached a 'tipping point' 105 Consumers are placing importance on ethics and environmentalism 105 Consumers are slowly adapting behaviors - including consumption - in line with ethical beliefs 106 Future perspectives and implications: the Datamonitor view 110 Consumers want to maximize personal connections with family and friends 112 Re-prioritizing family/friend time has grown in importance although consumers are finding it hard to do so in practice 112 Eating and drinking out more often 116 Entertaining and connected living spaces are prominent 117 Future perspectives and implications: the Datamonitor view 119 Consumers increasingly harness new connective technology 120 The adoption of new, connective technology is increasing across the globe 120 Networked living: consumers are using technology to manage and simplify lifestyles 124 Consumers are collecting, storing and displaying their lifestyles using digital content 126 Consumers' media/entertainment orientations are changing 128 Future perspectives and implications: the Datamonitor view 130 'Curated' consumerism means the purchasing habits are often highly influenced by others 132 Consumers rely on interpersonal recommendations more frequently 132 Consumer empowerment: consumers are using various virtual interfaces to make informed decisions 133 Listening to and acting upon 'expert curators' and lifestyle gurus 134 Future perspectives and implications: the Datamonitor view 136 'Positional consumption' is often less overt than in the past 138 Consumers are more subtly choosing the brands they conspicuously use to demonstrate group memberships 138 Status skills: consumers are looking to demonstrate connoisseurship across a wider range of categories 139 Future perspectives and implications: the Datamonitor view 139 Trend conclusion 140 INDIVIDUALISM TREND: Self expressive consumers want more personal and customized brand experiences 141 Consumers use consumption as a means of self expression 142 Individualistic consumers are prone to choosing self congruent brands 142 Consumers are using consumption as a means of individualistic expression 143 Consumers are seeking discovery and self-expression through creative media 143 Future perspectives and implications: the Datamonitor view 144 Consumers are seeking more opportunities to customize and personalize goods and services 145 Consumers increasingly value adaptable, participative goods and services 145 Customized diet plans are increasingly common among dieters 147 Future perspectives and implications: the Datamonitor view 149 More people globally are living alone 150 Future perspectives and implications: The Datamonitor view 152 Trend conclusion 153 SENSORY TREND: Consumers seek more pleasure, intensity and sensation from products 154 Consumers want more intense, novel and sensory-orientated experiences through hedonistic consumption 155 Sensation seeking: choosing on the basis of sensory appeal 155 Not compromizing: consumers are seeking healthy indulgences 158 Seeking intense, immersive consumption experiences 159 Future perspectives and implications: the Datamonitor view 161 Consumers are becoming more inquisitive and experimental 162 Experimental consumers are trying new products and new things more often 162 Consumers are embracing bolder, more extreme flavors 165 Future perspectives and implications: the Datamonitor view 166 The authenticity trend is, in part, rooted in the desire for quality 167 Future perspectives and implications: the Datamonitor view 168 Seeking more hedonic benefits, consumers are trading up more frequently 169 Buying better quality variants of favored product formats 169 'Maturialism': older consumers are increasingly prone to trading-up 170 Buying 'professional quality' products 171 Buying more specialty products 171 Future perspectives and implications: the Datamonitor view 173 Trend conclusion 174 COMFORT TREND: Consumers want safety, simplicity, trust and indulgence in response to rising stress and uncertainty 175 Indulgence is becoming an everyday phenomenon 176 De-stressing with comforting food and drinks 176 Pampering personal care occasions are growing as consumers seek more health orientated 'me-time' 178 Future perspectives and implications: the Datamonitor view 179 Consumers 'cocoon' to recharge and enjoy life and not simply to shut themselves away 180 Consumers are embracing 'insperiences' by bringing third-places home 181 Consumers are spending more time and money on home-improvements 181 Homeworking is becoming an encouraged, personally convenient alternative 183 Consumers are buying take-out or home meal replacements as an alternative eating out 183 Future perspectives and implications: the Datamonitor view 184 Consumers often aspire to a simplified, less complicated lifestyle and shopping experience 185 Consumers are increasingly prone to 'choice paralysis' 185 Consumers want to live a simplified, less complicated lifestyle 187 Improving work-life balance is linked to lifestyle simplification and the need to slow down 188 Future perspectives and implications: the Datamonitor view 190 Nostalgic consumerism influences feelings towards brands 191 Future perspectives and implications: the Datamonitor view 192 Ethnocentrism means consumers have preferences for national or local products and brands in many instances 193 Future perspectives and implications: the Datamonitor view 196 Trend conclusion 197 CONVENIENCE TREND: Consumers increasingly feel that they need to fit in many competing demands on time 198 Time scarcity is a problem increasingly faced by consumers 199 Consumers are feeling overwhelmed by lifestyle pressures 199 Time pressures lead to an inability to find time for, and inherent dislike of, household chores 201 Time pressures create an added desire for quick-fix, efficacy driven products 202 Time scarcity is a big factor in the inability to sustain healthy behaviors 203 Future perspectives and implications: the Datamonitor view 204 Consumers are simplifying meal preparation 205 Consumers are experiencing stress and looking to reduce preparation times 205 Increased consumption of pre-prepared meal solutions reflects the desire to simplify meal preparation 207 Future perspectives and implications: the Datamonitor view 209 Convenience needs contribute to mealtime fragementation 210 Consumers are skipping meals core mealtimes with greater frequency 210 Consumers are opting for lighter main meals 212 Consumers are increasingly eating between core mealtimes 213 Future perspectives and implications: the Datamonitor view 215 Today's consumers want 'convenient health' 216 Consumers have a strong, often unfulfilled, desire for convenient-health 216 Personal care on-the-go is becoming a more frequent phenomenon 218 Future perspectives and implications: the Datamonitor view 219 Multi-tasking on-the-go is becoming vital in todays hectic lifestyles 220 Activity cramming is a common association with today's multi-taskers 220 On-the-move consumption remains an important trend 221 Time pressed consumers are embracing 'speed shopping' 222 Consumers are increasingly making use of top-up shopping 222 Burdened by choice and lack of time, consumers often shop on auto-pilot 223 Future perspectives and implications: the Datamonitor view 225 Consumers are outsourcing the manual effort of household tasks 226 Consumers are using professional services and technoligcal advances for help with daily chores 226 Convenience needs are driving increased eating out and take-away usage 227 Future perspectives and implications: the Datamonitor view 230 Trend conclusion 230 INCOME COMPLEXITY TREND: Consumers are increasingly mixing luxury and value simultaneously 231 Consumers increasingly mix 'high and low consumerism' 232 Sacrificial consumerism increasingly characterizes shopper behavior 232 The 'democratization of luxury' allows consumers to embrace hi-lo consumerism 234 Consumers are increasingly embarking on a 'bargain hunt' 236 Opting for private label alternatives 239 Future perspectives and implications: the Datamonitor view 241 Consumers' financial circustances are increasingly complex 242 Global consumers are becoming wealthier 242 Polarizing income levels and high poverty rates are apparent worldwide 245 High levels of indebtedness are now prevalent in many countries 247 Future perspectives and implications: the Datamonitor view 249 Inconspicuous consumption is impacting luxury purchases 250 Perceptions of luxury and materialism are shifting 250 Class anxiety: inverse snobbery 251 Future perspectives and implications: the Datamonitor view 252 Trend conclusion 253 AGE COMPLEXITY TREND: Age-related behaviors are polarizing in a way the re-enforces and defies stereotypes 254 Individuals are exhibiting 'down aging' attitudes and behaviors 255 People are attempting to extend/revisit their youth 255 Consumers are shifting their reference points towards age definition 256 Future perspectives and implications: the Datamonitor view 258 Fear of aging is driving 'age anxiety' and attempts to prevent the manifestations of aging 259 Many consumers are anxious about aging and age portrayal 259 Fear of aging is leading to more preventative behavior 261 Future perspectives and implications: the Datamonitor view 262 'Age as identity': consumers are also embracing and expressing pride in their age 263 Age pride counter balances down aging and fear of aging behaviors 263 The paradox between age pride and fear of aging explains why older people cannot relate to many adverts 265 The speed and extent of 'consumer socialization' has accentuated 266 Kids have become more brand aware and brand demanding at earlier ages 266 The rising prominance of pester power highlights kids' increasing influence on household consumption 267 Kids' autonomous spending power is increasing 269 Appearance consciousness is increasingly impacting younger cohorts 270 Knowledge acquisition and opinion assertiveness is occurring more rapidly 270 Kids are increasingly experiencing concerns usually associated with adulthood 271 Future perspectives and implications: the Datamonitor view 272 Trend conclusion 273 GENDER COMPLEXITY TREND: Behaviors are polarizing in a way that compounds and defies gender truisms 274 Both traditional macho and contemporary feminine values and behaviors characterize today's male consumers 275 Traditional macho values are still prevalent despite the feminization of manhood 276 More stay at-home, proactive fathers reflect the softening of manhood 276 Males are becoming more wellness orientated 277 Females are increasingly independent and empowered but continue to play out traditional roles 279 More women gaining access to higher education 279 Independent women are indulging in a more bachelor like lifestyle 280 A prevailing responsibility for managing domestic duties exists for women 281 Polarized gender values and attitudes are leading to a trend of 'role anxieity' 282 Male identities have been disrupted by various societal changes 282 Role conscious females are grappling with modern and traditional roles 282 Trend conclusion 283 LIFESTAGE COMPLEXITY TREND: Life patterns are becoming less predictable 284 Household structures are evolving and becoming more diverse 285 Household sizes have declined with the fragmentation of the nuclear family 285 Multi-generational living is on the rise in the US, but declining elsewhere 289 Empty nesters are growing in number 289 Boomerang children / homebounding children are becoming more common 290 Consumers' priorites in life are changing and diversifying 292 Consumers are delaying the responsibility of marriage and children 292 Europeans and Americans are extending their time in education 294 Career paths are becoming more complex 294 The Seniors lifestage is extending and becoming more diverse 295 Populations are aging and life expectancies expanding 295 The senior lifestage is charecterized by diverse attitudes and circumstances 297 Delayed and phased retirement will rise 298 Trend conclusion 300 CHAPTER 3 APPENDIX 301 [Inhaltsverzeichnis ausblenden] |
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