Global Consumer Trends: Sensory

Introduction

The Sensory mega-trend reflects how quality remains an important influencer in grocery shopping; a higher proportion of shoppers in most countries stated that overall quality was more influential in their grocery shopping than lower prices, showing how consumers value quality items, even in a weaker economic climate. The appeal of authenticity is a large reflection of this quality consciousness

Scope

*Detailed trend analysis outlining what constitutes 'value' for consumers (trends are, after all, a reflection of what's important to consumers)

*Global in focus, but also offers country-by-country and sector insights thereby catering to top-line or more specific information needs

*Covers all major FMCG sectors, but also with applicability to wider consumer goods audiences

*One of 10 dedicated mega-trend reports outlining the most important issues shaping global consumers' buying behavior both now and in the future

Highlights

Good trend-watching is about taking the bigger-picture approach. Adopting a broader global perspective to trend-tracking facilitates better decision making by overcoming 'category myopia'. Monitoring the broader FMCG environment will enable bigger picture learning that can be applied more specifically

Embracing new ideas and experiences is core to the Sensory mega-trend. Two-thirds of respondents to a Datamonitor survey stated that trying new things was 'important' or 'very important' to them, with a comparable 65% saying these new experiences were also 'important' or 'very important' in helping to create feelings of wellness or wellbeing

Trading up is still very much a relevant part of consumerism in Asia Pacific. Seeking out higher quality foods and beverages in particular is popular with consumers in this region, though trading up in personal care and household products is also apparent

Reasons to Purchase

*Understand the significance of the different Sensory-aligned trends across territories and FMCG sectors to help support market diversification plans

*Save time and gain maximal insight by using this 'one-stop-shop' resource which offers a clear and up-to-date framework for understanding consumers

*Access data from two waves of global primary research to increase the likelihood of being 'on-trend' with NPD and marketing activities

Report Highlights
Highlights

Good trend-watching is about taking the bigger-picture approach. Adopting a broader global perspective to trend-tracking facilitates better decision making by overcoming 'category myopia'. Monitoring the broader FMCG environment will enable bigger picture learning that can be applied more specifically

Embracing new ideas and experiences is core to the Sensory mega-trend. Two-thirds of respondents to a Datamonitor survey stated that trying new things was 'important' or 'very important' to them, with a comparable 65% saying these new experiences were also 'important' or 'very important' in helping to create feelings of wellness or wellbeing

Trading up is still very much a relevant part of consumerism in Asia Pacific. Seeking out higher quality foods and beverages in particular is popular with consumers in this region, though trading up in personal care and household products is also apparent
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Table of Contents 2
Table of figures 3
INTRODUCTION: THE IMPORTANCE OF TREND-TRACKING 4
Tracking consumer mega-trends is fundamental to long-term success 4
Trend-tracking insight 1: mega-trends can be classified in two ways according to desirable benefits and societal complexities 5
Trend-tracking insight 2: trends are aligned with pre-existing, but evolving human values, attitudes, needs and behaviors 6
Trend-tracking insight 3: mega-trends can be broken down into trends and sub-trends highlighting that trend frameworks provide structure and clarity at a time of 'information overload' 7
Trend-tracking insight 4: manufacturers, retailers and researchers/futurologists perpetuate trends 11
Trend-tracking insight 5: adopting a broader, global perspective to trend-tracking facilitates better decision making by overcoming 'category myopia' 13
Trend-tracking insight 6: trends have longer-term implications than fads and can be categorized by evolvement 14
Trend-tracking insight 7: for every trend there is a 'counter-trend' while 'trend-crossover' is also and important phenomena 16
Takeouts and implications: a trend framework boosts the quality and frequency of insight generation ensuring maximum return from the broader market research processes in place 17
THE FUTURE DECODED: DECIPERING THE SENSORY MEGA-TREND 19
MEGA-TREND SYNOPSIS: CONSUMERS SEEK MORE PLEASURE, INTENSITY AND SENSATION FROM PRODUCTS 19
TREND: The pursuit of novelty: consumer experimentation is rising as they seek new and greater experiential challenges 20
SUB-TREND: Trying new products and new things continues to be a core motivation for consumer behavior, despite economic pressures 21
Europeans seek new experiences in their lifestyles in general and demand choice but are showing more conservative tendencies towards food and drink experimentation 23
There is more enthusiasm among consumers in the Americas for trying out new products and experiences compared to Europe 27
Consumers in Asia Pacific find change enticing but the desire for new products has diminished somewhat in light of the current financial crisis 30
Consumers in the Gulf are becoming increasingly open to new challenges and experiences 34
Key takeouts and implications: consumers demand choice and the freedom to try new products and experiences even if they do not act on such desires constantly 37
SUB-TREND: Adventurous consumers are embracing bolder, more extreme flavors and scents 38
Europeans seek excitement in life, but remain unadventurous in their product flavor choices 40
Much potential exists to encourage more adventurous choices in food and drinks among North and South American consumers 43
New flavors are popular with experimental consumers in Asia Pacific 44
The popularity of new and more extreme flavors and scents is a global phenomenon which is also being expressed in the UAE and KSA 45
Key takeouts and implications: bolder flavors are equated with quality and enhanced satisfaction 46
SUB-TREND: Changing brand and store loyalties: the 'butterfly consumer' 46
Europeans tend to be habitual purchasers but their brand loyalties can be weakened by economic circumstances 48
Brand loyalty is a stronger motivator of product and store choice in the emerging markets of South America than the developed markets of the North 56
Consumers in Asia Pacific are generally brand loyal but are sacrificing some favorites in light of the recession 62
UAE and KSA consumers are generally brand loyal but their loyalty has been tested in recent months 69
Key takeouts and implications: with consumers' brand and store loyalties not guaranteed, making a compelling case for sensory satisfaction is a key factor in securing and maintaining sales 78
TREND: Hedonistic consumers see high sensory occasions as fundamental to their pleasure seeking aims 79
SUB-TREND: Sensation seeking: choosing on the basis on sensory appeal 81
Europeans are heavily influenced by the scent, taste or feel of the products they purchase 81
Sensory factors influence choices made by consumers in the Americas in all areas of CPGs 87
Sensory benefits are still of paramount importance to consumers in Asia Pacific 92
Sensory benefits are also very important to product choice in the UAE and Saudi Arabia 98
Key takeouts and implications: sensation seekers are among the most adventurous consumers, offering both advantages and pitfalls for CPG players 99
SUB-TREND: Not compromising: the pursuit of quality-based value defines recessionary and post-recessionary consumer behavior 100
Quality remains a key influencer in determining consumer purchases in Europe, even in the recession 101
Seeking lower prices while maintaining quality achieve similar levels of importance among North and South American consumers 102
Consumers in Asia Pacific are also still primarily concerned about quality rather than price 103
While price has grown in importance due to the downturn, UAE and Saudi consumers still find quality to be a more important determinant of product choice 104
Key takeouts and implications: consumers assess product quality on sensory grounds and are resistant to compromise at any price 106
SUB-TREND: Not compromising: seeking healthy indulgences 107
Europeans are actively making attempts to eat and drink healthily but are skeptical about the sensory quality of healthy products 108
In the Americas, consumers' real efforts to eat more healthily are hampered by a persisting belief in the sensory weakness of healthy options 110
Consumers in Asia Pacific do not want to sacrifice either health or taste with their consumption 113
Healthy foods are seen to be tasty in Saudi Arabia although less so in the UAE 115
Key takeouts and implications: taste, as well as credibility and trust will be key in meeting both consumers' high health and sensory indulgence expectations 116
SUB-TREND: The experience economy: experiential consumerism 117
Most Europeans place more importance on experiences than accumulating material possessions 117
Experiences are rated more important than some material concerns by consumers in the Americas 118
Consumers in Asia Pacific are generally materialistic and eager to buy and experience new things 119
Key takeouts and implications: consumers have indicated that they would prefer good experiences to good products 121
SUB-TREND: Shopping for fun and enrichment motivates many consumers' retail behavior, but economic concerns and time-spend weight on their minds 122
European consumers who do not enjoy shopping are most enthusiastic over improved store layouts and atmosphere 123
Consumers in North and South America value experiential aspects of shopping 124
Consumers in Asia Pacific do not find shopping to be a chore and value store-layout as an enhancement to the experience 126
The shopping experience determines where large numbers of Middle Eastern consumers do their shopping 128
Key takeouts and implications: retailers can cultivate sales among hedonistic consumers with improved in-store experiences and nuanced targeting of hedonist sub-groups 129
TREND: Trading up is fuelled by premium consumers' desire for enhanced sensory benefits 130
SUB-TREND: Buying better quality variants of favored product formats (and continuing to do so in the downturn) 130
The recession is having a negative impact on the sales of higher quality items in Europe 131
Some consumers in the Americas are seeking higher quality CPGs 135
Consumers in Asia Pacific are still seeking out better quality foods and beverages, as well as shampoos and conditioners 140
Despite the downturn, quality consciousness is still widespread across the UAE and Saudi Arabia 145
Key takeouts and implications: though times are difficult, there is evidence to suggest that consumers are still looking to trade up in their choices of products and services 147
SUB-TREND: Everyday treating: 'earned indulgences' and 'me-time' 148
Europeans place high importance on escaping life pressures 148
Consumers in the Americas find it important to seek escapism through small indulgences 150
Consumers in Asia Pacific believe that rewards should not be an everyday occurrence 152
UAE and Saudi consumers are keen to escape the pressures of daily life 154
Key takeouts and implications: consumers understand that it is important to enjoy the occasional indulgence in order to escape the pressures of life 157
SUB-TREND: 'Stealth wealth' and 'new luxury' 158
Many Europeans covet branded goods 158
North and South American consumers show differing attitudes to brands 159
There is a large variation in how brand-conscious consumers are depending on where they are from 160
UAE and Saudi consumers like and want to be seen to be consuming branded goods 161
Key takeouts and implications: whether consumers believe in the value of stealth wealth depends mostly on location 162
SUB-TREND: 'Maturialism': older consumers trading-up 163
European consumers of all ages believe it is important to find ways to escape the pressures of everyday life 163
Escaping everyday pressures remains important to consumers in the Americas as they age 164
The Senior market in Asia Pacific is continuing to grow in importance 167
Maturalism is present in the Middle East though not heavily expressed 167
Key takeouts and implications: older consumers have displayed a desire for higher quality products 169
TREND: The search for authenticity reflects consumers' active pursuit of 'realness' 169
SUB-TREND: Consumers are expanding their connoisseurship 170
Europeans seek to expand their expertise in hobbies, which are perceived as a cheaper means of entertainment and connoisseurship in the recession 172
US consumers are showing increasing connoisseurship through growing interest in hobby classes 172
Consumers in Asia Pacific have increasing access to information about product quality and variety 173
Consuming the traditional is increasingly important to Middle Eastern consumers 173
Key takeouts and implications: consumers' connoisseurship is a manifestation of their appreciation of authenticity and the sensory benefits of higher quality products and experiences 174
SUB-TREND: Genuine consumerism: the pursuit of 'realness' (and rejection of phoniness) 175
Brands that demonstrate quality, provenance and authenticity are particularly desired by Europeans as they reject signs of superficiality 175
Consumers in the Americas show significant interest in authenticity in CPGs, but like Europeans are not translating that positivity into purchases 177
Consumers in Asia Pacific value authenticity both in products and marketing messages 179
Middle Eastern consumers crave the authentic, the home-made and the 'original' 181
Key takeouts and implications: There is a gap between consumers' approval of 'genuine'/authentic products and the degree to which such tags govern their CPG purchases. 182
SUB-TREND: Informed consumerism: knowing the details and seeking origin specific products 183
Europeans are latching on to the locally produced trend as an indicator of superior quality attributes 184
The desire for knowledge of origin of groceries is strong among consumers in the Americas 186
Asia Pacific consumers want to know the origin of the foods and beverages that they are consuming 187
Product origin and related information is keenly sought by Gulf consumers but confusion persists over product labeling 189
Key takeouts and implications: consumers assessments of authenticity and quality are heavily affected by depth of product information 192
SUB-TREND: The halo of 'fair-trade' 'natural', 'organic' and 'fresh' 192
Europeans are receptive to claims that highlight good ethical and health credentials 192
Fair-trade and organic products are important to many consumers in both North and South America 197
Consumers in Asia Pacific will pay a premium for products which promote ethical and natural values 200
Fair-trade, organic, and fresh produce are also becoming more popular among Gulf consumers 205
Key takeouts and implications: the presence of a healthy halo means that goods which embody naturalness and ethicality are viewed as high quality 209
APPENDIX 210
Definitions 210
Methodology 210
Further reading and references 211
Ask the analyst 212
Datamonitor consulting 212
Disclaimer 213
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List of Tables
List of Figures
Figure 1: Datamonitor's mega-trends are having a long-term and substantive impact on the marketing landscape and can be grouped into two categories 6
Figure 2: Consumer behavior and the innovations targeting it inevitably fit into a 'trend hierarchy' 7
Figure 3: Trend tracking can be a source of (comparative) competitive analysis 9
Figure 4: Datamonitor's mega-trend framework helps set the agenda for the specific topics covered in the New Consumer Insight (NCI) research stream 10
Figure 5: Trend development is dictated by both 'consumer pull' and 'manufacturer push' and Datamonitor offers the intelligence tools to capitalize on this reaity 12
Figure 6: In a consumerist global culture, the broad consumption spheres/segments transcend borders 14
Figure 7: Several factors distinguish a trend from a fad 16
Figure 8: Consumers' desire for experiential pleasure, intensity and sensation underpins the Sensory mega-trend 19
Figure 9: Consumers are enthusiastic novelty seekers but economic conditions can breed conservatism rather than experimentation 21
Figure 10: New experiences are attractive to many European consumers 25
Figure 11: The British are the most adventurous cooks out of the European countries surveyed 25
Figure 12: European consumers' experimentation with new food and drinks has declined in the face of recessionary pressure 26
Figure 13: The range of products that a grocery store has is a key influencer in determining where European consumers shop 27
Figure 14: Consumers in North and South America are keen to try new things in life 29
Figure 15: Experimentation in food and drinks is particularly popular in Brazil 29
Figure 16: Grocery store choice is heavily affected by the degree of product choice in Brazil 30
Figure 17: Asia Pacific consumers find new experiences to be highly appealing 32
Figure 18: Asia Pacific consumers were more willing to try new food and beverages in 2008 than 2009 33
Figure 19: Asia Pacific consumers find it important to have a wide choice of products when grocery shopping 34
Figure 20: Seeking new challenges and life experiences is becoming more important for Middle Eastern consumers 36
Figure 21: Gulf consumers are also occasional experimenters with new food and drinks offerings 36
Figure 22: Choice and product range has a significant influence on where Gulf consumers do their grocery shopping 37
Figure 23: European consumers actively seek more excitement in life, which for a minority includes trying new flavors of food and drinks 41
Figure 24: Pineapple is the most popular flavor of exotic food in Europe 42
Figure 25: Apple is the most popular flavor of exotic non-alcoholic drink in Europe 42
Figure 26: Consumers in the Americas are not always applying their desire for new products and experiences to the food and drink products they consume 43
Figure 27: Asia Pacific consumers are avid 'sensation-seekers' and are willing to try new and exotic flavors 44
Figure 28: Bold 'scent stimulation' is very important in Gulf consumers' product choices 45
Figure 29: A significant proportion of European consumers are giving up their favorite brands to save money 50
Figure 30: Habit rates highly in terms of what factors determine European consumers' food and beverage choices 51
Figure 31: Brand is a comparatively strong motivator in Europeans' personal care product choices, albeit still secondary to habit 52
Figure 32: European consumers place fairly high importance on buying their favorite brand when choosing their personal care products 53
Figure 33: European consumers are more highly influenced by habit than brand name when it comes to choosing alcoholic beverages 54
Figure 34: European consumers are swayed by habit more than brand image when purchasing household products 55
Figure 35: Habit is not a major factor in where Europeans choose to shop for groceries 56
Figure 36: Global economic conditions have influenced some consumers to give up some of their favorite brands 58
Figure 37: Brand reputations and habits still have much influence on food and drink purchases in the Americas 58
Figure 38: Brazilians in particular display a large amount of brand loyalty in the personal care sector 59
Figure 39: Consumers in the Americas displayed most loyalty in the fragrance and oral hygiene sectors of personal care 60
Figure 40: Habit and loyalty still influences many consumers in the Americas in their alcoholic beverage preferences 61
Figure 41: Brand loyalty is displayed by consumers in North and South America in the household care sector 61
Figure 42: Habit is a mid-ranging factor influencing consumers in the Americas on their choice of grocery shop 62
Figure 43: In Asia Pacific, Koreans are less brand-loyal than consumers in other countries 63
Figure 44: For most consumers in Asia Pacific, brand loyalty is more important than brand image 64
Figure 45: Asian consumers base their consumption of personal care and beauty products on habit more than they do on brand image 65
Figure 46: Consumers in Asia Pacific believe that brand loyalty is most important for make-up/cosmetics 66
Figure 47: Brand name and habit both play significant parts in alcoholic beverage consumption in Asia Pacific 67
Figure 48: Asia Pacific consumers tend to opt for brands based on habit rather than image 68
Figure 49: Habit tends to be the greatest determinant as to where a consumer shops for their groceries 68
Figure 50: Gulf consumers are giving up favored brands in the face of recent economic events 71
Figure 51: Buying favourite brands is one of the key determinants of product choice in the UAE and Saudi haircare market 72
Figure 52: Buying my favourite brand is also a vital determinant of product choice in the UAE and Saudi skincare market 73
Figure 53: Brand is still vital to product choice in the UAE and KSA oral hygiene market 74
Figure 54: After sensory benefits, brand image is the most critical determinant of fragrance product choice in both the UAE and KSA 75
Figure 55: When buying cosmetic products, Gulf consumers are less concerned about brand 76
Figure 56: Consumer brand loyalty is less well ingrained in the household product sphere in the Gulf region 77
Figure 57: Less than half of UAE and Saudi consumers are significantly influenced by habit when deciding where to grocery shop 77
Figure 58: Price in the current environment one of the key determinant of grocery shopping destination 78
Figure 59: Hedonistic consumers are uncompromising and driven by the desire to feed their senses 80
Figure 60: Taste is ranked higher than aroma in influencing European consumers' food and beverage choices 83
Figure 61: Europeans consider scent to be the leading sensory influence on personal care purchase choices 84
Figure 62: Sensory benefits are significantly more important to Europeans in their fragrance choices compared to other personal care categories 85
Figure 63: European consumers perceive taste to be more important than aroma in their choice of alcoholic drinks, in most cases 86
Figure 64: The fragrance of a product has a continual influence over European consumer household product choice 87
Figure 65: Sensory factors are strong influences on purchases of food and beverages among consumers in the Americas 89
Figure 66: Sensory factors influence the personal care product choices of many consumers in the Americas 89
Figure 67: Sensory benefits are deemed most important in fragrance products among American consumers 90
Figure 68: Taste or flavor is very important in alcoholic drinks choices in the Americas 90
Figure 69: Scent and aroma is comparatively more important for Brazilian alcoholic drinks consumers than it is to Americans 91
Figure 70: Scent has diminished in significance as a product choice criteria between August 2008 and April 2009 in the Americas 91
Figure 71: Asia Pacific: taste is more important to consumers than scent when choosing foods and beverages 93
Figure 72: Sensory factors are very influential in the personal care choices of Asia Pacific's emerging markets 94
Figure 73: Asia Pacific: sensory benefits are more important for fragrance and cosmetic products 95
Figure 74: Korean consumers are not greatly influenced by taste when choosing alcoholic beverages 96
Figure 75: For the majority of Asia Pacific consumers, there are many more influential factors than scent or aroma in choosing alcoholic beverages 97
Figure 76: Across the Asia Pacific region, as price becomes more of a factor, the influence of scent on the choice of household cleaning and laundry products has diminished 98
Figure 77: Scent heavily influences choice of household cleaning and laundry products 99
Figure 78: Quality is as important as price in influencing European consumers' grocery purchases 102
Figure 79: American consumers' quality expectations have not been compromised significantly by the rising importance of saving money when grocery shopping 103
Figure 80: Only the Japanese are more influenced by price than quality when shopping for groceries among Asia Pacific consumers 104
Figure 81: Saving money when grocery shopping has become more important for UAE consumers in particular 105
Figure 82: Price is a key determinant of grocery shopping destination in both the UAE and KSA 105
Figure 83: While price is important, quality of produce still appears to be the leading determinant of grocery shopping destination in both the UAE and KSA 106
Figure 84: European consumers are actively trying to eat healthily, but are skeptical about whether health foods meet their hedonistic needs 109
Figure 85: The health considerations of alcohol are high on the agenda for many European consumers, but they have diminished as an choice influencer in the recession 110
Figure 86: Americans remain skeptical on the taste and flavor of healthy food and drink 112
Figure 87: Attitudes towards healthier alcoholic beverages are mixed in the Americas 113
Figure 88: Asia Pacific consumers are trying to eat healthily but do not think that foods and beverages marry health and taste effectively 114
Figure 89: Asia Pacific consumers are increasingly factoring health considerations into their alcoholic drinks choices 115
Figure 90: Unlike UAE consumers, the majority of the KSA consumers who are eating healthily find healthy eating enjoyable 116
Figure 91: For Europeans in most countries, experiencing new things is more popular than material wealth 118
Figure 92: Experiences rank above having wealth for consumers in the Americas 119
Figure 93: Australian consumers are significantly less materialistic that other consumers in Asia Pacific 120
Figure 94: Consumers in Asia Pacific strongly believe in the importance of experiencing new things 121
Figure 95: Across Europe, shopping enjoyment, and store layout and atmosphere are closely related 124
Figure 96: Emerging market consumers in the Americas are more enthusiastic shoppers than their US counterparts 125
Figure 97: Store layout and atmosphere can be a big influence on where consumers do their grocery shopping, especially in Brazil 126
Figure 98: The majority of Asia Pacific consumers find the grocery shopping experience to be enjoyable 127
Figure 99: Asia Pacific consumers find store layout and atmosphere an important part of the shopping experience 128
Figure 100: UAE and KSA grocery shoppers want in-store layout and atmosphere to be conducive 129
Figure 101: Consumers are actively looking to trade up but find it difficult in recessionary conditions 130
Figure 102: European consumers have generally refrained from increasing their purchases of higher quality items 132
Figure 103: European consumers are most quality conscious and careful about brand selection with fragrances 133
Figure 104: European consumers are choosing high quality drinks less frequently in the on-trade 134
Figure 105: European consumers are choosing high quality alcohol less frequently for at-home consumption 135
Figure 106: Some consumers in the Americas are still trading up in certain CPG categories 136
Figure 107: US consumers show considerable variations regarding brand loyalty and attention to quality when analyzed by category 137
Figure 108: A strong desire for quality can be seen in Brazilian consumers personal care attitudes 138
Figure 109: The proportion of consumers in the US and Brazil trading up in the on-trade has decreased 139
Figure 110: In the Americas there has been a decrease in the percentage of consumers seeking higher quality alcoholic beverages in the off-trade 140
Figure 111: Consumers in Asia Pacific tend to trade up their food and beverage choices more than personal care or household products 142
Figure 112: For consumers in Asia Pacific, quality is most important for oral hygiene products and shampoos/conditioners 143
Figure 113: Asia Pacific consumers are less disposed to trading up in alcoholic drinks in both the on-trade and off-trade 144
Figure 114: In Asia Pacific, the number of personal care products dubbed as 'professional' has increased dramatically in recent years 145
Figure 115: Gulf consumers place a great deal of importance on the freshness of produce when deciding where to buy their groceries from 146
Figure 116: More than half of gulf consumers seek out high quality, branded fragrances and shampoos/conditioners 147
Figure 117: European consumers want to escape everyday life pressures, but do not frequently turn to high quality food and beverages as treats 149
Figure 118: The majority of European consumers have not changed their frequency of salon or spa visits 150
Figure 119: Consumers in the Americas do not see food and beverages as the ideal category through which to seek moments of escape 151
Figure 120: Not everyone in the US and Brazil is cutting back on occasional indulgences at spas and salons 152
Figure 121: Consumers in Asia Pacific are not affording themselves the treats that they believe are important to them 153
Figure 122: The majority of consumers in Asia Pacific are not sacrificing luxuries such as spa and salon visits 154
Figure 123: Leisure time maximization has becoming increasingly critical in the UAE and Saudi Arabia 155
Figure 124: Stress levels have worsened significantly in the UAE and Saudi Arabia over the last 6 months 156
Figure 125: Large numbers of Gulf consumers are buying higher quality food and drinks as treats or rewards 156
Figure 126: Increased levels of stress means that nearly a quarter of gulf consumers are actually using spas and salons more than they did a year ago 157
Figure 127: Being seen with the right brand is important to a significant proportion of European consumers 159
Figure 128: Americans and Brazilians show differing attitudes to brands 160
Figure 129: In Asia Pacific, preoccupation with brand status varies greatly depending on where consumers live 161
Figure 130: Gulf consumers like brands to be visible and recognized 162
Figure 131: European consumers across age groups find it important to escape life's pressures 163
Figure 132: Higher quality personal care and household products have been chosen more frequently by a significant proportion of European consumers 164
Figure 133: The importance of escapism declines with age in the US, but many older consumers still find this to be an important concept 165
Figure 134: In North and South America, the importance of product quality is higher for older consumers 166
Figure 135: US consumers are keener to trade up in household care before personal care 166
Figure 136: Age generally correlates well with a desire for quality, though 18-24 year old UAE consumers appear to be uniquely interested in buying quality groceries 168
Figure 137: 35-49 year old Gulf consumers are most likely to buy higher quality food and beverage products as treats or rewards 168
Figure 138: Consumers are seeking authenticity as an arbiter of higher quality and sensory gratification 170
Figure 139: Blogs are a resource for connoisseurs to meet, share and expand their knowledge 171
Figure 140: Authentic foods have a high amount of appeal in Europe 176
Figure 141: Celebrity and professional endorsements have low traction with European consumers compared to sensory considerations 177
Figure 142: Authenticity is appealing to American consumers, but does not hold much influence on food and beverage purchase decisions 178
Figure 143: Endorsements suffer varying fortunes among consumers in the Americas 179
Figure 144: Asia Pacific consumers say that authentic foods and beverages are appealing, but are influenced far more by other factors when actually making product choices 180
Figure 145: Only Indian consumers are more inclined to be influenced by celebrity endorsements than to believe in the credibility of endorsements by professional associations 181
Figure 146: Authenticity is important to Middle Eastern consumers 182
Figure 147: Grocery product origin is growing in importance among European consumers 185
Figure 148: Europeans value details about food and beverages above other product information 186
Figure 149: Knowing the origin of grocery products has increased in importance to consumers in North and South America 187
Figure 150: Asia Pacific: grocery origin has grown in importance in the past few years 188
Figure 151: Asia Pacific consumers are more interested in knowing information about foods and beverages than personal care products or alcoholic drinks 189
Figure 152: Knowing the origin of groceries has become a major recent issue both in the gulf region and globally 190
Figure 153: Gulf consumers are using nutritional information to guide them in their food and beverage choices 191
Figure 154: Both UAE and KSA consumers are more confused by food and health information than the global average of consumers 191
Figure 155: Choosing fair-trade goods is important to many Europeans 193
Figure 156: Buying organic groceries is important to many Europeans 194
Figure 157: In Europe, the majority of consumers are willing to pay extra for organic food and drink products 195
Figure 158: The consumption of fresh food is a priority for many European consumers 196
Figure 159: Freshness is a food concept widely influential to Europeans 197
Figure 160: Consumers in the Americas are keen to choose fair-trade grocery products 198
Figure 161: Organic products retain an appeal to many consumers in the Americas 199
Figure 162: In the Americas, organic options are most appealing in the personal care sector 199
Figure 163: In Brazil, consumers are significantly more likely to buy fair-trade beauty products despite this contradicting the global consensus 200
Figure 164: Japanese consumers are relatively unconcerned by fair-trade grocery products 201
Figure 165: Consumers in Asia Pacific generally purchase organic grocery products if cost allows 202
Figure 166: Asia Pacific consumers will pay more for organic products than fair-trade products 203
Figure 167: Consumers in Asia Pacific believe it is very important that they consume an abundance of fresh food 204
Figure 168: Consumers in Asia Pacific are heavily influenced by freshness when choosing foods and beverages 204
Figure 169: For many, organic food and beverage products can justify a price premium 206
Figure 170: Fair-trade products can also attract a price premium from a sizeable sub-set of gulf consumers 206
Figure 171: Gulf consumers are making strong attempts to eat fresh food 207
Figure 172: Freshness is a key determinant of product choice for gulf consumers 207
Figure 173: Many UAE and KSA consumers are willing to pay more for organic beauty products 208
Figure 174: A significant percentage of gulf consumers feel fair-trade beauty products are worth paying more for 208
Figure 175: There are differences between consumer values and attitudes 210
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