Profiting From Consumer Mega-Trends in Asia Pacific: Sensory

Introduction

The Sensory mega-trend reflects how quality remains an important influencer in grocery shopping; a higher proportion of shoppers in Asia Pacific 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)

*Offers Asia Pacific focused insights, benchmarked against global sentiment, to cater for contextualized regional-specific information needs

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

*Part of Datamonitor's mega-trend report series which outline the most important issues shaping current and future buying behavior

Highlights

Good trend-watching is about taking the bigger-picture approach. Adopting a broader regional 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. 71% of Asia Pacific respondents told Datamonitor that trying new things was 'important' or 'very important' to them, with a comparable two-thirds saying these new experiences were also 'important' or 'very important' in helping to create a feeling 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 FMCG sectors to help support market diversification plans

*Get region specific consumer insight, including a clear and up-to-date framework for understanding Asia Pacific consumers

*Access data from two waves of primary research to increase the likelihood of being 'on-trend' with NPD and marketing in the Asia Pacific region


Report Highlights

[Studien Infos ausblenden]

TABLE OF CONTENTS
Overview 1
Catalyst 1
Summary 1
INTRODUCTION: THE IMPORTANCE OF TREND-TRACKING 7
Tracking consumer mega-trends is fundamental to long-term success 7
THE FUTURE DECODED: DECIPHERING THE SENSORY MEGA-TREND 22
MEGA-TREND SYNOPSIS: Consumers seek more pleasure, intensity and sensation from products 22
TREND: The pursuit of novelty: consumer experimentation in Asia Pacific is rising as people seek new and greater experiential challenges 23
TREND: Hedonistic consumers in Asia Pacific see high sensory occasions as fundamental to their pleasure seeking aims 41
TREND: Trading up is fuelled by premium consumers’ desire for enhanced sensory benefits 65
TREND: The search for authenticity reflects Asia Pacific consumers’ active pursuit of ‘realness’ 76
APPENDIX 93
Definitions 93
Methodology 93
Further reading and references 94
Ask the analyst 95
Datamonitor consulting 95
Disclaimer 96


TABLE 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 9
Figure 2: Consumer behavior and the innovations targeting it inevitably fit into a ‘trend hierarchy’ 10
Figure 3: Trend tracking can be a source of (comparative) competitive analysis 12
Figure 4: Datamonitor’s mega-trend framework helps set the agenda for the specific topics covered in the New Consumer Insight (NCI) research stream 13
Figure 5: Trend development is dictated by both ‘consumer pull’ and ‘manufacturer push’ and Datamonitor offers the intelligence tools to capitalize on this reaity 15
Figure 6: In a consumerist global culture, the broad consumption spheres/segments transcend borders 17
Figure 7: Several factors distinguish a trend from a fad 19
Figure 8: Consumers’ desire for experiential pleasure, intensity and sensation underpins the Sensory mega-trend 22
Figure 9: Consumers are enthusiastic novelty seekers but economic conditions can breed conservatism rather than experimentation 24
Figure 10: Asia Pacific consumers consider new experiences to be highly appealing 28
Figure 11: Asia Pacific consumers were more willing to try new food and beverages in 2008 than 2009 29
Figure 12: Asia Pacific consumers find it important to have a wide choice of products when grocery shopping 29
Figure 13: Asia Pacific consumers are avid ‘sensation-seekers’ and are willing to try new and exotic flavors 33
Figure 14: In Asia Pacific, Koreans are less brand-loyal than consumers in other countries 37
Figure 15: For most consumers in Asia Pacific, brand loyalty is more important than brand image when buying food and beverages 38
Figure 16: Asian consumers base their consumption of personal care and beauty products on habit more than they do on brand image 38
Figure 17: Within personal care, consumers in Asia Pacific believe that brand loyalty is most important for make-up/cosmetics 39
Figure 18: Brand name and habit both highly influence alcoholic beverage consumption in Asia Pacific 39
Figure 19: Asia Pacific consumers tend to opt for brands based on habit rather than image 40
Figure 20: Habit tends to be the greatest determinant as to where a consumer shops for their groceries 40
Figure 21: Hedonistic consumers are uncompromising and driven by the desire to feed their senses 43
Figure 22: The success of the limited edition Mega Mac prompted McDonalds to extend its period of availability, as well as launch a Mega Muffin version for the breakfast menu 45
Figure 23: For Asia Pacific consumers, taste is perceived as being more important than scent when choosing foods and beverages 46
Figure 24: Sensory factors are very influential in the personal care choices of Asia Pacific’s emerging markets 47
Figure 25: In the Asia Pacific region, sensory benefits are more important for fragrance and cosmetic products 48
Figure 26: Korean consumers are not greatly influenced by taste when choosing alcoholic beverages 48
Figure 27: For the majority of Asia Pacific consumers, there are many more influential factors than scent or aroma in choosing alcoholic beverages 49
Figure 28: 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 49
Figure 29: Only the Japanese are more influenced by price than quality when shopping for groceries among Asia Pacific consumers 52
Figure 30: The simultaneous pursuit for health and taste has driven the market for alcohol free beer variants throughout Asia Pacific 55
Figure 31: Asia Pacific consumers are trying to eat healthily but do not think that foods and beverages marry health and taste effectively 56
Figure 32: Asia Pacific consumers are increasingly factoring health considerations into their alcoholic drinks choices 57
Figure 33: Australians are significantly less materialistic that other consumers in Asia Pacific 60
Figure 34: Asia Pacific consumers strongly believe in the importance of experiencing new things 60
Figure 35: The cleanliness of a shopping venue is among of the one most important attributes to Thai consumers 63
Figure 36: The majority of Asia Pacific consumers find the grocery shopping experience to be enjoyable 63
Figure 37: Asia Pacific consumers find store layout and atmosphere an important part of the shopping experience 64
Figure 38: Consumers are actively looking to trade up but find it difficult in recessionary conditions 65
Figure 39: Consumers in Asia Pacific tend to trade up their food and beverage choices more than personal care or household products 67
Figure 40: For consumers in Asia Pacific, quality is most important for oral hygiene products and shampoos/conditioners 68
Figure 41: Asia Pacific consumers are less disposed to trading up in alcoholic drinks in both the on-trade and off-trade 69
Figure 42: In Asia Pacific, the number of personal care products dubbed as ‘professional’ has increased dramatically in recent years 70
Figure 43: Consumers in Asia Pacific are not affording themselves the treats that they believe are important to them 72
Figure 44: The majority of consumers in Asia Pacific are not sacrificing luxuries such as spa and salon visits 72
Figure 45: In Asia Pacific, preoccupation with brand status varies greatly depending on where consumers live 74
Figure 46: Consumers are seeking authenticity as an arbiter of higher quality and sensory gratification 77
Figure 47: Blogs are a resource for connoisseurs to meet, share and expand their knowledge 78
Figure 48: Asia Pacific consumers say that authentic foods and beverages are appealing, but are influenced far more by other factors when actually making product choices 82
Figure 49: Only Indian consumers are more inclined to be influenced by celebrity endorsements than to believe in the credibility of endorsements by professional associations 82
Figure 50: In Asia Pacific, grocery origin has grown in importance in the past few years 85
Figure 51: Asia Pacific consumers are more interested in knowing information about foods and beverages than personal care products or alcoholic drinks 85
Figure 52: Hong Kong’s PARKnSHOP has implemented several strategies to enable consumers to trace the origin of the foods they purchase 86
Figure 53: Japanese consumers are relatively unconcerned by fair-trade grocery products 89
Figure 54: Consumers in Asia Pacific generally purchase organic grocery products if cost allows 89
Figure 55: Asia Pacific consumers will pay more for organic products than fair-trade products 90
Figure 56: Consumers in Asia Pacific believe it is very important that they consume an abundance of fresh food 91
Figure 57: Consumers in Asia Pacific are heavily influenced by freshness when choosing foods and beverages 91
Figure 58: There are differences between consumer values and attitudes 93




[Inhaltsverzeichnis ausblenden]

n/a
TABLE 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 9
Figure 2: Consumer behavior and the innovations targeting it inevitably fit into a ‘trend hierarchy’ 10
Figure 3: Trend tracking can be a source of (comparative) competitive analysis 12
Figure 4: Datamonitor’s mega-trend framework helps set the agenda for the specific topics covered in the New Consumer Insight (NCI) research stream 13
Figure 5: Trend development is dictated by both ‘consumer pull’ and ‘manufacturer push’ and Datamonitor offers the intelligence tools to capitalize on this reaity 15
Figure 6: In a consumerist global culture, the broad consumption spheres/segments transcend borders 17
Figure 7: Several factors distinguish a trend from a fad 19
Figure 8: Consumers’ desire for experiential pleasure, intensity and sensation underpins the Sensory mega-trend 22
Figure 9: Consumers are enthusiastic novelty seekers but economic conditions can breed conservatism rather than experimentation 24
Figure 10: Asia Pacific consumers consider new experiences to be highly appealing 28
Figure 11: Asia Pacific consumers were more willing to try new food and beverages in 2008 than 2009 29
Figure 12: Asia Pacific consumers find it important to have a wide choice of products when grocery shopping 29
Figure 13: Asia Pacific consumers are avid ‘sensation-seekers’ and are willing to try new and exotic flavors 33
Figure 14: In Asia Pacific, Koreans are less brand-loyal than consumers in other countries 37
Figure 15: For most consumers in Asia Pacific, brand loyalty is more important than brand image when buying food and beverages 38
Figure 16: Asian consumers base their consumption of personal care and beauty products on habit more than they do on brand image 38
Figure 17: Within personal care, consumers in Asia Pacific believe that brand loyalty is most important for make-up/cosmetics 39
Figure 18: Brand name and habit both highly influence alcoholic beverage consumption in Asia Pacific 39
Figure 19: Asia Pacific consumers tend to opt for brands based on habit rather than image 40
Figure 20: Habit tends to be the greatest determinant as to where a consumer shops for their groceries 40
Figure 21: Hedonistic consumers are uncompromising and driven by the desire to feed their senses 43
Figure 22: The success of the limited edition Mega Mac prompted McDonalds to extend its period of availability, as well as launch a Mega Muffin version for the breakfast menu 45
Figure 23: For Asia Pacific consumers, taste is perceived as being more important than scent when choosing foods and beverages 46
Figure 24: Sensory factors are very influential in the personal care choices of Asia Pacific’s emerging markets 47
Figure 25: In the Asia Pacific region, sensory benefits are more important for fragrance and cosmetic products 48
Figure 26: Korean consumers are not greatly influenced by taste when choosing alcoholic beverages 48
Figure 27: For the majority of Asia Pacific consumers, there are many more influential factors than scent or aroma in choosing alcoholic beverages 49
Figure 28: 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 49
Figure 29: Only the Japanese are more influenced by price than quality when shopping for groceries among Asia Pacific consumers 52
Figure 30: The simultaneous pursuit for health and taste has driven the market for alcohol free beer variants throughout Asia Pacific 55
Figure 31: Asia Pacific consumers are trying to eat healthily but do not think that foods and beverages marry health and taste effectively 56
Figure 32: Asia Pacific consumers are increasingly factoring health considerations into their alcoholic drinks choices 57
Figure 33: Australians are significantly less materialistic that other consumers in Asia Pacific 60
Figure 34: Asia Pacific consumers strongly believe in the importance of experiencing new things 60
Figure 35: The cleanliness of a shopping venue is among of the one most important attributes to Thai consumers 63
Figure 36: The majority of Asia Pacific consumers find the grocery shopping experience to be enjoyable 63
Figure 37: Asia Pacific consumers find store layout and atmosphere an important part of the shopping experience 64
Figure 38: Consumers are actively looking to trade up but find it difficult in recessionary conditions 65
Figure 39: Consumers in Asia Pacific tend to trade up their food and beverage choices more than personal care or household products 67
Figure 40: For consumers in Asia Pacific, quality is most important for oral hygiene products and shampoos/conditioners 68
Figure 41: Asia Pacific consumers are less disposed to trading up in alcoholic drinks in both the on-trade and off-trade 69
Figure 42: In Asia Pacific, the number of personal care products dubbed as ‘professional’ has increased dramatically in recent years 70
Figure 43: Consumers in Asia Pacific are not affording themselves the treats that they believe are important to them 72
Figure 44: The majority of consumers in Asia Pacific are not sacrificing luxuries such as spa and salon visits 72
Figure 45: In Asia Pacific, preoccupation with brand status varies greatly depending on where consumers live 74
Figure 46: Consumers are seeking authenticity as an arbiter of higher quality and sensory gratification 77
Figure 47: Blogs are a resource for connoisseurs to meet, share and expand their knowledge 78
Figure 48: Asia Pacific consumers say that authentic foods and beverages are appealing, but are influenced far more by other factors when actually making product choices 82
Figure 49: Only Indian consumers are more inclined to be influenced by celebrity endorsements than to believe in the credibility of endorsements by professional associations 82
Figure 50: In Asia Pacific, grocery origin has grown in importance in the past few years 85
Figure 51: Asia Pacific consumers are more interested in knowing information about foods and beverages than personal care products or alcoholic drinks 85
Figure 52: Hong Kong’s PARKnSHOP has implemented several strategies to enable consumers to trace the origin of the foods they purchase 86
Figure 53: Japanese consumers are relatively unconcerned by fair-trade grocery products 89
Figure 54: Consumers in Asia Pacific generally purchase organic grocery products if cost allows 89
Figure 55: Asia Pacific consumers will pay more for organic products than fair-trade products 90
Figure 56: Consumers in Asia Pacific believe it is very important that they consume an abundance of fresh food 91
Figure 57: Consumers in Asia Pacific are heavily influenced by freshness when choosing foods and beverages 91
Figure 58: There are differences between consumer values and attitudes 93



[Tabellenverzeichnis ausblenden]