Targeting consumer occasions in Asia-Pacific

TABLE OF CONTENTS
CHAPTER 1 EXECUTIVE SUMMARY 3
Going out 3
Staying in 5
Entertaining at home 6
Action Points 7
Going out 7
Staying in 9
Entertaining at home 10
CHAPTER 2 INTRODUCTION 17
Who is the target reader? 18
How to use this report? 18
Scope 18
Definitions 18
CHAPTER 3 GOING OUT 20
‘Value-for-time’ and going out occassions 20
Eating out 21
Drivers of the dining and drinking out trend 24
Social mega-trends 24
Specific drivers of going out 27
Consumer attitudes 30
Conclusion 31
CHAPTER 4 STAYING IN 33
Key trends in the staying in universe 34
Staying in occasions are becoming less frequent 34
The number of at-home dinners is decreasing by more than staying-in occasions 34
Scratch food is growing in popularity 34
Working women are driving convenience food spend 35
In-home snacking is increasing despite a decline in staying-in 35
Staying-in snacking habits - differences by gender and living status 36
Snacking by stage-of-evening 36
At-home pampering routines - differences by gender 47
Frequency of pampering 47
Pampering routines 48
Motivation for pampering at-home 49
Conclusion 51
CHAPTER 5 ENTERTAINING AT HOME 53
Drivers of the entertaining at home trend 53
Economic climate 53
Media impact 53
Increased exposure to new flavors and styles 56
Retailer influence 58
Changing nature of gatherings 58
Confidence and cost 58
Increasing informality 60
Impact of lifestage on frequency 61
Conclusion 64
Consumer segmentation by party preparation requirement 65
CHAPTER 6 ACTION POINTS 68
Going out 68
Establish a bridgehead in the service channels 68
Account for greater going out during the working week 70
Use service trends as a strategic lever for your retail business 71
Give consumers premiumization and indulgence 72
Capitalize on emerging trends in going out, such as the rising interest in healthier products and innovative flavors 73
Adapt personal care offerings to consumer needs 75
Staying-in 77
Target staying-in occasions with premium and/or specialty offerings 77
Adapt marketing to the annual and weekly cyclical nature of staying-in 79
Facilitate consumers going out with in-home solutions 81
Entertaining at home 82
Leverage convenience needs of party hosts 82
Extend hosting a gathering to an all-year-round activity 84
Use specific targeting to enhance the wider brand 88
Emphasize gatherings as an opportunity for indulgence 89
CHAPTER 7 APPENDIX 92
Definitions 92
Research methodology 93
Bibliography 93
Datamonitor custom research capabilities 94
SPP writing team 95
How to contact experts in your industry 96