Global Consumer Trends : Market Research Report

Global Consumer Trends

Published by: Datamonitor

Published: Jul. 26, 2004 - 110 Pages

TABLE OF CONTENTS

EXECUTIVE SUMMARY 3

Hot topic 3

The 10 global mega-trends 3

The 5 rules governing trends 5

CHAPTER 1 CONTEXT 15

Factors driving contemporary consumer trends 15

Consumer values 16

Consumer attitudes 17

Consumer behaviors 18

Trends vs fads 20

CHAPTER 2 THE FUTURE DECODED 22

Mega-trend 1: Age complexity 22

Kids growing up young 22

Adults acting younger 24

Seniors enjoying a second youth 24

Counter trend: Age as identity 26

Mega-trend 2: Gender complexity 26

The rise of egalitarian values towards women and homosexuals 26

The feminization of society and men 27

Counter trend: Gender as identity 29

Mega-trend 3: Lifestage complexity 30

Mega-trend 4: Income complexity 32

High income groups spending on ‘anti-luxury’ 34

Lower income groups spending on luxury on a budget 35

CHAPTER 3 ACTION POINTS 36

Mega-trend 5: Convenience 36

Values and attitudes driving the convenience mega-trend 36

Behaviors driving the convenience trend 37

Convenience counter trends 45

Convenience product trends 46

Mega-trend 6: Health 49

Values and attitudes driving the health mega-trend 49

Behaviors driving the health trend 51

Health product trends 57

Crossover trends with health 60

Mega-trend 7: Sensory 61

Values and attitudes driving the sensory trend 62

Behaviors driving the sensory trend 66

Sensory product trends 70

Crossover product trends with sensory 73

Mega-trend 8: Individualism 75

Values and attitudes driving the individualism trend 75

Behaviors driving the individualism trend 78

Product trends stemming from the individualism trend 80

Mega-trend 9: Homing 83

Values and attitudes driving the homing trend 83

Behaviors driving the homing trend 84

Product trends stemming from homing 89

Crossover trend with homing 92

Trend clash 93

Mega-trend 10: Connectivity 94

Values and attitudes driving the trend 94

Behaviors driving the connectivity trend 96

Product trends stemming from connectivity 98

Crossover trends with connectivity 101

CHAPTER 4 APPENDIX 103

Definitions 103

Supplementary data 104

SPP writing team 110

How to contact experts in your industry 110

LIST OF TABLES

Table 1: Distinguishing between values and attitudes 17

Table 2: Distinguishing between trends and fads 21

Table 3: Products that successfully fulfill the emotional needs of maturation and desire to mimic adult actions 23

Table 4: Macleans’ 40+ - targeting age blurring among seniors 24

Table 5: Marketing messages with wide generational appeal 25

Table 6: Products targeting male gender as identity 29

Table 7: Products targeting female gender as identity 30

Table 8: Family structures across Europe and the US, 1995-2005 31

Table 9: Wealth groups in Europe (m) 1995-2005 33

Table 10: Wealth groups in the US (m) 1995-2005 33

Table 11: Professional quality sought by “bourgeois Bohemians” 34

Table 12: Aspirational products that are venue-branded to appeal to mid-income consumers 35

Table 13: Frequency of consumption by age by occasion, 2002-07 39

Table 14: Number of annual and per person on-the-go eating occasions, by country, 2003-08 40

Table 15: Number of annual and per person non-alcoholic on-the-go drinking occasions, by country, 2003-08 41

Table 16: On the move personal care occasions in Europe and the US (billions of occasions), 2003-2008 41

Table 17: Consumers and households using convenience services in Europe and the US, 2001-2006 42

Table 18: Value of convenience store food and drink sales by country, 2003-2008 (US$m) 44

Table 19: No mess convenience and hype-snacking food innovation 46

Table 20: On-the-go lifestyle supporting personal care products and speed and ease-of-use home hygiene products 47

Table 21: Meal replacement drinks innovation 48

Table 22: Compact innovation ensuring that products are not only destined for the fridge rather than the pantry but are at the front of the fridge - hence they are ‘front of mind’ 48

Table 23: Portable innovation - soups and bottled water 49

Table 24: Percentage and total number of natural food and drink consumers by usage status, 2002-2007 55

Table 25: Value of the over-the-counter (OTC), vitamins, minerals and supplements (VMS) and herbal supplements market, Europe and US, (US$m), 1996-2006 56

Table 26: Pokka Amino Lemon - positive nutrition for Seniors 57

Table 27: Increasingly new product offerings are positioned and marketed against natural ingredient contents 58

Table 28: Examples of a personal care product claiming to energize or soothe the consumer 58

Table 29: Innovation in functional food and drinks and cosmeceuticals 59

Table 30: Innovation in ‘health on-the-go’ products 61

Table 31: Number of evening foodservice meals served in the profit sector (m) 1997-2007 67

Table 32: Maximizing the sensory trend in home care 70

Table 33: Applying the ‘sensory’ trend to retail - making in-store retailing appeal to kids 71

Table 34: Examples of experiential products promoting sensory benefits 71

Table 35: Bolder, brighter and more ‘extreme’ sensory experiences targeted at youth 72

Table 36: Interactive and novel consumption sensations with food 72

Table 37: An example of the ‘ready-to-make’ trend 74

Table 38: Number of single person households in Europe & the US, 1997-2007 79

Table 39: An example of an interactive, self-expressive product capitalizing on the individualism trend 80

Table 40: Examples of the trend towards customization 82

Table 41: The number of Holistic simplifiers and Downshifters in Europe and the US (m) 1997-2007 86

Table 42: Global homeworking projections, by country and type, (m) and (%), 2005 88

Table 43: Examples of products facilitating the ‘at-home’ on-trade experience and need to cocoon 89

Table 44: Milk Chugs - clever design brought milk up to date 90

Table 45: Innovation in soft drinks - offering comforting indulgence 90

Table 46: Products that offer safety and peace-of-mind 91

Table 47: Comforting personal care products 91

Table 48: Guilt-free indulgence has moved onto low carb options 92

Table 49: European and US over-50s living alone (%), 1995-2025 95

Table 50: Going out alcoholic drinking occasions, 1998-2008 97

Table 51: Shareable product innovation 99

Table 52: Product innovation that offers coolness to consumers 99

Table 53: Attitude branding for street-cred 100

Table 54: Product examples capitalizing on the connectivity trend 100

Table 55: Total annual number of entertaining at home gatherings by country, (millions) 2002-2007 101

Table 56: Gender equality, by country and age 104

Table 57: Global consumers’ perceptions concerning their state of health, by age, 1990-1993 World Values Survey Data 105

Table 58: World ecological values, by age and country 106

Table 59: Consumer values towards new experiences, by age and country 107

Table 60: Global values concerning freedom of choice and control over life patterns, by age 108

Table 61: A global perspective on the importance of friends, by age 109

LIST OF FIGURES

Figure 1: The determinants of consumer behavior 16

Figure 2: US youths and their aspirational ages 23

Figure 3: Proportion of respondents who agree that men have more right to a job than women (asked of both men and women) 27

Figure 4: Young adults’ (18-24 yrs. old) living arrangements are diverse, particularly in northern Europe 32

Figure 5: The importance of family, work, friends, leisure and religion in people’s lives at a global level 37

Figure 6: Convenience product attributes by sector 46

Figure 7: Proportion of respondents who answered ‘very good’ or ‘good’ to the question: All in all, how would you describe your health these days? 50

Figure 8: % of Europe and US population engaged in dieting, 2002 53

Figure 9: Value of health and beauty regimes in Europe and the US (US$m), 1997-2007 54

Figure 10: Health and wellness product attributes by sector 57

Figure 11: Levels of actual and intended healthy on-the-go food and drink consumption in Europe and the US (% on-the-go occasions), 2003 60

Figure 12: The shift from a materialist to a post-materialist society - evidence from the World Values Survey 63

Figure 13: World ecological values, by age and country 64

Figure 14: Consumer values towards new experiences, by age and region 65

Figure 15: Consumer values towards new experiences, by age and region 66

Figure 16: Specialty food and drink market values ($m) by country, 2002-2007 69

Figure 17: Sensory product attributes by sector 70

Figure 18: Global values concerning freedom of choice and control over life patterns, by age 77

Figure 19: Individualism product attributes by sector 80

Figure 20: Homing product attributes by sector 89

Figure 21: A global perspective on the importance of friends, by age 95

Figure 22: Motivations for eating out in the evening in Europe and the US 96

Figure 23: Connectivity product attributes by sector 98

Figure 24: Definition of social grade 103

Abstract

Introduction
Datamonitor has identified the 10 global consumer behavioral mega-trends and the 5 rules governing trends that will determine successful NPD and marketing strategies. These 10 mega-trends are age complexity, gender complexity, lifestage complexity, income complexity, convenience, health, sensory, individualism, homing and connectivity. This flagship report uncovers how to be on-trend for success.

Scope
Identifies the changing values, attitudes and occasions behind each of the mega-trends across Europe, North America, Latin America and Asia-Pacific
Distils the leading insights from futurologists, trendspotters and trendscouts that are then made relevant to consumer packaged goods
Describes the specific components of the mega-trends, highlighting the opportunities where consumer trends have not yet been mirrored by NPD
Provides the "how to" for meeting consumers' needs from each mega-trend through product design. Includes best practice examples from around the globe
Highlights
Growing economic wealth and changing values and attitudes are driving the egalitarianism of spending leading to increased 'income complexity' with well-off consumers spending on anti-luxury and less well-off consumers seeking luxury on a budget.

The rise of post-materialist values has had a significant impact on the individualism mega-trend in CPG. Today's youth in particular has an increased desire for personal control with the availability of more lifestyle choices. Manufacturers are responding to this through innovative forms of customization and personalization in product design.

Connectivity describes consumer's growing importance of creating a lifestyle that is rich in relationships and experiences. This mega-trend is taking on renewed importance in societies that have become more individualistic. Changing attitudes and a desire for a greater sense of belonging and interconnectedness is driving this.

Reasons to Purchase
Accelerate your NPD process by determining whether your NPD is supported or threatened by the "mega-trends" driving consumer behavior today
Ensure that your products, brand positioning and marketing messages are successfully on-trend
Save time by reading the only essential report for understanding the macro-trends driving consumer behavior

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Global Consumer Trends

Table of Contents

Abstract