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Evolution of Global Consumer TrendsPublished by: Datamonitor Published: Jul. 4, 2005 - 160 Pages Table of ContentsTABLE OF CONTENTS EXECUTIVE SUMMARY 3 Hot topic 3 CHAPTER 1 CONTEXT 19 Factors driving contemporary consumer trends 19 Consumer values 20 Consumer attitudes 20 Consumer behaviors 21 CHAPTER 2 THE FUTURE DECODED 24 Introduction to the ‘complexity’ mega-trends 24 Mega-trend 1: Age complexity 24 Values and attitudes driving the age complexity mega-trend 25 Behaviors driving the age complexity mega-trend 26 Age complexity best-practice and product examples 29 Mega-trend 2: Gender complexity 32 Values and attitudes driving the gender complexity mega-trend 33 Behaviors driving the gender complexity mega-trend 35 Gender complexity best-practice and product examples 40 Mega-trend 3: Lifestage complexity 42 Boomeranging children 43 Staying single due to delayed marriage and rising divorce rates 45 Extended time spent as older consumers 46 Mega-trend 4: Income complexity 48 Rising purchasing power parity is indicative of rising wealth 48 Complexing behaviors among different income groups 51 High income groups are seeking ‘anti-luxury’ concepts 52 Lower income groups spending on luxury on a budget 53 ‘Hi-lo consumption’ is becoming more apparent 55 Introduction to the ‘benefit’ mega-trends 57 Mega-trend 5: Convenience 57 Values and attitudes driving the convenience mega-trend 58 Behaviors driving the convenience mega-trend 60 Convenience product trends 69 Mega-trend 6: Health 74 Values and attitudes driving the health mega-trend 75 Behaviors driving the health mega-trend 78 Health product trends 91 Mega-trend 7: Sensory 96 Values and attitudes driving the sensory mega-trend 97 Behaviors driving the sensory mega-trend 99 Sensory product trends and best practice 107 Mega-trend 8: Individualism 112 Values and attitudes driving the individualism mega-trend 112 Behaviors driving the individualism mega-trend 115 Individualism product trends 119 Mega-trend 9: Comfort 123 Values and attitudes driving the comfort mega-trend 123 Behaviors driving the comfort mega-trend 127 Comfort product trends 133 Mega-trend 10: Connectivity 137 Values and attitudes driving the connectivity mega-trend 137 Behaviors driving the connectivity mega-trend 141 Product trends stemming from connectivity 147 CHAPTER 3 ACTION POINTS 151 Act upon trends using our five rules for trendwatching 151 Recognize that trends last at least 10 years 151 Be aware of counter-trends and the ‘polarizing effect’ 151 Base product offerings on several mega-trends 152 Use fads selectively to boost short-term sales 153 Actively target instances where mega-trends clash or crossover 154 Identify relative trend dynamism for your category 154 CHAPTER 4 APPENDIX 156 Definitions 156 Research methodology 159 LIST OF TABLES Table 1: Distinguishing between values and attitudes 21 Table 2: Distinguishing between trends and fads 23 Table 3: Tweens' expenditure on cosmetics and toiletries by country (% of discretionary income), 1998-2008 29 Table 4: Annual number of per capita personal care occasions amongst teenagers, Europe and US (1998-2008) 29 Table 5: Age complexity: best-practise marketing and key opportunities 30 Table 6: European and US men’s personal care usage market value (€m and US$m), 2003-2008 36 Table 7: Gender complexity: best-practice marketing and opportunities 40 Table 8: Family structures across Europe and the US, 1995-2005 43 Table 9: Average age of female at birth of first child in Europe and the US, 1975 - 2005 45 Table 10: Crude divorce rate (divorce per 1000 people) in Europe and the US, 1970-1998 46 Table 11: Compound annual growth rate (CAGR) of consumer groups in Europe and the US, 2003-2008 47 Table 12: The Senior lifestage is the longest, a trend that will continue as world populations age 47 Table 13: GDP at PPP per head (US$), 1999-2009 48 Table 14: Wealth groups in Europe for the adult population aged over 20 years old (m) 1999-2009 50 Table 15: Wealth groups in the US for the adult population aged over 20 years old (m) 1999-2009 50 Table 16: Income complexity: best practice in product innovation 56 Table 17: European and US prepared meals market value (US$bn and €bn), 1999 - 2009 61 Table 18: Asia-Pacific and Latin American ready meals markets (US$bn), 1999-2009 61 Table 19: The number of main meal and snacking occasions (billions) in Europe and the US, 2004-2009 62 Table 20: The number of European and US light mealtime occasions (billions), by daypart, 2003-2008 63 Table 21: The value of Asian and Latin American confectionery and savory snack markets (US$bns), 1999-2009 63 Table 22: Combined European and US on-the-move food and drinks value, by category (US$m), 1999-2009 64 Table 23: Number of annual and per person on-the-go eating and drinking occasions (billions), by country, 2003-08 65 Table 24: Change in the number of European and US workplace consumption occasions (billions) by daypart 2003-2008 65 Table 25: Consumers and households using convenience services in Europe and the US, 2001-2006 67 Table 26: Convenience: best practice in product innovation 70 Table 27: Convenience: best practice marketing and positioning 72 Table 28: The value of the Asia-Pacific, European, Latin American and North American personal care markets (US$bns) 1999-2009 77 Table 29: Total functional beauty regime sales by market, Europe and US, 1998-2008 79 Table 30: European and US adult population on a diet (% adults), 2004 81 Table 31: European and US diet markets, (US$m) 1998-2008 82 Table 32: Value of the over-the-counter (OTC) vitamins, minerals and supplements (VMS) and herbal supplements market, Europe and US, (US$m), 1996-2006 87 Table 33: Percentage and total number of natural and organic food and drink consumers by usage status, Europe and US, 2004-09 87 Table 34: Value of European and US natural and organic food and drink markets (US$bn and €bn), 2004-2009 88 Table 35: Value of European and US natural personal care markets (US$bn), 1999-2009 88 Table 36: Per head and total European and US healthy on-the-go eating occasions (billions), 2004-2009 89 Table 37: Per head and total European and US healthy on-the-go drinking occasions (billions), 2004-2009 89 Table 38: Health: best practice in product innovation 91 Table 39: Health: best-practise marketing and key opportunities 94 Table 40: European and US specialty food and drinks sales (US$bn), 2004-2009 101 Table 41: European and US specialty personal care sales (US$m), 2004-2009 101 Table 42: The value (US$m) and number (m) of overall European and US premium food and drink occasions, 1998-2008 103 Table 43: Number of foodservice transactions (millions) in full service and quick service restaurants in Europe, North America, Latin America and Asia-Pacific, 2004-2009 105 Table 44: Sensory: best practice in product innovation 108 Table 45: Sensory: best-practice marketing and positioning 109 Table 46: European and US prestige alcohol and personal care sales, (US$m) 2002-2007 118 Table 47: Individualism: best practice in product innovation 120 Table 48: Individualism: best-practise marketing and key opportunities 121 Table 49: A Latin American and Asian perspective on the importance of family values 126 Table 50: European and US stress relief/pampering personal care market value, 2003-2008 (€m and US$m) 128 Table 51: Comfort: best practice in product innovation 134 Table 52: Comfort: best-practise marketing and key opportunities 135 Table 53: European and US over-50s living alone (%), 1995-2025 140 Table 54: An insight into Latin American and Asian ecological values, by age and country 141 Table 55: Ethical personal care market value, 2004-2009 144 Table 56: Total annual number of entertaining at home gatherings by country, (millions) 2002-2007 145 Table 57: Connectivity: best practice in product innovation 148 Table 58: Connectivity: best-practise marketing and key opportunities 149 Table 59: Definitions used in this report 156 LIST OF FIGURES Figure 1: Values and attitudes are key determinants of consumer behavior 19 Figure 2: Younger consumers are acting older and older consumers are acting younger 24 Figure 3: European and US consumers aged 35-64 spend the most time on personal appearance and are the least happy with their age 25 Figure 4: As consumers age, they place more importance on advertising featuring characters their own age 26 Figure 5: Older consumers’ aspirational ages reflect their fear of aging and desire to be younger 27 Figure 6: Six distinct behaviors characterize the gender complexity mega-trend 32 Figure 7: Consumers across the globe are showing more egalitarian values in accepting the changing roles of women 33 Figure 8: The rise of egalitarianism means that homosexuality is increasingly tolerated across the globe 34 Figure 9: Shows such as ‘Queer Eye for the Straight Guy’ are bringing metrosexuality attitudes to the mainstream 34 Figure 10: The expanded family status lifecycle model shows the trend of complexing lifestages which makes demographic segmentation and targeting all the more difficult 42 Figure 11: Income complexity behaviors are driven by lower income groups seeking luxury on a budget and higher income groups embracing more refined luxurious consumption 51 Figure 12: The 10 mega-trends can be categorized as either ‘benefit’ or ‘complexity’ trends 57 Figure 13: Manufacturers and retailers can target 10 discernable convenience related behaviors 58 Figure 14: Consumers across Europe and the US place considerable importance upon towards time saving products and services 59 Figure 15: More than 50% of European and US consumers are willing to pay extra for time-saving products and services 60 Figure 16: 57% of European and US consumers report that they groom while on-the-move, 2004 66 Figure 17: 58% of European and US consumers admit to grooming while at work 67 Figure 18: Instill these product attributes in offerings to capitalize on consumers’ convenience related needs and behaviors 69 Figure 19: Health is becoming an increasingly complex trend as characterized by the multitude of related consumer behaviors 74 Figure 20: European and US consumers recognize the importance of improving or maintaining good health 75 Figure 21: More than three-quarters of European and US consumers attach importance to improving physical health through diet 76 Figure 22: Consumers believe it is important to be appearance conscious 76 Figure 23: 90% of European and US consumers believe it is important to reduce stress levels 78 Figure 24: During 2003-2004 European and US consumers took active steps to improve their overall physical health 79 Figure 25: During 2003-2004 European and US consumers took active steps to improve their health through diet 79 Figure 26: Nearly 50% of Europeans and Americans reported that they spent more time on their personal appearances in 2003-2004 81 Figure 27: More than half of European and American consumers took active steps to reduce stress levels during 2003-2004 84 Figure 28: Consumers’ health behaviors in the future will be characterized by reduced disparities between attitudes and actual behavior 90 Figure 29: Instill these product attributes in offerings to capitalize on consumers’ health related needs and behaviors 91 Figure 30: There are 7 core behavioral trends emanating from the sensory mega-trend 96 Figure 31: European and US consumers are more open-minded about trying new products and experiences 97 Figure 32: Finding excitement and sensations in life has never been more important to Western consumers 98 Figure 33: The prevalence of risk-taking values continue to drive the sensory mega-trend 98 Figure 34: Nearly half of European and US consumers sought more excitement and sensations in 2003-2004 99 Figure 35: Evidence suggests consumers are seeking more ‘experiential satisfaction’ as opposed to ‘material gratification’ 102 Figure 36: During 2003-2004 European and US consumers increasingly tried new food and drink products 105 Figure 37: Instill these product attributes in offerings to capitalize on consumers’ sensory related needs and behaviors 107 Figure 38: Individualism needs are driven by 3 core behavioral trends 112 Figure 39: Consumers place importance on brands matching their general attitudes and outlook on life 113 Figure 40: Consumers want products designed for their specific needs 114 Figure 41: Marketing must also reflect consumers’ personal situation 114 Figure 42: During 2003-2004 42% of European and US consumers more frequently choose brands that matched their attitudes and outlook on life 116 Figure 43: Consumers increasingly chose products and services customized to their specific needs during 2003-2004 117 Figure 44: European and US consumers believe it is likely that they will buy cosmetics and toiletries with active ingredients for their specific requirements in the future 117 Figure 45: More than 10% of consumers report withholding information in order to remain exclusive 119 Figure 46: Instill these product attributes in offerings to capitalize on consumers’ individualism related needs and behaviors 119 Figure 47: Comfort related behaviors focus on indulgence, safety and simplifying lifestyles 123 Figure 48: Consumers aspire to lead less complicated lifestyles 124 Figure 49: A significant proportion of Europeans and Americans feel there is too much choice when making purchase decisions 124 Figure 50: European and US consumers perceive their homes both as a place of safety and a retreat from the outside world 125 Figure 51: Spending time with the family remains a strong value with consumers doing so more over the course of 2003-2004 126 Figure 52: Nearly half of European and US citizens reported that they consumed comforting food and drinks more frequently during 2003-2004 128 Figure 53: Enjoying small indulgences to escape the pressures of everyday life remains as important as ever 128 Figure 54: In what could be deemed a convenience counter trend, European and US consumers are attempting to slow down by leading a less complicated lifestyles 131 Figure 55: Instill these product attributes in offerings to capitalize on consumers’ comfort related needs and behaviors 133 Figure 56: There are 3 core behavioral trends associated with the connectivity mega-trend 137 Figure 57: Spending time with friends is an important value across Europe and America 138 Figure 58: A significant proportion of consumers regard their home as a place that facilitates connectivity 139 Figure 59: More than half of US and European consumers believe that it is important to purchase ethical or socially responsible products 141 Figure 60: With over 40% of US and European consumers listening to the recommendations of others more often viral and word-of-mouth campaigns could become even more effective 143 Figure 61: Less consumers bought more ethical products in 2003-2004 than those who deem such consumption as important 143 Figure 62: More than 50% of Europeans and US consumers used their homes for entertaining more frequently during 2003-2004 144 Figure 63: Socializing tops the motivations for eating out in the evening 145 Figure 64: Consumers are providing more recommendations to friends/family about everyday products and services 146 Figure 65: Instill these product attributes in offerings to capitalize on consumers’ connectivity related needs and behaviors 147 Figure 66: For every trend there is a counter-trend 152 Figure 67: Industry players can map how their offerings are ‘on-trend’ relative to competitors 153 Figure 68: Many of the major behavioral trends are actually crossovers of two or more influencing mega-trends 154 Figure 69: 3 ways of categorizing trends: the evolving, emerging and established framework 155 AbstractIntroductionThere are 10 global consumer mega-trends that will determine successful NPD and marketing strategies in the next 10 years. This report, in presenting new data to reflect consumer values, attitudes and behaviors, offers a more detailed breakdown of how the mega-trends have affected consumer behaviors, how they evolved in recent years and how they are likely to evolve in the future. Scope Profiles how the mega-trends have evolved by identifying new behaviors and presenting new data concerning consumer attitudes and behaviors Identifies the changing values, attitudes and behaviors driving each of the mega-trends across Europe, North America, Latin America and Asia-Pacific Describes the specific tangible components of the mega-trends, including detailed breakdown of behavior and product attribute trends Showcases the latest best-practice, "on-trend" product and marketing innovation offering a wealth of creative ideas to guide future innovation Highlights Global consumers continue to report problems with maintaining a work-life balance. Pit-stopping behaviors such as workplace consumption and consuming on-the-move have become more pronounced. Snacking has evolved into a trend towards light meals, where consumers seek more filling and substantial meals to facilitate their 'flexi-eating' habits. Trends concerning boomeranging children, extended singleton and extended time spent as older consumers have all become more pronounced across the globe. Manufacturers must recognize that consumer lifestyles are becoming more changeable and therefore be more flexible in the way they target consumers according to lifestage assumptions. Manufacturers and retailers need to be aware of counter-trends and the 'polarizing effect' because for every trend there is a counter trend which present untapped growth opportunities as well as potential threats. Overall, to be successful in the coming years, a product or service should ideally be founded on several of the mega-trends. Reasons to Purchase Gain a more detailed understanding of how the mega-trends have affected behaviors and how they are likely to evolve. Save time by gaining a clear perspective of the 10 mega-trends guiding contemporary consumer behavior today Increase the likelihood of being "on-trend" by determining whether your NPD is supported or threatened by the "mega-trends" Get Full Details About This Report >> |
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