Global Consumer Trends: Convenience

Published by: Datamonitor

Published: Aug. 13, 2009

Table of Contents

Overview

Catalyst

Summary

Table of Contents

Table of figures

INTRODUCTION: THE IMPORTANCE OF TREND-TRACKING

Tracking consumer mega-trends is fundamental to long-term success

Trend-tracking insight 1: mega-trends can be classified in two ways according to desirable product/service benefits and societal complexities

Trend-tracking insight 2: trends are aligned with pre-existing, but evolving human values, attitudes, needs and behaviors

Trend-tracking insight 3: mega-trends can be broken down into trends and sub-trends to provide structure and clarity at a time of 'information overload'

Trend-tracking insight 4: manufacturers, retailers and researchers/futurologists perpetuate trends

Trend-tracking insight 5: adopting a broader, global perspective to trend-tracking facilitates better decision making by overcoming 'category myopia'

Trend-tracking insight 6: trends have longer-term implications than fads and can be categorized by evolvement

Trend-tracking insight 7: for every trend there is a 'counter-trend' while 'trend-crossover' is also an important phenomena

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

THE FUTURE DECODED: DECIPHERING THE CONVENIENCE MEGA-TREND

MEGA-TREND SYNOPSIS: Consumers feel the need to manage a plethora competing demands on their time

TREND: Lifestyle Claustrophobia: time scarcity and time compression increasingly characterize consumers' lives and influence the consumption choices they make

SUB-TREND: Beleaguered Society: many time scarce consumers are feeling overwhelmed by their lifestyle obligations

Many Europeans find it difficult to manage their daily obligations and find time to relax

Pressure to juggle between obligations in life is felt in both the US and Brazil

Asia Pacific consumers are feeling the pressure of not having enough time to relax, but many are nonetheless satisfied with time spent with their children

Gulf consumers are sacrificing leisure time in order to spend more time with their children

Key takeouts and implications: various commitments and demands from work and personal/family life have contributed to the feeling of time-deprivation

SUB-TREND: Quick-Fix Society: time pressured consumers express strong preferences for quick, efficacy driven products that allow them to feel more in control of their time

Convenient products are now an essential part of life for many European consumers

Consumers in the Americas are attracted to convenient personal care and household/laundry products

Asia Pacific consumers also value convenience benefits across FMCG sectors

Gulf consumers think that convenience is more important than ever

Key takeouts and implications: time-poor consumers are looking for sophisticated, effective and credible products that can help to save time with greater frequency

TREND: Practical Personal and Household Aesthetics: consumers value the opportunity to adopt simplified, less time intensive personal and household care routines

SUB-TREND: Portable and Instant Beauty & Hygiene: personal care on-the-go reflects consumers' desire to uphold appearances and maintain their confidence throughout the day

Most Europeans are influenced by the portability of personal care products and it has become an important theme in innovation

Brazilians are particularly likely to be attracted by multi-functional, portable products-more so than US shoppers

Consumers in Asia-Pacific are drawn towards small package sized products

Portable beauty products are less prevalent in the Middle East

Key takeouts and implications: consumers in different regions seem to place different emphasis on portable personal care products

SUB-TREND: Simplified Beauty: minimizing time spent on beauty routines

Europeans want convenient products but generally perceive they are spending more time on their appearance

Many consumers in the Americas are spending more time on making themselves looking good

The majority of Asia Pacific consumers do not tend to spend more time on their appearances

Gulf consumers believe that taking time on personal appearance is a good thing

Key takeouts and implications: the emphasis on achieving one's beauty ideals is a main driver for consumers to continue spending time on maintaining/improving their appearance

SUB-TREND: Household Chore Simplification and Outsourcing: making household chores easier is a major priority for a high number of global citizens

Europeans want to make doing household chores easier, with a specific emphasis on saving time

Consumers in the Americas have a high tendency to look for products that help to minimize their housework

Ease of use is high on the agenda for Asia Pacific consumers when considering household care products

Consumers in the Gulf region value the features associated with household chore simplification more so than those elsewhere

Key takeouts and implications: consumers are looking for ways to minimize time and effort spent on doing their housework

TREND: Mealtime Stress and Simplification: simplifying meal preparation and consumption remains a lifestyle reality for many time-poor consumers

SUB-TREND: Expedient Dining: many consumers are proactively looking to reduce meal preparation times

A significant proportion of Europeans rely on microwaving to prepare convenient meals

Many consumers in the Americas are looking for convenient meal preparation approaches

Asia Pacific consumers are highly dependant on microwaves as form of meal preparation

Gulf consumers rely upon convenience foods

Key takeouts and implications: consumers are becoming more reliant on a need to shorten the time needed for meal preparation

SUB-TREND: Pre-prepared consumption: opting for fully and part prepared meal solutions

Pre-prepared meals are appealing to consumers but economic factors are also influential

Consumers in the Americas are not significantly increasing the frequency with which they cook at home but many intend to do so

Consumers in Asia Pacific are demonstrating the attitude and behavioral change of cooking more

Scratch cooking is less prevalent in the Gulf region than elsewhere

Key takeouts and implications: while the desire for pre-prepared meals remains, more consumers are cooking at home, and the need for products that help consumers quickly assemble meals should rise

SUB-TREND: Outsourcing Food Effort: the propensity to eat out, buy take-outs and home-meal replacements has changed following the economic downturn

During the recession, Europeans are seeing eating out less often as a convenience and more often as a treat

Consumers in the Americas are becoming more price-sensitive and cutting down on convenient solutions including eating out and takeaways

Consumers in Asia Pacific are eating out less in order to cope with the demands of the recession

MENA consumers are cutting down on meals eaten away from the home in order to save money

Key takeouts and implications: consumers will continue to enjoy eating out or having takeaways as a treat rather than a pure out-sourcing meal solution

TREND: Mealtime Fragmentation, Informality and Expediency: consumers are adopting a more flexible and informal approach to food preparation consumption

SUB-TREND: Meal Abstention: skipping core main meals has become a feature of flexible and informal eating patterns

Despite the negative health implications, it is common for Europeans to regularly skip meals, especially breakfast

Consumers in the Americas often skip meals, particularly in the morning

Consumers in Asia Pacific are generally less likely to miss meals

Gulf consumers are skipping more meals, both for convenience and also due to the credit crunch

Key takeouts and implications: consumers are more prone to skipping meals at home, and so require encouragement to at least eat something on-the-go

SUB-TREND: Food On-The-Go: food consumption is increasingly fitted around people's needs and lifestyles

Europeans want portable meals to cater to their desire for food on-the-go

Consumers in the Americas do not consume meals on-the-go more frequently than the global average

Consumers in Asia Pacific are no more likely to consume their meals while on the go than elsewhere, apart from in Korea

Gulf consumers are particularly attracted to food and beverages which can be consumed in transit

Key takeouts and implications: for many consumers, eating and drinking on-the-go is necessary given the fast-paced nature of their daily lives

SUB-TREND: Healthy Convenience: eating and drinking healthily on-the-go is an important need state for consumers and represents the coming together of two major mega-trends

Europeans now demand food and drinks that are not only convenient, but healthy too

Consumers in the Americas are also looking for healthy and convenient food and beverages

Healthy and convenient options are expected to continue to gain popularity in Asia Pacific

Consumers in the Middle East want products to deliver in more than one area

Key takeouts and implications: consumers want products that can deliver on multiple levels

SUB-TREND: Bite Sized Eating: time poor and/or health conscious consumers are often opting for lighter meals

Europeans are making more of an effort to regulate the portion size of the meals that they are consuming

Consumers in the Americas appears to be reducing their portion size on food and drinks

Reducing the portion size of food and drinks does not seem to be a major concern among consumers in the Asia Pacific region

Gulf consumers have responded strongly to the trend for bite sized eating

Key takeouts and implications: consumers are generally attentive to the fact that consuming portion sizes is important for their health and can facilitate more convenient eating

SUB-TREND: Everyday Grazing: consumers are increasingly eating between core mealtimes

Europeans are snacking frequently but still feel guilty about this habit

Consumers in the Americas are prone to different snacking patterns

Consumers in Asia Pacific are demonstrating less of a tendency to snack between meals

Guilt is a large inhibitor of snacking for gulf consumers

Key takeouts and implications: guilt is a large inhibitor of snacking occasions for consumers

TREND: Efficient Shopping: convenience needs impact upon store selection and in-store behaviors

SUB-TREND: Expedient Store Selection: grocery store preferences are heavily influenced by the convenience of the location

Long opening hours are particularly appealing to European consumers

Having a store close to home is particularly appealing to consumers in the Americas

Location is crucial to where consumers in Asia Pacific do most of their shopping

Middle Eastern consumers place importance on several convenient factors when deciding where to shop

Key takeouts and implications: consumers want grocery stores to offer convenience in the form of flexible (long) opening hours and convenient proximity to their homes

SUB-TREND: Top-Up Shopping: global consumers are adopting a more flexible approach to shopping where larger shops are combined with more frequent 'top-ups'

Europeans embrace top-up shopping as a way to manage their time and grocery shopping needs

Consumers in the Americas are becoming more dependent on top-up shopping

Top-up shopping is not as prevalent in Asia Pacific as in other regions

Convenience figures heavily in the shopping habits of UAE and Saudi shoppers

Key takeouts and implications: the convenience offered by a plethora of c-stores and evolving formats in larger grocery stores means that consumers are increasingly disposed to top-up shopping

SUB-TREND: Speed Shopping: consumers, despite being attracted to new experiences, often simply engage in 'auto pilot purchasing' which leads to more habitual buying

Europeans appear to have developed routines that allow them to shop more quickly and selectively

Consumers in the Americas are showing less of a tendency to engage in 'auto-pilot shopping'

Consumers in Asia Pacific are prone to spending more time in the store when doing grocery shopping

Shopping approaches in the Middle East are largely organized and efficient

Key takeouts and implications: a reluctance to spend too long shopping for groceries could mean that it is becoming more difficult for new products to receive attention from the majority of consumers

SUB-TREND: Online Grocery Shopping: more consumers are embracing the internet for the purpose of convenient shopping

There are signs that there is an upturn in online grocery shopping in Europe

No more than 5% of consumers in the Americas shop online for groceries for at least once per week

Consumers in Asia Pacific are more active in using online services to purchase groceries and financial products

Online grocery shopping is still relatively unheard of in the Middle East

Key takeouts and implications: online grocery retail has established a strong foothold but remains an area with room for development, not least because consumers are still only seeing it as a relatively fringe offering

APPENDIX

Definitions

Methodology

Further reading and references

Ask the analyst

Datamonitor consulting

Disclaimer

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

Figure 2: Consumer behavior and the innovations targeting it inevitably fit into a 'trend hierarchy'

Figure 3: Datamonitor's mega-trend framework helps set the agenda for the specific topics covered in the New Consumer Insight (NCI) research stream

Figure 4: Trend tracking can be a source of (comparative) competitive analysis

Figure 5: Trend development is dictated by both 'consumer pull' and 'manufacturer push' and Datamonitor offers the intelligence tools to capitalize on this reality

Figure 6: In a consumerist global culture, the broad consumption spheres/segments transcend geographical borders which is another reason why adopting a broader approach is necessary

Figure 7: Several factors distinguish a trend from a fad

Figure 8: Convenience is driven by the need to create more time for oneself

Figure 9: There are more than 15 major convenience orientated trends influencing FMCG consumers

Figure 10: There are at least two broad dimensions of convenience

Figure 11: Variable holiday entitlement and a failure to utilize the full entitlement is prevalent across the globe and reflects the ongoing struggle to be 'leisure time maximizers'

Figure 12: Datamonitor has identified five major categories for individuals' time-spend which vary in influence across the countries and regions covered in this report

Figure 13: European parents are generally happy with how much time they spend with their children, but European citizens are less content about their leisure time overall

Figure 14: Perhaps reflecting the changing nature of society, approaching two thirds of Brazilians believe it is difficult to find time to relax-considerably higher than the sentiment expressed by Americans

Figure 15: Less than a third of Korean parents believe they are spending enough time with their children which is considerably lower than the global average

Figure 16: Gulf citizens are happier with the amount of time they spend with their children than they are with the amount of leisure time they have

Figure 17: Time saving products and services have become increasingly important to European consumers in the past two years which is highly reflective of the Quick-Fix Society trend

Figure 18: Convenience benefits heavily direct the general personal care choices of Europeans, but have a more mid-ranging influence in other sectors

Figure 19: Europeans are concerned about whether beauty product claims live up to the marketing promises and are inherently skeptical about the anti-aging claims made by beauty brands

Figure 20: Performance claims made by household and laundry products/brands are not deemed credible by the overwhelming majority of Europeans

Figure 21: Convenience products are particularly sought after in Brazil, which is a reflection of the evolving consumerist society developing in the country

Figure 22: Consumers in both Brazil and the US believe that convenience is a primary influencing factor in their general purchasing personal care and beauty products

Figure 23: Performance claims made by household and laundry products/brands enjoy more trust among US and Brazilian consumers, but a trust void is nonetheless apparent

Figure 24: Anti-aging product claims are more trusted by Brazilian than US consumers while shoppers in both countries are concerned about efficacy on a general level

Figure 25: The overwhelming majority of Chinese and Indian consumers rely heavily on products and services that can save them time

Figure 26: Indian consumers in particular have come to value convenience as a priority for their CPG choices

Figure 27: Australians are particularly skeptical about anti-aging claims made by beauty brands

Figure 28: Indian consumers express more trust in the performance claims of FMCG brands

Figure 29: Using time saving products and services has become significantly more important to Gulf consumers in the last couple of years

Figure 30: A general dislike of carrying out household chores is driving the market for convenient products

Figure 31: Portability is an influential factor in the choice of general personal care products for around a quarter of Europeans

Figure 32: New product development activity highlights how Europeans are attracted to the idea of having portable solutions to hygiene problems

Figure 33: The expectations about portable beauty products in the US and Brazil markedly differ

Figure 34: Portable beauty products continue to emerge across the range of personal care categories

Figure 35: Portable personal care products reduce the perceived hassle of traveling for image-conscious consumers

Figure 36: Portable beauty products continue to emerge across the range of personal care categories

Figure 37: In Asia, convenient personal care products are easy to use and lightweight

Figure 38: There are only a few targeted on-the-go personal care products in and around the MENA region

Figure 39: In Europe, only Germans reported spending less time on their personal appearance in 2008 which suggests that results-driven consumers are not too pre-occupied with simplified beauty regimes

Figure 40: In both the US and Brazil, the trend is towards spending more time on improving appearance rather than actually simplifying beauty regimes

Figure 41: A multitude of beauty products offer quick and simple ways of improving personal appearance

Figure 42: Indians far surpass the global average for the stated growing propensity to spend more time on their personal appearance in 2008

Figure 43: A majority of Europeans, and particularly Russians, believe that minimizing the time spent performing housework is important

Figure 44: Europeans want household cleaning and laundry products that are easy to use, more so than whether it saves time

Figure 45: Despite the high penetration of dishwashers in European households, the majority of Europeans still find it more convenient (or cost effective) to wash dishes by hand

Figure 46: Household products have become more advanced in order to make everyday tasks easier

Figure 47: Italian consumers in particular are not adverse to having other people do their housework for them

Figure 48: Almost all of Brazilians want products that can make doing housework quicker while minimizing housework time-spend is an important benefit sought by two-thirds of US consumers

Figure 49: More than three quarters of Brazilians want household care products that are both quick and easy to use, whereas US consumers appear to be more pre-occupied with time saving benefits

Figure 50: Americans do not use dishwashers on a daily basis much more than the global average of consumers

Figure 51: More than half of Brazilians and a third of Americans would rather pay somebody else to do their housework rather than do it themselves

Figure 52: With widespread agreement that they do not have the desired time to spend doing housework, consumers across the Asia Pacific region consider it highly important to minimize the amount of time spent doing it

Figure 53: Only a third of Japanese consumers are highly influenced by the time-saving benefits of household cleaning and laundry products

Figure 54: Indian and Chinese consumers both still wash clothes more regularly by hand than by machine

Figure 55: Attitudinally, Indians and Koreans prefer to outsource their household chores to other people

Figure 56: Ease of use and time saving benefits heavily influence the household care choices made by consumers in the Gulf region

Figure 57: On-the-go household products provide portable convenience in the MENA region

Figure 58: Improvements in the quality and healthfulness of convenience foods and beverages are making consumers more likely to consider them as viable options

Figure 59: More than a third of Europeans microwave meals up to four times a week

Figure 60: Microwave meals are extremely popular in the US due to the convenience that they offer

Figure 61: Nearly a third of Indian and Australian consumers microwave meals at least five times a week, but Koreans still prefer a more traditional method of preparation

Figure 62: Easy-to-make meals for consumers in Asia Pacific are becoming highly prevalent

Figure 63: A range of quick and easy convenience foods are available to consumers in and around the MENA region

Figure 64: The prevalence of scratch cooking five or more times a week in Europe is relatively high although there have been some variable patterns in stated frequencies in some countries in 2008-09

Figure 65: Pressures to save and an increasing focus on health has forced Europeans to move away from more expensive convenient consumption options

Figure 66: Around a third of consumers in the Americas are still scratch cooking five or more times a week

Figure 67: At least half of consumers in the Americas are cooking more from scratch or with fewer convenience foods in 2009 compared to 2008

Figure 68: Consumption of pre-prepared meals is particularly prominent in Korea, although the economic crisis has sparked a resurgence in scratch cooking recently

Figure 69: Given the tendency of Koreans to consume a lot of convenience foods, it is little surprise that their habits are most impacted by the global economic crisis

Figure 70: Just under a quarter of Gulf consumers seldom or never cook from scratch

Figure 71: Generally, Gulf consumers are making equal efforts to cut down on take-away meals and cook from scratch in order to save money

Figure 72: European consumers are making a large effort to eat out less often and consume fewer takeaways

Figure 73: Consumers in the Americas are making more effort than the global average to eat out less and consume fewer take-away meals in order to save money

Figure 74: Take-away meals eaten at home are far more popular in India than anywhere else globally

Figure 75: Gulf consumers are cutting down on general eating-away-from-home occasions more than on take-away meals specifically

Figure 76: Many consumers do not feel that they have the time to prepare and eat 'three square meals a day'

Figure 77: Russian, German and UK consumers are the most likely to skip a morning meal

Figure 78: Nearly a fifth of Brazilians regularly miss evening meals-more than three times the global average

Figure 79: Indians are particularly prone to skipping meals in the evening

Figure 80: On-the-go consumption occurs when consumers are engaged in other activities or in environments not particularly suited to food or drink consumption

Figure 81: More than a third of consumers in France, Germany, Italy and Russia eat a meal on-the-go meals at least once a week

Figure 82: Two in five US consumers eat on on-the-go meals more than once a week which is more frequent than consumers in Brazil

Figure 83: In the Asia Pacific region, Koreans are the most prevalent eaters of meals when on-the-go

Figure 84: On-the-go consumption is becoming a way of life for Saudi Arabian and UAE consumers

Figure 85: For around a third of Europeans, seeking out healthier convenience foods and drinks has become more important recently

Figure 86: Several products are positioned as both healthy and convenient

Figure 87: Consumers in the Americas have become increasingly demanding that foods and beverages satisfy their needs for both convenient gratification and health benefits

Figure 88: There are an increasing number of food and beverages which are both convenient and healthy

Figure 89: Indian and Chinese consumers are highly interested in healthier convenience foods and drinks

Figure 90: Over a third of Europeans are highly attentive to the portion size of the meals and snacks they consume, and a quarter are looking to regulate consumption through regulating this

Figure 91: Portion size is a big issue in Brazil, with nearly two in five looking to cut down on the amount of food and beverages that they consume as part of a meal

Figure 92: Chinese, Japanese and Korean consumers appear generally satisfied with the size of portions that they consume so are not making concerted efforts to eat and drink smaller portions

Figure 93: Gulf consumers are making more attempt than the global average to eat and drink smaller portions, although this is driven more so by health considerations than the convenience of light meals

Figure 94: Spanish consumers snack more than any others in Europe, but also feel the most guilt about their behavior

Figure 95: Although Spanish consumers snack more often than any other Europeans, they also feel the most guilt about it

Figure 96: Brazilian consumers snack more in the morning, while US consumers tend to favor the afternoon for their snacking occasions

Figure 97: Guilt expressed by consumers in the Americas is in line with the global average

Figure 98: Indian consumers feel a considerable amount of guilt about their snacking habits

Figure 99: Indian consumer express the most guilt about snacking of any consumers in Asia Pacific

Figure 100: Gulf consumers snack more than the global average in the morning, but feel less guilt about this

Figure 101: Top-up shopping has made buying groceries a more efficient experience for some consumers

Figure 102: Europeans in several countries attach considerable importance to grocery stores with convenient opening hours while store proximity to their home is highly appreciated across the region

Figure 103: US consumers want grocery stores close to their homes, whereas Brazilians are more attracted by convenient opening hours

Figure 104: Consumers in Asia Pacific generally want grocery stores to be close to their homes

Figure 105: Gulf consumers are influenced by store opening hours more than the average global consumer

Figure 106: In Europe, top-up shops are particularly prominent in Russia, Spain and the UK

Figure 107: Top-up shopping is becoming more popular among Europeans

Figure 108: Europeans prefer to do their top-up shopping at larger outlets like supermarkets

Figure 109: Dutch consumers are considerably different from other Europeans in that only a quarter shop for large numbers of groceries at a supermarket or hypermarket

Figure 110: Brazilians are more likely to conduct top-up shopping rather than buy in bulk

Figure 111: Brazilians prefer to top-up shop from small local c-stores, whereas US consumers do a higher proportion in larger scale store formats

Figure 112: The relatively small percentage of Brazilians embarking on large grocery shopping trips indicates that consumers here prefer to top-up shop at more frequent intervals

Figure 113: Two thirds of Indian consumers have become more reliant on grocery shopping since the beginning of 2008

Figure 114: Only Indians prefer to top-up shop at small local grocers compared to larger supermarkets

Figure 115: Australian and Japanese consumers overwhelmingly prefer to perform large grocery shopping trips at supermarkets or hypermarkets

Figure 116: Gulf consumers are unlike consumers in other regions in that they prefer to top-up shop at smaller local grocers

Figure 117: Gulf consumers are more likely to buy a large number of groceries from smaller c-stores than those globally

Figure 118: Europeans most actively monitor new food products, but generally are not on the lookout for new alcoholic drinks

Figure 119: German consumers in particular have a targeted approach to shopping because they know what products they want and where they are located

Figure 120: French consumers believe they are too rushed to read food labels, whereas Russians take a more relaxed, considered approach to shopping

Figure 121: A quarter of consumers in Brazil and the US actively lookout for new food products

Figure 122: Consumers in both Brazil and the US tend to adopt a relatively disciplined approach to shopping

Figure 123: Opinion among Brazilian and US consumers about whether they have enough time to read labels is heavily polarized

Figure 124: Consumers in Asia Pacific are more attentive to new products than in both Europe and the Americas although a passive mentality still characterizes 'auto pilot' shoppers in the region too

Figure 125: Consumers in China, India and Japan are comparably more prone to wandering grocery in no particular order

Figure 126: Indian and South Korean consumers believe that there is not enough time when shopping to read and understand food labels

Figure 127: Over a third of Gulf consumers adopt a mission focused approach to shopping

Figure 128: The propensity to purchase groceries online in Europe is still low

Figure 129: Brazilian consumers are using the internet as a convenient method of shopping

Figure 130: With the exception of Australians, consumers in Asia Pacific have utilized the internet with increasing regularity to facilitate shopping in different product sectors

Figure 131: More than three quarters of UAE and Saudi Arabian consumers never use the internet to purchase groceries

Figure 132: There are differences between consumer values and attitudes

Abstract

Introduction

44% of citizens across 15 countries feel that it is difficult to manage their daily obligations and find time to relax. The attitude to time that many now adopt is one that focuses on leisure time maximization and one where solutions that facilitate additional time to do the things that are deemed most important is highly valued

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

• 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
• A Datamonitor consumer survey in April/May 2009 established that less than half of consumers across 17 countries are satisfied with their work-life balance. This reflects a lifestyle imbalance that characterizes many contemporary lifestyles
• Various commitments and demands from work and personal/family life have contributed to the feeling of time-deprivation. People are looking for speed and convenience and anything that allows them to feel more in control of time

• Understand the significance of the different convenience-aligned trends across territories and FMCG sectors to help support market diversification
• 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

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