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Stress ManagementPublished by: Datamonitor Published: Oct. 3, 2003 - 12 Pages Table of ContentsTABLE OF CONTENTS ABOUT DATAMONITOR 2 THE FUTURE DECODED 4 Is stress really increasing? An ambiguous trend 4 What are the sources of (the perception of) stress? 5 Who is affected by stress? 5 What needs can food, drinks and personal care help fulfill? 7 ACTION POINTS 8 Target either “stress avoidance” or “stress relief” 8 Target the needs caused by the knock-on effects of stress 10 Target specific stress occasions 11 Consider targeting product “fads” 11 APPENDIX 12 Relevant links 12 AbstractIntroduction:The trend towards growing stress amongst consumers may not be as clear as many assume. Nonetheless consumers are increasingly seeking ways to eliminate or reduce stress - creating opportunities for consumer packaged goods (CPG) manufacturers. This brief examines the needs caused by stress and how they can be targeted. Scope: * Covering western Europe and the US the brief examines what consumer needs are being created by stress, both directly and indirectly. * The brief also provides actionable recommendations about how CPG companies can align their marketing messages to better target consumers' stress. Report Highlights: Media have played an major role in making stress an important issue for consumers. This growing awareness of the problem is combining with modern working practices and "on-the-go" lifestyles to leave consumers feeling more stressed. There are many areas that CPG players can target, from adding stress-relieving messages to the marketing for existing products to launching new innovations that target specific needs caused by stress. Reasons to Purchase: * Understand consumers better by learning from the unique, top-level insight into how stress affects consumers and the needs created as a result. * Understand how to better position products in order to target this phenomenon. Get Full Details About This Report >> |
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