世界の消費者動向：年齢の複雑性

Global Consumer Trends: Age Complexity

発行	Datamonitor
出版日	2009年09月	商品コード	100998
ページ情報	英文 108 pages
価格	US$ 3,995 換算 ¥ 322,356 (税抜) PDF by E-mail (Single User License) US$ 9,988 換算 ¥ 805,931 (税抜) PDF by E-mail (Global Site License)

概要
原文目次
関連レポート

原文目次

Abstract

Introduction

The Age Complexity mega-trend reflects that traditional age-related stereotypes are being broken, while at the same time, new ones are being created. The experiences, attitudes and behaviors of differing age groups are coalescing, leading to greater common interest and identification. At the same time, there are tensions between feelings of age pride and the fear of aging

Scope of this research

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

Research and analysis highlights

Down-aging is an expression of the idea that many consumers feel younger than their actual ages suggest. Many are maintaining lifestyles, attitudes and behaviors that have more in common with younger age groups. This is fuelled by the greater degree of identification between age groups and similarity in their interests, attitudes, and behaviors

As well as being proud of one' s age, individuals are also showing anxiety about aging in general and the way it is portrayed in the media. Furthermore, the anxiousness about aging is setting in earlier in life, inspiring preemptive, proactive behavior towards limiting the signs of aging

Despite the concept of the blurring of age group boundaries that is at the core of age complexity, age remains fundamentally important as a means of self-definition and is not always seen as a negative force that must be thwarted as the years advance. Indeed, the notion of age as identity' is a counter-trend to ' down-aging' and ' fear of aging'

Key reasons to purchase this research

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

OVERVIEW

Catalyst
Summary

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 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 highlighting that trend frameworks 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 and 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: DECIPERING THE AGE COMPLEXITY MEGA-TREND

MEGA-TREND SYNOPSIS: Age-related attitudes and behaviors are polarizing, reinforcing and defying stereotypes
TREND: The trend for "down-aging" continues to shape consumers' attitudes and behaviors
- SUB-TREND: Consumers are attempting to prolong or revisit their youth
- Key takeouts and implications: Extended youth and greater commonality in consumers' attitudes and behaviors offer opportunities to grow demand
- SUB-TREND: Consumers are shifting their reference points towards age definition
- Key takeouts and implications: traditional age definitions are in decline, adding to the down aging trend
TREND: Fear of aging is driving ' age anxiety' and proactive attempts to prevent the manifestations of aging
- SUB-TREND: Many consumers are anxious about aging and age portrayal
- Key takeouts and implications: Aging is a cause for concern among consumers based on both societal values and pressures, and personal fears
- SUB-TREND: Consumers are increasingly taking preventative steps in face of the fear of aging
- Key takeouts and implications: preventing the signs of aging is itself undergoing a process of down-aging as ever younger consumers are motivated to respond preemptively
TREND: Age as a badge of identity: consumers are also embracing the aging process
- SUB-TREND: Age pride is a counter-trend to the fear of aging
- Key takeouts and implications: More positive views of aging necessitate greater understanding and nuanced targeting of marketing messages
- SUB-TREND: Older consumers are showing adventurousness that breaks with commonly held preconceptions
- Key takeouts and implications: stereotypes of older consumers as unadventurous can threaten to beguile marketers out of potential sales opportunities
- SUB-TREND: The paradox between age pride and fear of aging explains why older consumers do not relate to many adverts
- Key takeouts and implications: marketers need to understand the nuances within the Senior age group and the changing ideas of what aging means within it
TREND: The speed and extent of ' consumer socialization' has increased
- SUB-TREND: Brand awareness and associated demand is manifesting at ever younger ages
- Key takeouts and implications: Targeting Kids can be a dangerous game for marketers but offers long-term advantages
- SUB-TREND: Pester power demonstrates the significant influence of children on household spending
- Key takeouts and implications: pestering parents yields results but engendering greater collaboration and common ground between them and their children in purchase decisions can yield greater positivity
- SUB-TREND: Kids' autonomous spending power is rising although parents still pick up the tab for bigger ticket items
- Key takeouts and implications: understanding when and how Kids transition into more independent consumers is key for marketers
- SUB-TREND: Appearance consciousness is impacting younger cohorts
- Key takeouts and implications: sensitivity to Kids' and Teens' appearance concerns is essential
- SUB-TREND: Kids are increasingly experiencing concerns usually associated with adulthood
- Key takeouts and implications: look to achieve balance between feeding the KGUY trend and childhood needs

APPENDIX

Definitions
Methodology
Further reading and references
Ask the analyst
Datamonitor consulting
Disclaimer

FIGURES

Figure: Datamonitor' s mega-trends are having a long-term and substantive impact on the marketing landscape and can be grouped into two categories
Figure: Consumer behavior and the innovations targeting it inevitably fit into a ' trend hierarchy'
Figure: Trend tracking can be a source of (comparative) competitive analysis
Figure: Datamonitor' s mega-trend framework helps set the agenda for the specific topics covered in the New Consumer Insight (NCI) research stream
Figure: Trend development is dictated by both ' consumer pull' and ' manufacturer push' and Datamonitor offers the intelligence tools to capitalize on this reaity
Figure: In a consumerist global culture, the broad consumption spheres/segments transcend borders
Figure: Several factors distinguish a trend from a fad
Figure: Consumers' age-related attitudes and behaviors are polarizing, reinforcing and defying stereotypes
Figure: Down aging reflects both the desire to hold onto aspects of youth out of nostalgia and also the reality of consumers feeling younger than their actual ages
Figure: The Swedish have the lowest toleration for consumers in their late 20s living in the parental home
Figure: Consumers of all ages in the Americas have comparably favorable views of children remaining in the family home until their late-20s
Figure: Asian family-oriented culture influences the positive views towards twenty-somethings living at home
Figure: Consumers' aspirational ages reflect their fear of aging and desire to be younger, as well as down-aged attitudes
Figure: The markers of old age are shifting towards issues and behaviors associated with greater ages
Figure: Many older consumers in Asia Pacific do not feel their age
Figure: Consumers' anxieties about aging are translating into attempts to seek preventative measures
Figure: Older age groups feel less pressured to look good in Europe
Figure: Dutch consumers under 25 are the most satisfied with their appearance
Figure: Looking one' s best in day-to-day life is held in high regard across the full age range among Europeans
Figure: Russian and German consumers are particularly prone to think attractive people have more opportunities in life
Figure: Younger consumers are more satisfied with their bodies than older consumers in Europe
Figure: UK under 25s are particularly prone to feel that beauty adverts make them feel self conscious
Figure: The over 50s are less satisfied with their health than younger consumers in Europe
Figure: The amount of pressure that consumers feel to look good diminishes with age in the Americas
Figure: Levels of satisfaction with personal appearance show differing trends in the US and Brazil
Figure: Looking your best in day-to-day life is important to consumers of all ages in the Americas
Figure: The majority of all age groups in the Americas agree that physically attractive people have better opportunities in life
Figure: Satisfaction with body shape is low among all age groups in the Americas
Figure: Younger age groups are more likely to feel self-conscious when presented with personal care advertisements
Figure: Younger consumers, particularly in South Korea, tend to feel under pressure to look good
Figure: Indian consumers are the most satisfied with their appearance in Asia Pacific
Figure: South Korean under 25s feel the most pressure to look their best
Figure: Younger South Koreans feel most strongly that attractive people have more opportunities in life
Figure: Dissatisfaction with body shape grows with age most markedly in China
Figure: Middle aged consumers are particularly self conscious about beauty portrayal in adverts in Japan and India
Figure: Older consumers in Japan are the least happy with their overall health
Figure: High levels of satisfaction with appearance characterize Gulf consumers across all age groups
Figure: Looking your best in day-to-day life is also valued highly by a large majority of Gulf consumers
Figure: Belief in attractiveness affording greater opportunities in life rises with age in the Gulf region
Figure: Saudi over-50s stand out as the most satisfied consumers globally with their body weight and shape
Figure: High levels of satisfaction with health later in life belies the work still required on public health education in the Gulf region
Figure: Younger consumers spend more time on their appearance than older people in Europe
Figure: Younger consumers in Europe are more inclined to consider cosmetic surgery
Figure: Greying hair is of more concern to the over 50s in Europe
Figure: Thinning hair is not actively tackled by many Europeans
Figure: A high proportion of Europeans in all age groups value taking care of their skin
Figure: Older consumers place higher importance on anti-aging skincare products in Europe
Figure: Anti-aging cosmetics are perceived as more important by the over 50s in Europe
Figure: The majority of consumers in Europe strive to eat healthily
Figure: The importance of exercise increases with age in Europe
Figure: Beauty foods are more appealing to younger consumers in Europe
Figure: US Young Adults are ahead of the international average in increasing time spend on personal appearance
Figure: Brazilians are considerably above the global average in terms of their openness to cosmetic surgery
Figure: Graying hair is a below average concern to US consumers but appearance conscious Brazilians become particularly concerned in Mid-Life
Figure: Thinning hair is also an above-average concern to Brazilians, contrasting their US peers
Figure: Skincare is a consistently important issue across all ages in the US and Brazil
Figure: Anti-aging benefits in skincare have particular appeal among Brazilians from Mid-Life onwards
Figure: Anti-aging cosmetics are similarly popular to their skincare equivalents among Brazilian Mid-Lifers
Figure: Health eating messages have been particularly well received among older Brazilians
Figure: Exercise is seen as important across all age groups in the Americas
Figure: Beauty foods and drinks are particularly attractive to appearance conscious and experimentally open Brazilians
Figure: Younger consumers spend the most time on their appearance in Asia Pacific
Figure: Cosmetic surgery would be considered by under a third of consumers in Asia Pacific
Figure: Chinese and Indian consumers are more interested in products for grey hair than others in Asia Pacific
Figure: Products for thinning hair are of interest to many consumers in India and China
Figure: Skin care is perceived as an important ritual for many Asia Pacific consumers
Figure: Anti-aging skincare is particularly valued by 35-49 year old Asia Pacific consumers
Figure: Japanese consumers are less concerned with anti-aging cosmetics than other nations
Figure: Older consumers in Asia Pacific generally make more efforts to eat healthily than the young
Figure: Exercise is perceived as being of importance by all ages in Asia Pacific
Figure: Younger consumers generally find beauty foods the most appealing in Asia Pacific
Figure: Consumers in the UAE of all ages are above the global average in seeing skincare as important
Figure: Anti-aging benefits in skincare are particularly important to Saudi and UAE consumers of all ages
Figure: Anti-aging cosmetics grow in importance with age among Gulf consumers
Figure: Healthy eating is actively pursued by high numbers of older Gulf consumers
Figure: Age pride is strong among consumers across the age spectrum although older consumers feel that their needs are not being met effectively
Figure: Many older consumers are content with their age in Europe but the UK stands out due to the rapid decline in satisfaction with age over time
Figure: Self expression is important across the age range in Europe
Figure: US consumers are exceptional in their dissatisfaction with their present ages
Figure: Individuality and self-expression remain very important throughout the lives of consumers in the Americas
Figure: Japanese consumers aged over 50 are the least happy with their age
Figure: Self expression is important to many consumers in Asia Pacific
Figure: Many older consumers, particularly in Sweden, value experiencing new things
Figure: Older consumers in Germany consider trying new things to be important to their wellbeing
Figure: Russian over-50 consumers are particularly desirous of finding more excitement in life, deeply contrasting the low priority accorded to this in Germany and the UK
Figure: Emerging market consumers in Brazil of all ages show strong affinity for trying new things
Figure: Brazilians also increasingly place importance on new experiences as a driver of wellbeing as they age
Figure: Trends in Brazil and the US are contrasting as Brazilians continue to seek more excitement in life as they age
Figure: Many older consumers in Asia Pacific want to experience new things
Figure: New experiences are perceived to be important to the wellbeing of many older consumers in Asia Pacific
Figure: A high proportion of older Asia Pacific consumers are desirous of finding more excitement in life
Figure: Many consumers in Asia Pacific believe that they should reward themselves in retirement for the years of hard work providing for others
Figure: Older Russians place the most importance on brands that match their outlook on life
Figure: Credibility remains low for anti-aging products among over-50 Europeans in particular
Figure: Brazilian consumers contrast their US and global peers in the consistent desire to choose brands that match their attitudes and outlook as they get older
Figure: Anti-aging claims have particular credibility among younger consumers in the Americas preempting the signs of aging
Figure: Older consumers are not as keen on brands that match their lifestyles as other age groups in Asia Pacific
Figure: Credibility for anti aging claims remains low among Australian and Japanese over 50 year old consumers
Figure: Consumer socialization is occurring at younger ages as "Kids Grow Up Young"
Figure: Pester power is an important factor in childhood market dynamics and Kids' influence on household spending
Figure: There are differences between consumer values and attitudes