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市場調査レポート - 238269


Experimentation: Consumer & Innovation Trends

発行 Datamonitor
出版日 ページ情報 英文 90 Pages
実験的消費:消費者と技術革新の傾向 Experimentation: Consumer & Innovation Trends
出版日: 2012年04月11日 ページ情報: 英文 90 Pages



  • サマリー


  • イントロダクション
  • 特徴と利点
  • ハイライト
    • 食品選択における「コスモポリタン的思考」の顕著化
    • 一般消費財メーカーの新たな取り組みの必要性:消費者が買いたくなる理由の提供
    • 消費者にとっての「新規制(ノベルティ)」の重要性
  • 主な問題意識
    • 世界の消費者が、主な一般消費財の中の新製品を利用する、または関心を示す程度
    • 「実験的消費(Experimentation)」とは何か:製品・マーケティング上の技術革新への影響
    • 「実験的消費」に対する消費者の見解:国・年代ごとの相違点
    • 消費者・技術革新を巡る市場の動向と、「実験的消費」の影響
  • キーワード
  • 免責事項


'Experimentation' is one of 40 sub-trends impacting the future consumer and innovation landscape. This report deconstructs the trend, before considering the specific implications for food, drinks, personal and household care, packaging and retail.



Brands must stay relevant to consumers over time. This requires understanding their propensity to try new things, and what triggers switching behavior. This research finds that experiences outside of an immediate or known frame of reference are increasingly desired. But choice is also characterized by the careful consideration of risk, and desire to simplify decision making by sticking to routine


  • Pinpoint over 80 marketing and innovation 'platforms' that can be employed to entice new product trial. See how they relate to 'on-trend' examples
  • Access a unique blend of consumer and innovation insight to understand consumers propensity to experiment and what can be done to better attract them
  • Trend overview and sector specific analysis covering food, non-alcoholic drinks, alcoholic drinks, personal care, household care, packaging and retail


  • A "cosmopolitan mindset" is especially apparent in food choice. It broadens consumers' "sensory repertoire," i.e. exposure to, and acceptance of, new concepts, cuisines, flavors and scents. Globally, 43% acknowledge this by agreeing with the statement, "my taste in food has changed as a result of exposure to foods from other cultures"
  • Simply making good products is not enough anymore to drive growth. This is because consumers connect with products that are, in some way, unique. For long-term growth, CPG companies must give consumers new reasons to buy. This often depends on factors beyond core product features. Marketing innovation can spur a re-evaluation of preferences
  • 70% of global consumers say experiencing new things is important to them. Novelty offers a pleasant escapism, or reward. Such sentiment makes consumers more eager to branch out from their routine, and experiment with new and unusual sensory attributes (i.e. flavors and scents). Indeed, "new world" quality cues put more emphasis on novelty.


  • To what extent to do global consumers experiment and show interest in new products across the major FMCG sectors?
  • What is the 'Experimentation' sub-trend? How does it impact consumers? What will it mean for core product and marketing innovation in my sector?
  • What is the balance of consumer opinion towards a range of 'Experimentation' influencing issues? How does it vary by country and demographics?
  • What are the key mega-trends, trends, and sub-trends that are shaping the consumer and innovation landscape. Where does 'Experimentation' fit?



  • Summary


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  • Introduction
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  • Highlights
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