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市場調査レポート
移動中の軽食に対する消費者意識
Food and Drinks Snacking On-The-Move
| 発行 |
Datamonitor |
| 出版日 |
2004年12月 |
商品コード |
25728 |
| ページ情報 |
英文 75 Pages |
| 価格 |
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当商品の販売は、2011年07月19日を持ちまして終了しました。
Introduction
- Changing consumer behavior is transforming the on-the-move market. There
is a desire among consumers to maximize their leisure time and with
increasing amounts of time spent in transit, consumption on-the-move is
offering consumers the opportunity to multi-task. Consumers are demanding
novelty and convenience from purchases but are not prepared to sacrifice
quality, health and sensory benefits.
Scope of this report
- An extensive review of best practice NPD and marketing campaigns from
Europe and the US
- In-depth primary research covering senior industry figures to uncover the
latest thinking and reveal emerging unmet needs
- Extensive discussion of trends in consumer behavior and the subsequent
impact of these changes on the on-the-move market in Europe and the US
- Detailed action points explaining how to effectively position a brand with
respect to the market changes, including innovation ideas
Research and analysis highlights
- Consumers are traveling further and more often and this is forecast to
grow at an average CAGR of 0.2% and 0.9% respectively across Europe and the
US. The increasing amount of time spent in transit and the desire among
consumers to maximize leisure time means on-the-move consumption value is
forecast to grow at 0.9%, from EUR162.9bn to EUR170.6bn
- Research has shown that only 23% of consumers believe eating between
regular mealtimes is intrinsically unhealthy. The act of snacking is not
seen as unhealthy but the product consumed determines ones attitude to the
healthiness of the snacking occasion. Consumers desire healthy convenient
products that provide guilt-free satisfaction
- Consumers have become more demanding of the products they purchase and
often perceive convenient products as low quality, unhealthy and lacking
taste. Companies need to combat these perceptions and provide consumers with
novel and convenient products that do not sacrifice quality, health and
sensory benefit
Key reasons to read this report
- Understand new emerging unmet consumer needs and how to combat common
perceptions that discourage consumers eating and drinking on-the-move
- Discover key consumer needs that drive on-the-move consumption in order to
exploit untapped opportunities
- Learn how to tailor your NPD and marketing campaigns to target impulse and
planned on-the-move consumption occasions
TABLE OF CONTENTS
CHAPTER 1 EXECUTIVE SUMMARY
- Hot topic
- The future decoded
- The on-the-move market is growing
- The need states that drive the on-the-move market
- Consumers do not tend to see snacking as intrinsically unhealthy
- Action points
CHAPTER 2 THE FUTURE DECODED
- On-the-move occasions are a subset of on-the-go occasions
- Consumers are spending more time in transit
- Consumers are traveling further and more often
- A growing number of journeys are being taken by consumers
- The car is the most popular mode of transport in Europe and the US
- Europeans use public transport relatively more than Americans
- Travel conditions influence on-the-move consumption
- Petrol station visits lead consumers to eat and drink in the car
- Consumption on urban public transport is perceived as inappropriate
- Longer railway journeys offer improved consumption conditions
- Walking offers ideal consumption opportunities
- Meal fragmentation is increasingly common
- Breakfast is the biggest on-the-move meal occasion
- On-the-move consumption is growing in Europe and the US
- Country differences highlight the largest growth opportunities
- Cultural differences lead to differences in per capita consumption
- Driving generates most of the on-the-move consumption
- Snacks dominate on-the-move food and drink consumption
- The need states that are driving on-the-move consumption
- Consumers eat and drink on-the-move to save time
- Consumers may consume on-the-move to save money
- Consumers purchase on-the-move products to satisfy hunger
- On-the-move consumption can boost confidence
- Packaging innovations in the mints market
- New product formats in the mint market
- Improved efficacy and added functional benefits for breath
freshening
- Case Study: Wrigleys Extra Chewing Gum marketing campaign
- Consumers eat and drink on-the-move to relieve boredom
- Consumers purchase on-the-move to relieve stress
- Consumers awareness of stress levels is rising
- On-the-move purchase behavior is influenced by stress awareness
- Consumers often eat and drink to boost energy levels
- Slow carbohydrates provide a steady source of energy for consumers
- Consumers may consume on-the-move to aid immune systems
- Differences between planned and impulse consumption choices
- Consumers often feel uneasy consuming on-the-move
- Many consumers believe consumption on-the-move is too messy
- Many consumers feel it is rude to consume on-the-move
- Many consumers feel it is unhygienic to consume on-the-move
- Consumers are deterred by the difficulty of package disposal
- Consumers perceive on-the-move products to be unhealthy
- Consumers health concerns are rising
- The attitude-behavior gap regarding healthy eating is closing
- Consumers do not tend to see snacking as intrinsically unhealthy
- A clash of the "health" and "convenience"
mega-trends
- Case Study: Fonterra and BASFs vending machines of the future
- Consumers are not willing to sacrifice sensory benefits
- Consumers perceive convenient products to be lacking in taste
- The clash of the "health" and "comfort"
mega-trends
- Consumers desire for indulgence is leading to them trading up
- Consumers are demanding hot food and drink when on-the-move
- Consumers are demanding more ethnic foods
- Conclusion
CHAPTER 3 ACTION POINTS
- Target consumers needs clearly to gain impulse purchases
- Label products clearly to appeal to consumers needs
- Target consumers "defense" needs with seasonal
variations
- Highlight important nutritional content for consumers
- Develop on-the-move formats of regular brands
- Alter the format of a product to make it suitable for on-the-move
consumption
- Create a product for on-the-move consumption under an established
brand
- Encourage consumers to plan on-the-move consumption
- Highlight the benefits of planned consumption on-the-move
- Offer health to consumers planning on-the-move consumption
- Create on-the-move formats for established healthy brands
- Case Study - Kelloggs Special K range
- Make current on-the-move products healthier
- Case Study: Clearly Canadian Beverages
- Develop a healthy image through association
- Develop packaging that facilitates on-the-move consumption
- Target consumers who desire hot products on-the-move
- Target the growing time spent out-of-home with "heat and
move"
- Provide consumers with the option to heat foods in convenience
stores
- Provide hot vending machines for products that require heating
- Target consumers need for convenience by providing a fast
service
- Target consumers needs with "heat on-the-move" products
- Target consumers by using joint promotions
- Link brands through promotional campaigns to encourage joint purchase
- Combine two brands through the production of joint packaging
- Display snack products together in order to gain impulse purchases
- Target consumers desire for indulgence while on-the-move
- Offer premium "adult" indulgence
- Provide healthy indulgent products
- Offer products to meet the desire for experimentation
CHAPTER 4 APPENDIX
- Definitions
- Research methodology
- References
- Industry Sources
- Government Sources
- News Sources
- How to contact experts in your industry
- List of Tables
- Table 1: Average journey length (km) by country in Europe and US, 1999
- 2009
- Table 2: Average number of journeys per person per day by country, in
Europe and US, 1999 - 2009
- Table 3: Total number of journeys by mode of transport (bn) in Europe
and the US, 1999 - 2009
- Table 4: Percentage of journeys involving consumption on-the-move by
mode of transport (%), in Europe and the US, 2003
- Table 5: Total on-the-move food and drink market value by country (?m
/ $m), 1999-2009
- Table 6: Total on-the-move food and drink market value by mode of
transport (?m / $m), in Europe and the US, 1999 - 2009
- Table 7: Total on-the-move food and drinks by category (?m / $m) in
Europe and the US, 1999-2009
- Table 8: Products targeting breakfast on-the-move occasions
- Table 9: Wrigleys disposable breath fresheners
- Table 10: Improved efficacy in the chewing gum market to boost
confidence
- Table 11: The Wrigleys Extra marketing campaign focusing on boosting
the confidence of consumers on-the-move
- Table 12: Products to target consumers need for energy boosts
on-the-move
- Table 13: Products containing slow carbohydrates to provide steady
energy levels
- Table 14: Differences between planned and impulse on-the-move
consumption
- Table 15: Packaging designed to reduce the mess of consuming
on-the-move
- Table 16: Products designed to facilitate consumption whilst driving
- Table 17: Products designed to aid hygienic consumption on-the-move
- Table 18: Vending machines designed to include healthy products
- Table 19: Convenient products targeting consumers desire to trade-up
- Table 20: Products targeting consumers desire for exotic flavors
- Table 21: Manufacturers altering product formats to facilitate
on-the-move consumption
- Table 22: Established brands diversifying their product ranges for
on-the-move consumption
- Table 23: Healthy brands altering their formats to target on-the-move
occasions
- Table 24: Packaging that facilitates on-the-move consumption
- Table 25: Joint packaging for complementary brands
- Table 26: Products aimed at the premium adult snacking market
- Table 27: On-the-move products that are healthy yet indulgent
- Table 28: Products with novel flavors to target consumers desire for
experimentation on-the-move
- Table 29: On-the-move definitions
- List of Figures
- Figure 1: On-the-move occasions in context
- Figure 2: Need states driving on-the-move consumption
- Figure 3: On-the-move occasions in context
- Figure 4: Number of journeys per day and average journey length (km)
by country, 2004
- Figure 5: Number of journeys (bn) by mode of transport in Europe and
the US, 2004
- Figure 6: Per capita spending on-the-move (?/ head) in Europe and the
US, 2004
- Figure 7: Need states driving on-the-move consumption
- Figure 8: How important do you believe the motivation to save time is
in consumers purchasing products for on-the-move consumption? (%
respondents), 2004
- Figure 9: The importance placed on reducing stress by consumers in
Europe and the US
- Figure 10: Nabiscos "100 Calorie Packs" in the US
- Figure 11: Kelloggs Special K range to target on-the-move consumption
- Figure 12: Clearly Canadian Beverages have reformulated their product
in response to the healthy eating trend
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