株式会社グローバルインフォメーション
TEL: 044-952-0102
表紙
市場調査レポート

消費者動向の分析:米国の菓子市場における消費者動向・行動促進要因

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the US Confectionery Market

発行 Canadean 商品コード 304911
出版日 ページ情報 英文 56 Pages
即納可能
価格
本日の銀行送金レート: 1USD=115.27円で換算しております。

2016年12月31日まで 年末キャンペーン割引: Canadean社発行レポート
ご注意: ショッピングカートでは適用されませんので、割引価格についてはお問い合わせください

Back to Top
消費者動向の分析:米国の菓子市場における消費者動向・行動促進要因 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the US Confectionery Market
出版日: 2014年05月30日 ページ情報: 英文 56 Pages
概要

当レポートでは、米国の菓子市場における消費者の傾向・行動やその促進要因について分析し、人口コホート(性別・年齢)別および製品カテゴリー別の消費量の傾向を調査すると共に、消費行動に対する影響要因を複数のメガトレンドの尺度から考察しております。

定義

  • カテゴリーの分類と人口構造の定義
  • 分析手法の概略
  • 食品の選択を促す9つのメガトレンドと20のサブトレンド

市場の文脈

  • 嗜好性・値ごろ感・利便性:米国の菓子消費の主な促進要因
  • 米国の菓子市場:現在は330億ユーロの規模に達し、今後も増加し続ける
  • チョコレートが市場消費量の64.2%を占める
  • 菓子の消費機会は全体で696億回に達し(2012年)、特に女性の方が多い
  • 高級菓子市場では、数量ベースよりも金額ベースの成長率が高い
  • 米国は世界で最も有望な菓子市場である

人口階層(コホート)別の消費パターン

  • 女性の菓子消費量は男性よりも圧倒的に大きい
  • 高齢者の菓子消費量は平均以下となる
  • 米国女性の菓子消費頻度は「非常に高い」
  • 年齢別では、中年層の消費頻度が最も高い

消費者動向の分析

  • 嗜好性が菓子選択・購入時の最大の動機である
  • 消費者動向の消費量への影響:主要市場間の比較
  • ライフスタイルの変化:消費者は自らの年齢層・生活ニーズに合った製品を求めている
  • 連続性:メディアを活用した、消費者との関わり・ブランドへの肯定的感情の涵養
  • 利便性:忙しい消費者は、家の外でも消費できる乳製品を求めている
  • 倫理性:倫理的関心は、それ自体では影響力は最も小さい
  • 体験・娯楽:刺激的な味覚への欲求が、最大の消費促進要因である
  • 健康・ウェルネス:「健康性重視の製品は不味い」と消費者は考え、健康よりも嗜好性を優先する
  • 個性:菓子の消費動機の1/3は、「快適性」「リラックス」に基づいている
  • 信頼性:米国消費者の菓子の安全性への信頼は高い
  • 価値:「お値打ち感」が製品選択時の最大の決定要因の一つである

製品開発の事例

  • どのカテゴリーでも、メーカーは消費者ニーズ拡大に合わせた製品開発を推進している
  • 他国での製品開発・ポジショニング戦略は、米国系メーカーにとっても参考となる

推奨すべき行動

  • 高級チョコレートの需要拡大への対応や、高齢者向け製品の開発が必要となる
  • 包装方式・製品サイズの新たな形態が消費促進につながる

付録

目次
Product Code: FD0034IS

Understanding Consumer Trends and Drivers of Behavior in the US Confectionery Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • A desire for indulgent treats is the primary driver of consumption in the US
  • Busy Lives of the US consumers drive consumption of on-the-go Confectionery products
  • Older Consumers are under-consuming Confectionery products in the US
  • US women are 'heavy frequency' consumers of Confectionery products
  • The US has the most attractive Confectionery market in the world in terms of volume consumption

Understanding Consumer Trends and Drivers of Behavior in the US Confectionery Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.

Get access to:

  • Key consumer demographic groups driving consumption within the US market. The figures showcase the number of times consumers of specific ages and genders consume Confectionery, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
  • Market value and volumes over 2008-2018 for the US and nine other countries to give a global context
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Confectionery consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
  • Insight into the implications behind the data, and analysis of how the needs of will evolve in the short-to-medium term future
  • Examples of international and US-specific product innovation targeting key consumer needs

Reasons To Buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of US Confectionery consumers. This is based on Canadean's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Confectionery sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions

  • Category classification and demographic definitions
  • Summary methodology
  • Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context

  • A desire for indulgent, affordable, and convenient snacking is driving Confectionery consumption
  • The US Confectionery market, currently valued at EUR33.0 billion, will witness relatively higher growth in the next five years
  • The Confectionery market is dominated by the Chocolate category, at 64.2% of volume consumption
  • There were 69.6 billion Confectionery occasions in the US in 2012, with the highest number of occasions witnessed among women
  • The high value growth compared to volume growth highlights opportunities for premium products in the US
  • The US has the most attractive Confectionery market in the world in terms of volume consumption

Demographic cohort consumption patterns

  • Women over-consume Confectionery products than men in the US
  • Older consumers are under-consuming Confectionery products in the US
  • US women are 'heavy frequency' consumers of Confectionery products
  • Mid Lifers have the largest proportion of heavy frequency Confectionery consumption

Consumer trend analysis

  • Indulgence is the key motivation for choosing Confectionery products in the US
  • Comparing consumer trends influence on consumption of Confectionery products across major markets
  • The Changing Lifestyle mega-trend: Consumers are moderately motivated to seek products meeting their age and lifestage needs
  • The Connectivity mega-trend: Media can be used to increase consumer engagement and positive sentiment around a brand
  • The Convenience mega-trend: Busy Lives of the US consumers drive consumption of on-the-go Confectionery products
  • The Ethics mega-trend: Ethical concerns alone have a minimal impact on consumption of Confectionery products in the US
  • The Experience and Enjoyment mega-trend: A desire for indulgent treats is the primary driver of consumption in the US
  • The Health and Wellness mega-trend: Consumers prioritize indulgence over health, fearing healthier products are not as tasty
  • The Individuality mega-trend: Almost a third of Confectionery consumption in the US is driven by a need for comfort and relaxation
  • The Trust mega-trend: US consumers have high confidence in Confectionery product safety
  • The Value mega-trend: Better Value for Money is one of the primary factors influencing product choices in the US

Innovation examples

  • Manufacturers are innovating across categories to target the growing needs of the US consumers
  • Global innovations on formulation and positioning can be a source of inspiration for the US manufacturers

Recommended actions

  • Manufacturers should meet growing demand for premium chocolates as well as targeting Older Consumers
  • Innovative packaging and product sizes will encourage consumption

Appendix

  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
Back to Top