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市場調査レポート

消費者動向の分析:米国の調理済み食品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 Prepared Meals Market

発行 Canadean 商品コード 310163
出版日 ページ情報 英文 56 Pages
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消費者動向の分析:米国の調理済み食品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 Prepared Meals Market
出版日: 2014年08月14日 ページ情報: 英文 56 Pages
概要

米国の調理済み食品市場では、55歳以上の消費者が主たる消費者層となっています。また、米国の調理済み食品市場は、金額面でも数量面でも世界最大の市場となっています。「利便性の高い製品を手ごろな価格で購入したい」という消費者の願望が、調理済み食品市場の主な促進要因となっています。一方で、「お値打ち感」のある製品を求める消費者の意欲が、ブランド・ロイヤルティの低下につながっています。

当レポートでは、米国の調理済み食品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

市場の概況

  • 多忙な生活、価値・利便性の追求:米国の調理済み食品消費の主な促進要因
  • 米国の調理済み食品市場:現時点で181億米ドルの規模に達し、今後も緩やかに成長する見通し
  • レディメールが市場全体の71.6%を占める
  • 米国人の調理済み食品の消費機会は111億回に達し、特に高齢者・男性の消費量が多い
  • 米国の調理済み食品市場は、数量・金額とも世界最大の規模である
  • 米国の調理済み食品市場:世界で最も有望な市場の一つ

人口階層(コホート)別の消費パターン

  • 男性の消費量は相対的に多い
  • 高齢者の消費量は相対的に少ない
  • 男性の消費頻度は女性よりも高い
  • 米国人の調理済み食品の消費頻度は「非常に高い」

消費者動向の分析

  • 多忙な生活や「お値打ち感」が、米国の調理済み食品市場の最大の消費促進要因である
  • 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:年齢層ごとのニーズが、米国人男性の調理済み食品の消費を促す
  • 連続性:メディアチャネル(ソーシャルメディアなど)の活用が、販売促進手段として普及
  • 利便性:多忙な生活による調理済み食品の需要促進
  • 倫理性:米国の調理済み食品市場では倫理的な影響は少ない
  • 体験・娯楽:「おいしい食事」に対する欲求が、調理済み食品市場を形成する
  • 健康・ウェルネス:調理済み食品の選択に対する健康面からの影響は少ない
  • 個性:消費者は調理済み食品に、リラックス・「自分だけの時間」の手段としての側面を求めている
  • 信頼性:馬肉スキャンダルの後、製品の安全性が最大の差別化要因となる
  • 価値:「お値打ち感」が、調理済み食品の主な消費促進要因である

製品開発の事例

  • 消費者ニーズの拡大に対応するため、メーカー側はどのカテゴリーでも新商品開発を進めている
  • 世界各国での新商品形態・方式が、米国のメーカーの商品開発のヒントとなり得る

行動提言

  • 各メーカーは、都市部の多忙な消費者向けに、様々な消費機会を提供すべきである
  • 各メーカーは、高齢者市場の開拓を更に進めるべき出る

付録

目次
Product Code: FD0060IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the US Prepared Meals 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 development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Consumers aged 55 and over are a key consumer group for Prepared Meals in the US
  • The US Prepared Meals market is the largest by both volume and value
  • The desire for convenient products at affordable prices drives Prepared Meals' consumption in the US
  • The search for Prepared Meals offering better value for money will result in decreasing brand loyalty

Understanding Consumer Trends and Drivers of Behavior in the US Prepared Meals 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 gender consume Prepared Meals, 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 Prepared Meals 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 the US Prepared Meals 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 Prepared Meals 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

  • Busy Lives, and the search for value and convenience are driving the Prepared Meals market in the US
  • The US Prepared Meals market currently values US$18.1 billion and is forecast to witness marginally higher growth in the next five years
  • Ready Meals dominates the US Prepared Meals market with 71.6% market share of all volume sold
  • There were 11.1 billion Prepared Meals occasions in the US in 2012, with consumption higher among Older Consumers and Males
  • The US is the largest Prepared Meals market in both value and volume terms
  • The US Prepared Meals market is one of the most attractive globally

Demographic cohort consumption patterns

  • Men over-consume Prepared Meals in the US
  • Older Consumers under-consume in the US Prepared Meals market
  • Men's consumption is more likely to be "heavy frequency" than women's
  • Americans consume Prepared Meals at a 'heavy frequency'

Consumer trend analysis

  • Busy Lives and value for money are the key motivations for consuming Prepared Meals in the US
  • Comparing consumer trends' influence on Prepared Meals' consumption across major markets
  • The Changing Lifestyle mega-trend: Age-aligned needs drive Prepared Meals' consumption in the US
  • The Connectivity mega-trend: Use of media channels such as social media has been on the rise to promote Prepared Meal products in the US
  • The Convenience mega-trend: The busy lives of consumers drive Prepared Meals' consumption
  • The Ethics mega-trend: Ethical concerns have a low impact on consumption of Prepared Meals in the US
  • The Experience and Enjoyment mega-trend: The desire for tasty food will shape the Prepared Meals market in the US
  • The Health and Wellness mega-trend: Health plays a minimal role in choosing Prepared Meals in the US
  • The Individuality mega-trend: US consumers look to Prepared Meals to provide moments of relaxation and me-time
  • The Trust mega-trend: Product safety became a major product differentiator after the horse meat scandal in the region
  • The Value mega-trend: Better Value For Money is an important motivator when it comes to Prepared Meals' consumption

Innovation examples

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

Recommended actions

  • Prepared Meals producers need to target different occasions during the busy days of urban dwellers
  • Manufacturers need to do more to target Older Consumers

Appendix

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