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市場調査レポート

消費者動向の分析:イタリアのフレグランス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 Italian Fragrances Market

発行 Canadean 商品コード 314673
出版日 ページ情報 英文 69 Pages
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消費者動向の分析:イタリアのフレグランス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 Italian Fragrances Market
出版日: 2014年09月26日 ページ情報: 英文 69 Pages
概要

イタリアの消費者は、フレグランスの消費に際して嗜好性を重視する傾向にあります。特に女性の場合は、日常的なストレスからの逃避手段としてフレグランスを消費する動きが見られます。家事や育児をこなしながら仕事にも就く女性が増えたことが、そのような需要拡大の要因として挙げられます。また、男女それぞれの新たな役割・立場に応じたフレグランスに対する需要も大きく、例えばキャリアウーマンの場合は持続性の高い製品への需要が高くなっています。

当レポートでは、イタリアのフレグランス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。

目次

  • 定義
  • 市場の背景事情
  • 人口階層(コホート)別の消費パターン
  • 消費者動向の分析
  • 製品開発の事例
  • 行動提言
  • 付録
目次
Product Code: CT0008IS

Summary

Understanding Consumer Trends and Drivers of Behavior in the Italy Fragrances 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

  • Italian consumers are primarily seeking indulgence through their Fragrances consumption, which is supported by the non-essential nature of the category and the increasingly opulent products that are available
  • Italian women look to their Fragrances consumption to provide them with escapism from building daily stresses; as increasing numbers of women work alongside running a household and looking after children, many are using their Fragrances consumption to take some time out for themselves
  • Consumers in Italy are also seeking Fragrances that suit their new gender roles, such as professional scents with longevity for career women

Understanding Consumer Trends and Drivers of Behavior in the Italian Fragrances 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 Italian market. The figures showcase the number of times consumers of specific ages and gender consume Fragrances, 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 Italy and nine other countries to give a global context
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Fragrances 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 consumers will evolve in the short-to-medium term future
  • Examples of international and Italy-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 Italian Fragrances 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 Fragrances sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

  • Definitions
  • Market context
  • Demographic cohort consumption patterns
  • Consumer trend analysis
  • Innovation examples
  • Recommended actions
  • Appendix
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