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世界市場および地域市場におけるメガトレンド:消費体験と得られる楽しみに対する消費者の考え方と消費行動の分析

Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Experience and Enjoyment

発行 Canadean 商品コード 336190
出版日 ページ情報 英文 81 Pages
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世界市場および地域市場におけるメガトレンド:消費体験と得られる楽しみに対する消費者の考え方と消費行動の分析 Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Experience and Enjoyment
出版日: 2015年05月31日 ページ情報: 英文 81 Pages
概要

当レポートでは、消費体験全般について消費者の考え方を精査し、企業が利益を向上させるため消費者により良い体験を与えるにはどうすべきかという点に特に重点を置いて分析しています。

  • 重要な調査結果
  • エグゼクティブ・サマリー
  • 世界市場全体にわたる主要調査結果
  • Canadeanのメガトレンド・フレームワーク紹介
  • 消費者の考え方および消費行動シリーズの紹介
  • 国別レポート範囲
  • 7つの主要サブトレンド概要
  • 消費者が新たな体験を求める理由の説明
  • 消費者は民族的で異国的な食品を試してみることを好む
  • 注意深い消費者は小売店の棚にならぶ新製品に対してどのように反応するか
  • 消費者はなぜ外食を好むか
  • 消費を通じて消費者はどのような感覚的体験を求めるのか
  • 消費者の注意を引きつけ、新しい体験を勧める方法
  • 製造企業に対する主要提言
  • 高級品を探そうとするとき消費者はどのような特質を求めるのか、またそれはなぜか
  • 消費者は健康に良い食品であれば味については喜んで妥協するのか
  • 楽しみとは関係しない市場があるか否か、また消費者は健康に良いという宣伝文句には単純に注意を払わないのか否か
  • 消費者は動きながら食べられる、「うまけりゃ良い」という食品を求めている
  • 有資格感覚というのは消費者が自分に小さな御褒美をあげたいという心を言う。そのときには味とか効能とかがその商品選定の前面に来る
  • 好きにしていたいと最も強く望むのは誰かという点に対する説明
  • 消費者はパーソナルケア製品に何を望むか
  • 製造企業に対する主要提言
  • 楽しみや喜びを与える商品が消費者にとってなぜ重要なのか
  • ブランド各社や製造企業は自分の商品に楽しみや喜びを付け加えるために何ができるか
  • 製造企業に対する主要提言
  • 品質に対する欲求がなぜ最も重要な商品属性の一つとなるのか
  • 「手作り」や職人気質がどのように食品や飲料市場に浮上してきたか
  • 消費者は本物であることや文化遺産であることと品質とを結びつけて考えるのか
  • 倫理性を持ち環境に良いという証明を持った食料品に対する消費者の受け取り方についての考察
  • 「天然」や「有機」といった宣伝文句を持った商品は贅沢さのアピールを強化するものと消費者は信じているか否か
  • 品質に関する、プライベートレーベルと有名ブランドの間の市場競争についての説明
  • 希少な材料を使っていることは商品が最高品質であるということを強調する
  • 商品の包装はどのようにしてその商品の品質を伝える重要なツールとなるのか
  • 製造企業に対する主要提言
  • Canadeanについて

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目次
Product Code: CS0006AB

Summary

The Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Experience and Enjoyment report examines attitudes to the consumption experience as a whole, focusing on how to provide an improved experience to drive profitability. The report also identifies new ways to target those consumers seeking a new novel or indulgent user experience.

Key Findings

  • The huge amount of choice available on the retail aisle leaves consumers seeking stand-out products that provide them with new and exciting experiences
  • As modern society has a tendency to focus on the negatives, people are looking to the products they buy to provide them with some happiness: manufacturers can look to achieve this through superior tastes and rich textures, as well as by association with treating occasions
  • Hectic modern lifestyles mean that many consumers are actively on the look-out for fun and exciting products that offer them a break in their day, fun flavors for instance allow consumers to momentarily escape their busy working life, or grant a new experience to be shared with friends

This report analyses changing attitudes and demands in the FMCG arena. An ever-growing choice allows consumers to be increasingly demanding, making it more difficult for brands to make themselves heard. The report also examines how the evolving lifestyles of modern consumers are influencing their consumption habits and their demands of manufacturers.

Get access to:

  • Exclusive insight from a 48 country attitudes and behavior survey, presented to ensure that the content is applied and relevant to stakeholders across the supply-chain.
  • Analysis of the key attitude and behaviors influencing consumption patterns and recommendations of how best to target such consumption occasions.
  • Regional comparisons granting unique insight into varying regional and country attitudes to experience and enjoyment.
  • Detailed matrixes exploring key recommendations for manufactures from a product, targeting and retail perspective; broken down by Food, Soft Drinks, Alcoholic Drinks, and Cosmetics and Toiletries.

Reasons To Buy

  • Help formulate strategies that enhance customer loyalty at the brand and retail level by understanding what genuinely increases perceptions of a truly enjoyable or indulgent product
  • Determine new and innovative ways to target consumers with fun, novel, luxury or the highest quality products, particularly as current methods are becoming increasingly less effective in saturated markets
  • Develop strategies to successfully target discerning consumers with the highest quality products, thereby reaching into premium territory and securing high profit margins
  • Develop strategies that target the new wave of adventurous consumers who want to stay ahead of the crowd

Table of Contents

Key findings

  • Executive Summary
  • Key findings from across the globe

Introduction to Canadean's Mega-Trend framework

  • Introduction to Attitudes and Behaviors series
  • Country report coverage

Overview of sub-trends within the Ethics Mega-Trend

  • Overview of seven key sub-trends

Consumers are seeking out new and novel experiences as they become more adventurous in their product selection

  • An explanation as to why consumers are desiring new experiences
  • Consumers like to sample ethnic and exotic food
  • How attentive consumers are to new products on retailers shelves
  • Why consumers have a preference for eating out
  • What sensory experiences are consumers looking from their consumption
  • Ways to attract consumers attention and encourage new experiences
  • Key recommendations for manufacturers

A sense of entitlement means that consumers want to treat themselves to small rewards on a daily basis - and taste and efficacy should be at the forefront of product positioning

  • What trait consumers are seeking out when looking for premium products and why
  • Are consumers willing o compromise the taste for a healthier option
  • Whether there is a market for "free from" treats or if consumers simply do not pay attention to health claims
  • Consumers are seeking out indulgent food which can be taken on-the-go
  • An explanation of who is most likely to want to indulge
  • What consumers desire in their personal care products
  • Key recommendations for manufacturers

Consumers are also expecting an extra level of fun and enjoyment from the groceries they purchase

  • Why products which provide fun and enjoyment are important to consumers
  • What brands and manufacturers can do to add fun and enjoyment to their product
  • Key recommendations for manufacturers

More discerning consumers are taking a greater interest in the story behind grocery products as they become more quality conscious

  • why the desire for quality is one of the most important product attributes
  • How "craft" and connoisseurship is emerging in food and drink
  • Whether consumers make the link between authenticity and heritage, to quality
  • Insight into the consumer perception of groceries with ethical and environmental credentials
  • Whether consumers believe products with "natural" and "organic" claims enhance their luxury appeal
  • An explanation of the competition between private label and brands when it comes to quality
  • Using rare ingredients to enhance the premium quality of a product
  • How a product's packaging is an important tool in conveying quality
  • Key recommendations for manufacturers

Appendix

  • About Canadean

List of Tables

  • Table 1: how private labels compare to well-known national brands in various categories

List of Figures

  • Figure 1: Consumers who like to try new and novel grocery products
  • Figure 2: Consumers who like to sample ethnic and exotic grocery products
  • Figure 3: Consumers who are attentive to new products on retailers' aisles in the Food, Soft Drinks, Hot Drinks and Cosmetics and Toiletries categories
  • Figure 4: Consumers who are attentive to new products on retailers' aisles in the Beer, Wine and Spirits categories
  • Figure 5: How often consumers eat out of the home
  • Figure 6: Consumers who believe that food is better if it is hotter and spicier
  • Figure 7: Consumers who believe the sound of food being prepared and served helps them decide if it is enjoyable or not
  • Figure 8: Consumers who have more favourable perceptions of groceries with standout packaging
  • Figure 9: Consumers who regularly consume premium food to treat themselves because they believe they deserve it
  • Figure 10: Consumers who believe that the most indulgent food and drink is the least healthiest
  • Figure 11: Consumers who believe that food and drink can be healthy and tasty
  • Figure 12: Consumers with an allergy or intolerance to a food or drink
  • Figure 13: Consumers who agree that when treating themselves with food they tend not to pay attention to whether the product is healthy or not
  • Figure 14: Consumers who often eat food whilst performing other tasks
  • Figure 15: Consumers who believe that convenient food can also be tasty
  • Figure 16: Breakdown by age and gender to show consumers who agree that great taste makes a product premium
  • Figure 17: Consumers who agree that a product making them feel better after use is important to them
  • Figure 18: Consumers who are willing to pay extra for an alcoholic beverage that they feel will bring extra levels of enjoyment and indulgence
  • Figure 19: Consumers who believe that limited editions or limited production runs make food and drink products premium
  • Figure 20: Consumers who find mainstream alcohol brands to be bland and boring
  • Figure 21: Consumers who believe they are a drinks connoisseur and actively seek out drinks that show they stand out from the crowd
  • Figure 22: Consumers who would like to see more craft offerings in the alcoholic beverage market
  • Figure 23: Consumers who like to know the heritage and story behind the food that they buy
  • Figure 24: Consumers who thing that heritage is a trait that makes food and beverage products premium
  • Figure 25: Consumers who have more favourable perceptions of groceries if they have ethical or environmental credentials
  • Figure 26: Consumers who try to seek out personal care products with natural and organic ingredients
  • Figure 27: Consumers who believe that personal care products containing natural and organic ingredients are not as effective as those which synthetic or chemical ingredients
  • Figure 28: Consumers who believe scientific claims to be important when choosing what personal care products to buy
  • Figure 29: Consumers who believe a high price tag makes food and drink products premium
  • Figure 30: Consumers who believe a recognized brand makes food and drink products premium
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