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Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Changing Lifestages

発行 GlobalData 商品コード 338602
出版日 ページ情報 英文 99 Pages
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世界/地域レベルでのメガトレンド:ライフステージの変化に際しての消費者の考え方・行動に関する理解 Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Changing Lifestages
出版日: 2015年08月31日 ページ情報: 英文 99 Pages




当レポートでは、世界48ヶ国・52,000人の消費者へのアンケート調査に基づいて、食品・ソフトドリンク・パーソナルケア製品の選択・消費に際してライフステージがどう影響しているのか、またその在り方が近年どう変化しているのか/今後どう変化し得るのかについて考察すると共に、業界関係者 (メーカー・マーケティング担当者) への提言を取りまとめてお届けいたします。


  • エグゼクティブ・サマリー
  • 主な分析結果:世界市場の分析から


  • Canadeanのメガトレンド・フレームワークの概略
  • 分析対象国
  • Canadeanの定義による「サブトレンド」


  • 主なサブトレンドの概要


  • 健康問題に関する消費者の考え方
  • 各地域で最も顕著だった健康上の不安
  • 製品問題に関する消費者の認識
  • アルコール消費に対する消費者の認識
  • メーカーへの主な提言


  • 財政的余裕に関する考え方
  • 「お値打ち感」の追求における、ディスカウントストアの重要性
  • 消費者にとっての価格の重要性
  • 消費者にとってのプロモーションの重要性
  • メーカーへの主な提言


  • 品質追求における「財政的な安定性」の効果
  • 既存ブランドの重要性
  • 地元産食材に対する消費者の認識
  • 「手作り」に対する消費者の認識
  • メーカーへの主な提言


  • 身だしなみに対する消費者の考え方・認識
  • 身だしなみへの認識が消費者の選択にどう影響するのか
  • メーカーへの主な提言

一般消費財 (FMCG) での「新たな体験」のアピール方法について

  • 新規の/実験的な製品開発の対象顧客の割り出し
  • エキゾティックなフレーバー・香りのアピール方法について
  • ホット/スパイシーなフレーバーのアピール方法について
  • メーカーへの主な提言


Product Code: CS0002AB


Consumer lifestages are rapidly evolving as gender stereotypes evolve, with many women leaving behind traditional household duties and men showing a growing interest in personal care. Increasing numbers of young adults are also choosing to delay responsibilities such as marriage and children until later life; whilst several older consumers seek to defy their age and remain young in both attitude and appearance.

Key Findings

  • Consumers globally express concerns regarding different health issues, such as heart and bone health. These concerns are magnified as people witness aging populations and see the problems their grandparents and older generations face as they age, as well as diets evolving to be increasingly unhealthy. The effect of this is many people looking to natural and organic products in order to remain healthier
  • Different age-groups and genders view value differently. Younger consumers and women are often seeking out value via low prices, and express this in their growing preference for shopping at discounters; however, men and older consumers are confident in their ability to treat themselves and look for added value to secure the most indulgent and beneficial products
  • Younger consumers globally are seeking new experiences through their consumption, be it through hot and spicy flavours or an exotic twist. These consumers are increasingly demanding and on the lookout for something stand-out at all times

Canadean's Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Changing Lifestages report is a comprehensive analysis of global attitudes in the food, soft drinks, alcoholic beverages, and personal care categories. The report details current and future expectations of behavior derived from the survey responses of 52,000 global consumers in 48 countries. As well as highlighting opportunities in new product development, there is also insight on positioning and retail strategy, and analysis of consumer profiling and targeting.

What else does this report offer?

  • An investigation of the Changing Lifestages consumer trends and how they are presenting themselves on a global, regional, and country basis
  • Key attitudes and behaviors influencing consumption patterns globally
  • Proposals on how you should best target these global consumption patterns
  • Detailed comparisons that provide insight into regional and country attitudes towards Changing Lifestages
  • Key recommendations for manufacturers from product, targeting, and retail perspectives as they are reflected in the four main categories of food, soft drinks, alcoholic beverages, and personal care

Reasons To Buy

  • Manufacturers can design their products to meet the most pressing needs of today's consumer by understanding consumers attitudes and behaviors as captured in a unique 2015 consumer survey
  • Improve product targeting to different consumer groups through understanding how consumer opinions and perceptions are changing on topics such as health, quality and value, by age and gender
  • Quickly pinpoint the best opportunities for products as data is presented in a highly visual and engaging style
  • Stay ahead of competitors and know what consumers want next with recommended actions which clearly identify how to successfully adapt product strategies to the latest trends
  • Regional and local survey data from across 48 countries helps brands to meet the needs of their specific market, as well as highlighting new countries for expansion

Table of Contents

Key findings

  • Executive Summary
  • Key findings from across the globe

Introduction to Canadean's Consumer Trend Framework

  • Introduction to Canadean's Mega-Trend framework
  • Country report coverage
  • Canadean sub-trends

Overview of sub-trends within the Changing Lifestages Mega-Trend

  • Overview of the key sub-trends

Varying attitudes to health amongst different lifestages

  • Consumer attitudes towards health claims
  • The most salient health concerns by region
  • Consumer perceptions of product claims
  • Consumer attitudes to alcohol consumption
  • Key recommendations for manufacturers

The impact of value amongst different lifestages

  • Attitudes to financial wellbeing
  • Importance of discounters in the search for value
  • Importance of price to consumers
  • Importance of promotions to consumers
  • Key recommendations for manufacturers

How quality is perceived at different lifestages

  • Effect of financial security on quality seeking
  • The importance of an established brand
  • Consumer perceptions of locally sourced ingredients
  • Consumer perceptions of craftsmanship
  • Key recommendations for manufacturers

Differing approaches to beauty

  • Consumer attitudes to, and perceptions of, appearance
  • How attitudes to appearance impact consumer choice
  • Key recommendations for manufacturers

Studying the appeal of new experiences in FMCG

  • Identifying who can be targeted with new, experimental product development
  • Considering the appeal of exotic flavors and scents
  • Considering the appeal of hot and spicy flavors
  • Key recommendations for manufacturers

About Canadean

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