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市場調査レポート

朝食市場における新たなトレンドの調査および食品メーカーにとっての機会

Examining new trends in the breakfast market and the opportunities for food manufacturers

発行 Canadean 商品コード 347126
出版日 ページ情報 英文 80 Pages
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朝食市場における新たなトレンドの調査および食品メーカーにとっての機会 Examining new trends in the breakfast market and the opportunities for food manufacturers
出版日: 2015年11月30日 ページ情報: 英文 80 Pages
概要

当レポートでは、朝食市場における5つの主要ニードステート (基本的欲求) :味、健康、利便性、倫理観およびフリーフロム (製品) に対する消費者態度について年齢ごとの変化を調査しており、メーカーへの提言、ケーススタディ、および製品の実例などをまとめています。

エグゼクティブサマリー

調査手法のサマリー

朝食市場における主な分類および成長率

朝食を抜く消費者の数は増えているが、年齢の高い消費者は朝食を抜く傾向が少ない

朝食市場における消費者態度は5つの主要ニードステートから影響を受けている

朝食における味の重要性は若い消費者にとって最も重要である一方、年齢の高い消費者は新しいことを試す

  • 朝食市場における味の重要性の変化
  • 味に対する消費者の態度:子供
  • 味に対する消費者の態度:学生
  • 味に対する消費者の態度:若年労働者
  • 味に対する消費者の態度:専門職
  • 味に対する消費者の態度:退職者
  • 味のターゲット:製品実例・ケーススタディ

健康問題と戦うための行動は消費者の年齢が高くなるにつれて頻繁に

  • 朝食市場における健康の重要性の変化
  • 健康に対する消費者の態度:子供
  • 健康に対する消費者の態度:学生
  • 健康に対する消費者の態度:若年労働者
  • 健康に対る消費者の態度:専門職
  • 味に対する消費者の態度:退職者
  • 健康のターゲット:ケーススタディ

朝食市場において利便性は主要な側面かつニードステート (基本的欲求)

  • 朝食市場における利便性の重要性の変化
  • 利便性に対する消費者の態度:子供
  • 利便性に対する消費者の態度:学生
  • 利便性に対する消費者の態度:若年労働者
  • 利便性に対る消費者の態度:専門職
  • 利便性に対する消費者の態度:退職者
  • 利便性のターゲット:製品実例

倫理観はしばしば価格や気ままさといったニードステート取って代わる

  • 朝食市場における倫理観の重要性の変化
  • 倫理観に対する消費者の態度:子供
  • 倫理観に対する消費者の態度:学生
  • 倫理観に対する消費者の態度:若年労働者
  • 倫理観に対る消費者の態度:専門職
  • 倫理観に対する消費者の態度:退職者
  • 倫理観のターゲット:製品実例

ライフスタイルの選択として朝食市場において「フリーフロム」製品は勢いを増す

  • 朝食市場におけるフリーフロム製品の重要性の変化
  • フリーフロム製品に対する消費者の態度:子供
  • フリーフロム製品に対する消費者の態度:学生
  • フリーフロム製品に対する消費者の態度:若年労働者
  • フリーフロム製品に対る消費者の態度:専門職
  • フリーフロム製品に対する消費者の態度:退職者
  • フリーフロム製品のターゲット:製品実例

調査手法・付録

目次
Product Code: CS0636IS

Summary

The breakfast market of the next five years will differ significantly from that of a few years ago, as consumer attitudes to what to eat, when, where, and how are changing rapidly. This evolution has seen the growing prevalence of convenient offerings, aimed at those living busy lives and who are pushed for time in the morning. Health needs are also being emphasized more by specialists, and consumers are monitoring their intake of 'bad-for-you' products more closely, looking to make a healthier start to the day. Having said this, the taste aspect still remains important, especially for children, who want the tastiest and most indulgent products.

Key Findings

  • The cereal bars and energy bars categories should be targeted by manufacturers due to current low levels of consumption in developing countries. Manufacturers can emphasize the convenience aspect of such products as they can be consumed on-the-go, helping those with busy lives
  • On weekends, in particular, consumers can take the time to fully enjoy their morning meal, with variety and novelty replacing the usual weekday routine. Consumers are significantly less likely to skip the morning meal during the weekends than during the week
  • The health implications of breakfast products, especially those high in sugar and artificial ingredients, come later on in life, with kids focusing on the taste and indulgence aspect of products
  • Convenience, more than health or taste, will be the most important aspect of the Breakfast market over the next few years. Manufacturers are responding with compact pack formats, which aid consumption on-the-go. Tasty breakfast alternatives, such as cereal bars, are also set to grow in demand
  • Retired consumers are least likely to skip breakfast, whether it's on the weekend or a weekday. These consumers should be targeted with healthy products, but those that still keep taste and indulgence as a core need state

The "Examining new trends in the breakfast market and the opportunities for food manufacturers" report by Canadean shows the best opportunities in the breakfast market by looking at how consumer needs change by age in five core consumer need states: taste, health, convenience, ethics, and free-from. Convenience is fast becoming an important consideration, and for some consumers, due to their busy lives, is the key motivator. For others, such as kids, taste and indulgence remain the most important factors.

What else does this report offer?

  • Splits consumers into different age groups to provide a more holistic and complete understanding of what motivates them in each respective consumer need state
  • Provides recommendations that will help manufacturers better meet the consumer need state
  • Case studies examining the approach retailers and CPG brands have taken when it comes to trying to enhance or meet consumer demand in areas such as taste and health
  • Product examples showing how innovation leaders are successfully targeting shoppers

Reasons To Buy

  • Know what new opportunities you should target in the Breakfast market, and what changes you need to make to your product or brand in order to pursue them
  • Gain an insight into what motivates consumer behavior in the Breakfast market, and what trends are likely to influence future behavior
  • Learn from the most innovative breakfast products launched worldwide
  • Find out what is motivating consumers' purchasing decisions in the breakfast market, through the results from Canadean's frequent global surveys

Table of Contents

Executive Summary

Summary Methodology

Key categories and growth rates in the breakfast market

  • Growth rates, key breakfast categories, 2014-2019
  • Market shares by country, key breakfast categories, 2014

An increasing number of consumers are skipping breakfast, however older consumers are less likely to skip the morning meal

Consumer behavior in the breakfast market is influenced by five main need states

The importance of taste in breakfast is most important for younger consumers, while older consumers have more time to experiment

  • How the importance of taste is changing in breakfast markets
  • Consumer attitudes towards taste among Kids
  • Consumer attitudes towards taste among Students
  • Consumer attitudes towards taste among Young Workers
  • Consumer attitudes towards taste among Established Professionals
  • Consumer attitudes towards taste among Retirees
  • Targeting taste: product examples and case study

Steps to combat health issues become more frequent as consumers get older

  • How the importance of health is changing in breakfast markets
  • Consumer attitudes towards health among Kids
  • Consumer attitudes towards health among Students
  • Consumer attitudes towards health among Young Workers
  • Consumer attitudes towards health among Established Professionals
  • Consumer attitudes towards health among Retirees
  • Targeting health: case study

Convenience has become a core aspect and need state in the breakfast market

  • How the importance of convenience is changing in breakfast markets
  • Consumer attitudes towards convenience among Kids
  • Consumer attitudes towards convenience among Students
  • Consumer attitudes towards convenience among Young Workers
  • Consumer attitudes towards convenience among Established Professionals
  • Consumer attitudes towards convenience among Retirees
  • Targeting convenience: product examples

Ethics is often superseded by need states such as value and indulgence

  • How the importance of ethics is changing in breakfast markets
  • Consumer attitudes towards ethics among Kids
  • Consumer attitudes towards ethics among Students
  • Consumer attitudes towards ethics among Young Workers
  • Consumer attitudes towards ethics among Established Professionals
  • Consumer attitudes towards ethics among Retirees
  • Targeting ethics: product examples

Free-from is gaining traction in the breakfast market as a lifestyle choice

  • How the importance of free-from is changing in breakfast markets
  • Consumer attitudes towards free-from among Kids
  • Consumer attitudes towards free-from among Students
  • Consumer attitudes towards free-from among Young Workers
  • Consumer attitudes towards free-from among Established Professionals
  • Consumer attitudes towards free-from among Retirees
  • Targeting free-from: product examples

Methodology and Appendix

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