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Evolution of Global Consumer Trends

DateJul, 2005
Pages160

€4 556 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:

Introduction
 
There are 10 global consumer mega-trends that will determine successful NPD and marketing strategies in the next 10 years. This report, in presenting new data to reflect consumer values, attitudes and behaviors, offers a more detailed breakdown of how the mega-trends have affected consumer behaviors, how they evolved in recent years and how they are likely to evolve in the future.
 

 
Scope
 
Profiles how the mega-trends have evolved by identifying new behaviors and presenting new data concerning consumer attitudes and behaviors
 
Identifies the changing values, attitudes and behaviors driving each of the mega-trends across Europe, North America, Latin America and Asia-Pacific
 
Describes the specific tangible components of the mega-trends, including detailed breakdown of behavior and product attribute trends
 
Showcases the latest best-practice, ``on-trend`` product and marketing innovation offering a wealth of creative ideas to guide future innovation
 
Highlights
 
Global consumers continue to report problems with maintaining a work-life balance. Pit-stopping behaviors such as workplace consumption and consuming on-the-move have become more pronounced. Snacking has evolved into a trend towards light meals, where consumers seek more filling and substantial meals to facilitate their 'flexi-eating' habits.
 

 
Trends concerning boomeranging children, extended singleton and extended time spent as older consumers have all become more pronounced across the globe. Manufacturers must recognize that consumer lifestyles are becoming more changeable and therefore be more flexible in the way they target consumers according to lifestage assumptions.
 

 
Manufacturers and retailers need to be aware of counter-trends and the 'polarizing effect' because for every trend there is a counter trend which present untapped growth opportunities as well as potential threats. Overall, to be successful in the coming years, a product or service should ideally be founded on several of the mega-trends.
 

 
Reasons to Purchase
 
Gain a more detailed understanding of how the mega-trends have affected behaviors and how they are likely to evolve.
 
Save time by gaining a clear perspective of the 10 mega-trends guiding contemporary consumer behavior today
 
Increase the likelihood of being ``on-trend`` by determining whether your NPD is supported or threatened by the ``mega-trends``




Table of contents:
 TABLE OF CONTENTS
 
EXECUTIVE SUMMARY 3
 
Hot topic 3
 
CHAPTER 1 CONTEXT 19
 
Factors driving contemporary consumer trends 19
 
Consumer values 20
 
Consumer attitudes 20
 
Consumer behaviors 21
 
CHAPTER 2 THE FUTURE DECODED 24
 
Introduction to the ‘complexity’ mega-trends 24
 
Mega-trend 1: Age complexity 24
 
Values and attitudes driving the age complexity mega-trend 25
 
Behaviors driving the age complexity mega-trend 26
 
Age complexity best-practice and product examples 29
 
Mega-trend 2: Gender complexity 32
 
Values and attitudes driving the gender complexity mega-trend 33
 
Behaviors driving the gender complexity mega-trend 35
 
Gender complexity best-practice and product examples 40
 
Mega-trend 3: Lifestage complexity 42
 
Boomeranging children 43
 
Staying single due to delayed marriage and rising divorce rates 45
 
Extended time spent as older consumers 46
 
Mega-trend 4: Income complexity 48
 
Rising purchasing power parity is indicative of rising wealth 48
 
Complexing behaviors among different income groups 51
 
High income groups are seeking ‘anti-luxury’ concepts 52
 
Lower income groups spending on luxury on a budget 53
 
‘Hi-lo consumption’ is becoming more apparent 55
 
Introduction to the ‘benefit’ mega-trends 57
 
Mega-trend 5: Convenience 57
 
Values and attitudes driving the convenience mega-trend 58
 
Behaviors driving the convenience mega-trend 60
 
Convenience product trends 69
 
Mega-trend 6: Health 74
 
Values and attitudes driving the health mega-trend 75
 
Behaviors driving the health mega-trend 78
 
Health product trends 91
 
Mega-trend 7: Sensory 96
 
Values and attitudes driving the sensory mega-trend 97
 
Behaviors driving the sensory mega-trend 99
 
Sensory product trends and best practice 107
 
Mega-trend 8: Individualism 112
 
Values and attitudes driving the individualism mega-trend 112
 
Behaviors driving the individualism mega-trend 115
 
Individualism product trends 119
 
Mega-trend 9: Comfort 123
 
Values and attitudes driving the comfort mega-trend 123
 
Behaviors driving the comfort mega-trend 127
 
Comfort product trends 133
 
Mega-trend 10: Connectivity 137
 
Values and attitudes driving the connectivity mega-trend 137
 
Behaviors driving the connectivity mega-trend 141
 
Product trends stemming from connectivity 147
 
CHAPTER 3 ACTION POINTS 151
 
Act upon trends using our five rules for trendwatching 151
 
Recognize that trends last at least 10 years 151
 
Be aware of counter-trends and the ‘polarizing effect’ 151
 
Base product offerings on several mega-trends 152
 
Use fads selectively to boost short-term sales 153
 
Actively target instances where mega-trends clash or crossover 154
 
Identify relative trend dynamism for your category 154
 
CHAPTER 4 APPENDIX 156
 
Definitions 156
 
Research methodology 159
 

 
LIST OF TABLES
 
Table 1: Distinguishing between values and attitudes 21
 
Table 2: Distinguishing between trends and fads 23
 
Table 3: Tweens' expenditure on cosmetics and toiletries by country (% of discretionary income), 1998-2008 29
 
Table 4: Annual number of per capita personal care occasions amongst teenagers, Europe and US (1998-2008) 29
 
Table 5: Age complexity: best-practise marketing and key opportunities 30
 
Table 6: European and US men’s personal care usage market value (Ђm and US$m), 2003-2008 36
 
Table 7: Gender complexity: best-practice marketing and opportunities 40
 
Table 8: Family structures across Europe and the US, 1995-2005 43
 
Table 9: Average age of female at birth of first child in Europe and the US, 1975 - 2005 45
 
Table 10: Crude divorce rate (divorce per 1000 people) in Europe and the US, 1970-1998 46
 
Table 11: Compound annual growth rate (CAGR) of consumer groups in Europe and the US, 2003-2008 47
 
Table 12: The Senior lifestage is the longest, a trend that will continue as world populations age 47
 
Table 13: GDP at PPP per head (US$), 1999-2009 48
 
Table 14: Wealth groups in Europe for the adult population aged over 20 years old (m) 1999-2009 50
 
Table 15: Wealth groups in the US for the adult population aged over 20 years old (m) 1999-2009 50
 
Table 16: Income complexity: best practice in product innovation 56
 
Table 17: European and US prepared meals market value (US$bn and Ђbn), 1999 – 2009 61
 
Table 18: Asia-Pacific and Latin American ready meals markets (US$bn), 1999-2009 61
 
Table 19: The number of main meal and snacking occasions (billions) in Europe and the US, 2004-2009 62
 
Table 20: The number of European and US light mealtime occasions (billions), by daypart, 2003-2008 63
 
Table 21: The value of Asian and Latin American confectionery and savory snack markets (US$bns), 1999-2009 63
 
Table 22: Combined European and US on-the-move food and drinks value, by category (US$m), 1999-2009 64
 
Table 23: Number of annual and per person on-the-go eating and drinking occasions (billions), by country, 2003-08 65
 
Table 24: Change in the number of European and US workplace consumption occasions (billions) by daypart 2003-2008 65
 
Table 25: Consumers and households using convenience services in Europe and the US, 2001-2006 67
 
Table 26: Convenience: best practice in product innovation 70
 
Table 27: Convenience: best practice marketing and positioning 72
 
Table 28: The value of the Asia-Pacific, European, Latin American and North American personal care markets (US$bns) 1999-2009 77
 
Table 29: Total functional beauty regime sales by market, Europe and US, 1998-2008 79
 
Table 30: European and US adult population on a diet (% adults), 2004 81
 
Table 31: European and US diet markets, (US$m) 1998-2008 82
 
Table 32: Value of the over-the-counter (OTC) vitamins, minerals and supplements (VMS) and herbal supplements market, Europe and US, (US$m), 1996-2006 87
 
Table 33: Percentage and total number of natural and organic food and drink consumers by usage status, Europe and US, 2004-09 87
 
Table 34: Value of European and US natural and organic food and drink markets (US$bn and Ђbn), 2004-2009 88
 
Table 35: Value of European and US natural personal care markets (US$bn), 1999-2009 88
 
Table 36: Per head and total European and US healthy on-the-go eating occasions (billions), 2004-2009 89
 
Table 37: Per head and total European and US healthy on-the-go drinking occasions (billions), 2004-2009 89
 
Table 38: Health: best practice in product innovation 91
 
Table 39: Health: best-practise marketing and key opportunities 94
 
Table 40: European and US specialty food and drinks sales (US$bn), 2004-2009 101
 
Table 41: European and US specialty personal care sales (US$m), 2004-2009 101
 
Table 42: The value (US$m) and number (m) of overall European and US premium food and drink occasions, 1998-2008 103
 
Table 43: Number of foodservice transactions (millions) in full service and quick service restaurants in Europe, North America, Latin America and Asia-Pacific, 2004-2009 105
 
Table 44: Sensory: best practice in product innovation 108
 
Table 45: Sensory: best-practice marketing and positioning 109
 
Table 46: European and US prestige alcohol and personal care sales, (US$m) 2002-2007 118
 
Table 47: Individualism: best practice in product innovation 120
 
Table 48: Individualism: best-practise marketing and key opportunities 121
 
Table 49: A Latin American and Asian perspective on the importance of family values 126
 
Table 50: European and US stress relief/pampering personal care market value, 2003-2008 (Ђm and US$m) 128
 
Table 51: Comfort: best practice in product innovation 134
 
Table 52: Comfort: best-practise marketing and key opportunities 135
 
Table 53: European and US over-50s living alone (%), 1995-2025 140
 
Table 54: An insight into Latin American and Asian ecological values, by age and country 141
 
Table 55: Ethical personal care market value, 2004-2009 144
 
Table 56: Total annual number of entertaining at home gatherings by country, (millions) 2002-2007 145
 
Table 57: Connectivity: best practice in product innovation 148
 
Table 58: Connectivity: best-practise marketing and key opportunities 149
 
Table 59: Definitions used in this report 156
 

 

 

 
LIST OF FIGURES
 
Figure 1: Values and attitudes are key determinants of consumer behavior 19
 
Figure 2: Younger consumers are acting older and older consumers are acting younger 24
 
Figure 3: European and US consumers aged 35-64 spend the most time on personal appearance and are the least happy with their age 25
 
Figure 4: As consumers age, they place more importance on advertising featuring characters their own age 26
 
Figure 5: Older consumers’ aspirational ages reflect their fear of aging and desire to be younger 27
 
Figure 6: Six distinct behaviors characterize the gender complexity mega-trend 32
 
Figure 7: Consumers across the globe are showing more egalitarian values in accepting the changing roles of women 33
 
Figure 8: The rise of egalitarianism means that homosexuality is increasingly tolerated across the globe 34
 
Figure 9: Shows such as ‘Queer Eye for the Straight Guy’ are bringing metrosexuality attitudes to the mainstream 34
 
Figure 10: The expanded family status lifecycle model shows the trend of complexing lifestages which makes demographic segmentation and targeting all the more difficult 42
 
Figure 11: Income complexity behaviors are driven by lower income groups seeking luxury on a budget and higher income groups embracing more refined luxurious consumption 51
 
Figure 12: The 10 mega-trends can be categorized as either ‘benefit’ or ‘complexity’ trends 57
 
Figure 13: Manufacturers and retailers can target 10 discernable convenience related behaviors 58
 
Figure 14: Consumers across Europe and the US place considerable importance upon towards time saving products and services 59
 
Figure 15: More than 50% of European and US consumers are willing to pay extra for time-saving products and services 60
 
Figure 16: 57% of European and US consumers report that they groom while on-the-move, 2004 66
 
Figure 17: 58% of European and US consumers admit to grooming while at work 67
 
Figure 18: Instill these product attributes in offerings to capitalize on consumers’ convenience related needs and behaviors 69
 
Figure 19: Health is becoming an increasingly complex trend as characterized by the multitude of related consumer behaviors 74
 
Figure 20: European and US consumers recognize the importance of improving or maintaining good health 75
 
Figure 21: More than three-quarters of European and US consumers attach importance to improving physical health through diet 76
 
Figure 22: Consumers believe it is important to be appearance conscious 76
 
Figure 23: 90% of European and US consumers believe it is important to reduce stress levels 78
 
Figure 24: During 2003-2004 European and US consumers took active steps to improve their overall physical health 79
 
Figure 25: During 2003-2004 European and US consumers took active steps to improve their health through diet 79
 
Figure 26: Nearly 50% of Europeans and Americans reported that they spent more time on their personal appearances in 2003-2004 81
 
Figure 27: More than half of European and American consumers took active steps to reduce stress levels during 2003-2004 84
 
Figure 28: Consumers’ health behaviors in the future will be characterized by reduced disparities between attitudes and actual behavior 90
 
Figure 29: Instill these product attributes in offerings to capitalize on consumers’ health related needs and behaviors 91
 
Figure 30: There are 7 core behavioral trends emanating from the sensory mega-trend 96
 
Figure 31: European and US consumers are more open-minded about trying new products and experiences 97
 
Figure 32: Finding excitement and sensations in life has never been more important to Western consumers 98
 
Figure 33: The prevalence of risk-taking values continue to drive the sensory mega-trend 98
 
Figure 34: Nearly half of European and US consumers sought more excitement and sensations in 2003-2004 99
 
Figure 35: Evidence suggests consumers are seeking more ‘experiential satisfaction’ as opposed to ‘material gratification’ 102
 
Figure 36: During 2003-2004 European and US consumers increasingly tried new food and drink products 105
 
Figure 37: Instill these product attributes in offerings to capitalize on consumers’ sensory related needs and behaviors 107
 
Figure 38: Individualism needs are driven by 3 core behavioral trends 112
 
Figure 39: Consumers place importance on brands matching their general attitudes and outlook on life 113
 
Figure 40: Consumers want products designed for their specific needs 114
 
Figure 41: Marketing must also reflect consumers’ personal situation 114
 
Figure 42: During 2003-2004 42% of European and US consumers more frequently choose brands that matched their attitudes and outlook on life 116
 
Figure 43: Consumers increasingly chose products and services customized to their specific needs during 2003-2004 117
 
Figure 44: European and US consumers believe it is likely that they will buy cosmetics and toiletries with active ingredients for their specific requirements in the future 117
 
Figure 45: More than 10% of consumers report withholding information in order to remain exclusive 119
 
Figure 46: Instill these product attributes in offerings to capitalize on consumers’ individualism related needs and behaviors 119
 
Figure 47: Comfort related behaviors focus on indulgence, safety and simplifying lifestyles 123
 
Figure 48: Consumers aspire to lead less complicated lifestyles 124
 
Figure 49: A significant proportion of Europeans and Americans feel there is too much choice when making purchase decisions 124
 
Figure 50: European and US consumers perceive their homes both as a place of safety and a retreat from the outside world 125
 
Figure 51: Spending time with the family remains a strong value with consumers doing so more over the course of 2003-2004 126
 
Figure 52: Nearly half of European and US citizens reported that they consumed comforting food and drinks more frequently during 2003-2004 128
 
Figure 53: Enjoying small indulgences to escape the pressures of everyday life remains as important as ever 128
 
Figure 54: In what could be deemed a convenience counter trend, European and US consumers are attempting to slow down by leading a less complicated lifestyles 131
 
Figure 55: Instill these product attributes in offerings to capitalize on consumers’ comfort related needs and behaviors 133
 
Figure 56: There are 3 core behavioral trends associated with the connectivity mega-trend 137
 
Figure 57: Spending time with friends is an important value across Europe and America 138
 
Figure 58: A significant proportion of consumers regard their home as a place that facilitates connectivity 139
 
Figure 59: More than half of US and European consumers believe that it is important to purchase ethical or socially responsible products 141
 
Figure 60: With over 40% of US and European consumers listening to the recommendations of others more often viral and word-of-mouth campaigns could become even more effective 143
 
Figure 61: Less consumers bought more ethical products in 2003-2004 than those who deem such consumption as important 143
 
Figure 62: More than 50% of Europeans and US consumers used their homes for entertaining more frequently during 2003-2004 144
 
Figure 63: Socializing tops the motivations for eating out in the evening 145
 
Figure 64: Consumers are providing more recommendations to friends/family about everyday products and services 146
 
Figure 65: Instill these product attributes in offerings to capitalize on consumers’ connectivity related needs and behaviors 147
 
Figure 66: For every trend there is a counter-trend 152
 
Figure 67: Industry players can map how their offerings are ‘on-trend’ relative to competitors 153
 
Figure 68: Many of the major behavioral trends are actually crossovers of two or more influencing mega-trends 154
 
Figure 69: 3 ways of categorizing trends: the evolving, emerging and established framework 155
 

 




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