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Global Consumer Trends

DateJul, 2004
Pages110
Price / format$4995 / Online Download
$9990 / Global Site License

$4 995 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 Introduction
Datamonitor has identified the 10 global consumer behavioral mega-trends and the 5 rules governing trends that will determine successful NPD and marketing strategies. These 10 mega-trends are age complexity, gender complexity, lifestage complexity, income complexity, convenience, health, sensory, individualism, homing and connectivity. This flagship report uncovers how to be on-trend for success.

Scope
Identifies the changing values, attitudes and occasions behind each of the mega-trends across Europe, North America, Latin America and Asia-Pacific
Distils the leading insights from futurologists, trendspotters and trendscouts that are then made relevant to consumer packaged goods
Describes the specific components of the mega-trends, highlighting the opportunities where consumer trends have not yet been mirrored by NPD
Provides the "how to" for meeting consumers' needs from each mega-trend through product design. Includes best practice examples from around the globe
Highlights
Growing economic wealth and changing values and attitudes are driving the egalitarianism of spending leading to increased 'income complexity' with well-off consumers spending on anti-luxury and less well-off consumers seeking luxury on a budget.

The rise of post-materialist values has had a significant impact on the individualism mega-trend in CPG. Today's youth in particular has an increased desire for personal control with the availability of more lifestyle choices. Manufacturers are responding to this through innovative forms of customization and personalization in product design.

Connectivity describes consumer's growing importance of creating a lifestyle that is rich in relationships and experiences. This mega-trend is taking on renewed importance in societies that have become more individualistic. Changing attitudes and a desire for a greater sense of belonging and interconnectedness is driving this.

Reasons to Purchase
Accelerate your NPD process by determining whether your NPD is supported or threatened by the "mega-trends" driving consumer behavior today
Ensure that your products, brand positioning and marketing messages are successfully on-trend
Save time by reading the only essential report for understanding the macro-trends driving consumer behavior



Table of contents:
 TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
Hot topic 3
The 10 global mega-trends 3
The 5 rules governing trends 5
CHAPTER 1 CONTEXT 15
Factors driving contemporary consumer trends 15
Consumer values 16
Consumer attitudes 17
Consumer behaviors 18
Trends vs fads 20
CHAPTER 2 THE FUTURE DECODED 22
Mega-trend 1: Age complexity 22
Kids growing up young 22
Adults acting younger 24
Seniors enjoying a second youth 24
Counter trend: Age as identity 26
Mega-trend 2: Gender complexity 26
The rise of egalitarian values towards women and homosexuals 26
The feminization of society and men 27
Counter trend: Gender as identity 29
Mega-trend 3: Lifestage complexity 30
Mega-trend 4: Income complexity 32
High income groups spending on ‘anti-luxury’ 34
Lower income groups spending on luxury on a budget 35
CHAPTER 3 ACTION POINTS 36
Mega-trend 5: Convenience 36
Values and attitudes driving the convenience mega-trend 36
Behaviors driving the convenience trend 37
Convenience counter trends 45
Convenience product trends 46
Mega-trend 6: Health 49
Values and attitudes driving the health mega-trend 49
Behaviors driving the health trend 51
Health product trends 57
Crossover trends with health 60
Mega-trend 7: Sensory 61
Values and attitudes driving the sensory trend 62
Behaviors driving the sensory trend 66
Sensory product trends 70
Crossover product trends with sensory 73
Mega-trend 8: Individualism 75
Values and attitudes driving the individualism trend 75
Behaviors driving the individualism trend 78
Product trends stemming from the individualism trend 80
Mega-trend 9: Homing 83
Values and attitudes driving the homing trend 83
Behaviors driving the homing trend 84
Product trends stemming from homing 89
Crossover trend with homing 92
Trend clash 93
Mega-trend 10: Connectivity 94
Values and attitudes driving the trend 94
Behaviors driving the connectivity trend 96
Product trends stemming from connectivity 98
Crossover trends with connectivity 101
CHAPTER 4 APPENDIX 103
Definitions 103
Supplementary data 104
SPP writing team 110
How to contact experts in your industry 110

LIST OF TABLES
Table 1: Distinguishing between values and attitudes 17
Table 2: Distinguishing between trends and fads 21
Table 3: Products that successfully fulfill the emotional needs of maturation and desire to mimic adult actions 23
Table 4: Macleans’ 40+ - targeting age blurring among seniors 24
Table 5: Marketing messages with wide generational appeal 25
Table 6: Products targeting male gender as identity 29
Table 7: Products targeting female gender as identity 30
Table 8: Family structures across Europe and the US, 1995-2005 31
Table 9: Wealth groups in Europe (m) 1995-2005 33
Table 10: Wealth groups in the US (m) 1995-2005 33
Table 11: Professional quality sought by “bourgeois Bohemians” 34
Table 12: Aspirational products that are venue-branded to appeal to mid-income consumers 35
Table 13: Frequency of consumption by age by occasion, 2002-07 39
Table 14: Number of annual and per person on-the-go eating occasions, by country, 2003-08 40
Table 15: Number of annual and per person non-alcoholic on-the-go drinking occasions, by country, 2003-08 41
Table 16: On the move personal care occasions in Europe and the US (billions of occasions), 2003-2008 41
Table 17: Consumers and households using convenience services in Europe and the US, 2001-2006 42
Table 18: Value of convenience store food and drink sales by country, 2003-2008 (US$m) 44
Table 19: No mess convenience and hype-snacking food innovation 46
Table 20: On-the-go lifestyle supporting personal care products and speed and ease-of-use home hygiene products 47
Table 21: Meal replacement drinks innovation 48
Table 22: Compact innovation ensuring that products are not only destined for the fridge rather than the pantry but are at the front of the fridge - hence they are ‘front of mind’ 48
Table 23: Portable innovation - soups and bottled water 49
Table 24: Percentage and total number of natural food and drink consumers by usage status, 2002-2007 55
Table 25: Value of the over-the-counter (OTC), vitamins, minerals and supplements (VMS) and herbal supplements market, Europe and US, (US$m), 1996-2006 56
Table 26: Pokka Amino Lemon - positive nutrition for Seniors 57
Table 27: Increasingly new product offerings are positioned and marketed against natural ingredient contents 58
Table 28: Examples of a personal care product claiming to energize or soothe the consumer 58
Table 29: Innovation in functional food and drinks and cosmeceuticals 59
Table 30: Innovation in ‘health on-the-go’ products 61
Table 31: Number of evening foodservice meals served in the profit sector (m) 1997-2007 67
Table 32: Maximizing the sensory trend in home care 70
Table 33: Applying the ‘sensory’ trend to retail - making in-store retailing appeal to kids 71
Table 34: Examples of experiential products promoting sensory benefits 71
Table 35: Bolder, brighter and more ‘extreme’ sensory experiences targeted at youth 72
Table 36: Interactive and novel consumption sensations with food 72
Table 37: An example of the ‘ready-to-make’ trend 74
Table 38: Number of single person households in Europe & the US, 1997-2007 79
Table 39: An example of an interactive, self-expressive product capitalizing on the individualism trend 80
Table 40: Examples of the trend towards customization 82
Table 41: The number of Holistic simplifiers and Downshifters in Europe and the US (m) 1997-2007 86
Table 42: Global homeworking projections, by country and type, (m) and (%), 2005 88
Table 43: Examples of products facilitating the ‘at-home’ on-trade experience and need to cocoon 89
Table 44: Milk Chugs - clever design brought milk up to date 90
Table 45: Innovation in soft drinks - offering comforting indulgence 90
Table 46: Products that offer safety and peace-of-mind 91
Table 47: Comforting personal care products 91
Table 48: Guilt-free indulgence has moved onto low carb options 92
Table 49: European and US over-50s living alone (%), 1995-2025 95
Table 50: Going out alcoholic drinking occasions, 1998-2008 97
Table 51: Shareable product innovation 99
Table 52: Product innovation that offers coolness to consumers 99
Table 53: Attitude branding for street-cred 100
Table 54: Product examples capitalizing on the connectivity trend 100
Table 55: Total annual number of entertaining at home gatherings by country, (millions) 2002-2007 101
Table 56: Gender equality, by country and age 104
Table 57: Global consumers’ perceptions concerning their state of health, by age, 1990-1993 World Values Survey Data 105
Table 58: World ecological values, by age and country 106
Table 59: Consumer values towards new experiences, by age and country 107
Table 60: Global values concerning freedom of choice and control over life patterns, by age 108
Table 61: A global perspective on the importance of friends, by age 109


LIST OF FIGURES
Figure 1: The determinants of consumer behavior 16
Figure 2: US youths and their aspirational ages 23
Figure 3: Proportion of respondents who agree that men have more right to a job than women (asked of both men and women) 27
Figure 4: Young adults’ (18-24 yrs. old) living arrangements are diverse, particularly in northern Europe 32
Figure 5: The importance of family, work, friends, leisure and religion in people’s lives at a global level 37
Figure 6: Convenience product attributes by sector 46
Figure 7: Proportion of respondents who answered ‘very good’ or ‘good’ to the question: All in all, how would you describe your health these days? 50
Figure 8: % of Europe and US population engaged in dieting, 2002 53
Figure 9: Value of health and beauty regimes in Europe and the US (US$m), 1997-2007 54
Figure 10: Health and wellness product attributes by sector 57
Figure 11: Levels of actual and intended healthy on-the-go food and drink consumption in Europe and the US (% on-the-go occasions), 2003 60
Figure 12: The shift from a materialist to a post-materialist society - evidence from the World Values Survey 63
Figure 13: World ecological values, by age and country 64
Figure 14: Consumer values towards new experiences, by age and region 65
Figure 15: Consumer values towards new experiences, by age and region 66
Figure 16: Specialty food and drink market values ($m) by country, 2002-2007 69
Figure 17: Sensory product attributes by sector 70
Figure 18: Global values concerning freedom of choice and control over life patterns, by age 77
Figure 19: Individualism product attributes by sector 80
Figure 20: Homing product attributes by sector 89
Figure 21: A global perspective on the importance of friends, by age 95
Figure 22: Motivations for eating out in the evening in Europe and the US 96
Figure 23: Connectivity product attributes by sector 98
Figure 24: Definition of social grade 103




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