Evolution of Global Consumer Trends

http://www.chinaccm.com 2005-6-14 14:35

Published:            July 2005
Price (USD):         $5,695 /single user PDF licence

Report Summary

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 life stage 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".

Report Outline

Section 1    Context

1.1    Factors driving contemporary consumer trends
1.2    Consumer values
1.3    Consumer attitudes
1.4    A move towards global homogenization?
1.5    Consumer behaviors
1.6    Some important caveats

Section 2    The Future Decoded

2.1    Introduction to the 'complexity' mega-trends

Mega-trend 1:  Age Complexity

1.    Values and attitudes driving the age complexity mega-trend
2.    Fear of aging: viewing aging as a negative aspect of life 
3.    Being proud of one's age
4.    Behaviors driving the age complexity mega-trend
5.    Acting younger
6.    Acting older: kids are growing up young
7.    Age complexity best-practice and product examples

Mega-trend 2:  Gender Complexity

1.    Values and attitudes driving the gender complexity mega-trend
2.    Egalitarianism: valuing gender equality and homosexual rights
3.    Re-appraisal of gender roles: effeminate values amongst men
4.    A prevailing 'boys will be boys' mentality
5.    Valuing femininity and expressing one's beauty
6.    Behaviors driving the gender complexity mega-trend 
7.    Male vanity
8.    Machismo
9.    Role anxiety (especially amongst males)
10.  Defying feminine stereotypes
11.  Women embracing femininity and concurring to traditional role expectations
12.  Gender complexity best-practice and product examples

Mega-trend 3:  Life Stage Complexity

1.    Boomeranging children
2.    Staying single due to delayed marriage and rising divorce rates
3.    Consumers are staying single until their 20s and 30s
4.    Rising divorce rates mean a greater chance of being single later in life
5.    Extended time spent as older consumers

Mega-trend 4:  Income Complexity

1.    Rising purchasing power parity is indicative of rising wealth
2.    Median income individuals are rapidly becoming affluent individuals
3.    Complex behaviors among different income groups
4.    High income groups are seeking 'anti-luxury' concepts
5.    Luxury is shifting away from explicit materialism and high-end goods
6.    Value consciousness also remains paramount
7.    Because consumers trade-down, the shift towards value is equally evident
8.    Lower income groups spending on luxury on a budget 
9.    Consumers increasingly seek 'accessible premium' offerings
10.  Increased accessibility has fuelled the 'democratization of luxury'
11.  'Hi-lo consumption' is becoming more apparent
12.  Consumers trade up in categories that are 'emotionally meaningful'
13.  Introduction to the 'benefit' mega-trends

Mega-trend 5:  Convenience

1.    Values and attitudes driving the convenience mega-trend
2.    Time is increasingly viewed as a scarce luxury
3.    Extra time is worth paying for
4.    Behaviors driving the convenience mega-trend 6
5.    Assembly cooking
6.    Compact living
7.    Creating a home from home 
8.    Grazing/snacking 
9.    Lifestyle cramming
10.  Multi-tasking on-the-move and on-the-go 
11.  Outsourcing effort 
12.  Pit-stopping
13.  Seeking quick fixes
14.  Top-up shopping
15.  Convenience product trends

Mega-trend 6:  Health

1.    Values and attitudes driving the health mega-trend
2.    Good health is increasingly valued and sought 
3.    Greater food consciousness and self-reliance
4.    Believing it is important to look one's best 
5.    Attitudes of aging populations
6.    Placing importance on reducing stress
7.    Behaviors driving the health mega-trend
8.    Acting holistically 
9.    Balancing debits and credits
10.  Being appearance conscious
11.  Dieting
12.  De-stressing
13.  Exercising
14.  Information seeking
15.  Seeking quick health fixes
16.  Self-medication
17.  Seeking healthy food and skin nutrition via natural and organic products
18.  Seeking convenient health: health on-the-go
19.  Seeking reduced guilt indulgences
20.  In summary
21.  Health product trends

Mega-trend 7:  Sensory

1.    Values and attitudes driving the sensory mega-trend
2.    The rise of post-materialist values focusing on emotional fulfillment
3.    Individuals increasingly seek and cherish new experiences and sensations 
4.    An increased willingness to take risks
5.    Behaviors driving the sensory mega-trend
6.    Seeking more intense consumption sensations
7.    Seeking authenticity
8.    Seeking intense and immersive experiences
9.    Trading up to higher quality products and services 
10.  Seeking professionalism
11.  Experimenting with new, innovative product characteristics 
12.  Going to extremes
13.  Not compromising: seeking flavorzed, indulgent health
14.  Sensory product trends and best practice

Mega-trend 8:  Individualism

1.    Values and attitudes driving the individualism mega-trend 
2.    Valuing self expression and challenging the status quo
3.    Valuing being different or treated as if one is unique
4.    Changing attitudes towards marriage and family life
5.    An emphasis on self-reliance
6.    Behaviors driving the individualism mega-trend 
7.    Living alone
8.    Asserting one's individuality
9.    Being exclusive
10.  Individualism product trends

Mega-trend 9:  Comfort

1.    Values and attitudes driving the comfort mega-trend
2.    Valuing a less complicated and more relaxed lifestyle
3.    Valuing the home as a safe retreat
4.    Valuing and placing importance upon family time and interaction
5.    A yearning for the past
6.    Behaviors driving the comfort mega-trend
7.    Everyday self-indulging
8.    Cocooning
9.    Simplifying, downshifting and slowing down
10.  Ethnocentric consumerism
11.  Nostalgic consumerism
12.  Comfort product trends

Mega-trend 10:  Connectivity

1.    Values and attitudes driving the connectivity mega-trend
2.    Valuing time spent with close family and friends
3.    Desiring popularity and attractiveness
4.    Fear of growing old alone
5.    Rise of ethical and environmental values (shared value sets)
6.    Behaviors driving the connectivity mega-trend
7.    Being connected
8.    Seeking cool
9.    Replacing family with friends
10.  Product trends stemming from connectivity

Section 3    Action Points

3.1    Act upon trends using our five rules for trend watching
3.2    Recognize that trends last at least 10 years
3.3    Be aware of counter-trends and the 'polarizing effect'
3.4    Base product offerings on several mega-trends 
3.5    Use fads selectively to boost short-term sales
3.6    Actively target instances where mega-trends clash or crossover
3.7    Identify relative trend dynamism for your category

Section 4    Appendix

4.1    Definitions 
4.2    Research methodology

Tables

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

Figures

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