Consumer Goods

Global Consumer Trend Framework: Understanding attitudes and behaviors that influence global consumption habits

  • CAN162785
  • 209 Pages
  • January 2015
  • Consumer Goods
Summary
Global Consumer Trend Framework: Understanding attitudes and behaviors that influence global consumption habits helps companies to develop competitive advantages across the whole of the supply chain by boosting their understanding of consumer motivations. This means that they can align their products and marketing campaigns with the most pertinent consumer need states.

Canadean's comprehensive trend framework is a toolkit companies can use to identify the most important consumer behaviors currently driving their market, and decrease the risk of aligning products with need states that are not influential on actual behavior.

Canadean's trend framework covers nine mega-trends and 20 trends, with consumer data analyzing the influence of these trends across 10 key countries, and identifies the key age, gender, wealth, and leisure time groups for each trend.

Key Findings
- Irrespective of industry, size of brand, heritage, or market share, it is crucial that all brands keep ahead of consumer trends. In recent years there have been a number of publicized failed launches from the biggest brands because they didn't recognize evolving consumer need states.

- The needs of consumers in developed economies will continue to be shaped by aging populations. This will cause rising demand for functional products - in particularly food and drink - with health concerns being at the forefront of older consumers' minds. These consumers will demand sophisticated approaches from brands focused on maintaining active lifestyles, and shy away from products that are centered on the vulnerabilities that come with age.

- Developing economies will witness the increased blurring of gender roles as growing female employment outside the home, and women's empowerment movements, help to challenge traditional notions of femininity and masculinity.

- This change will continue to have a significant impact on the food market in particular as women's share of domestic labor decreases, reducing the amount of time that women spend preparing meals. Snacking occasions will also increase as meal times become more fragmented in order to accommodate busy working lifestyles.

Synopsis
Global Consumer Trend Framework: Understanding attitudes and behaviors that influence global consumption habits is a toolkit companies can use to identify the most important consumer behaviors currently driving their market, and decrease the risk of aligning products with need states that are not influential on buying behavior. This toolkit provides:

- A framework of nine mega-trends and twenty trends that capture the key need states driving consumer markets

- Quantification of how important each trend is in 10 key countries

- Identification of key consumer groups for each trend, including key age groups, gender, wealth group, and leisure time group

- An evaluation of the consumer behaviors driving each trend, providing a unique level of granularity to the trend framework

- Best practice product examples for each trend

- Analysis of how the trend will develop in future, for both developed and developing economies

- Recommended actions on how to best target each trend, for Food, Soft Drinks, Alcoholic Drinks, and Cosmetics and Toiletries categories

Reasins to Buy
Canadean's comprehensive trend framework is a toolkit companies can use to align their products and marketing campaigns with the most pertinent consumer need states, and decrease the risk of aligning products with need states that are not influential on actual behavior.

Irrespective of industry, size of brand, heritage, or market share, it is crucial that all brands keep ahead of consumer trends. This report marries theory with practice, providing both a comprehensive conceptual understanding of consumer behaviors, and recommended actions and product examples to show how these trends should be targeted.

Key Highlights
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