Consumer Goods

TrendSights: Single Lifestyles

  • CAN376605
  • 67 Pages
  • January 2015
  • Consumer Goods
Summary
This report analyzes how the Single Lifestyles sub-trend is shaping the consumer and innovation landscape. With people getting married later, divorcing faster, and living longer, consumers are more likely to explore life as a singleton. Spending on indulgences during the prolonged single years has simply become a way of life.


Synopsis
- Pinpoint key marketing and innovation opportunities that can be employed to entice new product trial. See how they relate to "on-trend" examples.

- Access a unique blend of consumer and innovation insight to understand how companies are attempting to tap into this trend.

- Study examples from across the food, non-alcoholic drinks, alcoholic drinks, personal care, and household care industries.

ReasonsToBuy
- What is the Single Lifestyles sub-trend? How does it impact consumers? What will it mean for core product and marketing innovation in my sector?

- To what extent do global consumers seek products and ingredients aligned with Single Lifestyles across the major fast-moving consumer goods sectors?

- How are brands capitalizing on the Single Lifestyles sub-trend to entice consumers into paying a premium for products and ingredients?

Key Highlights
Singles tend to be less experimental when it comes to product selection. Consumers who live by themselves are more likely to stick to tried and tested brands when shopping. They are less swayed by "gimmicks", preferring to choose products that identify strongly with their values.

Socializing outside the home remains important. Though they might live by themselves, these consumers are more likely to prefer socializing out of the home than in it. Manufacturers must understand that the key to success with this demographic is not to merely create "single-serve" products to be consumed at home.
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