Abstract
Introduction
The Comfort mega-trend is driven by demands for safety, escapism, simplicity
and tradition. In many ways, the Sensory versus Comfort mega-trend trade-off
represents the problems associated with balancing a desire for new experiences
and change with desires for stability and familiarity.
Scope of this research
- Detailed trend analysis outlining what constitutes ' value' for consumers
(trends are, after all, a reflection of what' s important to consumers)
- Global in focus, but also offers country-by-country and sector-by-sector
insights thereby catering to top-line or more specific information needs
- Covers all major FMCG sectors, but also with applicability to wider
consumer goods audiences
- One of 10 dedicated mega-trend reports outlining the most important issues
shaping global consumers' buying behavior both now and in the future
Research and analysis highlights
Good trend-watching is about taking the bigger-picture approach. Adopting a
broader global perspective to trend-tracking facilitates better decision
making by overcoming ' category myopia' . Monitoring the broader FMCG
environment will enable bigger picture learning that can be applied more
specifically
A considerable ' trust void' is apparent in Europe when it comes to commercial
enterprises in general and the specifics of the product they produce and
market. Datamonitor research has found that consumers across the continent do
not automatically accept stated product claims
Only a minority of consumers in the Asia Pacific region stated that they found
food products and ingredients imported from other countries to be either
' trustworthy' or ' very trustworthy' . Given that the majority of consumers are
predisposed to distrust foreign ingredients, this is a significant proportion
of the market to potentially lose out on
Key reasons to purchase this research
- Understand the significance of the different Comfort-aligned trends across
territories and FMCG sectors to help support market diversification plans
- Save time and gain maximal insight by using this ' one-stop-shop' resource
which offers a clear and up-to-date framework for understanding consumers
- Access data from two waves of global primary research to increase the
likelihood of being ' on-trend' with NPD and marketing activities
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