Table of Contents
- DATAMONITOR VIEW
- ANALYSIS
- INTRODUCTION: Using trend frameworks develops the means to boost the
quality and frequency of insight generation and new product planning
- There is a funnel approach to identifying the manifestation of trends
- TREND: Innovation is a major driver of growth but is a challenging process
- A number of internal problems can lead to ineffective approaches to
innovation
- One of the major hurdles to successful innovation appears to be
capturing consumers' imagination
- TREND: The hectic lifestyles of contemporary consumers render convenience
products essential
- TREND: Time scarcity has resulted in consumers outsourcing tasks and
' speed shopping'
- INSIGHT: Time constraints and the unpopularity of domestic chores drive a
consumer need for convenience products
- DATAMONITOR VERDICT: Successful manufacturers will be those answering
consumers' desires to limit the time-intensity of less emotionally
meaningful or mundane tasks
- INSIGHT: Goods which simplify consumers' lives by offering multiple
benefits will increase in popularity
- DATAMONITOR VERDICT: Consumers feel more productive if they are solving
two problems at once
- TREND: Superior packaging benefits and alternative delivery formats have
changed the dynamics of consumer expectations in allaspects of life
- INSIGHT: Versatile packaging formats provide consumers with more options
in their daily lives
- DATAMONITOR VERDICT: Investment in and technological development of
packaging plays a central role in facilitating and promoting convenience
- INSIGHT: Consumers want to alleviate the feeling of stress associated
with mealtimes
- DATAMONITOR VERDICT: Winning strategies will match reduced complexity
of food preparation with consumers' particular need states (health &
wellness, indulgence / premiumization)
- INSIGHT: Personal beauty products need to be convenient to stay ahead in
a saturated market
- DATAMONITOR VERDICT: There is no shortage of convenient beauty products
as consumers demand to be pampered away from home
- TREND: Consumers are becoming more aware of a need for smaller products
and highly value product sustainability
- INSIGHT: Health, storage and environmental issues have increased consumer
demand for smaller products
- DATAMONITOR VERDICT: Packaging and product has to reflect a change in
social attitudes
- APPENDIX
- Definitions
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Figures
- Figure 1: Datamonitor' s mega-trends are having along-term and
substantive impact on the marketing landscape and can be grouped into two
- Figure 2: Consumer behavior and the innovation stargeting it inevitably
fit into a ' trend hierarchy'
- Figure 3: There are four different approaches to innovation and six kinds
of innovativeness rating
- Figure 4: Attitudes towards innovation vary markedly and influence the
inability of new products to capture the imagination of CPG shoppers
- Figure 5: Convenience pervades all aspects of consumers' lives as time,
energy, and space-saving benefits are increasingly sought
- Figure 6: Manufacturers are finding innovative ways of making household
chores more bearable
- Figure 7: Multi-functional products can make use of innovative packaging
designs to useful effect
- Figure 8: Packaging formats are improving in an attempt to offer more
versatility to the consumer
- Figure 9: What does a consumer understand by the term' Convenience' ?
- Figure 10: Pressures on mealtimes motivate continuation of the
convenience trend in cooking behaviors
- Figure 11: There are new ways of consuming meals,whether they be
interesting restaurant experiences, pre-prepared foods, or drive-thru ordering
- Figure 12: On-the-go beauty is a burgeoning concept expanding at a
phenomenal rate
- Figure 13: Consumers want more from their products as they go become more
environmentally and spatially aware
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