Introduction
- Changing consumer behavior is transforming the on-the-move market. There
is a desire among consumers to maximize their leisure time and with
increasing amounts of time spent in transit, consumption on-the-move is
offering consumers the opportunity to multi-task. Consumers are demanding
novelty and convenience from purchases but are not prepared to sacrifice
quality, health and sensory benefits.
Scope of this report
- An extensive review of best practice NPD and marketing campaigns from
Europe and the US
- In-depth primary research covering senior industry figures to uncover the
latest thinking and reveal emerging unmet needs
- Extensive discussion of trends in consumer behavior and the subsequent
impact of these changes on the on-the-move market in Europe and the US
- Detailed action points explaining how to effectively position a brand with
respect to the market changes, including innovation ideas
Research and analysis highlights
- Consumers are traveling further and more often and this is forecast to
grow at an average CAGR of 0.2% and 0.9% respectively across Europe and the
US. The increasing amount of time spent in transit and the desire among
consumers to maximize leisure time means on-the-move consumption value is
forecast to grow at 0.9%, from EUR162.9bn to EUR170.6bn
- Research has shown that only 23% of consumers believe eating between
regular mealtimes is intrinsically unhealthy. The act of snacking is not
seen as unhealthy but the product consumed determines ones attitude to the
healthiness of the snacking occasion. Consumers desire healthy convenient
products that provide guilt-free satisfaction
- Consumers have become more demanding of the products they purchase and
often perceive convenient products as low quality, unhealthy and lacking
taste. Companies need to combat these perceptions and provide consumers with
novel and convenient products that do not sacrifice quality, health and
sensory benefit
Key reasons to read this report
- Understand new emerging unmet consumer needs and how to combat common
perceptions that discourage consumers eating and drinking on-the-move
- Discover key consumer needs that drive on-the-move consumption in order to
exploit untapped opportunities
- Learn how to tailor your NPD and marketing campaigns to target impulse and
planned on-the-move consumption occasions
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