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Main Government and Public Sector Social Studies Evolution of Global Consumer Trends
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Evolution of Global Consumer Trends

DateJul, 2005
Pages160
Price / format$5695 / Online Download
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Abstract:
 Introduction
There are 10 global consumer mega-trends that will determine successful NPD and marketing strategies in the next 10 years. This report, in presenting new data to reflect consumer values, attitudes and behaviors, offers a more detailed breakdown of how the mega-trends have affected consumer behaviors, how they evolved in recent years and how they are likely to evolve in the future.

Scope
Profiles how the mega-trends have evolved by identifying new behaviors and presenting new data concerning consumer attitudes and behaviors
Identifies the changing values, attitudes and behaviors driving each of the mega-trends across Europe, North America, Latin America and Asia-Pacific
Describes the specific tangible components of the mega-trends, including detailed breakdown of behavior and product attribute trends
Showcases the latest best-practice, "on-trend" product and marketing innovation offering a wealth of creative ideas to guide future innovation
Highlights
Global consumers continue to report problems with maintaining a work-life balance. Pit-stopping behaviors such as workplace consumption and consuming on-the-move have become more pronounced. Snacking has evolved into a trend towards light meals, where consumers seek more filling and substantial meals to facilitate their 'flexi-eating' habits.

Trends concerning boomeranging children, extended singleton and extended time spent as older consumers have all become more pronounced across the globe. Manufacturers must recognize that consumer lifestyles are becoming more changeable and therefore be more flexible in the way they target consumers according to lifestage assumptions.

Manufacturers and retailers need to be aware of counter-trends and the 'polarizing effect' because for every trend there is a counter trend which present untapped growth opportunities as well as potential threats. Overall, to be successful in the coming years, a product or service should ideally be founded on several of the mega-trends.

Reasons to Purchase
Gain a more detailed understanding of how the mega-trends have affected behaviors and how they are likely to evolve.
Save time by gaining a clear perspective of the 10 mega-trends guiding contemporary consumer behavior today
Increase the likelihood of being "on-trend" by determining whether your NPD is supported or threatened by the "mega-trends"



Table of contents:
 TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
Hot topic 3
CHAPTER 1 CONTEXT 19
Factors driving contemporary consumer trends 19
Consumer values 20
Consumer attitudes 20
Consumer behaviors 21
CHAPTER 2 THE FUTURE DECODED 24
Introduction to the ‘complexity’ mega-trends 24
Mega-trend 1: Age complexity 24
Values and attitudes driving the age complexity mega-trend 25
Behaviors driving the age complexity mega-trend 26
Age complexity best-practice and product examples 29
Mega-trend 2: Gender complexity 32
Values and attitudes driving the gender complexity mega-trend 33
Behaviors driving the gender complexity mega-trend 35
Gender complexity best-practice and product examples 40
Mega-trend 3: Lifestage complexity 42
Boomeranging children 43
Staying single due to delayed marriage and rising divorce rates 45
Extended time spent as older consumers 46
Mega-trend 4: Income complexity 48
Rising purchasing power parity is indicative of rising wealth 48
Complexing behaviors among different income groups 51
High income groups are seeking ‘anti-luxury’ concepts 52
Lower income groups spending on luxury on a budget 53
‘Hi-lo consumption’ is becoming more apparent 55
Introduction to the ‘benefit’ mega-trends 57
Mega-trend 5: Convenience 57
Values and attitudes driving the convenience mega-trend 58
Behaviors driving the convenience mega-trend 60
Convenience product trends 69
Mega-trend 6: Health 74
Values and attitudes driving the health mega-trend 75
Behaviors driving the health mega-trend 78
Health product trends 91
Mega-trend 7: Sensory 96
Values and attitudes driving the sensory mega-trend 97
Behaviors driving the sensory mega-trend 99
Sensory product trends and best practice 107
Mega-trend 8: Individualism 112
Values and attitudes driving the individualism mega-trend 112
Behaviors driving the individualism mega-trend 115
Individualism product trends 119
Mega-trend 9: Comfort 123
Values and attitudes driving the comfort mega-trend 123
Behaviors driving the comfort mega-trend 127
Comfort product trends 133
Mega-trend 10: Connectivity 137
Values and attitudes driving the connectivity mega-trend 137
Behaviors driving the connectivity mega-trend 141
Product trends stemming from connectivity 147
CHAPTER 3 ACTION POINTS 151
Act upon trends using our five rules for trendwatching 151
Recognize that trends last at least 10 years 151
Be aware of counter-trends and the ‘polarizing effect’ 151
Base product offerings on several mega-trends 152
Use fads selectively to boost short-term sales 153
Actively target instances where mega-trends clash or crossover 154
Identify relative trend dynamism for your category 154
CHAPTER 4 APPENDIX 156
Definitions 156
Research methodology 159

LIST OF TABLES
Table 1: Distinguishing between values and attitudes 21
Table 2: Distinguishing between trends and fads 23
Table 3: Tweens' expenditure on cosmetics and toiletries by country (% of discretionary income), 1998-2008 29
Table 4: Annual number of per capita personal care occasions amongst teenagers, Europe and US (1998-2008) 29
Table 5: Age complexity: best-practise marketing and key opportunities 30
Table 6: European and US men’s personal care usage market value (€m and US$m), 2003-2008 36
Table 7: Gender complexity: best-practice marketing and opportunities 40
Table 8: Family structures across Europe and the US, 1995-2005 43
Table 9: Average age of female at birth of first child in Europe and the US, 1975 - 2005 45
Table 10: Crude divorce rate (divorce per 1000 people) in Europe and the US, 1970-1998 46
Table 11: Compound annual growth rate (CAGR) of consumer groups in Europe and the US, 2003-2008 47
Table 12: The Senior lifestage is the longest, a trend that will continue as world populations age 47
Table 13: GDP at PPP per head (US$), 1999-2009 48
Table 14: Wealth groups in Europe for the adult population aged over 20 years old (m) 1999-2009 50
Table 15: Wealth groups in the US for the adult population aged over 20 years old (m) 1999-2009 50
Table 16: Income complexity: best practice in product innovation 56
Table 17: European and US prepared meals market value (US$bn and €bn), 1999 - 2009 61
Table 18: Asia-Pacific and Latin American ready meals markets (US$bn), 1999-2009 61
Table 19: The number of main meal and snacking occasions (billions) in Europe and the US, 2004-2009 62
Table 20: The number of European and US light mealtime occasions (billions), by daypart, 2003-2008 63
Table 21: The value of Asian and Latin American confectionery and savory snack markets (US$bns), 1999-2009 63
Table 22: Combined European and US on-the-move food and drinks value, by category (US$m), 1999-2009 64
Table 23: Number of annual and per person on-the-go eating and drinking occasions (billions), by country, 2003-08 65
Table 24: Change in the number of European and US workplace consumption occasions (billions) by daypart 2003-2008 65
Table 25: Consumers and households using convenience services in Europe and the US, 2001-2006 67
Table 26: Convenience: best practice in product innovation 70
Table 27: Convenience: best practice marketing and positioning 72
Table 28: The value of the Asia-Pacific, European, Latin American and North American personal care markets (US$bns) 1999-2009 77
Table 29: Total functional beauty regime sales by market, Europe and US, 1998-2008 79
Table 30: European and US adult population on a diet (% adults), 2004 81
Table 31: European and US diet markets, (US$m) 1998-2008 82
Table 32: Value of the over-the-counter (OTC) vitamins, minerals and supplements (VMS) and herbal supplements market, Europe and US, (US$m), 1996-2006 87
Table 33: Percentage and total number of natural and organic food and drink consumers by usage status, Europe and US, 2004-09 87
Table 34: Value of European and US natural and organic food and drink markets (US$bn and €bn), 2004-2009 88
Table 35: Value of European and US natural personal care markets (US$bn), 1999-2009 88
Table 36: Per head and total European and US healthy on-the-go eating occasions (billions), 2004-2009 89
Table 37: Per head and total European and US healthy on-the-go drinking occasions (billions), 2004-2009 89
Table 38: Health: best practice in product innovation 91
Table 39: Health: best-practise marketing and key opportunities 94
Table 40: European and US specialty food and drinks sales (US$bn), 2004-2009 101
Table 41: European and US specialty personal care sales (US$m), 2004-2009 101
Table 42: The value (US$m) and number (m) of overall European and US premium food and drink occasions, 1998-2008 103
Table 43: Number of foodservice transactions (millions) in full service and quick service restaurants in Europe, North America, Latin America and Asia-Pacific, 2004-2009 105
Table 44: Sensory: best practice in product innovation 108
Table 45: Sensory: best-practice marketing and positioning 109
Table 46: European and US prestige alcohol and personal care sales, (US$m) 2002-2007 118
Table 47: Individualism: best practice in product innovation 120
Table 48: Individualism: best-practise marketing and key opportunities 121
Table 49: A Latin American and Asian perspective on the importance of family values 126
Table 50: European and US stress relief/pampering personal care market value, 2003-2008 (€m and US$m) 128
Table 51: Comfort: best practice in product innovation 134
Table 52: Comfort: best-practise marketing and key opportunities 135
Table 53: European and US over-50s living alone (%), 1995-2025 140
Table 54: An insight into Latin American and Asian ecological values, by age and country 141
Table 55: Ethical personal care market value, 2004-2009 144
Table 56: Total annual number of entertaining at home gatherings by country, (millions) 2002-2007 145
Table 57: Connectivity: best practice in product innovation 148
Table 58: Connectivity: best-practise marketing and key opportunities 149
Table 59: Definitions used in this report 156



LIST OF FIGURES
Figure 1: Values and attitudes are key determinants of consumer behavior 19
Figure 2: Younger consumers are acting older and older consumers are acting younger 24
Figure 3: European and US consumers aged 35-64 spend the most time on personal appearance and are the least happy with their age 25
Figure 4: As consumers age, they place more importance on advertising featuring characters their own age 26
Figure 5: Older consumers’ aspirational ages reflect their fear of aging and desire to be younger 27
Figure 6: Six distinct behaviors characterize the gender complexity mega-trend 32
Figure 7: Consumers across the globe are showing more egalitarian values in accepting the changing roles of women 33
Figure 8: The rise of egalitarianism means that homosexuality is increasingly tolerated across the globe 34
Figure 9: Shows such as ‘Queer Eye for the Straight Guy’ are bringing metrosexuality attitudes to the mainstream 34
Figure 10: The expanded family status lifecycle model shows the trend of complexing lifestages which makes demographic segmentation and targeting all the more difficult 42
Figure 11: Income complexity behaviors are driven by lower income groups seeking luxury on a budget and higher income groups embracing more refined luxurious consumption 51
Figure 12: The 10 mega-trends can be categorized as either ‘benefit’ or ‘complexity’ trends 57
Figure 13: Manufacturers and retailers can target 10 discernable convenience related behaviors 58
Figure 14: Consumers across Europe and the US place considerable importance upon towards time saving products and services 59
Figure 15: More than 50% of European and US consumers are willing to pay extra for time-saving products and services 60
Figure 16: 57% of European and US consumers report that they groom while on-the-move, 2004 66
Figure 17: 58% of European and US consumers admit to grooming while at work 67
Figure 18: Instill these product attributes in offerings to capitalize on consumers’ convenience related needs and behaviors 69
Figure 19: Health is becoming an increasingly complex trend as characterized by the multitude of related consumer behaviors 74
Figure 20: European and US consumers recognize the importance of improving or maintaining good health 75
Figure 21: More than three-quarters of European and US consumers attach importance to improving physical health through diet 76
Figure 22: Consumers believe it is important to be appearance conscious 76
Figure 23: 90% of European and US consumers believe it is important to reduce stress levels 78
Figure 24: During 2003-2004 European and US consumers took active steps to improve their overall physical health 79
Figure 25: During 2003-2004 European and US consumers took active steps to improve their health through diet 79
Figure 26: Nearly 50% of Europeans and Americans reported that they spent more time on their personal appearances in 2003-2004 81
Figure 27: More than half of European and American consumers took active steps to reduce stress levels during 2003-2004 84
Figure 28: Consumers’ health behaviors in the future will be characterized by reduced disparities between attitudes and actual behavior 90
Figure 29: Instill these product attributes in offerings to capitalize on consumers’ health related needs and behaviors 91
Figure 30: There are 7 core behavioral trends emanating from the sensory mega-trend 96
Figure 31: European and US consumers are more open-minded about trying new products and experiences 97
Figure 32: Finding excitement and sensations in life has never been more important to Western consumers 98
Figure 33: The prevalence of risk-taking values continue to drive the sensory mega-trend 98
Figure 34: Nearly half of European and US consumers sought more excitement and sensations in 2003-2004 99
Figure 35: Evidence suggests consumers are seeking more ‘experiential satisfaction’ as opposed to ‘material gratification’ 102
Figure 36: During 2003-2004 European and US consumers increasingly tried new food and drink products 105
Figure 37: Instill these product attributes in offerings to capitalize on consumers’ sensory related needs and behaviors 107
Figure 38: Individualism needs are driven by 3 core behavioral trends 112
Figure 39: Consumers place importance on brands matching their general attitudes and outlook on life 113
Figure 40: Consumers want products designed for their specific needs 114
Figure 41: Marketing must also reflect consumers’ personal situation 114
Figure 42: During 2003-2004 42% of European and US consumers more frequently choose brands that matched their attitudes and outlook on life 116
Figure 43: Consumers increasingly chose products and services customized to their specific needs during 2003-2004 117
Figure 44: European and US consumers believe it is likely that they will buy cosmetics and toiletries with active ingredients for their specific requirements in the future 117
Figure 45: More than 10% of consumers report withholding information in order to remain exclusive 119
Figure 46: Instill these product attributes in offerings to capitalize on consumers’ individualism related needs and behaviors 119
Figure 47: Comfort related behaviors focus on indulgence, safety and simplifying lifestyles 123
Figure 48: Consumers aspire to lead less complicated lifestyles 124
Figure 49: A significant proportion of Europeans and Americans feel there is too much choice when making purchase decisions 124
Figure 50: European and US consumers perceive their homes both as a place of safety and a retreat from the outside world 125
Figure 51: Spending time with the family remains a strong value with consumers doing so more over the course of 2003-2004 126
Figure 52: Nearly half of European and US citizens reported that they consumed comforting food and drinks more frequently during 2003-2004 128
Figure 53: Enjoying small indulgences to escape the pressures of everyday life remains as important as ever 128
Figure 54: In what could be deemed a convenience counter trend, European and US consumers are attempting to slow down by leading a less complicated lifestyles 131
Figure 55: Instill these product attributes in offerings to capitalize on consumers’ comfort related needs and behaviors 133
Figure 56: There are 3 core behavioral trends associated with the connectivity mega-trend 137
Figure 57: Spending time with friends is an important value across Europe and America 138
Figure 58: A significant proportion of consumers regard their home as a place that facilitates connectivity 139
Figure 59: More than half of US and European consumers believe that it is important to purchase ethical or socially responsible products 141
Figure 60: With over 40% of US and European consumers listening to the recommendations of others more often viral and word-of-mouth campaigns could become even more effective 143
Figure 61: Less consumers bought more ethical products in 2003-2004 than those who deem such consumption as important 143
Figure 62: More than 50% of Europeans and US consumers used their homes for entertaining more frequently during 2003-2004 144
Figure 63: Socializing tops the motivations for eating out in the evening 145
Figure 64: Consumers are providing more recommendations to friends/family about everyday products and services 146
Figure 65: Instill these product attributes in offerings to capitalize on consumers’ connectivity related needs and behaviors 147
Figure 66: For every trend there is a counter-trend 152
Figure 67: Industry players can map how their offerings are ‘on-trend’ relative to competitors 153
Figure 68: Many of the major behavioral trends are actually crossovers of two or more influencing mega-trends 154
Figure 69: 3 ways of categorizing trends: the evolving, emerging and established framework 155




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