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市場調查報告書

消費者動向分析:美國糕點糖果市場的消費者動向與行動促進因素

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the US Confectionery Market

出版商 Canadean 商品編碼 304911
出版日期 內容資訊 英文 56 Pages
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消費者動向分析:美國糕點糖果市場的消費者動向與行動促進因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the US Confectionery Market
出版日期: 2014年05月30日 內容資訊: 英文 56 Pages
簡介

本報告分析美國糕點糖果市場的消費者動向、行動和促進因素,調查人口族群(性別、年齡)別及產品種類別的消費量趨勢,同時從複數的大趨勢來考察對消費行動的影響因素。

定義

  • 產品種類的分類與人口結構的定義
  • 分析手法概略
  • 促進食品選擇的9項大趨勢與20項次趨勢

市場背景

  • 喜好、平價、便利性:美國糕點糖果消費的主要促進因素
  • 美國的糕點糖果市場:現在達到330億歐元的規模,今後也將持續增加
  • 巧克力佔市場消費量的64.2%
  • 糕點糖果的消費機會整體達696億次(2012年),特別是在女性佔多數
  • 在高級糕點糖果市場,金額的成長率高於數量
  • 美國為全球最有潛力的糕點糖果市場

人口族群別的消費模式

  • 女性的糕點糖果消費量壓倒性地贏過男性
  • 高齡者的糕點糖果消費量為平均以下
  • 美國女性的糕點糖果消費頻率為「非常高」
  • 以年齡別來說,中年族群的消費頻率最高

消費者動向分析

  • 喜好為糕點糖果選擇與購買時的最大動機
  • 消費者動向對消費量的影響:主要市場間的比較
  • 生活型態的變化:消費者追求符合自身年齡層與生活需求的產品
  • 連續性:對活用媒體並與消費者相關品牌的正面感情涵養
  • 便利性:忙碌的消費者尋求在家以外也能消費的乳製品
  • 倫理性:倫理的關注本身的影響力為最小
  • 對體驗、娛樂、刺激的味覺追求為最大的消費促進因素
  • 健康與保健:消費者認為「重視健康性的產品不好吃」,故相較健康反而優先考慮喜好
  • 個性:糕點糖果消費動機的1/3為以「舒適」「放鬆」為基礎
  • 信賴性:美國消費者對糕點糖果安全性的信賴高
  • 價值:「超值感」為選擇產品時的最大決定因素之一

產品開發事例

  • 不論任一產品種類,廠商推動配合消費者需求擴大的產品開發
  • 在他國的產品開發與定位策略對美國廠商來說極具參考

建議行動

  • 必須因應高級巧克力的需求擴大,和開發高齡者用產品
  • 包裝方式和產品大小的新形態助長消費促進

附錄

目錄
Product Code: FD0034IS

Understanding Consumer Trends and Drivers of Behavior in the US Confectionery Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • A desire for indulgent treats is the primary driver of consumption in the US
  • Busy Lives of the US consumers drive consumption of on-the-go Confectionery products
  • Older Consumers are under-consuming Confectionery products in the US
  • US women are 'heavy frequency' consumers of Confectionery products
  • The US has the most attractive Confectionery market in the world in terms of volume consumption

Understanding Consumer Trends and Drivers of Behavior in the US Confectionery Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.

Get access to:

  • Key consumer demographic groups driving consumption within the US market. The figures showcase the number of times consumers of specific ages and genders consume Confectionery, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
  • Market value and volumes over 2008-2018 for the US and nine other countries to give a global context
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Confectionery consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
  • Insight into the implications behind the data, and analysis of how the needs of will evolve in the short-to-medium term future
  • Examples of international and US-specific product innovation targeting key consumer needs

Reasons To Buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of US Confectionery consumers. This is based on Canadean's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Confectionery sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions

  • Category classification and demographic definitions
  • Summary methodology
  • Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context

  • A desire for indulgent, affordable, and convenient snacking is driving Confectionery consumption
  • The US Confectionery market, currently valued at EUR33.0 billion, will witness relatively higher growth in the next five years
  • The Confectionery market is dominated by the Chocolate category, at 64.2% of volume consumption
  • There were 69.6 billion Confectionery occasions in the US in 2012, with the highest number of occasions witnessed among women
  • The high value growth compared to volume growth highlights opportunities for premium products in the US
  • The US has the most attractive Confectionery market in the world in terms of volume consumption

Demographic cohort consumption patterns

  • Women over-consume Confectionery products than men in the US
  • Older consumers are under-consuming Confectionery products in the US
  • US women are 'heavy frequency' consumers of Confectionery products
  • Mid Lifers have the largest proportion of heavy frequency Confectionery consumption

Consumer trend analysis

  • Indulgence is the key motivation for choosing Confectionery products in the US
  • Comparing consumer trends influence on consumption of Confectionery products across major markets
  • The Changing Lifestyle mega-trend: Consumers are moderately motivated to seek products meeting their age and lifestage needs
  • The Connectivity mega-trend: Media can be used to increase consumer engagement and positive sentiment around a brand
  • The Convenience mega-trend: Busy Lives of the US consumers drive consumption of on-the-go Confectionery products
  • The Ethics mega-trend: Ethical concerns alone have a minimal impact on consumption of Confectionery products in the US
  • The Experience and Enjoyment mega-trend: A desire for indulgent treats is the primary driver of consumption in the US
  • The Health and Wellness mega-trend: Consumers prioritize indulgence over health, fearing healthier products are not as tasty
  • The Individuality mega-trend: Almost a third of Confectionery consumption in the US is driven by a need for comfort and relaxation
  • The Trust mega-trend: US consumers have high confidence in Confectionery product safety
  • The Value mega-trend: Better Value for Money is one of the primary factors influencing product choices in the US

Innovation examples

  • Manufacturers are innovating across categories to target the growing needs of the US consumers
  • Global innovations on formulation and positioning can be a source of inspiration for the US manufacturers

Recommended actions

  • Manufacturers should meet growing demand for premium chocolates as well as targeting Older Consumers
  • Innovative packaging and product sizes will encourage consumption

Appendix

  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
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