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市場調查報告書

英國糕餅市場的消費者動態與行動促成因素

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

出版商 Canadean 商品編碼 305078
出版日期 內容資訊 英文 56 Pages
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英國糕餅市場的消費者動態與行動促成因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the UK Confectionery Market
出版日期: 2014年06月05日 內容資訊: 英文 56 Pages
簡介

本報告就英國糕餅市場進行調查分析,提供市場概要,對市場數據、各產品購買群的消費模式、可促進消費的消費者動態等進行探討,同時彙整有效針對消費者核心需求的新產品研發、以及策略提案等,報告如下。

第1章 定義

  • 類別與購買群的定義
  • 整理方法
  • 促進食品選擇的九大趨勢;更進一步分成20個次級趨勢

第2章 市場的狀況

  • 對好吃又便利的零嘴需求促進了英國的糕餅消費
  • 目前英國糕餅市場規模為53億英鎊,未來五年內預期將更加成長
  • 巧克力佔英國糕餅市場銷售額的近2/3
  • 2012年,在英國吃糕餅的機會有135億次,其中高齡消費者的機會最多
  • 英國糕餅的消費量受限,導致銷售額亦受侷限
  • 英國的每人糕餅消費量為第二名

第3章 不同購買群的消費模式

  • 英國女性的糕餅消費量較男性稍多
  • 英國高齡消費者的糕餅消費量正持續減少
  • 英國女性購買糕餅的頻率相當高
  • 英國人時常購買糕餅

第4章 消費者動向分析

  • 在英國購買糕餅的主因是愉悅
  • 影響糕餅產品消費的相關消費場動向:與其他主要市場的比較
  • 生活模式變化的大趨勢:在英國,生命階段的變化影響對糕餅的消費
  • 連接性的大趨勢:在英國購買糕餅產品的行為,不太受到媒體的影響
  • 便利性的大趨勢:對於可以外帶的糕餅需求一般
  • 道德觀的大趨勢:受到道德本身促進的消費量不多,但消費者追求高道德品質的產品
  • 經驗與愉悅的大趨勢:愉悅不但是英國糕餅消費的主要促進因素,並佔整體消費因素的2/5
  • 健康的大趨勢:消費者怕味道變質,並不追求健康取向的糕餅產品
  • 個性的大趨勢:消費者會選擇可以消除壓力的糕餅作為獨處時間的好夥伴
  • 信賴的大趨勢:比起區別化因素,產品的安全性才符合消費者的基本需求
  • 價格的大趨勢:英國的消費者在意價格,會根據打折或促銷活動來選擇產品,甚至因此購入大包裝的產品

第5章 創新案例

  • 製造商為了鎖定英國消費者日益增加的需求,在各領域都持續創新
  • 製造上重視在配方、定位、及包裝方面的創新

第6章 建議行動

  • 製造商應提供品質、愉悅度、與經驗,亦應改善包裝已達到促進消費的目的

附錄

目錄
Product Code: FD0036IS

Understanding Consumer Trends and Drivers of Behavior in the UK 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

  • The Chocolate category accounts for nearly two-thirds of all volume sold in the UK Confectionery market.
  • The UK has the second highest per capita volume consumption of Confectionery products.
  • Women marginally over-consume Confectionery products compared to men in the UK.
  • Confectionery in the UK is consumed at a heavy frequency.
  • Indulgence is the key motivation for choosing Confectionery products in the UK.
  • Tired consumers will look to Confectionery products for an energy boost, driving demand for functional ingredients.
  • Comfort-seeking consumers will be receptive to re-launches of retro Confectionery products.

Understanding Consumer Trends and Drivers of Behavior in the UK 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 UK 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 UK 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 will evolve in the short-to-medium term future.
  • Examples of international and UK-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 UK 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 tasty, convenient snacks is driving consumption of Confectionery in the UK
  • The UK Confectionery market currently, valued at GBP5.3 billion, will witness relatively higher growth in the next five years
  • The Chocolate category accounts for nearly two-thirds of all volume sold in the UK Confectionery market
  • There were 13.5 billion Confectionery occasions in the UK in 2012, with the highest occasions witnessed amongst Older Consumers
  • Subdued volume consumption growth in Confectionery in the UK is limiting growth in value terms
  • The UK has the second highest per capita volume consumption of Confectionery products

Demographic cohort consumption patterns

  • Women marginally over-consume Confectionery products compared to men in the UK
  • Older Consumers continue to under-consume Confectionery products in the UK
  • UK women are 'heavy frequency' consumers of Confectionery
  • Confectionery in the UK is consumed at a heavy frequency

Consumer trend analysis

  • Indulgence is the key motivation for choosing Confectionery products in the UK
  • Comparing the influence on consumer trends on consumption of Confectionery products across major markets
  • The Changing Lifestyle mega-trend: Change in Lifestages to influence Confectionery consumption in the UK
  • The Connectivity mega-trend: Media marginally influences purchase behavior of Confectionery products in the UK
  • The Convenience mega-trend: Consumers are moderately led to seek Confectionery that can be enjoyed on-the-go
  • The Ethics mega-trend: Although the volume of consumption driven by ethics alone is low, consumers seek ethical products for higher quality
  • The Experience and Enjoyment mega-trend: Indulgence is the primary driver of UK Confectionery, motivating two-fifths of consumption
  • The Health and Wellness mega-trend: Consumers aren't motivated to seek healthier Confectionery products, fearing a sacrifice in taste
  • The Individuality mega-trend: Consumers see Confectionery items as the perfect de-stressing products to accompany me-time
  • The Trust mega-trend: Product safety is a basic consumer need rather than a differentiator
  • The Value mega-trend: UK consumers seek value, choosing products based on discounts and promotions, as well as opting for larger packs

Innovation examples

  • Manufacturers are innovating across categories to target the growing needs of UK consumers
  • Manufacturers are focusing on innovative formulation, positioning, and packaging

Recommended actions

  • Manufacturers should offer quality, indulgence and experience, as well as optimizing packaging to encourage consumption

Appendix

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