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市場調查報告書

消費者動向分析:北美冰淇淋市場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 Ice Cream Market

出版商 Canadean 商品編碼 306228
出版日期 內容資訊 英文 56 Pages
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消費者動向分析:北美冰淇淋市場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 Ice Cream Market
出版日期: 2014年06月27日 內容資訊: 英文 56 Pages
簡介

本報告針對北美冰淇淋市場提供市場狀況、人口統計族群消費模式、消費者動向分析、需要的產品創新、策略建議,目錄介紹如下。

定義

  • 種類分類與人口動態定義
  • 摘要方法
  • Canadean認為促進食品選擇的9項特定主要趨勢:細分為20項分類

市場狀況

  • 消費者是為了愉快享受個人空間與時間而購買冰淇淋
  • 美國冰淇淋市場現在達124億美元規模、預計今後5年會有更高的成長
  • 外帶式冰淇淋數量中美國冰淇淋市場佔44.1%
  • 2012年美國冰淇淋販售機會達397億次、最多的是年長消費者與女性
  • 美國是全球冰淇淋市場販售量與金額最多的市場
  • 美國在消費量方面是世界上最有魅力的市場

人口統計族群分類消費模式

  • 美國女性比男性稍微多了一些冰淇淋消費
  • 年長消費者消費機會最多
  • 美國男性是冰淇淋產品「高頻率」消費者
  • 中年層佔中度頻率冰淇淋消費比例最多

消費者動向分析

  • 滿足慾望是美國選擇冰淇淋的主要動機
  • 主要市場冰淇淋消費與消費者動向影響比較
  • 生活型態變化主要趨勢:消費者慢慢選擇適合自己年齡的冰淇淋
  • 接續性主要趨勢:媒體在冰淇淋消費方面不具影響力
  • 便利性主要趨勢:消費者在忙碌生活中需要可以簡單攜帶的冰淇淋產品
  • 倫理主要趨勢:倫理、環境問題對美國冰淇淋消費有影響
  • 體驗娛樂主要趨勢:慾望的滿足是美國冰淇淋消費的主要需求
  • 健康、保健主要趨勢:美國消費者大多對健康的的冰淇淋沒有購買動機
  • 個性主要趨勢:冰淇淋消費3分之1以上因為便宜而促進需求
  • 信用主要趨勢:產品安全性差異化因素是基本的消費者需求
  • 價值主要趨勢:美國消費者需要划算的產品、同時可以滿足慾望

創新範例

  • 製造業者為了對應擴大的美國消費者需求在各式各樣的分類範圍中進行革新
  • 公式化與包裝方面的全球創新或許可成為美國製造商的靈感來源

建議行動

  • 製造商應該回應美國消費者需求推出價格便宜不產生罪惡感又能滿足慾望慾望的產品
  • 製造商應該注意對於高級冰淇淋的需求擴大

附錄

  • 細項趨勢說明
  • 詳細調查方法
  • 關於Canadean
目錄
Product Code: FD0050IS

Understanding Consumer Trends and Drivers of Behavior in the US Ice Cream 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 development that effectively targets the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Consumers are indulging in Ice Cream for Fun & Enjoyment in their personal space and time
  • The US is the most attractive Ice Cream market in the world in terms of volume consumption
  • Women marginally over-consume Ice Cream compared to US men
  • Older Consumers enjoy the highest number of Ice Cream occasions
  • US consumers seek good value products; however, they can be persuaded to trade up for added indulgence

Understanding Consumer Trends and Drivers of Behavior in the US Ice Cream 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 gender consume Ice Cream, 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 Ice Cream 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 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 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 Ice Cream 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

  • Consumers are indulging in Ice Cream for Fun and Enjoyment in their personal space and time
  • The US Ice Cream market, currently valued at US$12.4 billion, will witness relatively higher growth in the next five years
  • Take-Home Ice Cream dominates the US Ice Cream market with 44.1% of volume share
  • There were 39.7 billion Ice Cream occasions in the US in 2012, with the highest occasions witnessed among Older Consumers and Females
  • Across the globe, US Ice Cream is the largest market in terms of value and volume sales
  • The US is the most attractive Ice Cream market in the world in terms of volume consumption

Demographic cohort consumption patterns

  • Women marginally over-consume Ice Cream in the US compared to men
  • Older Consumers enjoy the highest number of consumption occasions
  • US men are 'heavy frequency' consumers of Ice Cream products
  • Mid-Lifers have the largest proportion of medium frequency Ice Cream consumption

Consumer trend analysis

  • Indulgence is the key motivation for choosing Ice Creams in the US
  • Comparing consumer trends' influence on consumption of Ice Creams across major markets
  • The Changing Lifestyle mega-trend: Consumers are moderately motivated to seek Ice Cream that suits their lifestage needs
  • The Connectivity mega-trend: The Media has little influence over the consumption of Ice Cream
  • The Convenience mega-trend: The Busy Lives of consumers will drive demand for on-the-go Ice Cream products
  • The Ethics mega-trend: Ethical and Environmental issues have limited influence on consumption of Ice Creams in the US
  • The Experience and Enjoyment mega-trend: Indulgence is the primary need in Ice Cream consumption in the US
  • The Health and Wellness mega-trend: The majority of US consumers aren't motivated to seek healthier Ice Creams
  • The Individuality mega-trend: Over a third of Ice Cream consumption is driven by the need for relaxation and comfort
  • The Trust mega-trend: Product safety is a basic consumer need rather than a differentiator
  • The Value mega-trend: US consumers seek good value products; however, they can be persuaded to trade up for added indulgence

Innovation examples

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

Recommended actions

  • Manufacturers should address US consumers' desire for the best value products and guilt-free indulgence
  • Manufacturers should focus on the rise in demand for premium and indulgent Ice Cream

Appendix

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