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市場調查報告書

食品雜貨的消費趨勢:青少年層的想法分析

Grocery Shopping Habits: Examining the Attitudes of Young Adults

出版商 Canadean 商品編碼 339041
出版日期 內容資訊 英文 88 Pages
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食品雜貨的消費趨勢:青少年層的想法分析 Grocery Shopping Habits: Examining the Attitudes of Young Adults
出版日期: 2015年08月31日 內容資訊: 英文 88 Pages
簡介

「千禧年世代」在年齡、生活方式、資金力、人生設計等變得多樣化,難找出共同點。仔細觀察,有「比起萬人喜好的品牌不如自己專用的"小眾"品牌」、「愛自我表現,對能表現自我認同、個性的配件投入大額資金」、「由於生活忙碌,喜歡簡單飲食」3個特徵。

本報告提供青少年層 (青壯年、青年時期前期) 和「千禧年世代」的全球食品雜貨市場上行動模式和想法與認識相關分析、青少年層的影響力和市場佔有率、共通趨勢,與其他年代的不同點等調查、這個世代的適確吸引手法考察。

摘要整理

簡介及分析方法概要

青少年層的食品雜貨市場佔有率,超過預想大

  • 一般消費品 (FMCG) 市場上青少年層的佔有率:全球
  • 一般消費品 (FMCG) 市場上青少年層的佔有率:金磚四國 vs. 其他各國
  • 各年齡層的消費模式分析:青少年層和其他的消費者的對比點

「千禧年世代」之詞對設定適確的目標幅度太廣,不過,千禧年世代有 (產品開發、行銷活動時應重視) 3個一般特徵

  • 通用基礎的消失和利基族群的出現:這個世代的界定趨勢
  • 為了持續吸引青少年層,各品牌需要對應他們的自我表現需求
  • 非正式的飲食機會,對青少年層來說是通常的飲食方法

對青少年層的訴求手段

  • 青少年層和便利性
  • 青少年層與新口味
  • 青少年層和品牌忠誠,共同創造
  • 青少年層與宣傳宣傳活動
  • 青少年層與保健食、功能食
  • 青少年層與享受
  • 青少年層和手制間
  • 青少年層與倫理的消費主義
  • 青少年層與對品牌的信賴
  • 青少年層與回顧感
  • 青少年層和新技術
  • 青少年層和社群媒體

詳細方法分析和附錄

目錄
Product Code: CS0630IS

Summary

Understanding the attitudes and behaviors of young adults, a generation also called 'millennials', is the key to unlocking opportunities in consumer packaged goods markets both now and over the next 30 to 40 years. Young adults can be difficult to target as this age group includes vast differences in age, lifestyle, financial power, and life goals. However, there are three universal characteristics young adults share that should inform how to tailor product development and marketing campaigns to them. These are the rise of the niche, personalization and self-expression, and informal eating.

Key Findings

  • The term 'millennials' can lead brands astray as they seek to target a consumer group with vast differences in age, lifestyle, financial power, and life goals. However, there are three universal characteristics young adults share that should inform how to tailor product development and marketing campaigns to them.
  • Niche brands are becoming more popular, making it increasingly difficult for mass market brands. Brands need to forget the "one size fits all" model, and develop a broad range of products that are closely aligned with very specific consumer groups and needs.
  • The desire to stand out from the crowd has been present among all generations in their youth, but increased disposable income and the wide array of developed retail channels, including online, means young adults today can spend more money on more products that reflect their identity and personality
  • Informality has increased as traditional eating habits dwindle due to a lack of time, changing social attitudes and busy lives. This means the line between snacking and meals is blurring, new consumption occasions are being created, and consumers are looking for even better quality food despite wanting to minimize the amount of time spent preparing it.

Canadean's "Grocery Shopping Habits: Examining the Attitudes of Young Adults" report shows how brands and private labels can target young adults by examining how trends like value for money, convenience, craft, and social media are changing consumption habits. A complete overview of how and why young adults should be targeted is provided by analyzing what share of the market they account for, what unique characteristics unite this generation and set them apart from previous ones, and how these characteristics impact their day to day consumption decisions.

What else does this report offer?

  • Analysis of what share of food and drink markets young adults account for, both globally and in select key countries
  • Results from Canadean's 2015 global survey of young adults, providing insight into their attitudes and behaviors in areas such as health, new flavors, and brand loyalty
  • Product examples showing how innovation leaders are targeting this vital generation
  • Analysis of how the needs of young adults will evolve in the short-to-medium term future and recommended actions on how to adapt to these evolving needs
  • A framework that helps target new product development and marketing campaigns at the unique characteristics young adults share

Reasons To Buy

  • Develop products which truly resonate with the young adult audience by understanding what unites, and differentiates them
  • Know what steps you need to take to target this vital audience thanks to Canadean's unique knowledge of young adults' attitudes and behaviors, drawn from a global consumer survey
  • Identify new markets for your brand to expand into by seeing how the attitudes of young adults vary from country to country

Table of Contents

Executive Summary

Introduction and Summary Methodology

Young adults command a larger share of the grocery market than could be expected

  • Share of FMCG products consumed by young adults - global
  • Share of FMCG products consumed by young adults - BRIC vs. Non-BRIC countries
  • Analysis of consumption patterns by age group: how Young Adults compare to other consumer groups

While the term "millennial" is too broad for successful targeting, millennials do share three universal characteristics that should inform how to tailor product development and marketing campaigns to them

  • The decline of the middle ground and the rise of the niche is defining this generation
  • Brands must cater to the need for self-expression to maintain the attention of young adults
  • Informal meal occasions have become the normal way to dine for young adults

How to appeal to young adults

  • Young Adults and convenience
  • Young Adults and new flavors Young Adults, brand loyalty and co-creation
  • Young Adults and promotion offers
  • Young Adults, health, and functional food
  • Young Adults and treats
  • Young Adults and craft
  • Young Adults and ethical consumerism
  • Young Adults and trust in brands
  • Young Adults and nostalgia
  • Young adults and new technology
  • Young adults and social media

Detailed methodology and Appendix

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