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市場調查報告書

早餐市場上新趨勢的調查及食品廠商的機會

Examining new trends in the breakfast market and the opportunities for food manufacturers

出版商 Canadean 商品編碼 347126
出版日期 內容資訊 英文 80 Pages
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早餐市場上新趨勢的調查及食品廠商的機會 Examining new trends in the breakfast market and the opportunities for food manufacturers
出版日期: 2015年11月30日 內容資訊: 英文 80 Pages
簡介

本報告提供早餐市場上5個主要需求狀態 :味道、健康、便利性、道德意識及無添加 (產品) 的消費者態度各年齡的變化調查、廠商的建議、案例研究,及產品的實例等彙整資料。

摘要整理

調查手法的摘要

早餐市場上主要分類及成長率

不吃早餐的消費者數增加,不過,年齡高消費者不吃早餐的傾向少

早餐市場上消費者態度受到5個主要需求狀態影響

早餐的味道的重要性對年輕的消費者來說最是重要的,另一方面年齡高消費者嘗試新的事物

  • 早餐市場上味道的重要性的變化
  • 消費者對味道的態度:兒童
  • 消費者對味道的態度:學生
  • 消費者對味道的態度:青年勞工
  • 消費者對味道的態度:專業
  • 消費者對味道的態度:退休者
  • 味道的目標:產品實例、案例研究

與健康問題戰鬥的行動,隨著消費者的年齡變高而頻繁

  • 早餐市場上健康的重要性的變化
  • 消費者對健康的態度:兒童
  • 消費者對健康的態度:學生
  • 消費者對健康的態度:青年勞工
  • 消費者對健康的態度:專業
  • 消費者對健康的態度:退休者
  • 健康的目標:案例研究

早餐市場中便利性是主要一面及需求狀態

  • 早餐市場上便利性重要性的變化
  • 消費者對便利性的態度:兒童
  • 消費者對便利性的態度:學生
  • 消費者對便利性的態度:青年勞工
  • 消費者對便利性的態度:專業
  • 消費者對便利性的態度:退休者
  • 便利性的目標:產品實例

道德意識往往會被價格和任性的需求狀態取替

  • 早餐市場上道德意識的重要性的變化
  • 消費者對道德意識的態度:兒童
  • 消費者對道德意識的態度:學生
  • 消費者對道德意識的態度:青年勞工
  • 消費者對道德意識的態度:專業
  • 消費者對道德意識的態度:退休者
  • 道德意識的目標:產品實例

作為生活方式的選擇在早餐市場中「無添加」產品氣勢漸增的

  • 早餐市場上無添加產品的重要性的變化
  • 消費者對無添加產品的態度:兒童
  • 消費者對無添加產品的態度:學生
  • 消費者對無添加產品的態度:青年勞工
  • 消費者對無添加產品的態度:專業
  • 消費者對無添加產品的態度:退休者
  • 無添加產品的目標:產品實例

調查手法、附錄

目錄
Product Code: CS0636IS

Summary

The breakfast market of the next five years will differ significantly from that of a few years ago, as consumer attitudes to what to eat, when, where, and how are changing rapidly. This evolution has seen the growing prevalence of convenient offerings, aimed at those living busy lives and who are pushed for time in the morning. Health needs are also being emphasized more by specialists, and consumers are monitoring their intake of 'bad-for-you' products more closely, looking to make a healthier start to the day. Having said this, the taste aspect still remains important, especially for children, who want the tastiest and most indulgent products.

Key Findings

  • The cereal bars and energy bars categories should be targeted by manufacturers due to current low levels of consumption in developing countries. Manufacturers can emphasize the convenience aspect of such products as they can be consumed on-the-go, helping those with busy lives
  • On weekends, in particular, consumers can take the time to fully enjoy their morning meal, with variety and novelty replacing the usual weekday routine. Consumers are significantly less likely to skip the morning meal during the weekends than during the week
  • The health implications of breakfast products, especially those high in sugar and artificial ingredients, come later on in life, with kids focusing on the taste and indulgence aspect of products
  • Convenience, more than health or taste, will be the most important aspect of the Breakfast market over the next few years. Manufacturers are responding with compact pack formats, which aid consumption on-the-go. Tasty breakfast alternatives, such as cereal bars, are also set to grow in demand
  • Retired consumers are least likely to skip breakfast, whether it's on the weekend or a weekday. These consumers should be targeted with healthy products, but those that still keep taste and indulgence as a core need state

The "Examining new trends in the breakfast market and the opportunities for food manufacturers" report by Canadean shows the best opportunities in the breakfast market by looking at how consumer needs change by age in five core consumer need states: taste, health, convenience, ethics, and free-from. Convenience is fast becoming an important consideration, and for some consumers, due to their busy lives, is the key motivator. For others, such as kids, taste and indulgence remain the most important factors.

What else does this report offer?

  • Splits consumers into different age groups to provide a more holistic and complete understanding of what motivates them in each respective consumer need state
  • Provides recommendations that will help manufacturers better meet the consumer need state
  • Case studies examining the approach retailers and CPG brands have taken when it comes to trying to enhance or meet consumer demand in areas such as taste and health
  • Product examples showing how innovation leaders are successfully targeting shoppers

Reasons To Buy

  • Know what new opportunities you should target in the Breakfast market, and what changes you need to make to your product or brand in order to pursue them
  • Gain an insight into what motivates consumer behavior in the Breakfast market, and what trends are likely to influence future behavior
  • Learn from the most innovative breakfast products launched worldwide
  • Find out what is motivating consumers' purchasing decisions in the breakfast market, through the results from Canadean's frequent global surveys

Table of Contents

Executive Summary

Summary Methodology

Key categories and growth rates in the breakfast market

  • Growth rates, key breakfast categories, 2014-2019
  • Market shares by country, key breakfast categories, 2014

An increasing number of consumers are skipping breakfast, however older consumers are less likely to skip the morning meal

Consumer behavior in the breakfast market is influenced by five main need states

The importance of taste in breakfast is most important for younger consumers, while older consumers have more time to experiment

  • How the importance of taste is changing in breakfast markets
  • Consumer attitudes towards taste among Kids
  • Consumer attitudes towards taste among Students
  • Consumer attitudes towards taste among Young Workers
  • Consumer attitudes towards taste among Established Professionals
  • Consumer attitudes towards taste among Retirees
  • Targeting taste: product examples and case study

Steps to combat health issues become more frequent as consumers get older

  • How the importance of health is changing in breakfast markets
  • Consumer attitudes towards health among Kids
  • Consumer attitudes towards health among Students
  • Consumer attitudes towards health among Young Workers
  • Consumer attitudes towards health among Established Professionals
  • Consumer attitudes towards health among Retirees
  • Targeting health: case study

Convenience has become a core aspect and need state in the breakfast market

  • How the importance of convenience is changing in breakfast markets
  • Consumer attitudes towards convenience among Kids
  • Consumer attitudes towards convenience among Students
  • Consumer attitudes towards convenience among Young Workers
  • Consumer attitudes towards convenience among Established Professionals
  • Consumer attitudes towards convenience among Retirees
  • Targeting convenience: product examples

Ethics is often superseded by need states such as value and indulgence

  • How the importance of ethics is changing in breakfast markets
  • Consumer attitudes towards ethics among Kids
  • Consumer attitudes towards ethics among Students
  • Consumer attitudes towards ethics among Young Workers
  • Consumer attitudes towards ethics among Established Professionals
  • Consumer attitudes towards ethics among Retirees
  • Targeting ethics: product examples

Free-from is gaining traction in the breakfast market as a lifestyle choice

  • How the importance of free-from is changing in breakfast markets
  • Consumer attitudes towards free-from among Kids
  • Consumer attitudes towards free-from among Students
  • Consumer attitudes towards free-from among Young Workers
  • Consumer attitudes towards free-from among Established Professionals
  • Consumer attitudes towards free-from among Retirees
  • Targeting free-from: product examples

Methodology and Appendix

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