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市場調查報告書
全球消費者動向：年齡的複雜性
Global Consumer Trends: Age Complexity
| 出版商 |
Datamonitor |
| 出版日期 |
2009年09月 |
商品編碼 |
100998 |
| 內容資訊 |
英文 108 pages |
| 價格 |
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全球消費者動向：年齡的複雜性 是由出版商Datamonitor在2009年09月所出版的。
這份英文市場調查報告書包含108 pages 價格從美金3995起跳。
年齡複雜性的大趨勢反映出與傳統年齡相關的典型崩解及新典型形成的事實。不同年齡層的經驗、想法、行為差異逐漸消失，趨向具有共通的偏好及認同感。
本報告書內容包括：對消費者而言的「價值」分析、全球、國別、市場區隔別消費者動向考察等。內容綱要摘記如下：
第1章 概要
第2章 介紹：趨勢追蹤的重要性
- 追蹤消費者的主流趨勢是長期成功的基礎
- 趨勢考察1：大趨勢可依照需求商品/服務的優點及社會複雜度分類
- 趨勢考察2：趨勢雖與傳統趨勢相同，但卻促進人類的價值、想法、需求、行為進化
- 趨勢考察3：大趨勢可分成趨勢及次要趨勢
- 趨勢考察4：製造商、零售業者、研究人員/未來學者將持續趨勢
- 趨勢考察5：更廣義而言，採取全球觀點在制定更佳決策時為必要
- 趨勢考察6：趨勢比一時性的風潮更具長期影響力
- 趨勢考察7：所有的趨勢都有其「逆趨勢」
第3章 未來預測：解讀舒適性的大趨勢
- 大趨勢概要：年齡相關想法呈兩極化
- 動向：「低齡化」的動向持續形成消費者行為
- 次要趨勢：消費者仍留戀青春時代，希望能回到過去
- 次要趨勢：消費者調降年齡的基準點
- 動向：年齡增加的不安促進「年齡不安」感，希望能停止變老
- 次要趨勢：許多消費者都對變老感到不安
- 次要趨勢：因為擔心變老而採取預防手段的消費者增加
- 動向：年齡是一個特性：消費者同時又接受變老這件事
- 次要趨勢：針對年齡的自尊心有其逆趨勢
- 次要趨勢：高齡消費者有別於一般先入為主觀念的冒險心
- 次要趨勢：針對年齡的自尊心與變老的不安感之間的矛盾是消費者不能接受廣告的理由
- 動向：「消費者社會化」的速度提早，範圍也擴大
- 次要趨勢：更年輕的消費群中存在品牌認知及隨之而來的需求
- 次要趨勢：兒童要求對家計支出的影響很大
- 次要趨勢：高價商品雖由父母親購買，但兒童能自由利用的錢也增加了
- 次要趨勢：對年輕人而言，外表有其影響力
- 次要趨勢：與大人同樣感到不安的兒童正在增加
附錄
Abstract
Introduction
The Age Complexity mega-trend reflects that traditional age-related
stereotypes are being broken, while at the same time, new ones are being
created. The experiences, attitudes and behaviors of differing age groups are
coalescing, leading to greater common interest and identification. At the same
time, there are tensions between feelings of age pride and the fear of aging
Scope of this research
- Detailed trend analysis outlining what constitutes ' value' for consumers
(trends are, after all, a reflection of what' s important to consumers)
- Global in focus, but also offers country-by-country and sector insights
thereby catering to top-line or more specific information needs
- Covers all major FMCG sectors, but also with applicability to wider
consumer goods audiences
- One of 10 dedicated mega-trend reports outlining the most important issues
shaping global consumers' buying behavior both now and in the future
Research and analysis highlights
Down-aging is an expression of the idea that many consumers feel younger than
their actual ages suggest. Many are maintaining lifestyles, attitudes and
behaviors that have more in common with younger age groups. This is fuelled by
the greater degree of identification between age groups and similarity in
their interests, attitudes, and behaviors
As well as being proud of one' s age, individuals are also showing anxiety
about aging in general and the way it is portrayed in the media. Furthermore,
the anxiousness about aging is setting in earlier in life, inspiring
preemptive, proactive behavior towards limiting the signs of aging
Despite the concept of the blurring of age group boundaries that is at the
core of age complexity, age remains fundamentally important as a means of
self-definition and is not always seen as a negative force that must be
thwarted as the years advance. Indeed, the notion of age as identity' is a
counter-trend to ' down-aging' and ' fear of aging'
Key reasons to purchase this research
- Understand the significance of the different age-aligned trends across
territories and FMCG sectors to help support market diversification plans
- Save time and gain maximal insight by using this ' one-stop-shop' resource
which offers a clear and up-to-date framework for understanding consumers
- Access data from two waves of global primary research to increase the
likelihood of being ' on-trend' with NPD and marketing activities
Table of Contents
OVERVIEW
INTRODUCTION: THE IMPORTANCE OF TREND-TRACKING
- Tracking consumer mega-trends is fundamental to long-term success
- Trend-tracking insight 1: mega-trends can be classified in two ways
according to desirable benefits and societal complexities
- Trend-tracking insight 2: trends are aligned with pre-existing, but
evolving human values, attitudes, needs and behaviors
- Trend-tracking insight 3: mega-trends can be broken down into trends and
sub-trends highlighting that trend frameworks provide structure and clarity
at a time of ' information overload'
- Trend-tracking insight 4: manufacturers, retailers and
researchers/futurologists perpetuate trends
- Trend-tracking insight 5: adopting a broader, global perspective to
trend-tracking facilitates better decision making by overcoming ' category
myopia'
- Trend-tracking insight 6: trends have longer-term implications than fads
and can be categorized by evolvement
- Trend-tracking insight 7: for every trend there is a ' counter-trend'
while ' trend-crossover' is also and important phenomena
- Takeouts and implications: a trend framework boosts the quality and
frequency of insight generation ensuring maximum return from the broader
market research processes in place
THE FUTURE DECODED: DECIPERING THE AGE COMPLEXITY MEGA-TREND
- MEGA-TREND SYNOPSIS: Age-related attitudes and behaviors are polarizing,
reinforcing and defying stereotypes
- TREND: The trend for "down-aging" continues to shape consumers' attitudes
and behaviors
- SUB-TREND: Consumers are attempting to prolong or revisit their youth
- Key takeouts and implications: Extended youth and greater commonality in
consumers' attitudes and behaviors offer opportunities to grow demand
- SUB-TREND: Consumers are shifting their reference points towards age
definition
- Key takeouts and implications: traditional age definitions are in
decline, adding to the down aging trend
- TREND: Fear of aging is driving ' age anxiety' and proactive attempts to
prevent the manifestations of aging
- SUB-TREND: Many consumers are anxious about aging and age portrayal
- Key takeouts and implications: Aging is a cause for concern among
consumers based on both societal values and pressures, and personal fears
- SUB-TREND: Consumers are increasingly taking preventative steps in face
of the fear of aging
- Key takeouts and implications: preventing the signs of aging is itself
undergoing a process of down-aging as ever younger consumers are motivated
to respond preemptively
- TREND: Age as a badge of identity: consumers are also embracing the aging
process
- SUB-TREND: Age pride is a counter-trend to the fear of aging
- Key takeouts and implications: More positive views of aging necessitate
greater understanding and nuanced targeting of marketing messages
- SUB-TREND: Older consumers are showing adventurousness that breaks with
commonly held preconceptions
- Key takeouts and implications: stereotypes of older consumers as
unadventurous can threaten to beguile marketers out of potential sales
opportunities
- SUB-TREND: The paradox between age pride and fear of aging explains why
older consumers do not relate to many adverts
- Key takeouts and implications: marketers need to understand the nuances
within the Senior age group and the changing ideas of what aging means
within it
- TREND: The speed and extent of ' consumer socialization' has increased
- SUB-TREND: Brand awareness and associated demand is manifesting at ever
younger ages
- Key takeouts and implications: Targeting Kids can be a dangerous game
for marketers but offers long-term advantages
- SUB-TREND: Pester power demonstrates the significant influence of
children on household spending
- Key takeouts and implications: pestering parents yields results but
engendering greater collaboration and common ground between them and their
children in purchase decisions can yield greater positivity
- SUB-TREND: Kids' autonomous spending power is rising although parents
still pick up the tab for bigger ticket items
- Key takeouts and implications: understanding when and how Kids
transition into more independent consumers is key for marketers
- SUB-TREND: Appearance consciousness is impacting younger cohorts
- Key takeouts and implications: sensitivity to Kids' and Teens'
appearance concerns is essential
- SUB-TREND: Kids are increasingly experiencing concerns usually
associated with adulthood
- Key takeouts and implications: look to achieve balance between feeding
the KGUY trend and childhood needs
APPENDIX
- Definitions
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
FIGURES
- Figure: Datamonitor' s mega-trends are having a long-term and substantive
impact on the marketing landscape and can be grouped into two categories
- Figure: Consumer behavior and the innovations targeting it inevitably fit
into a ' trend hierarchy'
- Figure: Trend tracking can be a source of (comparative) competitive
analysis
- Figure: Datamonitor' s mega-trend framework helps set the agenda for the
specific topics covered in the New Consumer Insight (NCI) research stream
- Figure: Trend development is dictated by both ' consumer pull' and
' manufacturer push' and Datamonitor offers the intelligence tools to
capitalize on this reaity
- Figure: In a consumerist global culture, the broad consumption
spheres/segments transcend borders
- Figure: Several factors distinguish a trend from a fad
- Figure: Consumers' age-related attitudes and behaviors are polarizing,
reinforcing and defying stereotypes
- Figure: Down aging reflects both the desire to hold onto aspects of youth
out of nostalgia and also the reality of consumers feeling younger than their
actual ages
- Figure: The Swedish have the lowest toleration for consumers in their late
20s living in the parental home
- Figure: Consumers of all ages in the Americas have comparably favorable
views of children remaining in the family home until their late-20s
- Figure: Asian family-oriented culture influences the positive views
towards twenty-somethings living at home
- Figure: Consumers' aspirational ages reflect their fear of aging and
desire to be younger, as well as down-aged attitudes
- Figure: The markers of old age are shifting towards issues and behaviors
associated with greater ages
- Figure: Many older consumers in Asia Pacific do not feel their age
- Figure: Consumers' anxieties about aging are translating into attempts to
seek preventative measures
- Figure: Older age groups feel less pressured to look good in Europe
- Figure: Dutch consumers under 25 are the most satisfied with their
appearance
- Figure: Looking one' s best in day-to-day life is held in high regard
across the full age range among Europeans
- Figure: Russian and German consumers are particularly prone to think
attractive people have more opportunities in life
- Figure: Younger consumers are more satisfied with their bodies than older
consumers in Europe
- Figure: UK under 25s are particularly prone to feel that beauty adverts
make them feel self conscious
- Figure: The over 50s are less satisfied with their health than younger
consumers in Europe
- Figure: The amount of pressure that consumers feel to look good diminishes
with age in the Americas
- Figure: Levels of satisfaction with personal appearance show differing
trends in the US and Brazil
- Figure: Looking your best in day-to-day life is important to consumers of
all ages in the Americas
- Figure: The majority of all age groups in the Americas agree that
physically attractive people have better opportunities in life
- Figure: Satisfaction with body shape is low among all age groups in the
Americas
- Figure: Younger age groups are more likely to feel self-conscious when
presented with personal care advertisements
- Figure: Younger consumers, particularly in South Korea, tend to feel under
pressure to look good
- Figure: Indian consumers are the most satisfied with their appearance in
Asia Pacific
- Figure: South Korean under 25s feel the most pressure to look their best
- Figure: Younger South Koreans feel most strongly that attractive people
have more opportunities in life
- Figure: Dissatisfaction with body shape grows with age most markedly in
China
- Figure: Middle aged consumers are particularly self conscious about beauty
portrayal in adverts in Japan and India
- Figure: Older consumers in Japan are the least happy with their overall
health
- Figure: High levels of satisfaction with appearance characterize Gulf
consumers across all age groups
- Figure: Looking your best in day-to-day life is also valued highly by a
large majority of Gulf consumers
- Figure: Belief in attractiveness affording greater opportunities in life
rises with age in the Gulf region
- Figure: Saudi over-50s stand out as the most satisfied consumers globally
with their body weight and shape
- Figure: High levels of satisfaction with health later in life belies the
work still required on public health education in the Gulf region
- Figure: Younger consumers spend more time on their appearance than older
people in Europe
- Figure: Younger consumers in Europe are more inclined to consider cosmetic
surgery
- Figure: Greying hair is of more concern to the over 50s in Europe
- Figure: Thinning hair is not actively tackled by many Europeans
- Figure: A high proportion of Europeans in all age groups value taking care
of their skin
- Figure: Older consumers place higher importance on anti-aging skincare
products in Europe
- Figure: Anti-aging cosmetics are perceived as more important by the over
50s in Europe
- Figure: The majority of consumers in Europe strive to eat healthily
- Figure: The importance of exercise increases with age in Europe
- Figure: Beauty foods are more appealing to younger consumers in Europe
- Figure: US Young Adults are ahead of the international average in
increasing time spend on personal appearance
- Figure: Brazilians are considerably above the global average in terms of
their openness to cosmetic surgery
- Figure: Graying hair is a below average concern to US consumers but
appearance conscious Brazilians become particularly concerned in Mid-Life
- Figure: Thinning hair is also an above-average concern to Brazilians,
contrasting their US peers
- Figure: Skincare is a consistently important issue across all ages in the
US and Brazil
- Figure: Anti-aging benefits in skincare have particular appeal among
Brazilians from Mid-Life onwards
- Figure: Anti-aging cosmetics are similarly popular to their skincare
equivalents among Brazilian Mid-Lifers
- Figure: Health eating messages have been particularly well received among
older Brazilians
- Figure: Exercise is seen as important across all age groups in the Americas
- Figure: Beauty foods and drinks are particularly attractive to appearance
conscious and experimentally open Brazilians
- Figure: Younger consumers spend the most time on their appearance in Asia
Pacific
- Figure: Cosmetic surgery would be considered by under a third of consumers
in Asia Pacific
- Figure: Chinese and Indian consumers are more interested in products for
grey hair than others in Asia Pacific
- Figure: Products for thinning hair are of interest to many consumers in
India and China
- Figure: Skin care is perceived as an important ritual for many Asia
Pacific consumers
- Figure: Anti-aging skincare is particularly valued by 35-49 year old Asia
Pacific consumers
- Figure: Japanese consumers are less concerned with anti-aging cosmetics
than other nations
- Figure: Older consumers in Asia Pacific generally make more efforts to eat
healthily than the young
- Figure: Exercise is perceived as being of importance by all ages in Asia
Pacific
- Figure: Younger consumers generally find beauty foods the most appealing
in Asia Pacific
- Figure: Consumers in the UAE of all ages are above the global average in
seeing skincare as important
- Figure: Anti-aging benefits in skincare are particularly important to
Saudi and UAE consumers of all ages
- Figure: Anti-aging cosmetics grow in importance with age among Gulf
consumers
- Figure: Healthy eating is actively pursued by high numbers of older Gulf
consumers
- Figure: Age pride is strong among consumers across the age spectrum
although older consumers feel that their needs are not being met effectively
- Figure: Many older consumers are content with their age in Europe but the
UK stands out due to the rapid decline in satisfaction with age over time
- Figure: Self expression is important across the age range in Europe
- Figure: US consumers are exceptional in their dissatisfaction with their
present ages
- Figure: Individuality and self-expression remain very important throughout
the lives of consumers in the Americas
- Figure: Japanese consumers aged over 50 are the least happy with their age
- Figure: Self expression is important to many consumers in Asia Pacific
- Figure: Many older consumers, particularly in Sweden, value experiencing
new things
- Figure: Older consumers in Germany consider trying new things to be
important to their wellbeing
- Figure: Russian over-50 consumers are particularly desirous of finding
more excitement in life, deeply contrasting the low priority accorded to this
in Germany and the UK
- Figure: Emerging market consumers in Brazil of all ages show strong
affinity for trying new things
- Figure: Brazilians also increasingly place importance on new experiences
as a driver of wellbeing as they age
- Figure: Trends in Brazil and the US are contrasting as Brazilians continue
to seek more excitement in life as they age
- Figure: Many older consumers in Asia Pacific want to experience new things
- Figure: New experiences are perceived to be important to the wellbeing of
many older consumers in Asia Pacific
- Figure: A high proportion of older Asia Pacific consumers are desirous of
finding more excitement in life
- Figure: Many consumers in Asia Pacific believe that they should reward
themselves in retirement for the years of hard work providing for others
- Figure: Older Russians place the most importance on brands that match
their outlook on life
- Figure: Credibility remains low for anti-aging products among over-50
Europeans in particular
- Figure: Brazilian consumers contrast their US and global peers in the
consistent desire to choose brands that match their attitudes and outlook as
they get older
- Figure: Anti-aging claims have particular credibility among younger
consumers in the Americas preempting the signs of aging
- Figure: Older consumers are not as keen on brands that match their
lifestyles as other age groups in Asia Pacific
- Figure: Credibility for anti aging claims remains low among Australian and
Japanese over 50 year old consumers
- Figure: Consumer socialization is occurring at younger ages as "Kids Grow
Up Young"
- Figure: Pester power is an important factor in childhood market dynamics
and Kids' influence on household spending
- Figure: There are differences between consumer values and attitudes
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