|
市場調查報告書
健康相關消費者大趨勢分析：阿拉伯聯合大公國・沙烏地阿拉伯
Profiting From Consumer Mega-Trends in the UAE and Saudi Arabia: Health
| 出版商 |
Datamonitor |
| 出版日期 |
2009年09月 |
商品編碼 |
101037 |
| 內容資訊 |
英文 186 pages |
| 價格 |
|
|
健康相關消費者大趨勢分析：阿拉伯聯合大公國・沙烏地阿拉伯 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186 pages 價格從美金2995起跳。
本報告書內容包括：阿拉伯聯合大公國及沙烏地阿拉伯消費者的健康意識・生活型態・消費行為等調查分析、阿拉伯聯合大公國 及沙烏地阿拉伯的社會趨勢、消費者重視的價値、流行的生活型態、對產品選擇・購買造成的影響等。內容綱要摘記如下：
實施概要
介紹
未來展望：解讀健康市場的趨勢
- 大趨勢：中東市場對健康的顧慮提高
- 趨勢：中東的消費者追求更整體的健康
- 次要趨勢：中東的消費者重視自己的健康管理並負起責任
- 次要趨勢：中東的消費者廣義而言採取注重「健康」的生活型態
- 趨勢：注重健康的中東的消費者：重視產品的安全性
- 次要趨勢：對產品安全性的不信任度提高
- 次要趨勢：消費者的敏感度・過敏性・忍受度
- 次要趨勢：「因恐懼而避免」：因為認為有害而避免購買產品
- 次要趨勢：中東的消費者傾向選擇能嚴格為本地產品把關的國家的產品
- 次要趨勢：中東的消費者重視產品保證及製造方法的透明性
- 趨勢：倫理健全性
- 次要趨勢：直接・間接的消費者利他主義構成消費者的選擇
- 趨勢：財務健全性
- 次要趨勢：消費者重視金錢面安全性帶來的心靈面的穩定
- 次要趨勢：金錢面的調整：中東的消費者在金錢方面的態度慎重
- 趨勢：現代生活型態共同的因素「壓力」
- 次要趨勢：解除緊張與不安的需求
- 次要趨勢：追求工作生活平衡的爭扎：追求工作上成功的希望與休閒時間的最大利用
- 次要趨勢：追求放鬆感覺的消費者
- 次要趨勢：「心情食物（對精神層面有好影響的食品）」
- 趨勢：疲勞的社會：克服疲勞感・倦怠感
- 趨勢：視覺文化：對外貌的關注
- 次要趨勢：對外貌・體態的不安
- 次要趨勢：對美的綜合性追求
- 次要趨勢：利用系統化的美容方案
- 趨勢：殺菌社會：加深對衛生・清潔度的要求
- 趨勢：健康相關訊息眾多的產品選擇
- 次要趨勢：對配方的關注
- 次要趨勢：過多的訊息
- 次要趨勢：營養成分個人化
- 次要趨勢：美容個人化
- 趨勢：緩和與迴避
- 次要趨勢：食品相關壓力與不安
- 次要趨勢：制式化的減肥
- 次要趨勢：飲事限制：
- 次要趨勢：飽足感・食慾控制
- 次要趨勢：素食主義・減少肉的攝取
- 次要趨勢：用餐時間分散化：
- 趨勢：攝取營養的積極性：
- 次要趨勢：追求健康的飲食
- 次要趨勢：飲食生活的多樣性：均衡且多樣的飲食習慣
- 次要趨勢：機能性食品受歡迎的程度
- 次要趨勢：攝取足夠的水分
- 趨勢：為了健康的健身及支援產品利用情形
附錄
Abstract
Introduction
For 85% of UAE and 75% of Saudi Arabian consumers "maintaining or improving
health" has become more important to them personally over the last two years.
This report outlines how over 40 health-driven trends influence consumer
lifestyles and product choices and considers the implications and
opportunities for industry players.
Scope
- Detailed trend analysis outlining what constitutes ' value' for consumers
(trends are, after all, a reflection of what' s important to consumers)
- Offers UAE and Saudi Arabian category insights, benchmarked against global
sentiment, to cater for contextualized regional specific information needs
- Covers all major FMCG sectors, but also with applicability to wider
consumer goods audiences
- Part of Datamonitor' s mega-trend report series which outline the most
important issues shaping current and future buying behavior
Highlights
Good trend-watching is about taking the bigger-picture approach. Adopting a
broader perspective to trend-tracking facilitates better decision making by
overcoming ' category myopia' . Monitoring the broader FMCG environment will
enable bigger picture learning that can be applied more specifically
Over the last two years maintaining or improving health has become more
important to 85% of UAE and 75% of Saudi consumers. Consumers have become more
holistic in their approach to health, placing greater importance on improving
welling through beauty regimes, positive nutrition, work-life balance and
personal hygiene
UAE and Saudi consumers are some of the most keen to try and follow a dieting
regime. 40% feel guilty about snacking between meals. With levels of
body-shape anxiety elevated, ' good for you' product formulations, as well as
' low,' ' less' or ' zero' options will increasingly find favour with MENA
consumers
Reasons to Purchase
- Understand the significance of the different health-aligned trends across
FMCG sectors to help support market diversification plans
- Save time and gain deep insight by using this ' one-stop-shop' resource
which offers a clear and up-to-date framework for understanding MENA consumers
- Access data from 2009 primary research to increase the likelihood of being
' on-trend' with NPD and marketing activities in the MENA region
Table of Contents
Overview 1
Catalyst 1
Summary 1
EXECUTIVE SUMMARY 2
- Health concerns in the Middle East are gaining momentum and increasing in
scope 2
- Consumers are acting more holistically in the pursuit of general wellbeing
3
- Health conscious consumers are increasingly prone to, and acting upon,
product safety concerns 3
- Ethical Wellbeing reflects a convergence of ethicality and emotional
wellbeing 3
- Financial Wellbeing reflects how consumers value the peace of mind that
emanates from financial security 4
- Stress is a common theme in modern lifestyles as consumers adopt stress
reduction strategies in their pursuit of wellbeing 4
- Jaded Society: overcoming fatigue and lethargy 4
- Visual Culture: appearance consciousness continues to characterize an
image conscious society 4
- Sterilized Society: the escalating obsession with hygiene, cleanliness and
immunity 5
- Consumers are embracing tools that enable more informed health-driven
choices 5
- Moderation and avoidance 6
- Positive nutrition 6
- Fitness for wellbeing: getting active and using supporting products 6
Table of Contents 8
Table of figures 9
INTRODUCTION: THE IMPORTANCE OF TREND-TRACKING 10
- Tracking consumer mega-trends is fundamental to long-term success 10
- Trend-tracking insight 1: mega-trends can be classified in two ways
according to desirable product/service benefits and societal complexities 10
- Trend-tracking insight 2: trends are aligned with pre-existing, but
evolving human values, attitudes, needs and behaviors 12
- Trend-tracking insight 3: mega-trends can be broken down into trends and
sub-trends to provide structure and clarity at a time of ' information
overload' 13
- Trend-tracking insight 4: manufacturers, retailers and
researchers/futurologists perpetuate trends 16
- Trend-tracking insight 5: adopting a broader perspective to trend-tracking
facilitates better decision making by overcoming ' category myopia' 18
- Trend-tracking insight 6: trends have longer-term implications than fads
and can be categorized by evolvement 18
- Trend-tracking insight 7: for every trend there is a ' counter-trend' while
' trend-crossover' is also and important phenomena 19
- 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 20
THE FUTURE DECODED: DECIPHERING THE HEALTH MEGA-TREND 22
- MEGA-TREND SYNOPSIS: Health concerns in the Middle East are gaining
momentum and increasing in scope 22
TREND: Middle Eastern consumers are acting more holistically in the pursuit of general wellbeing 24
- SUB-TREND: Middle Eastern consumers are taking more self responsibility
for, and placing greater importance on, their health 25
- In both the UAE and Saudi, health is becoming an increasingly important
issue as health reforms improve chronic disease awareness and accessibility to
healthcare services 25
- Key takeouts and implications: health is set to stay at the top of the
agenda for the years ahead 31
- SUB-TREND: Middle Eastern consumers are adopting a broader "wellness"
orientated lifestyle 32
- Consumers in the Gulf are adopting a "wellness" oriented lifestyle 32
- Key takeouts and implications: the pursuit of wellness/wellbeing is best
thought of not as a trend in its own right, but as an umbrella of related
trends and behaviors that must be reflected in products and marketing 33
TREND: Health conscious Middle Eastern consumers are increasingly prone to, and acting upon, product safety concerns 35
- SUB-TREND: Intensifying product safety anxieties affect many Middle
Eastern citizens 36
- Product safety is an issue gaining prominence in the Gulf region 36
- Key takeouts and implications: escalating health attentiveness has been
matched by growing concern about the safety of products 38
- SUB-TREND: Consumer sensitivity is a growing phenomena as reflected by
allergen and intolerance influenced consumption among Middle Eastern consumers
39
- Consumers in the UAE and Saudi Arabia are highly conscious of the food and
drinks they purchase due to issues with tolerance or allergies 40
- Key takeouts and implications: consumer sensitivities such as allergies
and intolerances create opportunities to target specific segments 43
- SUB-TREND: ' Fear-driven avoidance' means some consumers are outright
rejecting products with what are perceived as harmful ingredients or where
safety is compromised 44
- Key takeouts and implications: consumers will be less forgiving when
products compromise their safety 44
- SUB-TREND: Middle Eastern consumers are opting for local products and
products produced in countries with strict phyto-sanitary regulations 44
- The average cconsumer in the UAE and Saudi-and in the Gulf
generally-favours locally produced food; however certain consumer sub-groups
show no preference for local produce at all 45
- Key takeouts and implications: while globally, safety concerns will be one
of a number of drivers ensuring that ' local' products will continue to gain
favourability, in the UAE and Saudi the picture is much more complex 48
- SUB-TREND: Middle Eastern shoppers increasingly value reassurances and
transparency about how products are produced 48
- UAE and Saudi consumers want to know where and how their products were
produced 50
- Key takeouts and implications: reassuring consumers will become a
necessity to overcome trust voids and build stronger brands 53
TREND: Ethical wellbeing reflects a convergence of ethicality and emotional wellbeing 55
- SUB-TREND: Direct and indirect consumer altruism shapes consumer choices 56
- Ethical and/or environmental considerations heavily impact Middle Eastern
consumers' purchasing activities 56
- Key takeouts and implications: ethics, environmentalism and health are
more inter-related than many come to realize 58
TREND: Financial wellbeing: and the ' economies of happiness' influence emotional and physical wellbeing 59
- SUB-TREND: Consumers value the peace of mind that emanates from financial
security 59
- Wealth is a particularly important determinant of emotional wellbeing in
the Gulf, partially because personal identity is highly dependant on
consumerism 61
- Key takeouts and implications: financial anxieties increase consumers'
focus on the short-term 65
- SUB-TREND: Financial moderation: Middle Eastern consumers are exercising
more financial prudence and control 66
- The downturn has prompted Middle Easterners to manage their finances more
closely and adjust lifestyles 66
- Key takeouts and implications: growing levels of financial moderation will
place additional pressure on the growth of upscale premium products and
further intensify value consciousness 69
TREND: Stress is a common theme in modern lifestyles as Middle Eastern consumers adopt stress reduction strategies in their pursuit of wellbeing 70
- SUB-TREND: Consumers are confronted with the need to confront and manage
tension and anxiety 71
- Stress and tension have increased dramatically in the UAE and Saudi Arabia
in the last six months 72
- Key takeouts and implications: the prevalence of stress and anxiety in
consumers' lives suggests that there are ongoing opportunities to position
products as ' antidotes to reality' and which give consumers a feeling of being
in control 74
- SUB-TREND: The pursuit of work-life balance represents the ongoing
conflict between a desire to maximize leisure time, maximize occupation
success, and maximize leisure time 75
- UAE and Saudi consumers are unhappy with their work-life balance 75
- Key takeouts and implications: opportunities exist for brands to help
consumers navigate the ongoing problem of work-life balance 79
- SUB-TREND: Pampered relaxation: consumers are actively seeking moments of
downtime 80
- Consumers in the Middle East continue to want relaxation therapies and
downtime in their everyday lives 80
- Key takeouts and implications: all FMCG products have the potential to
align with the pampered relaxation trend, particularly personal care 82
- SUB-TREND: ' Mood foods' reflect consumers' tendency to comfort and reward
eat 83
- UAE and Saudi consumers are interested in, and actively buying, food and
beverage products designed to aid relaxation, concentration and provide
emotional comfort 85
- Key takeouts and implications: a category of food and beverages based on
ingredients that make individuals happier, calmer, livelier and even more
intelligent is a potentially compelling proposition for those who are becoming
more aware of protecting their mental/emotional wellbeing 88
TREND: Jaded society: overcoming fatigue and lethargy is a common problem for contemporary Middle Eastern consumers 90
- SUB-TREND: Many individuals across the globe lack energy and vitality in
their day-to-day lives 90
- Satisfaction with energy levels in the Gulf region is similar to
satisfaction levels elsewhere 91
- Key takeouts and implications: energy boosting products can help offset
consumers' diminishing energy levels caused by hectic lifestyles 92
- SUB-TREND: ' Pick-me-up consumerism' captures the situation whereby
consumers are increasingly attentive about their alertness and are opting for
products that deliver energy and performance benefits 93
- Consumers in the Gulf show high levels of interest in food and beverages
delivering antidotes to fatigue 93
- Key takeouts and implications: consumers across the globe are highly
interested in functional products that boost mental and physical wellbeing 94
TREND: Visual culture: appearance consciousness continues to characterize an image conscious society 95
- SUB-TREND: The high prevalence of appearance and body shape anxiety is at
the core of ' appearance based wellbeing' (or lack of it) 96
- Personal image is a highly important part of life in the Gulf 97
- Key takeouts and implications: appearance concerns impact consumers'
emotional and physical wellbeing so looking good has arguably never been more
important 101
- SUB-TREND: A more holistic pursuit of beauty through more diverse
appearance management tactics is occurring in the Middle East 102
- The Gulf consumer is typically interested in the idea that food and
beverages improve their appearance 103
- Key takeouts and implications: health, wellbeing and beauty are becoming
inextricably linked in consumers' minds 104
- SUB-TREND: Middle Easterners increasingly adopt structured and sustained
beauty regimes 105
- Beauty regimes are common in the Middle East with the use of fragrances
particularly widespread 105
- Key takeouts and implications: consumers attach considerable importance to
their oral, skin and hair health respectively which drives spend and the
adopting of beauty regimes 108
- SUB-TREND: The polarization of beauty ideals/attitudes reflects the
conflict between natural beauty and more ' manufactured appearances' 109
- Key takeouts and implications: manufacturers are retailers must adopt
diverse product portfolios on order to meet the polarized beauty ideals among
global consumers 110
TREND: Sterilized society: the escalating obsession with hygiene, cleanliness and immunity 112
- SUB-TREND: Consumers are becoming pre-occupied with boosting self-immunity
114
- Gulf consumers are highly interested in food and beverages that boost the
immune system 114
- Key takeouts and implications: consumer lifestyles reflect the burgeoning
interest in immunity boosters 116
- SUB-TREND: Healthy nesting: consumers are ensuring hygiene and purity
within their living spaces 116
- Key takeouts and implications: consumers generally recognize the broader
health and wellness benefits associated with clean living environments 116
- SUB-TREND: Personal cleanliness matters in a society that values purity 117
- There is a large potential for growth in the personal hygiene market in
the Gulf region 117
- Key takeouts and implications: leverage the wellness factor in the
marketing of personal hygiene products 118
TREND: Gulf consumers are embracing tools that enable more informed health-driven choices 119
- SUB-TREND: The ' democratization of health' information has facilitated
more self reliance among consumers globally 120
- Increasing accessibility of health information has enabled Gulf consumers
to make health-driven choices 120
- Key takeouts and implications: consumers are continuing to turn to the
media to get their health information, but need to feel that they can trust
what they are reading 120
- SUB-TREND: Formulation attentiveness: knowing about and being influenced
by health information is becoming more widespread 121
- Consumers are paying more attention to nutritional information available
on food and drink packaging 121
- Key takeouts and implications: consumers are demonstrating their
increasing knowledge of health by making consumption choices based on labeling
and professional advice 124
- SUB-TREND: Information overload: burdened by too much information
consumers are using information short-cuts to make informed, but simplified
choices 125
- In Middle East manufacturers and distributors must ensure that nutritional
information is easily comprehensible and targeted 125
- Key takeouts and implications: product formulation is a battleground for
industry players, so key benefits must be clearly communicated to consumers 126
- SUB-TREND: Information overload: gaps in health awareness and
understanding 126
- Consumers in the Gulf region are dissatisfied with the clarity of the
nutritional information available on food packages 126
- Key takeouts and implications: confusion is a barrier to consumption, and
therefore should be eliminated to increase consumer confidence 127
- SUB-TREND: Personalized nutrition and nutrigenomics are emerging themes
and reflect a crossover between the health and individualism mega-trends 127
- Key takeouts and implications: personalized nutrition is appealing to
consumers but care must be taken not to take them out of their comfort zones
130
- SUB-TREND: Personalized beauty regimes are still relatively niche but are
gaining traction as situational and personally adaptive beauty solutions are
increasingly sought 131
- Key takeouts and implications: demand for personalized beauty is growing
in all regions as consumers become more ' me' orientated 132
TREND: Moderation and avoidance: disciplined consumerism 133
- SUB-TREND: Food stress and anxiety is a growing problem among consumers
who feel pressurized to make ' better' dietary choices 134
- Consumers in the Gulf region feel guiltier about snacking in-between meals
135
- Key takeouts and implications: consumers' aims of moderated consumption
and healthier choices are confused by contradictory information and the
tendency for ' carefree consumption' to occur 137
- SUB-TREND: Formalized dieting: regimented eating for weight management 137
- Specific diet plans are more common in the Gulf than globally 138
- Key takeouts and implications: consumers experience difficulties in
pursuing sustained dietary plans 142
- SUB-TREND: Dietary control: exercising dietary restraint is a key
manifestation of the moderation trend 142
- A significant sub-set of consumers are trying to eat smaller portions
sizes 143
- Key takeouts and implications: CPG players must answer consumers' needs
for dietary control 146
- SUB-TREND: Satiety: appetite control is a developing moderation concept
with much potential 146
- The potential for ' satiety inducing' products is significant in the Middle
East 147
- Key takeouts and implications: products which provide a feeling of satiety
have significant potential, including in the Middle East 149
- SUB-TREND: Vegetarianism and meat reduction have spread among consumers,
feeding the market for meat alternatives 149
- Key takeouts and implications: respond to consumers' meat reduction
behavior with meat alternatives and responsible portion control marketing 151
- SUB-TREND: Mealtime fragmentation: skipping meals is a widespread
consequence of modern consumers' time-pressured lives and unhealthy routines
151
- Key takeouts and implications: a gap exists between consumer attitudes
towards main meal consumption and actual behavior 153
TREND: Positive nutrition: consumers are eating and drinking for wellbeing 153
- SUB-TREND: Eating for wellbeing: changeable dietary routines are occurring
in the Gulf region as dietary patterns increasingly take into account health
considerations 155
- UAE and Saudi consumers are interested in eating for wellbeing 156
- Key takeouts and implications: consumers are willing to change their
dietary habits 161
- SUB-TREND: Embracing diet diversity: a more balanced and varied diet 161
- UAE and Saudi consumers are trying to eat fresh produce with a high
nutrient content 161
- Key takeouts and implications: consumers will not compromise on freshness
and are actively seeking products which provide them with their daily vitamin
and mineral needs 165
- SUB-TREND: The popularization of functional foods is also becoming
apparent in the Middle East 166
- UAE and Saudi consumers find added nutrients in food and drinks appealing
166
- Key takeouts and implications: regional consumers actively seek functional
foods with ' added' health benefits 167
- SUB-TREND: Being hydrated: drinking adequate quantities of water 168
- UAE and KSA consumers recognized the importance of hydration 168
- Key takeouts and implications: the need for instant and continuous
hydration has grown in consumer importance 169
TREND: Fitness for wellbeing: getting active and using supporting products 170
- SUB-TREND: Getting active: consumers increasingly feel a sense of
obligation when it comes to exercise 170
- UAE and Saudi consumers are surprisingly happy with their level of
physical fitness 171
- Key takeouts and implications: consumers are surprisingly happy about
their current levels of physical fitness 175
- SUB-TREND: Sports nutrition: opting for performance and recovery
supporting products 176
- Key takeouts and implications: the market value of sports nutrition
products is increasing, mainly driven by Lifestyle users 181
APPENDIX 182
- Definitions 182
- Methodology 182
- Further reading and references 183
- Ask the analyst 185
- Datamonitor consulting 185
- Disclaimer 186
|
