舒適性之消費者大趨勢分析：亞太地區 是由出版商Datamonitor在2009年12月所出版的。
這份英文市場調查報告書包含93 pages 價格從美金1595起跳。
在亞太地區所拓展之消費者舒適度大趨勢，以安全性、逃避現實、傳統等要素持續成長。
本報告為，調查分析亞太地區舒適度相關之消費者大趨勢，並匯整其考察結果，以下列摘要形式闡述。
概要
簡介
第1章 未來展望：解讀舒適性之大趨勢
- 大趨勢概要：因壓力與不安之增加，消費者進而要求安全性、簡便性、信賴性、樂趣
- 趨勢「審慎消費者主義」：亞太地區之消費者對社會趨勢有疑慮且對進步與改變產生懷疑
- 次要趨勢：「社會性悲觀主義」
- 次要趨勢：「懷疑性消費者主義」
- 次要趨勢：「風險迴避」
- 次要趨勢：「高科技恐懼症」
- 趨勢「繭居」：想從全球金融風暴與外界隔離之願望形成了亞太地區消費者行為
- 次要趨勢：「視野狹隘之樂觀主義」
- 次要趨勢：「insperiences：第三居家」
- 次要趨勢：「重視在家之繭居」
- 次要趨勢：「居家工作」
- 次要趨勢：「手工」
- 趨勢「民族優越感」：亞太地區消費者之民族優越感促進國產、地方產品與品牌
- 次要趨勢：「地方主義」
- 次要趨勢：「民族優越感」可能與抵制外國產品有關
- 次要趨勢：民族間之緊張感與對移民偏頗之態度蔓延全地區
- 趨勢：「儉樸化與向下轉移」：亞太地區消費者比起複雜之生活性態與購物經驗更傾向儉樸
- 次要趨勢：「選擇慾望之痲痺與習慣性消費」
- 次要趨勢：「選擇性關注」
- 次要趨勢：對簡單的追求反映在物理、資訊性之雜音與減輕複雜化之需求
- 次要趨勢：「禁慾性消費者主義」
- 次要趨勢：「家庭第一主義」
- 趨勢：「懷舊之消費主義與對真實之回歸」
- 次要趨勢：購入回顧性品牌與復古設計
- 次要趨勢：「傳統性消費」
- 次要趨勢：「手工」產品之重現
附錄
Abstract
Introduction
The Comfort mega-trend is driven by demands for safety, escapism, simplicity
and tradition among consumers in the Asia Pacific region. In many ways, the
Sensory versus Comfort mega-trend trade-off represents the problems associated
with balancing a desire for new experiences and change with desires for
stability and familiarity.
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)
- Offers Asia Pacific focused 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 Asia Pacific mega-trend report series which outline
the most important issues shaping current and future buying behavior
Research and analysis highlights
Good trend-watching is about taking the bigger-picture approach. Adopting a
broader global 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
A considerable ' trust void' is apparent in Asia Pacific when it comes to
commercial enterprises in general and the specifics of the products they
produce and market. Datamonitor research has found that consumers across the
region do not automatically accept stated product claims
Only a minority of consumers in the Asia Pacific region stated that they found
food products and ingredients imported from other countries to be either
' trustworthy' or ' very trustworthy' . Given that the majority of consumers are
predisposed to distrust foreign ingredients, this is a significant proportion
of the market to potentially lose out on
Key reasons to purchase this research
- Understand the significance of the different Comfort-aligned trends across
FMCG sectors to help support market diversification plans
- Gain region specific consumer insight, including a clear and up-to-date
framework for understanding Asia Pacific consumers
- Access data from two waves of primary research to increase the likelihood
of being ' on-trend' with NPD and marketing in the Asia Pacific region
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 product/service 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 to 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 an 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: DECIPHERING THE COMFORT MEGA-TREND
- MEGA-TREND SYNOPSIS: Consumers want safety, simplicity, trust and
indulgence in response to rising stress and uncertainty
- TREND: Cautious Consumerism: many individuals in Asia Pacific are
concerned about the direction of society, and are distrustful and skeptical of
progress and change
- SUB-TREND: Societal Pessimism: many global citizens bemoan the direction
of society on a global, regional and national level
- Key takeouts and implications: Asia Pacific consumers feel somewhat let
down by institutions and as a result are less confident and trusting
- SUB-TREND: Skeptical Consumerism: a ongoing ‘trust void' exists
between organizations and institutions and individuals who rely on them
- Key takeouts and implications: Asia Pacific consumers do not inherently
believe that all product claims are truthful
- SUB-TREND: Risk Aversion: fears exist over (new) processes and
progression associated with consumer products
- Key takeouts and implications: consumer understanding of what goes into
food, beverages, personal care and household care products has never been
greater in Asia Pacific
- SUB-TREND: Technophobia: as consumers embrace digital lifestyles
concerns exist about an over-reliance on technology
- Key takeouts and implications: technophobia is not particularly
prevalent globally although there are certain contexts where individuals can
adopt a more negative mentality
- TREND: Cocooning: the global financial crisis and the ongoing desire to
‘shut off' from the wider world continues to shape Asia Pacific consumer
attitudes and behaviors
- SUB-TREND: Blinkered Optimism: many consumers adopt an overly optimistic
view of their health as they shut themselves off from reality and they also
look to outsource blame elsewhere
- Key takeouts and implications: some Asia Pacific consumers refuse to
acknowledge and/or accept responsibility for lifestyle and personal problems
such as poor health
- SUB-TREND: Insperiences: bringing third places home and the resurgence
of home-based consumption occasions
- Key takeouts and implications: as Asia Pacific consumers cocoon, they
demand higher quality ‘insperiences' that act as ‘home comforts'
- SUB-TREND: House-Proud Cocooning: as consumers seek sanctuary in the
comfort of their homes, they become extra pre-occupied with upkeep
- Key takeouts and implications: as Asia Pacific consumers spend longer in
their homes, they become increasingly disposed to being houseproud
- SUB-TREND: Homeworking: people are taking advantage of structural
changes in labor markets and connective technology to embrace more flexible,
home-based work
- Key takeouts and implications: homeworking in the Asia Pacific region
has been made considerably easier by improvements in the quality and
reliability of connective technology
- SUB-TREND: Home-grown: consumers are increasingly demonstrating a desire
to become product cultivators
- Key takeouts and implications: Asia Pacific consumers are looking to
save money during the economic crisis by becoming less reliant on
store-bought groceries
- TREND: Ethnocentrism: ethnocentric preferences among Asia Pacific
consumers exacerbate favorability of national or local products and brands
- SUB-TREND: Localism: consumers are embracing the ‘locavore'
movement
- Key takeouts and implications: ethnocentric consumers in the Asia
Pacific region prefer local products to ones from abroad
- SUB-TREND: Ethnocentric tendencies can lead to the sporadic or
longer-term boycotting or avoidance of ‘foreign' products
- Key takeouts and implications: Asia Pacific consumers inherently
distrust products and ingredients which come from foreign regions
- SUB-TREND: Ethnic tensions and polarized attitudes towards immigration
and ‘outside influences' are prevalent across regions
- Key takeouts and implications: despite efforts to encourage
multiculturalism, tensions between consumers of differing ethnicities still
exist across the Asia Pacific region
- TREND: Simplifying and Downshifting: Asia Pacific consumers often aspire
to a simplified, less complicated lifestyle and shopping experience
- SUB-TREND: Choice Paralysis and Habitual Consumption: consumer confusion
and choosing familiar brands/products
- Key takeouts and implications: Asia Pacific consumers often feel stifled
by the amount of choice on offer
- SUB-TREND: Selective attention: the ‘attention economy' highlights
the growing difficulty of engaging consumers
- Key takeouts and implications: marketers are facing an increasingly
challenging environment to get Asia Pacific consumers' attention
- SUB-TREND: The search for simplicity reflects the need to reduce
physical and informational clutter and complexity in their life
- Key takeouts and implications: many consumers in the Asia Pacific region
are increasingly seeking to simplify life and will value products that align
to this ideology
- SUB-TREND: Austere Consumerism: consumers are buying in a more tempered
and considered manner, especially with the global financial crisis changing
the outlook on consumption
- Key takeouts and implications: Asia Pacific consumers have contrasting
views about austere consumerism depending on location
- SUB-TREND: Family First: improving work/life balance and slowing down to
facilitate more and better quality family time continue to be important
priorities
- Key takeouts and implications: Asia Pacific consumers are making greater
efforts to ensure that they spend as much time with their families as
possible
- TREND: Nostalgic Consumerism and the ‘Return to Real'
- SUB-TREND: Buying nostalgic brands/embracing retro design
- Key takeouts and implications: nostalgia is a relevant trend for Asia
Pacific consumers due to the comfort that it provides, but its popularity is
at the mercy of wider social situations
- SUB-TREND: Traditional Consumption: consumers continue to embrace
traditional favorites
- Key takeouts and implications: Asia Pacific consumers are torn between
returning to the traditional or seeking out new experiences
- SUB-TREND: The re-emergence of scratch cooking and ‘home-made'
products
- Key takeouts and implications: Asia Pacific consumers are rediscovering
scratch cooking for a number of reasons
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: Datamonitor' s mega-trend framework helps set the agenda for the
specific topics covered in the New Consumer Insight (NCI) research stream
- Figure: Trend tracking can be a source of (comparative) competitive
analysis
- Figure: Trend development is dictated by both ‘consumer pull' and
‘manufacturer push' and Datamonitor offers the intelligence tools to
capitalize on this reality
- Figure: In a consumerist global culture, the broad consumption
spheres/segments transcend geographical borders which is another reason why
adopting a broader approach is necessary
- Figure: Several factors distinguish a trend from a fad
- Figure: Opinion is somewhat polarized over whether technology is making
society better
- Figure: The issues that contribute to consumer concern and related
societal pessimism vary by region
- Figure: Chinese citizens have the highest level of satisfaction about the
direction of their own country while Japanese citizens are significantly more
pessimistic
- Figure: Societal Pessimism among Indians has subsided considerably in the
last decade
- Figure: The extent to which Asians consider crime to be a very big problem
varies considerably by country
- Figure: Social trust among Asians is heavily polarized with the exception
of China
- Figure: Skeptical Consumerism: there are four reasons why trust and ethos
based branding are of increasing importance
- Figure: Majorities in most Asia Pacific countries trust business less
following developments in 2008-09
- Figure: Asians in emerging markets are showing more trust in food and
beverages claims, while Australians are most skeptical about claims aimed at
children
- Figure: In Asia Pacific, consumers are generally skeptical about claims
made by personal care products and household care products
- Figure: Japanese, Australian and Korean respondents express considerable
skepticism towards declarations of ethicality
- Figure: A number of consumer watchdog groups in the region ensure
misleading product claims are brought to consumers' attention
- Figure: In Asia Pacific, worries about genetically modified foods are
prevalent
- Figure: The growing number of ‘GM-free' claims reflects increasing
concern over unfamiliar production methods
- Figure: In Asia Pacific, consumers express high concern about additives
and chemicals used in products, particularly with household care and laundry
products
- Figure: In Asia Pacific the level of skepticism about science and
technology is generally very low
- Figure: A downward global economic cycle is the precursor to a renewed
phase of cocooning behavior
- Figure: Japanese and Korean consumers are the least confident about their
general health and overall nutritional quality of their diets
- Figure: South Koreans in particular appear to be cutting down more on
their meal spending in order to save money
- Figure: In an effort to save money, Japanese consumers appear less
concerned about cutting down on their usage of spas or salons, while South
Koreans exhibited the most behavioral change
- Figure: Asia Pacific consumers, more than their global counterparts,
report that that have been making more conscious efforts to drink more
frequently at home
- Figure: Products that enable consumers to enjoy out-of-home experiences in
the home have grown in popularity throughout the region
- Figure: Japanese consumers do not subscribe to the notion that they are
houseproud
- Figure: Indian and Australian consumers exhibit the most interest in
growing and consuming their own food
- Figure: Consumers are displaying a higher concern about where the
groceries they buy come from than whether the products are produced locally
- Figure: More than one-in-five consumers across the five Asia Pacific
markets covered are frequently trying to purchase food and drinks products
locally to where they live
- Figure: Products touting local ingredients appeal to a growing number of
‘locavores' in Asia Pacific
- Figure: Asia Pacific consumers are concerned about the origin of products
they buy, with consumers in the more developed markets especially skeptical
about imported food products
- Figure: Though more consumers believe immigration to be a good thing than
a bad thing, there are sizable numbers embracing opposite perspectives
- Figure: Chinese consumers are the least tolerant towards consumers of
different nationalities/ethnicities
- Figure: Consumers want to slow down the pace of life and form stronger
relationships with loved ones
- Figure: Asia Pacific consumers tend to agree that too much choice exists
in the grocery market, but that choice is influential on where they do most of
their shopping
- Figure: Consumers in Asia Pacific are more attentive towards new food
products than soft drinks
- Figure: Personal care/beauty consumers in developing markets tend to be
more influenced by habit or preferred brands, especially in India and China
- Figure: Japanese consumers are least attentive towards new household
cleaning and laundry products, and are less influenced by habit or preferred
brand
- Figure: Japanese and Korean consumers are more attentive to new alcoholic
drinks and are less influenced by brands
- Figure: The abundance of choice across virtually all product categories
requires point-of-purchase marketing to be all the more compelling
- Figure: Most consumers in the Asia Pacific region agree that there is too
much advertising nowadays
- Figure: Many Asia Pacific consumers view leading a less complicated
lifestyle as important
- Figure: The prevalence of stress in the region has led to the
proliferation of FMCG offerings that seek to address this
- Figure: Consumers in North-East Asia place a lot of emphasis on
accumulating material possessions
- Figure: Indicative of their ubiquity and popularity, credit cards in Japan
are as much a fashion accessory as a form of payment
- Figure: Japanese and Korean consumers express the least satisfaction with
their work-life balance
- Figure: Only a small proportion of consumers in Asia Pacific believe it
has become less important to spend time with their friends and families
- Figure: Maximizing leisure time is important for consumers in Asia Pacific
with high tempo lifestyles
- Figure: Korean parents are the most dissatisfied with the time spent with
their children
- Figure: There are different forms of nostalgia, some of which provide more
mass marketing opportunities than others
- Figure: A lack of consumer confidence in difficult times is the main
driver for nostalgia and traditional products
- Figure: To celebrate its 25 th birthday, Maggi in India launched a
dedicated website inviting consumers to reminisce about their Maggi
experiences and post their own “Maggi story”
- Figure: New Zealand soft drink brand L&P ran an ongoing series of
commercials that walked Kiwis through a classic childhood summer before
reminding them that “You were there, and so was L&P”
- Figure: Asia Pacific consumers from more developed markets are less likely
to have tried new and exotically flavored products
- Figure: Asia Pacific consumers are increasingly willing to experiment with
different flavors, however more traditional offerings remain popular in Japan
- Figure: Korean consumers are making the most effort to move from
consumption of convenience foods to meals cooked from scratch
- Figure: In Asia Pacific, products marketed as authentic or home-made
appeal to consumers but are not necessarily considered an important influencer
in decision-making
- Figure: Mother' s tailor-made shopping and ingredient delivery service in
Singapore makes home cooking easier and more convenient
- Figure: There are differences between consumer values and attitudes
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