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市場調查報告書
高級點心/飲料的消費者分析
High Quality Snack & Beverage Consumers
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本報告已在2011年07月19日停止出版。
由於點心的重要性增加以及大眾購買高級品的 熱潮，因此廠商投入更高層級的點心•飲料品市場的機會也隨之提高。
專門針對各市場區塊進行調查及分析的英國調查公司 Datamonitor Corporation（總公司: 倫敦），調查與分析消費者購買高級點心與飲料的動向，並提供未來販賣策略，出版綜合報告書 "High Quality Snack & Beverage Consumers"。
此報告書使用包括 54 張圖表在內的 87 頁篇幅，除了說明消費者對高級點心/飲料的認識、點心/飲料市場的發展與各年齡層的消費差異，也探討消費者購買高級製品的動機與販賣策略、市場間隙與強調製品特質的新製品開發等。此報告書的概略架構如下所示。
第1章 摘要
第2章 未來預測
- 說明
- 點心•飲料的消費機會增加
- 接受高級點心•飲料的消費者
- 架構/狀況要素促進高級製品的購買
- 市場潮流也是推動購買高級製品的動力
- 主要範疇的價值成長超過量的成長
- 超高級的機會數與增值
- 普及於廣大年齡層的高級點心商品
- 高級品的消費者不見得是高所得者
- 追求高級品的渴望
- Maturalism (中年消費者對於最高級品的追求) 趨勢是重要的商機
- 主要的品質追求者依國家及種類而異
- 生活壓力大的消費者將購買舒壓商品當作慰勞自已的獎勵
- 暫時脫離塵囂的消費者
- 感情性理由為購買點心的主要動機
- 花費在舒壓上的費用增加
- 高級商品與感情上的快樂/放縱息息相關
- 特別活動與場合上的高級品購買
- 有傾向在傍晚消費的消費者
- 某種特殊機會也是推動購買高級品的動力
- 將消費者對品質的認知按照4大要素區分
- 影響高級商品提供的最重要要素為味覺
- 製品特質影響消費者對品質的認知
- 高級商品的重要包裝與原產國
- 製品的製造方法(可信賴的品質)促進商品的販賣
- 經驗上的品質特性影響重覆性消費行為
- 話題的高級點心•飲料
- 結論
第3章 活動要點
- 說明
- 以大量市場為目標的可購買高級品的改良製品
- 鎖定主要放縱機會的製品
- 品質反映出製品的主要特性
- 利用卓越商品的信賴性
- 利用外部資訊，縮小對製品情報與設計優勢的目標。
- 味覺及新鮮度的強調
- 以快樂機會與場所為目標
- 鎖定活動來賓
- 鎖定電影院以其他娛樂場所
- 鎖定高級酒吧/餐廳
- 口傳的行銷手法
- 追求獲得新顧客的機會
第4章 附錄
Abstract
Overview
Introduction
The growing importance of snacking generally and the trend towards premiumization both highlight
the growing opportunity to market higher quality snacks and beverage products. In our Industry
Opinion Survey 77% of respondents felt that high quality snacks and/or drinks consumers are being
given extra attention by the industry.
Scope
- A comprehensive analysis of how consumers form their perceptions of what constitutes a high
quality snack or drink
- Data profiling snacking and beverage market development and how consumption varies by
demographics
- A detailed focus on how consumer motivations differ for high quality consumption with Action
Points pinpointing best-practice targeting strategies
- NPD analysis highlighting how to exploit gaps in the market and how to leverage the product
attributes that consumers deem the most important
Report Highlights
High quality snacks and drinks are no longer just occasional indulgences reserved for special
occasions. Therefore, an opportunity exists to market accessible premium which a little more
special than standard fare but are marketed with a communications mix that maximizes product appeal
for the mass market.
The value of premium indulgence occasions in Europe is forecast reach US$15bn in 2009, up from
US$12.3bn in 2004. The US market is smaller, but growing more rapidly. Overall the trend is driven
by occasion growth; the number of premium indulgence occasions in Europe and the US is forecast to
increase by 45% between 1999 and 2009.
High quality consumers are looking for authenticity, difference and experience - they want to
feel special. Developing products in accordance to the four factors influencing consumers quality
perceptions will be fundamental in creating products that appeal to increasingly discerning, quality
seeking consumers.
Reasons to Purchase
- Access unique data pinpointing the consumers snacking and beverage consumption frequencies,
spend and propensity to premiumize.
- Improve your marketing by understanding how consumers construct their purchasing decisions
around the theme of premium and quality.
- Strategies for more successful brand positioning to step-up the level of quality without
alienating the mass-market
Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
- Snacks and drinks occasions are growing
- Consumers are embracing higher quality snacks andbeverages
- High quality snacks products have a broad demographicappeal
- Time pressured, stressed consumers turn to comfortingproducts as a reward
- Premiumization is still associated with particularoccasions and locations
- Consumers quality perceptions can be grouped under fourmain factors
- High quality snacks and drinks are moreconversation-worthy
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Introduction
- Premium products are no longer reserved solely forspecial occasions
- TREND: Snacks and drinks occasions are growing
- TREND: Consumers are embracing higher quality snacks andbeverages
- Key structural and situational factors illustrate andinfluence trading-up behaviors
- Mega-trend drivers are also spurring trading upbehaviors
- Value growth is exceeding volume growth in keycategories
- This trend is all the more significant given the trendtowards discounting
- The number and value of super-premium occasions isincreasing
- INSIGHT: High quality snacks products have a broaddemographic appeal
- Premium consumers are no longer confined to the highearners
- Accessibility and rising aspirations have fueled thedemocratization of luxury
- A categorys emotional importance shapes quality seekinghabits
- Consumers trade up in categories that are emotionallymeaningful
- In doing so, sacrificial consumption via hi-loconsumerism is apparent...
- The maturalism trend is an important opportunityseemingly overlooked by the industry
- Core quality seekers will vary by country and category
- INSIGHT: Time pressured, stressed consumers turn tocomforting products as a reward
- Consumers are seeking small escapisms from hecticlifestyles
- Emotive reasons are important snacking motivations
- Comfort based indulgence is a growing phenomenon
- Gender habits towards comfort related indulgence differ
- High quality products in particular are associated withemotional comfort and indulgence
- INSIGHT: Premiumization is still associated withparticular occasions and locations
- Consumers tend to premiumize and indulge in the evening
- The importance of the evening occasion is related tohealth concerns giving way to indulgence
needs
- Certain special occasions also trigger premiumization
- INSIGHT: Consumers quality perceptions can be groupedunder four main factors
- Taste is the most important factor affecting highquality offerings
- Physical product attributes can influence sensoryquality perceptions
- Packaging and country of origin are more important forhigh quality products
- The halo effect of country-of-origin/associationcredentials can help enhance a premium image
- Product information is more likely to be sought fromhigh quality products
- Brand alliances act as multipliers of qualityperceptions and expectations
- How a product is made (credence quality) takes on addedimpetus for high quality offerings
- Method of production is associated with authenticity andquality
- Natural and organic is associated with quality
- Exclusivity is increasingly important to high qualityoccasions
- Healthiness is often associated with both higher qualityAND inferior taste
- Experiential quality attributes will influence repeatpurchases
- The trend towards bolder more exotic flavors is oftenassociated with superior taste and quality
- Freshness enhances the taste experience
- Consumers often equate convenience with lower qualityproducts
- INSIGHT: High quality snacks and drinks are moreconversation-worthy
- Consumers talk more about food and drinks
- Higher quality products in particular have potential tobenefit
- Consumers are more emotionally engaged by premiumproducts
- Conclusions
- Target the mass market with accessible premiumofferings
- Remain focused on leveraging the attributes consumersassociate with quality
- CHAPTER 3 ACTION POINTS
- Introduction
- Target the mass market with accessible premium variants
- Develop new offerings that target the masstige snacker
- Case study: understanding how Walkers Sensationssucceeded in doing this
- Align products with key indulgence occasions
- Target the evening snacking occasion
- Target the big night in or casual sharing occasion
- Align products with entertaining at-home occasions
- When the kids are away
- ACTION: Ensure that quality is reflected by core productattributes
- Leverage the premium credentials of intrinsic productattributes
- Focus on product detail and design superiority byleveraging extrinsic information cues
- Use packaging and labels to convey detailed productinformation
- Place heightened emphasis on the authenticity ofproduction
- Prioritize communication methods that facilitatedetailed information
- Maximize the halo effect of country of origincredentials
- Develop packaging formats oozing quality andsophistication
- Create an aspirational look to capture consumersimaginations
- The general merchandizing cues should complement thepremium packaging
- Make taste and freshness key communication andfunctional objectives
- Communicate and market the products taste above allother attributes
- Focus on freshness as a key brand value and communicateit accordingly
- Target hedonistic occasions and locations
- Target event audiences
- Target cinemas and other key entertainment venues
- Target exclusive bars and foodservice venues
- Embrace word-of-mouth marketing
- Seek out new acquisition opportunities
- CHAPTER 4 APPENDIX
- Definitions
- Research methodology
- References
- Industry and news sources
- Academic sources
- How to contact experts in your industry
- List of Tables
- Table 1: The number of main meal and snackingoccasions (billions) in Europe and the US,
2004-2009
- Table 2: The average number of daily and yearlynon-alcoholic drinking occasions (including tap
water), 2004-2009
- Table 3: The value (total and per capita) and growthof snacking and non-alcoholic drinks
markets, 2004-2009 (US$bn and ?bn)
- Table 4: Number of super-premium occasions by category(millions), 1999-2009
- Table 5: Value of super-premium occasions by category(?m and US$m), 2003-2008
- Table 6: Industry opinion concerning the mostimportant consumer group to target with higher
quality snacks anddrinks products
- Table 7: Savory snacks, confectionery and ice creamconsumption by age group and country, 2004
- Table 8: Hot drinks and soft drinks consumption by agegroup and country, 2004
- Table 9: Consumer attitudes towards the importance offinding ways to escape the pressures of
everyday life, 2004
- Table 10: Consumer and industry opinion on therelative importance of core eating motivation by
consumption occasiontype, 2004
- Table 11: The number of European and US snack and hot& soft drink treating occasions
occurring in response to stress,2003-2008
- Table 12: The number of European and US snack and hot& soft drink treating occasions
occurring in response to boredom,2003-2008
- Table 13: The number of European and US snack,alcoholic beverage and hot & soft drink
treating occasions occurringas a celebration/reward, 2003-2008
- Table 14: Consumer and industry perception of therelative importance of various extrinsic
quality variables, 2005
- Table 15: A summary of consumer and industryperception of the relative importance of various
credence qualityvariables, 2005
- Table 16: A summary of consumer and industryperception of the relative importance of various
experiential qualityvariables, 2005
- Table 17: Examples of snacking and beverage productsthat tap into the notion of accessible
premium
- Table 18: Examples of manufacturers aligning productswith key indulgence moments when consumers
are more likely to trade up
- Table 19: Examples of products leveraging intrinsicquality attributes
- Table 20: Products which capitalize on the growingconsumer demand for authentic consumption
experiences
- Table 21: Examples of emphasizing country of origin orcountry of association to help establish a
price premium
- Table 22: Examples of packaging formats complementinga products premium positioning
- Table 23: Examples of merchandizing displays thatcomplement the premium image of a product
offering
- Table 24: Definitions used in this report
- List of Figures
- Figure 1: Consumers quality perceptions can begrouped under four main factors
- Figure 2: Quality exists on different levels and canbe loosely categorized by price bands
- Figure 3: The growing importance of snacking generallyand the trend towards premiumization both
highlight the growingopportunity to market higher quality snacks and beverage products
- Figure 4: Survey results highlight that trading upbehaviors are growing most strongly in
snacking markets, although morehigh quality snacks and drinks are being consumed on impulse
- Figure 5: Numerous structural and situational factorsalso explain why consumers are embracing
higher quality products
- Figure 6: Analysis of the benefit mega-trends providesa compelling understanding of consumer
need and behavioral influences onhigh quality snacks and beverage consumption
- Figure 7: The value of national confectionery marketsis exceeding volume growth, thereby
indicating a trend towards premium
- Figure 8: The value of national savory snack marketsis exceeding volume growth, thereby
indicating a trend towards premium
- Figure 9: The value of national bakery and cerealmarkets is exceeding volume growth, thereby
indicating a trend towardspremium
- Figure 10: The value of national dairy markets isexceeding volume growth, thereby indicating a
trend towards premium
- Figure 11: The value of national hot drinks markets isexceeding volume growth, thereby
indicating a trend towards premium
- Figure 12: The value of national soft drinks marketsis exceeding volume growth, thereby
indicating a trend towards premium
- Figure 13: Low earners are almost as indulgent as highearners in terms of purchasing behavior
- Figure 14: 40% of European and US consumers reportedthat they consumed more comforting food and
drinks in 2003-04
- Figure 15: Consumer and industry opinion shows thatindulgence and mood enhancing needs take on
the most importance for highquality occasions
- Figure 16: Higher quality, more indulgent snacking andbeverage occasions are more associated
with evening consumption
- Figure 17: More than 50% of consumers used their homesfor entertaining more frequently during
2003-2004
- Figure 18: Consumers are more likely to consume ahigher quality product across a number of
specific locations andoccasions
- Figure 19: Consumers quality perceptions can begrouped under four main factors
- Figure 20: Taste, freshness, and packaging are threeof a number of attributes that consumers and
industry executivesconsider to be more important for higher quality food and drinks
- Figure 21: Consumers are spending more timeconsidering the ingredients in food and drink
offerings
- Figure 22: Consumers want products designed for theirspecific needs
- Figure 23: Summarizing the impact of health andwellness on indulgence habits
- Figure 24: Nearly half of European and US consumerssought more excitement and sensations in life
in 2003-2004
- Figure 25: During 2003-2004 European and US consumersincreasingly tried new food and drink
products
- Figure 26: Convenience is often deemed to underminequality and health credentials of product
offerings
- Figure 27: Consumers perceive that the recommendationsof others are important and more likely to
rely on such communicationwhen choosing products and services
- Figure 28: The opportunity in high quality snacks anddrinks can be exploited by recognizing,
understanding and capitalizingupon these trends and insights
- Figure 29: Strategies for managing country-of-origineffects
- Figure 30: High quality snacks and drinks consumersare under-targeted via hedonistic locations
and occasions
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