歐洲及美國消費者對食品•飲料持有的「真品」態度

本報告已在2011年07月19日停止出版。

簡介

目錄

Abstract

Overview

Introduction

Consumers feel they are getting torn in all directions by time pressure leaving them seeking an antidote, and so are wishing to ' reconnect with the real' with authentic products. These are products with a compelling brand narrative and based on traditions, heritage and passion. In the US, the specialty market for food and drink was worth US$63.2 billion compared with US$31.2 billion in Europe.

Scope

• Unique consumer survey of key factors contributing to the diverse elements in the purchase of authentic products, segmented by demographic groupings
• In-depth analysis and insight into the drivers and needs of the underlying desire for authentic food and drink
• Quantitative data outlining the current and future value of the specialty food and drink market segments
• Detailed action points offering practical strategies based on the trends and insights analyzed in the report

Report Highlights

Authentic food matters to Italian and UK consumers the most as they are most likely to have reduced their consumption of processed food. As many as 73% of Italians and 65% in the UK have acted in this way in the last year.

Middle income Americans are one of the least likely groups to have altered consumption of organic produce over the last year, with 56.9% making no change and only the highest earners making less change overall. In Europe there is a stronger correlation between consuming more organic goods and higher income (authentic products in certain respects).

French and Spanish consumers are self-treating with indulgent authentic food and drink considerably more than in the past year, but the biggest rise in these occasions has been in the UK with 45% of consumers increasing their stress-beating, self-treating consumption to some degree.

Reasons to Purchase

• Improve your marketing strategy by targeting the most profitable consumers and understand their purchase motivations
• Understand how purchasing behavior varies by major national market and socio-demographic grouping and how you can best capitalize on these differences
• View best practice examples of targeting affluent and up-trading consumers with the key areas for future new product development

Table of Contents

• CHAPTER 1 EXECUTIVE SUMMARY
  • The hot topic
  • The future decoded
  • Action points
• CHAPTER 2 THE FUTURE DECODED
  • ' Authenticity' is a concept built on six core attributes
    • The organic and specialty markets are key indicators of the development of the authenticity trend
  • TREND: Sales of specialty food & drinks are growing
  • TREND: People are choosing authenticity as a backlash to aspects of modern life
    • Consumers would like to escape the rat race but can' t
      • Attitudes to work-life balances vary by generational cohort
      • Income has a clear effect on work-life balance and authenticity purchasing
    • Self-treating with authentic products is a popular way to relieve stress
    • People are rebelling against the superficiality of modern life
  • TREND: Consumers are seeking to ' reconnect with the real'
    • Consumers want products that reflect their values
    • Consumers seek authentic products to improve their health
      • Consumers want to reduce processed grocery consumption
    • Safety concerns are encouraging people to seek out authentic products
      • Consumers are concerned by product safety, particularly for overseas food
  • INSIGHT: Buying authentic goods is most prevalent among the rich
    • High earners are genuine targets for authentic products
      • European consumers show a strong link between income and organic purchase
      • Middle class consumers in the US are more ambivalent to organics
      • US and European consumers are showing interest in artisanally made foods
  • INSIGHT: ' Boomers and Generation Y ' buy into' authenticity
    • Baby Boomers are the original ' authenticity-seekers'
      • Generations X and Y are following Baby Boomers' lead
  • INSIGHT: Consumers expect more from authentic products than standard ones
    • Consumers have greater emotional involvement in premium products
    • Consumers' cognitive dissonance impacts authentic products
  • INSIGHT: An artisanal approach is a compelling aspect of authenticity
    • Consumers value the traditions of authentic products
    • Consumers want a compelling brand story
      • Case study: Jack Daniel' s
  • INSIGHT: Freshness is one compelling aspect of authenticity
    • Consumers' concept of fresh is becoming more multi-dimensional
    • Case study: Birds Eye has sought to redefine the concept of fresh
  • INSIGHT: The ' best' quality of ingredients is essential
    • Consumers are turning to absolute quality more and more
      • Raising quality is essential to attract authentic seeking consumers
      • ' Best' can mean the most appropriate, not just the most expensive
    • Consumers will wise up quickly to false authenticity
      • Case study: Sunny Delight
  • INSIGHT: Provenance is an authenticity cue sought by consumers
    • ' Terroir' is a key opportunity beyond the wine category
      • Case study: Grey Goose vodka shows inertia need not be a credibility barrier
  • INSIGHT: Consumers are seeking better quality from everyday products
    • Traditional wisdom about the trading-up frequency of mature consumers no longer holds true
    • US and French consumers are still trading up to treat themselves
  • Conclusions
• CHAPTER 3 ACTION POINTS
  • Introduction
  • Protect the brand strength of ethically-focused authentic products
  • Develop credible niche brands...
    • ...Or acquire credible existing authentic brands
  • Incorporate clear authenticity cues into packaging
    • Make packaging consistent with the prime brand value
  • Include provenance as an authenticity cue
    • Heavily leverage origin where your product has advantage
    • Gently evoke a national idyll where relevant
  • Use distribution and décor as key authenticity markers in retail and foodservice
    • Follow Safeway' s example by making freshness the core of authenticity
  • Conclusions
• CHAPTER 4 APPENDIX
  • Supplementary data
  • Research methodology
  • Definitions
  • Further readings
  • Report writing team
  • How to contact experts in your industry
  • List of Tables
    • Table 1: Specialty food & drink sales (US$ m), US & Europe, 2001-2011
    • Table 2: Trends in work-life balance patterns by generational cohort (% respondents), US & Europe, 2006
    • Table 3: Trends in work-life balance patterns by household income group (% respondents), US & Europe, 2006
    • Table 4: Trends in self-treating (% respondents), US & Europe, 2006
    • Table 5: Trends in ethical food and drink purchasing (% respondents), US & Europe, 2006
    • Table 6: Trends in healthy eating approaches (% respondents), US & Europe, 2006
    • Table 7: Trends in healthy eating attitudes by income group (% respondents), US & Europe, 2006
    • Table 8: Trends in organic food purchase by income group (% respondents), US & Europe, 2006
    • Table 9: Trends in artisanal food purchase by income group (% respondents), US & Europe, 2006
    • Table 10: Trends in artisanal food and drink purchase by generational cohort (% respondents), US & Europe, 2006
    • Table 11: Trends in ethical food and drink purchase by generational cohort (% respondents), US & Europe, 2006
    • Table 12: Trends in trading-up purchasing behavior (% respondents), US & Europe, 2006
    • Table 13: Trends in nostalgic purchasing behavior (% respondents), US & Europe, 2006
    • Table 14: Attitudes to fresh food and drink (% respondents), US & Europe, 2006
    • Table 15: Trends in indulgence product consumption by lifestage group (% respondents), US & Europe, 2006
    • Table 16: Trends in trading-up behavior (% respondents), US & Europe, 2006
    • Table 17: Trends in artisanal food and drink purchase by country and generational cohort (% respondents), US & Europe, 2006
    • Table 18: Trends in ethical food and drink purchase by country and generational cohort (% respondents), US & Europe, 2006
    • Table 19: Definitions
  • List of Figures
    • Figure 1: Authentic products share many core attributes
    • Figure 2: Modern life creates the conditions for authenticity in CPG products
    • Figure 3: Jack Daniel' s is a perfect example of an authentic global brand
    • Figure 4: Birds Eye has exploited the healthiness of its frozen food
    • Figure 5: Jones soda' s use of cane sugar will boost its authenticity
    • Figure 6: Regional authenticity brings benefits and constraints
    • Figure 7: Changing consumer attitudes have forced Sunny D to change
    • Figure 8: The Grey Goose bottle is an integral part of its attraction
    • Figure 9: Ethical approaches must vary by brand / company size
    • Figure 10: L' Oreal has smoothly integrated The Body Shop
    • Figure 11: Company or brand size impacts authenticity credibility
    • Figure 12: Ben & Jerry' s is a sustainable authentic brand
    • Figure 13: Ty Nant' s fluid bottle communicates the purity of the water
    • Figure 14: Imperia uses Russian heritage at the heart of its marketing
    • Figure 15: Subtle branding cues reinforce geographical provenance
    • Figure 16: Nando' s décor strengthens its authentic brand values
    • Figure 17: Safeway has added brand authenticity through product range and in store environment

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