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市場調查報告書
食品・飲料的高端化戰略：做為付加價値產品的定位下迴避了商品化
Premiumization Strategies in Food and Drinks: Fighting product commoditization through added value product positioning
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食品・飲料的高端化戰略：做為付加價値產品的定位下迴避了商品化 是由出版商Business Insights在2010年08月所出版的。
這份英文市場調查報告書包含Pages: 126 價格從美金2875起跳。
本報告書為食品・飲料高端化戰略之相關調査分析、商品高端化發展的經緯與成長牽引因子，不景氣下的各種影響、高端化的類別與特徴、有效果高端化戰略之檢驗、將來市場機會之分析等，概述如下。
總綱
第1章 導論
第2章 高端化主要動向
- 摘要
- 導論
- 概說
- 高端化發展的牽引因子
- 高端化牽引因子：依階段
- 初期階段
- 擴張期
- 成熟期
- 成熟市場案例研究：英國的洋芋片分類
- 不景氣的影響
- 尋求節約的消費者
- 對食品雜貨以外產品的影響很大
- 高端產品銷售量的壓力
- 多數高端產品在不景氣中反而得利
- 不景氣後對高端化的影響
第3章 高端化定義
- 摘要
- 導論
- 產品規格
- 產品'品質'
- 健康相關的内容成分
- 在高端的自然内容成分
- 生產・製造
- 高階製造技術
- 最小限度的製造技術
- 倫理的的製造技術或方法
- 因原產地的高端化
- 流通戰略
- 包裝戰略
- 包裝材料
- 包裝設計
- 包裝上的描述
- 因為包裝的高端化
- 品牌的定位
第4章 高端化與消費者需求
- 摘要
- 導論
- 消費者的動機模式
- 產品（品牌）利用中得到的資料
- 高端化的各層面
- 消費者動機的進化、等等
第5章 新消費者動向與應用
- 摘要
- 導論
- 追求安心感・信頼感的消費者
- 地區性的重要性
- 手持化與客製化市場機會
- 消費者保護運動
- 案例研究：ILOHAS
- 與品牌的各種關係、等等
第6章 有效高端化戰略之構築
圖表
Abstract
Whilst the premiumization trend may be identified as starting in the 1970s,
the term is only considered to have entered common parlance in the early
2000s. Although it is widely used, premiumization is a term rarely defined,
particularly in applying the trend outside of the alcoholic drinks market.
This report will identify recent and current successful premiumization
strategies and consider the impact that the economic downturn has had on the
premium sectors of the food and drinks industry. It will consider how
premiumization can be achieved and defended. The report will also provide an
outlook for the future of premiumization, as well as identify opportunities
for future strategies.
Table of Contents
About the author
Executive summary
- Introduction
- Major trends in premiumization
- Defining premiumization
- Premiumization and consumer needs
- Emerging consumer trends and their application in premiumization
- Building a successful premiumization strategy
Chapter 1 - Introduction
- Summary
- Introduction
- Defining premiumization
- What constitutes premium?
- Tiered premiumization
- Scope and structure of this report
- Definition of ‘premium'
Chapter 2 - Major trends in premiumization
- Summary
- Introduction
- A brief history
- Drivers behind the development of premiumization
- Economic and social factors
- Rise in disposable income
- Development of the middle class
- Increase in smaller households
- Later marriage and later, or smaller, families
- The increasing proportion of women in the labor force
- Drivers by stage of premiumization
- Early stage
- Expansion
- The role of manufacturers and retailers
- Consumer drivers in the expansion of premiumization
- Maturation
- The development of masstige
- Case Study of a Mature market: The UK crisps category
- What distinguishes tiers in the current crisp market?
- Masstige or premium?
- Implications for premiumization in a mature market
- The impact of recession
- Consumers have sought to save money in their shopping basket
- Non grocery purchasing has been affected more than grocery
- Sales of premium products have been under pressure
- Many premium products have benefited from the economic downturn
- The shift to eating in
- The shift to cooking and home baking
- A retained ‘small luxury'
- Concerns about food and ethical standards remain
- Wider consumer values have been affected
- Post recession implications for premiumization
- Economic recovery
- Sales of premium products will remain subdued
- Premiumization will recover to its pre-recession days
- A change in the nature of ‘premium' :
Chapter 3 - Defining premiumization
- Summary
- Introduction
- Product specification
- Product ‘quality'
- ‘More of' or ‘a better quality of'
- Increasingly complex product specification
- Health related ingredients
- ‘High in...' claims as a premium health positioning
- ‘Added...' claims as a premium health positioning
- ‘Low in...' claims as a premium health positioning
- ‘No...' claims as a premium health positioning
- High end and natural ingredients
- Limited and exclusive ingredients
- Production and manufacturing
- High-end production techniques that retain or add to the high quality
ingredients
- Minimal production techniques
- Scale of production
- Ethical production techniques or approaches
- Premiumization through provenance
- Distribution strategies
- Packaging strategies
- Packaging material
- Pack design
- Pack description
- Luxury
- Connoisseur
- Exclusive
- Premium
- Super-premium
- Other terms
- Premiumization via packaging
- Brand positioning
Chapter 4 - Premiumization and consumer needs
- Summary
- Introduction
- A model of consumer motivations
- Motivation relating to the intrinsic product
- Status acquired from product (brand) consumption
- By tier of premiumization
- The evolution of consumer motivations
- Status motivations
- Intrinsic product motivations
Chapter 5 - Emerging consumer trends and their application in premiumization
- Summary
- Introduction
- Consumers are seeking reassurance and trustworthiness
- The continued importance of local
- The opportunity of handmade and customized
- Concerned consumerism
- Environmental, the premium way
- Case Study: ILOHAS water
- Generosity
- A different relationship with the brand
- Members' clubs
- Part ownership of production - a honey case study
Chapter 6 - Building a successful premiumization strategy
- Summary
- Introduction
- Sphere of operation
- Tier of premiumization
- The threats to a premium product
- Maximizing the chances of success
- Provide a clear reason for purchase
- Offer clear product and status benefits
- Create a new category or consumer motivation
- Case Study: Red Bull
- Be obviously premium
- A premium brand positioning
- Be packaged premium
- Be small or offer small company values
- Be premium in the use of media
- Build the premiumization strategy on relevant and emerging consumer
trends
- Added or super ingredients
- Local, simple, just high quality
- Relational and experiential
- Knowledge
- Exclusivity and scarcity
- Superior quality
- Concerned consumerism
Table of figures
- Figure 1: Quality segments of the global wine market
- Figure 2: Tiers of premiumization in food and drinks
- Figure 3: Development of premiumization
- Figure 4: GDP at purchasing power parity (PPP) in $ per capita, selected
major economies, 2004-2014 27
- Figure 5: Trends in global middle class growth
- Figure 6: Heinz Farmers' Market
- Figure 7: Development of premiumization in the UK crisps market
- Figure 8: Walkers Sensations and Tyrrells Potato Chips
- Figure 9: Hairy Biker Potato Crisps range (also available in lemon and
olive tagine)
- Figure 10: Areas of expenditure most affected by the recession (ranked 1
to 10 by consumers in each of 8 countries)
- Figure 11: Consumers ‘ladder up' through technical and functional to
emotional benefits
- Figure 12: Evolution of the meaning of ‘quality' in relation to
premium food and drink products
- Figure 13: Guggisberg - Grass-Fed Premium Swiss Cheese
- Figure 14: Choclatique - Q-91 Chocolate Wafers - Bali-Hi; Bora Bora;
Forbidden City; Original; Saigon Cinnamon flavors
- Figure 15: Anti Ageing Water Range - Nutra Resvetarol
- Figure 16: Japanese Delight - Premium Kombu Seaweed
- Figure 17: SoZo CoffeeBerry - ) - Exclusive Dietary Supplement Functional
Beverage
- Figure 18: Noni Zoda - Fortified Noni Super Premium Beverage with DMG -
Organic Sweetened; Sugar Free
- Figure 19: Kona Premium Estate Coffee
- Figure 20: Redleaf - Canada' s Ultra Premium Bottled Water
- Figure 21: Heartland Creamery - French Style Fresh Chevre Cheese with
Lavender
- Figure 22: Ethical food and drink sales in the UK (£m), 1999- 2008
- Figure 23: Hotel Chocolat - Chocolate Collection - The Undiscovered Cocoa
of St Lucia
- Figure 24: Freshly Wholesome Gourmet - Complete Meal - Indian Tandoori
Wild Alaskan Salmon variant
- Figure 25: Essential Trading Co-op Ltd: Organic, Luxury Mueslis, Granolas
and Cereals
- Figure 26: Hwa Tai Luxury - Cracker - Original; Vegetable
- Figure 27: Soprole Activ - Yogurt Bebible con Micro Cal - Sabor Frambuesa;
Sabor Multifruta
- Figure 28: Forte Healthy Energy Shot
- Figure 29: Fillico Beverly Hills Luxury Spring Water
- Figure 30: A generalized model of the major metrics defining market tier
- Figure 31: Consumer motivations in buying a premium product
- Figure 32: Relative importance of product and status as purchase
motivations, by tier of premiumization
- Figure 33: Evolution of status related motivations
- Figure 34: Evolution of intrinsic product related motivations
- Figure 35: Tesco' s ‘Enjoy the Taste Of....' campaign reflects the
increase in importance of ‘local’
- Figure 36: Mymuesli.com - customized, delivered, organic muesli
- Figure 37: ILOHAS mineral water from Coca Cola Japan in ‘eco' PET
bottle
- Figure 38: Your Pure Honey Manuka honey certificate of ownership, hives
and jars
- Figure 39: Innocent guest smoothie Lemon, Honey and Ginger, helping to
support bee populations
- Figure 40: Nestle Waters Brand Portfolio
- Figure 41: A generalized model of the main threats to the maintenance or
growth of a premium product
- Figure 42: Red Bull Energy Drink
- Figure 43: Red Bull Website Home Page
Table of tables
- Table 1: Middle class population size (m) & share of global total (%),
2009-2030
- Table 2: Average household size 1990 - 2015
- Table 3: Proportion of labor force which is female (%), 1990-2015
- Table 4: GDP growth for Major Economies (% change), 2008, 2009 and 2011
- Table 5: GDP growth for Major Economies (% change), 2008, 2009 and 2011
- Table 6: Premium product launches in categories of interest and product
claims May 2006 May 2010
- Table 7: Percentage of new product launches with high / low /no ingredient
health claims
- Table 8: Proportion of premium new product launches with various
‘clean' claims (%), 2007-2010
- Table 9: Consumer priorities and motivations
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