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Mass Personalization: product and branding strategies in order to serve increasingly demanding consumers

出版商 GlobalData 商品編碼 344439
出版日期 內容資訊 英文 86 Pages
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大量客製化:要求直線擴大的同時配合消費者之產品·品牌策略 Mass Personalization: product and branding strategies in order to serve increasingly demanding consumers
出版日期: 2015年10月31日 內容資訊: 英文 86 Pages



「客製化」 (Personalization) 成了食品、飲料、化妝品、保養品等各種市場領域上重要的成長領域。但如果沒有適當的客製化策略,無論何種品牌都面臨只能得到利基消費者這樣的風險。在產品過多,消費者選擇困難的情況下,各家商 為了差別化,不只在風格,更必須提供吸引目光的產品或使用經驗。

本報告提供被稱為「大量客製化」 (Mass Personalization) 的產品氾濫下,廠商和零售業者如何開拓新消費者 (特別是千禧新生代) 的策略相關分析,提供您追求「個體化」商品的消費者背後之社會·心理狀態,及主要對象的消費階層,食品市場和個人保養用品市場上適當的個體化策略應有的樣子和效果,以及主要企業的案例等相關調查。


  • 「個體化」代表的概念持續變化
  • 品牌企業為了與其他公司有所差異,應該推進個體化
  • 青少年層:個體化的主要的標的


  • 個體化:為了讓消費成為更具相互作用性之產品的工具
  • 消費者無論何種類別都追求「創新」
  • 應該利用「個體化」作為「物超所值」的提供手段


  • 為了將市場境界線擴展到極致,活用個體化的方法
  • 為了讓消費者感到主導權的「個體化」
  • 為了讓消費者有「擁有屬於自己的產品」之「個體化」
  • 消費者追求可自我表現相關的產品


  • 「效率性」和「最大程度提升美觀」,對消費者來說非常重要
  • 「新的快樂體驗」,創造產品感情方面的關聯



Product Code: CS0629IS


Personalization offers an important growth area for brands across Food, Drinks and Cosmetics and Toiletries. However, the right Personalization strategy is needed or brands risk personalizing products in a way that will only interest a niche audience. As consumers become overwhelmed and fatigued with the abundance of products presented on retail shelves, manufacturers need to come up with ever more unusual and eye catching products and experiences in order to differentiate themselves. In food and beverage, personalization should be used to offer novelty, such as pushing the boundaries of the extreme and helping consumers make the product their own. In personal care, personalization is more about providing better results; with a third of global consumers feeling that their needs in personal care are not understood, there is an opportunity for manufacturers for further personalization.

Key Findings

  • Providing "right-for-me" products and experience currency are some of the most effective ways personalization offers growth opportunities across CPG markets
  • 32% of global consumers feel that personal care manufacturers do not fully understand their needs, pointing out to an opportunity for further personalization to target their needs more closely
  • When it comes to food and beverage, personalization is mostly about fun and novel experiences, however, when it comes to personal care, it is more about efficacy
  • Across all food categories, consumers are the most likely to look for personalization in Dairy and Soy
  • In personal care, mass personalization will be especially successful in Skincare and Make-up sectors, motivating over a fifth of their consumption

Mass Personalization: product and branding strategies in order to serve increasingly demanding consumers identifies the key trends driving the demand for mass personalization and shows how to tap into them, especially as this is an important strategy to reach the crucial millennial age group. This will help manufacturers and retailers to launch products that create the "right-for-me" feeling and successfully attract consumers' attention.

What else does this report offer?

  • Identifies key consumption motivators behind consumers' desire for personalized products and consumption experiences
  • Identifies key target groups and categories
  • Explains how to effectively target the desire for individualism in the personal care and food and beverage sectors
  • Shows how to use personalization to add value by providing important benefits, such as the desire to maximize personal relationships with friends and family
  • Product innovation examples targeting consumers need for individualism - see how market leaders are already targeting this trend

Reasons To Buy

  • This report details the seven strategies manufacturers can use to target the new opportunities emerging in food, beverage, and personal care markets due to consumers growing desire for individualism.
  • This report shows how to align products with the key need states of the consumers who are looking for tailored products
  • Find out what type of personalized products consumers are looking for, why, and what they will be looking for in the next few years. Product examples and key recommendations will help you derive key strategies in areas such as formulation and packaging.
  • Product analysis highlights proven product strategies you can adapt to your category before your competitors

Table of Contents

Personalization is a blurred concept

  • The perception of what personalization means is constantly evolving
  • Brands should consider personalization to differentiate themselves from competition
  • Young Adults present a robust target audience for personalization

Consumers want value added and interaction from the products and brands that they buy

  • Personalization is used as a tool to make shopping more interactive
  • Consumers are looking for innovations across all categories
  • Personalization should be used as a tool to offer better value for money

How to use personalization to create novelty in food and drink

  • Personalization should be used to push the boundaries of the extreme
  • Personalization allows consumers to feel in control
  • Personalization is about making something your own
  • Consumers want products they feel better represent their identity

How to use personalization to maximize efficiency in personal care

  • Efficacy and maximizing appearance are extremely important for consumers
  • Novel and fun experiences create emotive connection with the product

The next wave of personalization will make greater use of 3D printing, social media analysis, and quicker and cheaper DNA tests


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