This
report offers a completely fresh look at consumer’s Snacking and Impulse food
habits, allowing marketers to understand people’s consumption patterns like
never before. This offers unique opportunities to effectively target new
consumer groups, behaviors, and trends based on actual empirical data in
Snacking and Impulse Foods Markets consumption across 10 core countries.
Introduction
and Landscape
Why
was the report written?
With
all Snacking and Impulse Food markets set to grow faster in the future, it is
paramount to understand the key consumer groups and consumer trends driving
these markets in order for products to realize their full potential.
What
is the current market landscape and what is changing?
Analysis
of consumer trends indicates that three types of snacking behavior exist: Pure
Indulgence, Everyday Treating, and Non-Indulgence. Each of these types of
behavior requires a clear set of product positioning and messages, targeted at
the right consumer groups, in order for total market potential to be realized.
What
are the key drivers behind recent market changes?
Young
Adult Women and Older Men worldwide, and boys under 16 in Non-BRIC markets, are
the key consumer groups driving Snacking and Impulse Food markets worldwide.
Two consumer trends are vital to reaching these consumers: Indulgence, and
Personal Space and Time.
What
makes this report unique and essential to read?
The
analysis provided is unique in the market as it tracks snacking behavior
through to its actual impact on a product market. This provides readers with a
unique analysis of the market, driven by survey-based data on consumer trends
and groups, which is integrated with market data. This allows marketing tactics
and strategy to be updated in line with the very latest consumer behaviors.
Key
Features and Benefits
§ Unique
integration of survey and market data provides market sizing consumption by key
consumer groups, both by age and by gender, quantifying the value of key
consumer groups by country.
§ Concise case
studies identify best practice on how to align marketing practices to
effectively target consumer trends, and shows how targeting multiple trends can
be a highly effective proposition.
§ The impact of
consumer trends is quantified by market and country to show where hotspots to
target exist and exactly which trends are most important to target.
Key
Market Issues
§ The Indulgence
consumer trend drives a significantly larger volume share of women’s Snacking
markets than men, though Indulgence still drives a very significant part of
men’s consumption. Marketers should beware taking stereotypical approaches to
targeting women’s indulgent snacking: rather than offering to alleviate guilt,
at the moment of consumption women want products than provide Indulgence,
Personal Space and Time, and Fun and Enjoyment.
§ Quality Seeking
is the most important trend in the BRIC region. Products targeting expansion in
BRIC countries must be able to communicate their high quality at all touch
points with the consumer. Snacking products based around quality ingredients,
hand craftsmanship, and authenticity will be particularly well placed.
§ Adults may feel
they are increasingly attempting to fit in more activities into the same amount
of time in a day, but it’s actually children whose consumption habits are most
affected by this trend. What’s convenient for parents is what is convenient for
their children. As such, products targeting parents need to communicate how they
will make things easier for their children as much as the adults.
§ Consumers use
snacks to create a space where they are free from the constant flow of things
to do. This isn’t an escape from time pressures, rather the ability to get away
from the burdens consumers face in their day to day lives by taking a moment
out for themselves.
§ Advances in
communication and production technology means marketers can produce
personalized products at mass market costs. Small snack producers, previously
targeting a niche market limited by geographical area, can now reach consumers
hundreds of miles away. Though still small, this consumer trend may hit the
mainstream in the next five years.
Key
Highlights
Three
types of snacking behavior exist: Pure Indulgence, Everyday Treating, and
Non-Indulgence. Each of these types of behavior requires a clear set of product
positioning and messages, targeted at the right consumer groups, in order for
total market potential to be realized.
Trends
are key to meeting consumer’s Snacking needs and wants, but in the Snacking and
Impulse market at present, targeting of trends needs to come after a clear
understanding of the consumer groups driving market growth and shaping demand
has been derived. This is because Snack consumption rates vary significantly by
age group, and this variance has the biggest effect on the market.
While
a market division exists between countries in the “hotspot” BRIC region and in
the “cash cow” Non-BRIC region, markets in both are largely driven by the same
consumer groups: female young adults and older men. Boys under the age of 16
are additionally an important consumer group in Non-BRIC markets.
Marketers
must beware over-estimating the importance of the Health trend: a healthy snack
won’t have mass market appeal unless it also targets other consumer needs and
wants. Indeed, the positioning is likely to be best as “great tasting” first
and healthy (or “less bad for you”) second.
Consumers
may well intend to consume products which meet specific needs and wants, but at
the point of consumption or product selection, often fail to act on these
intentions. This gives rise to attitude-behavior gaps, where a consumer’s
intent, or what they think affects them, doesn’t actually flow through to final
consumption behavior.
Buy your copy of this report @ http://www.rnrmarketresearch.com/latest-trends-and-key-consumer-groups-in-global-snacking-and-impulse-foods-market-report.html
Report
Details:
Published: Sep 2012
No. of
pages: 75
Price: Single User License: US$
2950 Corporate User License: US$ 8850
No comments:
Post a Comment