This publication has been discontinued on July 19, 2011.
Abstract or Executive Summary
Traditional marketing communications need a hand... are you prepared for the
mood consumers?
Given that consumers are better informed, more demanding and
quite happy to switch brands, major players in food and personal care have
stepped up their efforts to seduce them and win their loyalty.
Product
quality, price and service were core concerns for a long time, then efforts were
ch anne lled into a more sensorial dimension playing on dreams, emotions and
well-being.
But might we have gone too far?
Consumer confidence has
progressively been eroded by inflated information, an excess of new product
launches and an overdose of advertising effects and variations. The consumer is
wary and increasingly allergic to promises perceived as excessive. He or she is
over-informed and feels disoriented when faced with products and messages that
are less and less distinctive or unique.
Globally, consumers' buying habits
are changing. Consumers no longer act based on their age, income or gender
To
cope with t hi s ever-changing scenario, marketing segmentation and targeting
techniques are rapidly evolving, from traditional, static, demograp hi c-based
criteria towards dynamic, mood, lifestyle and psychograp hi c influences. It is
no longer a question of identifying your customers by age, geography or income,
but looking into how and why they buy, based on their mood, beliefs and the
occasion.
The main challenge for the personal care and food industries,
brands, manufactures and prime material producers alike, is to restore consumer
confidence in difficult markets: intense competition, pressure from retail
chains and shareholders, tighter legal restrictions and demand corporate
governance.
GLOBAL CONSUMER TRENDS to 2006 for the personal care and food
industries combines techniques and processes from the fields of psychology and
social science, along with real-world data from product launches, technology and
culture, to visually illustrate mood consumption in practice.
The report is
broken down into five mega-trends w hi ch are driving mood consumption and will
have a significant impact for personal care and food industries, for restoring
consumer confidence by innovating according to future consumer emotions and
moods:
- Integrity, because confidence based on transparency, reliable
contents and promises takes time to build.
- Sustainability, because consumer loyalty calls for greater product
permanence.
- Originality, because a powerful and distinctive sensorial approach
will awake more pleasure.
- Joyfulness, because the quest for everyday happiness is insatiable.
- Curiosity, because exploring new territories is a welcome sign of
creativity and audacity.
Under each mega-trend, a detailed analysis is given providing style
directions, indicators and background details, critical keywords, associated
colours, materials, shapes and sensations. Thus the guide provides essential
input and stimuli for design, strategy, development, innovation, and marketing
teams alike.
Sectors covered in t hi s report: Cosmetics & Personal
Care, Foods, Dairy products, Beverages, Spirits, Soft drinks, Restaurants,
Packaging, Colour Chemicals, Retailing, Distribution.
Applicable areas for
t hi s report: Advertising strategies, Brand strategy and Brand portfolio
management, Branding trends, Strategic Planning, Lifestyle trends, Market
Research, Consumer Segmentation, Future Qualitative studies, Consumer insight,
Consumer behavior, Sensorial marketing, Business intelligence and analysis,
Design intelligence, Merchandising, Product development, design and innovation.
Table of Contents
- Introduction
- 1 holistic simpleness
- 2 living heritage
- 3 hot shocks
- 4 happy basics
- 5 skin lab
- 6 Appendix
- 6.1 sources
- 6.2 conditions
