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Summary
The Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Experience and Enjoyment report examines attitudes to the consumption experience as a whole, focusing on how to provide an improved experience to drive profitability. The report also identifies new ways to target those consumers seeking a new novel or indulgent user experience.

Key Findings
- The huge amount of choice available on the retail aisle leaves consumers seeking stand-out products that provide them with new and exciting experiences

- As modern society has a tendency to focus on the negatives, people are looking to the products they buy to provide them with some happiness: manufacturers can look to achieve this through superior tastes and rich textures, as well as by association with treating occasions

- Hectic modern lifestyles mean that many consumers are actively on the look-out for fun and exciting products that offer them a break in their day, fun flavors for instance allow consumers to momentarily escape their busy working life, or grant a new experience to be shared with friends

Synopsis
This report analyses changing attitudes and demands in the FMCG arena. An ever-growing choice allows consumers to be increasingly demanding, making it more difficult for brands to make themselves heard. The report also examines how the evolving lifestyles of modern consumers are influencing their consumption habits and their demands of manufacturers.

Get access to:

- Exclusive insight from a 48 country attitudes and behavior survey, presented to ensure that the content is applied and relevant to stakeholders across the supply-chain.

- Analysis of the key attitude and behaviors influencing consumption patterns and recommendations of how best to target such consumption occasions.

- Regional comparisons granting unique insight into varying regional and country attitudes to experience and enjoyment.

- Detailed matrixes exploring key recommendations for manufactures from a product, targeting and retail perspective; broken down by Food, Soft Drinks, Alcoholic Drinks, and Cosmetics and Toiletries.

Reasons To Buy
- Help formulate strategies that enhance customer loyalty at the brand and retail level by understanding what genuinely increases perceptions of a truly enjoyable or indulgent product

- Determine new and innovative ways to target consumers with fun, novel, luxury or the highest quality products, particularly as current methods are becoming increasingly less effective in saturated markets

- Develop strategies to successfully target discerning consumers with the highest quality products, thereby reaching into premium territory and securing high profit margins

- Develop strategies that target the new wave of adventurous consumers who want to stay ahead of the crowd

Table Of Contents

Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Experience and Enjoyment
Table of Contents
Key findings
Executive Summary
Key findings from across the globe
Introduction to Canadean's Mega-Trend framework
Introduction to Attitudes and Behaviors series
Country report coverage
Overview of seven key sub-trends
An explanation as to why consumers are desiring new experiences
Consumers like to sample ethnic and exotic food
How attentive consumers are to new products on retailers shelves
Why consumers have a preference for eating out
What sensory experiences are consumers looking from their consumption
Ways to attract consumers attention and encourage new experiences
Key recommendations for manufacturers
What trait consumers are seeking out when looking for premium products and why
Are consumers willing o compromise the taste for a healthier option
Whether there is a market for “free from” treats or if consumers simply do not pay attention to health claims
Consumers are seeking out indulgent food which can be taken on-the-go
A sense of entitlement means that consumers want to treat themselves to small rewards on a daily basis - and taste and efficacy should be at the forefront of product positioning (cont.)
An explanation of who is most likely to want to indulge
What consumers desire in their personal care products
Key recommendations for manufacturers
Why products which provide fun and enjoyment are important to consumers
What brands and manufacturers can do to add fun and enjoyment to their product
Key recommendations for manufacturers
why the desire for quality is one of the most important product attributes
How “craft” and connoisseurship is emerging in food and drink
Whether consumers make the link between authenticity and heritage, to quality
Insight into the consumer perception of groceries with ethical and environmental credentials
Whether consumers believe products with “natural” and “organic” claims enhance their luxury appeal
An explanation of the competition between private label and brands when it comes to quality
Using rare ingredients to enhance the premium quality of a product
How a product's packaging is an important tool in conveying quality
Key recommendations for manufacturers
About Canadean

List of Tables
Table 1: how private labels compare to well-known national brands in various categories

List of Figures
Figure 1: Consumers who like to try new and novel grocery products
Figure 2: Consumers who like to sample ethnic and exotic grocery products
Figure 3: Consumers who are attentive to new products on retailers' aisles in the Food, Soft Drinks, Hot Drinks and Cosmetics and Toiletries categories
Figure 4: Consumers who are attentive to new products on retailers' aisles in the Beer, Wine and Spirits categories
Figure 5: How often consumers eat out of the home
Figure 6: Consumers who believe that food is better if it is hotter and spicier
Figure 7: Consumers who believe the sound of food being prepared and served helps them decide if it is enjoyable or not
Figure 8: Consumers who have more favourable perceptions of groceries with standout packaging
Figure 9: Consumers who regularly consume premium food to treat themselves because they believe they deserve it
Figure 10: Consumers who believe that the most indulgent food and drink is the least healthiest
Figure 11: Consumers who believe that food and drink can be healthy and tasty
Figure 12: Consumers with an allergy or intolerance to a food or drink
Figure 13: Consumers who agree that when treating themselves with food they tend not to pay attention to whether the product is healthy or not
Figure 14: Consumers who often eat food whilst performing other tasks
Figure 15: Consumers who believe that convenient food can also be tasty
Figure 16: Breakdown by age and gender to show consumers who agree that great taste makes a product premium
Figure 17: Consumers who agree that a product making them feel better after use is important to them
Figure 18: Consumers who are willing to pay extra for an alcoholic beverage that they feel will bring extra levels of enjoyment and indulgence
Figure 19: Consumers who believe that limited editions or limited production runs make food and drink products premium
Figure 20: Consumers who find mainstream alcohol brands to be bland and boring
Figure 21: Consumers who believe they are a drinks connoisseur and actively seek out drinks that show they stand out from the crowd
Figure 22: Consumers who would like to see more craft offerings in the alcoholic beverage market
Figure 23: Consumers who like to know the heritage and story behind the food that they buy
Figure 24: Consumers who thing that heritage is a trait that makes food and beverage products premium
Figure 25: Consumers who have more favourable perceptions of groceries if they have ethical or environmental credentials
Figure 26: Consumers who try to seek out personal care products with natural and organic ingredients
Figure 27: Consumers who believe that personal care products containing natural and organic ingredients are not as effective as those which synthetic or chemical ingredients
Figure 28: Consumers who believe scientific claims to be important when choosing what personal care products to buy
Figure 29: Consumers who believe a high price tag makes food and drink products premium
Figure 30: Consumers who believe a recognized brand makes food and drink products premium

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