《2011年快速消费品市场分析及展望.ppt》由会员分享，可在线阅读，更多相关《2011年快速消费品市场分析及展望.ppt（42页珍藏版）》请在三一文库上搜索。
1、2011 CPG/FMCG Trends,2,2011 Mintel CPG Predictions,Every year, we develop a list of predictions for the coming year Based on input from more than 40 Mintel employees, from every one of our offices (Chicago, London, Sydney, Shanghai, Tokyo) Finalized by our leading global consultants in Chicago, Lond
2、on, and Sydney Predictions are global in scope, and may differ somewhat from one part of the world to another,Objective: Offer our insight and ideas as to whats ahead for CPG products in the year to come,3,Todays agenda,A brief look: 2011 Consumer predictions CPG predictions: The list First, a brief
3、 look at new product activity A dozen CPG predictions, one by one Whats next,Intent: Share our expert knowledge on trends that will impact your business,Women will continue to redefine gender roles as well as lifestages,4,2011 Mintel Consumer Trends,Consumers will take a “prepare for the worst” stan
4、ce towards budgeting,QR codes will provide consumers with alternative channels for information and experience,An ageing society will mean new challenges and opportunities for the workplace,Traditional universities will no longer be the only venue for education,Brands will need to decide whether to c
5、ounter or cater to the issue of obesity,How does your(urban) garden grow? More city dwellers will get a green thumb,Automation will find machines replacing people in new and unexpected ways,Retailers will need to get more creative than cutting prices in order to lure consumers in store,Prepare for t
6、he Worst,Where its App,On Her Own Terms,No Degree, No Problem,The Big Issue,Retired for Hire,Who needs humans?,Retail Rebirth,Garden State,Global 2011 CPG predictions: The list,5,Wellness Quiet reduction Redefining “natural” Personal hygiene comes out of the closet,Convenience Professionalisation of
7、 the amateur Less is more redux,Indulgence Econo-chic Instant results,Environment Sustainable stays focused on the basics,Demographics Simplicity for older consumers,Marketing and media Blurring categories New retro More cradle-to-grace initiatives,Global new product introductions,Global introductio
8、ns driven by Food and Beauty Total introductions annually top 250,000 New product introductions, global, by supercategory,6,Source: Mintel GNPD,7,A closer look at food and drink,Europe accounts for the greatest percentage of product introductions in all food and drink North Americas contribution to
9、the global total continues to shrink Food & drink introductions, global, by region,Source: Mintel GNPD,12%,20%,27%,4%,37%,8,Food and drink, selected claims,Claims that focus on inherent goodness dominate new product offerings Most claim groups increase, with declines seen by Minus and Plus groups Fo
10、od & drink introductions, global, by selected claim category,Source: Mintel GNPD,9,A closer look at non-food,Non-food is more of a mixed bag in terms of introductions, with more declines over time compared to food and drink Europe also commands the greatest percentage of introductions Non-food intro
11、ductions, global, by region,Source: Mintel GNPD,10%,23%,24%,3%,40%,10,Non-food, selected claims,Claim activity has been quite steady in last two years Note stagnation of Natural Non-food introductions, global, by selected claim groups,Source: Mintel GNPD,11,Prediction One: Quiet reduction,What it is
12、: Several key ingredientssodium, sugar, and high fructose corn syruphave been experiencing covert reductions in product formulations Why its important: Over time, we may see some shifts from covert to overt, depending on the ingredient, depending on the region of the world,Of US consumers believe th
13、at HFCS in beverages promotes obesity,Source: Mintel Oxygen,Brands will need to decide whether to counter or cater to the issue of obesity,Consumer Trends Tie-in,12,Prediction One: Quiet Reduction,What we see in the market: HFCS reduction most important in North America New product introductions, gl
14、obal, with HFCS, by region,Yoplaits SimplyGo-Gurt yogurt in a tube, USA, with “no high fructose corn syrup” on front of pack Sales of $7M in first 33 weeks, outperforming the category average; priced at parity with regular Go-Gurt,Source: Mintel GNPD IRIS,Prediction One: Quiet Reduction,Positives an
15、d negatives of sodium reduction: Reduced sodium levels essential for good health and disease prevention Consumers balk at the compromised taste Result: Companies reduce, but dont communicate Consumer attitudes to salt,Whats ahead? Sodium levels will continue to drop, but likely that few products wil
16、l be labeled as “reduced sodium”,13,Source: TGI Europa/Mintel,14,Prediction Two: Redefining “Natural”,What it is: “All natural” continues to be ill-defined and under fire, leading to a “natural shakedown” Why its important: Focus likely to shift to greater accentuation of the positives, rather than
17、the negatives “No additives” becoming the norm in many countries, with percentages much higher in some countries rather than others New product introductions with no additives/preservatives claims, global,Source: Mintel GNPD,Consumer predictions Brands will need to decide whether to counter or cater
18、 to the issue of obesity,Prediction Two: Redefining “Natural”,All natural ice cream made from just five ingredients, listed front of pack Original seven varieties have sold over $28M since launch Sales of the top 3 out-perform the benchmark for all Hagen-Dazs ice cream introductions in the same peri
19、od,15,Hagen-Dazs Five, USA, launched spring 2009,Quad Weeks,Source: Mintel GNPD IRIS,Prediction Two: Redefining “Natural”,16,PepsiCos Pepsi Natural all natural cola, USA, made with sparkling water, sugar and kola nut extract,A cautionary tale: Are all categories right for natural positioning? Sales
20、of Pepsi Natural have slid; product has been discontinued Possible reasons: “Natural” consumers may not be soda drinkers They also may not choose leading national brands Beware price premiums Pepsi Natural: 9.56 per oz. compared to Regular Pepsi at 2.38,Source: Mintel GNPD IRIS,Mintel estimate of co
21、mpound annual growth rate for incontinence products in the US, 2009-2013,17,Prediction Three: Personal Hygiene Comes Out of the Closet,What it is: For personal care products, discretion is out, honesty is in Why its important: Look for more open discussion of formerly taboo subjects, leading to grea
22、ter and more unique product development Transparency will be the basis for future marketing,Source: Mintel GMN,Women will continue to redefine gender roles as well as life stages,Consumer Trends Tie-in,18,What we see in the market Products not limited to ageing women, but for women of all ages,Johns
23、on & Johnsons K-Y Yours + Mine lubricant,Schick Quattro TrimStyle razor and trimmer for women,Poise pads advertising in US, featuring Whoopi Goldberg,Prediction Three: Personal Hygiene Comes Out of the Closet,Of UK consumers say they have cut back on how often they eat out and/or how much they spend
24、,19,Prediction Four: Professionalization of the Amateur,What it is: CPG products continue to bring into the home what used to require a specialist, across all categories Why its important: Consumers can have a greater sense of control, including over how (and if) they spend money on services outside
25、 the home Signals a greater focus for more products that help consumers cook more, and better, at home,Consumers will take a “prepare for the worst” stance toward budgeting,Consumer Trends Tie-in,20,What we see in the market: Products that help consumers create meals quickly, easily, and with better
26、 results,McCormicks Recipe Inspirations seasonings, USA,PepsiCos Gatorade G Series Pro products, USA,Heros Cocina Creativa line (creative cooking), Spain, intended to help consumers give dishes a creative touch,Prediction Four: Professionalization of the Amateur,21,What we see in the market: Nonfood
27、 products that bring expert experience and knowledge to a mainstream consumer,Unilevers Seda shampoo and conditioner, Brazil, co-designed by seven hair experts,Colgate-Palmolives Ajax Professional Grease & Stain cleaner, France,Prediction Four: Professionalization of the Amateur,Of UK consumers feel
28、 retailers and manufacturers should be charged for excessive packaging,22,Prediction Five: Less is More Redux,What it is: Less is more thinking linked increasingly to convenience and economical solutions, with the environment taking a secondary role Why its important: This trend can possibly signal
29、a revival of previously “tired” categories, such as dehydrated soup While stickpack drink mixes are well developed, the concept can expand into additional categories,23,What we see in the market: Concentrates, simplified forms appearing in many categories,Bottle Greens Squeezy Squash, UK, triple str
30、ength beverage concentrates,Starbucks Via instant coffee, USA, in an iced variety,Unilevers Knorr Gourmet Moments upscale dehydrated soup, France,Prediction Five: Less is More Redux,Pot Noodle convenient mug pack targeted at office workers Nearly 300,000 sales since launch, 6,600 average weekly sale
31、s on a RRP of 49p,24,Unilever Pot Noodle In a Mug, UK,Source: Mintel GNPD IRIS,Prediction Five: Less is More Redux,25,Prediction Six: Econo-chic,What it is: Luxury is making a comeback, but in a more limited way Why its important: Occasional splurges by consumers provide opportunity for CPG products
32、 positioned as “small treats”,Of UK consumers buy value AND premium private label products,Consumers will take a “prepare for the worst” stance toward budgeting,Consumer Trends Tie-in,26,What we see in the market: Simple products, with simple “elevated” benefits,Mars Twix candy bar, France, in a lim
33、ited edition metal tin 9-pack,Method Products Ultra Concentrated Dish Soap, USA, in a Pink Grapefruit scent,Prediction Six: Econo-chic,27,Prediction Seven: Instant Results,What it is: Products that provide a benefit, instantly Why its important: Results-driven products answer the need by consumers f
34、or products that perform While currently seen mainly in personal care products, it also can expand to food and drink,28,What we see in the market: Skincare mainly, at a variety of price points,Cliniques Anti-Blemish Solutions, Liquid Makeup, global,LOreals Collagen Micro-Pulse Eye Correction System,
35、Prediction Seven: Instant Results,29,Prediction Eight: Sustainability Stays Focused on the Basics,What it is: Reduce, reuse, recycle continues as the environmental mantra, as products continue to build on current initiatives Why its important: Focus on the basics while consumers balance environmenta
36、l concerns with budgetary constraints Remember the hidden parenthetical statement: consumers will engage in green livingif it does not cost any more,29,Of UK consumers say they would buy more environmentally friendly products if it saved them money,How does your (urban) garden grow? City dwellers ge
37、t a green thumb,Consumer Trends Tie-in,30,What we see in the market: Concepts borrowed from other countries or categories Simple ideas, easy for consumers to adopt,PepsiCos Quaker Chewy Granola Bars, USA, in a Rip n Go boxless container, similar to those seen in Asia,Dolphin Water, Netherlands, in a
38、 stand-up drip-free pouch,Prediction Eight: Sustainability Stays Focused on the Basics,31,Prediction Nine: Simplicity for Older Consumers,What it is: Products focus more on simple, realistic results rather than hype or lofty promises Why its important: Older consumers, especially Baby Boomers, conti
39、nue to look for products tailored to their needs In Europe and North America, over one third of the population is aged 45+ years,An ageing society will mean new challenges for the workforce,Consumer Trends Tie-in,As consumers age, they no longer believe the hype that personal care products offer Opp
40、ortunity to offer simple, proven solutions instead,32,US consumer attitudes regarding looking younger,Prediction Nine: Simplicity for Older Consumers,Source: Mintel Oxygen,33,What we see in the market: More realistic role models Products with benefits, at mass market prices,LOreals Visible Lift anti
41、-ageing foundation, USA,Prediction Nine: Simplicity for Older Consumers,34,What we see on the market: The beginnings of food and beverage products just for them, with simple, clear benefits,Nestl Nutrition Resource Senior Activ, Switzerland, a nutritional supplement for older adults to aid in improv
42、ing nutritional status, regaining strength and energy after illness or surgery, and supporting physical strength and cognitive health,Prediction Nine: Simplicity for Older Consumers,35,Prediction Ten: Blurring Categories,What it is: More and more, CPG products cannot be easily slotted in to one cate
43、gory or another, causing confusionand opportunity Why its important: Focus shifts from labels and branding to benefits Concept is a bit more advanced in less-developed countries, where the focus is on value and convenience,Of US consumers use multipurpose facial skincare products,Source: Mintel Oxyg
44、en,36,What we see in the market: Simple solutions at a variety of price points,Dr Pepper Snapple Groups Sunkist Solar Fusion, USA, a carbonated fruit-flavored drink with caffeine,LOreals Perfect Clean Foaming Gel, global, with an integrated “scrublet”,Prediction Ten: Blurring Categories,37,Predictio
45、n Eleven: New Retro,What it is: Big brands continue to revitalize old products and old ad campaigns Why its important: “Retro” means something different to each age group, providing significant opportunities for many brands,Of US consumers say they would like to see more “old-fashioned” choices on r
46、estaurant menus,Source: Mintel Oxygen,38,What we see in the market Unilever created ads to air during the US TV show Mad Men that looked like part of the show (set in the 1960s), for brands the company sold at that timeand they worked,Prediction Eleven: New Retro,A product that worked: Pepsi Throwba
47、ck, US Trades on Boomers search for nostalgia But also addresses a current consumer concernmade to the old formula, which included sugar and not HFCS Simple idea: an existing formula, existing pack design, existing distribution and sales Payoff: Pepsi Throwback achieved about $41M in sales in just o
48、ver a year on the market,39,Pepsi Throwback, part of line of limited edition CSDs,Source: Mintel GNPD IRIS,Prediction Eleven: New Retro,Nestls Moa Condensed Milk has been on the market for almost 100 years and is a well-known brand in Brazil In December 2009, the company launched two retro-inspired
49、cans that used the same design as seen in 1946 and 1957,40,Modern design,Historical design,Prediction Eleven: New Retro,41,Prediction Twelve: More Cradle-to-Grave Brand Initiatives,What it is: Products will stretch their brand values and their target market up and down the age spectrum Why its important: Expansion of positioning, variety, and package formats across regions and categories But take care: it does not always work (e.g. Capri Sun Island Refreshers),Nestls Juicy Juice, USA, now in a carbonated variety i