快速消费品市场分析及展望.pptVIP

* What we see in the market: Concepts borrowed from other countries or categories Simple ideas, easy for consumers to adopt PepsiCo’s Quaker Chewy Granola Bars, USA, in a Rip ‘n Go boxless container, similar to those seen in Asia Dolphin Water, Netherlands, in a stand-up drip-free pouch Prediction Eight: Sustainability Stays Focused on the Basics * Prediction Nine: Simplicity for Older Consumers What it is: Products focus more on simple, realistic results rather than hype or lofty promises Why it’s important: Older consumers, especially Baby Boomers, continue 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 Opportunity to offer simple, proven solutions instead * US consumer attitudes regarding looking younger Prediction Nine: Simplicity for Older Consumers Source: Mintel Oxygen * What we see in the market: More realistic role models Products with benefits, at mass market prices L’Oreal’s Visible Lift anti-ageing foundation, USA Prediction Nine: Simplicity for Older Consumers * What we see on the market: The beginnings of food and beverage products just for them, with simple, clear benefits Nestlé Nutrition Resource Senior Activ, Switzerland, a nutritional supplement for older adults to aid in improving nutritional status, regaining strength and energy after illness or surgery, and supporting physical strength and cognitive health Prediction Nine: Simplicity for Older Consumers * Prediction Ten: Blurring Categories What it is: More and more, CPG products cannot be easily slotted in to one category or another, causing confusion—and opportunity Why it’s 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 con