Tracking Consumer Sentiment. Consumer Trends

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2 Consumer Trends Colmar Brunton has been observing consumer trends and applying this insight to FMCG innovation in Australia for almost 30 years. Knowing when to act and what trends are relevant for which consumers are key. Understanding the differences between international markets is also essential to capitalising on opportunity. 3 Tracking Consumer Sentiment The Millennium Monitor is an academically-based model focused on evolving values. 7% 20% Values guide motivation that results in behaviour. As values change, so do the expectations and desires for particular types of products, comms and brands. 18% 55% 4 2

3 1920s 1930s 5 Values are freedom to enjoy life in the community Power Enjoyment Rebellion 1940s 1950s 6 Power Enjoyment Rebellion Security, predictability and everyone has a role 3

4 1960s 1970s 7 Power Enjoyment Rebellion Values are the courage to change everything 1980s 1990s 8 Values are the ability to make it happen Power Enjoyment Rebellion 4

5 2000s Values are freedom to enjoy life in the community Power Enjoyment Rebellion 2010 Present 10 Power Enjoyment Rebellion Security, predictability and everyone has a role 5

6 Values are changing. 5 Big New We are currently deep in but Rebellion is coming. Power Enjoyment Rebellion 2012 Future 2018 Less Real 11 The current era in Australia is. We are concerned for the community, adverse to risk and inhibiting growth. POWER 7% ENJOYMENT 20% Here, healthy is defined as natural and wellness as balance. We know where our food comes from provenance is important, local is desired and the process of how products are made are essential. REBELLION 18% Mass CONFORMITY 55% 12 6

7 : Trends & Targets Who? 55% of Australians Over-indexes in 45+ Year Olds and in Females No Nasties Provenance Craft 13 APAC Markets also in Many Asian Countries are also in an Era of where there is concern for the community and a feeling of risk. Where there are no local clean and green credentials, Australia has a role to play in providing food security. For Markets, Australian products should talk to quality and food safety, naturalness for health and balance for wellness in addition to capitalising on No Nasties. POWER REBELLION ENJOYMENT India Malaysia Japan CONFORMITY Thailand Philippines Australia 14 7

8 Spotlight on India The worlds 6 th largest consumer market and 4 th fastest growing. Under 25s make up almost half its population, they are digitally savvy, interested in western products and fuelling the potential of the health and wellness industry. Interested in natural products and flavours and a growing awareness of product formulations and benefits. Desire to avoid potentially hazardous chemicals. POWER REBELLION ENJOYMENT India CONFORMITY 15 Spotlight on India Euromonitor Global Consumer Trends Survey, 2016 Trust in natural features is greater than the desire for a strong or wellknown brand. A willingness to pay more to avoid chemicals. Almond and coconut milk, quinoa, tofu, millets and grains are all trending in addition to raw, cold-pressed, gluten-free and vegan features. Capitalising on the influence of celebrity and social media is key. Marketing strategies that utilise Amazon India or fresh online delivery services such as Swiggy and Scootsy. 16 8

9 Rebellion The next mass era for these markets is known as Rebellion where we are increasingly concerned with the individual and looking for a better way. POWER 7% ENJOYMENT 20% Here, healthy is defined as functional and wellness as your personal best. It is less about where products are from and how they are made, but instead what they are made from and how this is suits the individual. REBELLION 18% AUS Millennials CONFORMITY 55% 17 Rebellion: Trends & Targets Who? Millennials now The Mass 3-5 years Less is Best Personalisation Natural Fortification 18 9

10 Rebellion: Trends & Targets Who? Millennials now The Mass 3-5 years Indigenous Ingredients Digestion Detoxification 19 Rebellion: Comms, Education, Packaging 20 10

11 Spotlight on Indonesia: In Rebellion More receptive to fortified/functional products than better for you, naturally healthy or free from products. The mind-set is that healthy foods and beverages are those with high nutritional contents and fortified ingredients, rather than those with lower amounts of sugar or additives. Health and wellness products are typically purchased by middle-toupper income urban consumers who continue to look for new variants and more convenient and attractive packaging. POWER REBELLION Indonesia ENJOYMENT CONFORMITY 21 Spotlight on China: In Power Although the rate of export sales growth has declined in some categories, two parts of the market that are still increasing are health products and premium brands. Although consumers aged up to 60 years of age understand brands, it is the Millennials who are the driving force behind buying premium imports. Foreign exporters are encouraged to take up Tier 1 launch strategies, utilise e-commerce platforms, speak to complex, multi-step processes and provide premium experiences, not just products. POWER China REBELLION ENJOYMENT CONFORMITY 22 11

12 China in Power Products deemed healthy are continuing to enjoy positive growth 23 China in Power And it is specifically the Premium Brands driving this growth Yoghurt Color Cosmetics Laundry detergent Kitchen cleanser Infant formula RTD tea Fruit juice Bottled water Skin care Facial tissues Instant noodle Shampoo Liquid milk Beer Baby diaper Premium Mass 24 12

13 China: Premium health and Wellness Things to buy MANUKA CAROTENOIDS POLYPHENOLS POLYUNSATURAT D FATTY ACIDS PHYTOSTEROL PROTEINS & PEPTIDES NEUTRACEUTICALS 25 In summary Know your market! There are unique opportunities that exist in providing Food and Beverages for Health & Wellness depending on: The social sentiment and values of a specific market Your demographic target within that market Whether you are planning for the now or the near future The definition of health and wellness at that time 26 13

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