快速消费品市场分析及展望

1、 2010 Mintel International Group. All rights reserved. Confidential to Mintel.1 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) Fin

2、alized by our leading global consultants in Chicago, London, 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 2010 Mintel International Group. All ri

3、ghts reserved. Confidential to Mintel.2 Todays agenda A brief look: 2011 Consumer predictions CPG predictions: The list First, a brief 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 2010 Mintel I

4、nternational Group. All rights reserved. Confidential to Mintel. Women will continue to redefine gender roles as well as lifestages 3 2011 Mintel Consumer Trends Consumers will take a “prepare for the worst” stance towards budgeting QR codes will provide consumers with alternative channels for infor

5、mation 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 counter or cater to the issue of obesity How does your(urban) garden grow? More city dwel

6、lers 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 the WorstWhere its AppOn Her Own Terms No Degree, No ProblemThe Big IssueRetired for Hire

7、 Who needs humans? Retail RebirthGarden State 2010 Mintel International Group. All rights reserved. Confidential to Mintel. Global 2011 CPG predictions: The list 4 Wellness Quiet reduction Redefining “natural” Personal hygiene comes out of the closet Convenience Professionalisation of the amateur Le

8、ss 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 2010 Mintel International Group. All rights reserved. Confidential

9、 to Mintel. Global new product introductions Global introductions driven by Food and Beauty Total introductions annually top 250,000 New product introductions, global, by supercategory 5 Source: Mintel GNPD 2010 Mintel International Group. All rights reserved. Confidential to Mintel.6 A closer look

10、at food and drink Europe accounts for the greatest percentage of product introductions in all food and drink North Americas contribution to the global total continues to shrink Food priced at parity with regular Go-Gurt Source: Mintel GNPD IRIS 2010 Mintel International Group. All rights reserved. C

11、onfidential to Mintel. Prediction One: Quiet Reduction Positives and 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? So

12、dium levels will continue to drop, but likely that few products will be labeled as “reduced sodium” 12 Source: TGI Europa/Mintel 2010 Mintel International Group. All rights reserved. Confidential to Mintel.13 Prediction Two: Redefining “Natural” What it is: “All natural” continues to be ill-defined

13、and under fire, leading to a “natural shakedown” Why its important: Focus likely to shift to greater accentuation of the positives, rather than the negatives “No additives” becoming the norm in many countries, with percentages much higher in some countries rather than others New product introduction

14、s with no additives/preservatives claims, global Source: Mintel GNPD Consumer predictions Brands will need to decide whether to counter or cater to the issue of obesity 2010 Mintel International Group. All rights reserved. Confidential to Mintel. Prediction Two: Redefining “Natural” All natural ice

15、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 period 1 4 Series Name Hagen-DazsFive-VanillaBean-14.00fl.oz(US) Hagen-DazsFive-Co

16、ffee-14.00fl.oz(US) Hagen-DazsFive-MilkChocolate-14.00fl.oz(US) Benchmark:Haagen-DazsexclFive(17SKUs) Hagen-Dazs Five, USA, launched spring 2009 Quad Weeks Source: Mintel GNPD IRIS 2010 Mintel International Group. All rights reserved. Confidential to Mintel. Prediction Two: Redefining “Natural” 1 5

17、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 of Pepsi Natural have slid; product has been discontinued Possible reasons: “Natural” consumers may not be soda drinkers They

18、 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 2010 Mintel International Group. All rights reserved. Confidential to Mintel. Mintel estimate of compound annual growth rate for incontinence prod

19、ucts in the US, 2009-2013 16 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 greater and more unique product development Transpa

20、rency 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 2010 Mintel International Group. All rights reserved. Confidential to Mintel.17 What we see in the market Products not limited to ageing women, b

21、ut for women of all ages Johnson & 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 2010 Mintel International Group. All rights reserved. Confide

22、ntial to Mintel. Of UK consumers say they have cut back on how often they eat out and/or how much they spend 18 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: Con

23、sumers can have a greater sense of control, including over how (and if) they spend money on services outside 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

24、-in 2010 Mintel International Group. All rights reserved. Confidential to Mintel.19 What we see in the market: Products that help consumers create meals quickly, easily, and with better results McCormicks Recipe Inspirations seasonings, USA PepsiCos Gatorade G Series Pro products, USA Heros Cocina C

25、reativa line (creative cooking), Spain, intended to help consumers give dishes a creative touch Prediction Four: Professionalization of the Amateur 2010 Mintel International Group. All rights reserved. Confidential to Mintel.20 What we see in the market: Nonfood products that bring expert experience

26、 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 2010 Mintel International Group. All rights reserved. Conf

27、idential to Mintel. Of UK consumers feel retailers and manufacturers should be charged for excessive packaging 21 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 im

28、portant: This trend can possibly signal a revival of previously “tired” categories, such as dehydrated soup While stickpack drink mixes are well developed, the concept can expand into additional categories 2010 Mintel International Group. All rights reserved. Confidential to Mintel.22 What we see in

29、 the market: Concentrates, simplified forms appearing in many categories Bottle Greens Squeezy Squash, UK, triple strength 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 2

30、010 Mintel International Group. All rights reserved. Confidential to Mintel. Pot Noodle convenient mug pack targeted at office workers Nearly 300,000 sales since launch, 6,600 average weekly sales on a RRP of 49p 2 3 Unilever Pot Noodle In a Mug, UK Source: Mintel GNPD IRIS Prediction Five: Less is

31、More Redux 2010 Mintel International Group. All rights reserved. Confidential to Mintel.24 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 positioned as “small treat

32、s” Of UK consumers buy value AND premium private label productsConsumers will take a “prepare for the worst” stance toward budgeting Consumer Trends Tie-in 2010 Mintel International Group. All rights reserved. Confidential to Mintel.25 What we see in the market: Simple products, with simple “elevate

33、d” benefits Mars Twix candy bar, France, in a limited edition metal tin 9-pack Method Products Ultra Concentrated Dish Soap, USA, in a Pink Grapefruit scent Prediction Six: Econo-chic 2010 Mintel International Group. All rights reserved. Confidential to Mintel.26 Prediction Seven: Instant Results Wh

34、at it is: Products that provide a benefit, instantly Why its important: Results-driven products answer the need by consumers for products that perform While currently seen mainly in personal care products, it also can expand to food and drink 2010 Mintel International Group. All rights reserved. Con

35、fidential to Mintel.27 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 Prediction Seven: Instant Results 2010 Mintel International Group. All rights reserved. Confident

36、ial to Mintel.2 8 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 environmental concerns with bud

37、getary constraints Remember the hidden parenthetical statement: consumers will engage in green livingif it does not cost any more 28 Of UK consumers say they would buy more environmentally friendly products if it saved them money How does your (urban) garden grow? City dwellers get a green thumb Con

38、sumer Trends Tie-in 2010 Mintel International Group. All rights reserved. Confidential to Mintel.2 9 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, sim

39、ilar to those seen in Asia Dolphin Water, Netherlands, in a stand-up drip-free pouch Prediction Eight: Sustainability Stays Focused on the Basics 2010 Mintel International Group. All rights reserved. Confidential to Mintel.3 0 Prediction Nine: Simplicity for Older Consumers What it is: Products focu

40、s more on simple, realistic results rather than hype or lofty promises Why its 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 ch

41、allenges for the workforce Consumer Trends Tie-in 2010 Mintel International Group. All rights reserved. Confidential to Mintel. As consumers age, they no longer believe the hype that personal care products offer Opportunity to offer simple, proven solutions instead 3 1 US consumer attitudes regardin

42、g looking younger Prediction Nine: Simplicity for Older Consumers Source: Mintel Oxygen 2010 Mintel International Group. All rights reserved. Confidential to Mintel.3 2 What we see in the market: More realistic role models Products with benefits, at mass market prices LOreals Visible Lift anti-agein

43、g foundation, USA Prediction Nine: Simplicity for Older Consumers 2010 Mintel International Group. All rights reserved. Confidential to Mintel.3 3 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,

44、 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 2010 Mintel International Group. All rights re

45、served. Confidential to Mintel.3 4 Prediction Ten: Blurring Categories What it is: More and more, CPG products cannot be easily slotted in to one category or another, causing confusionand opportunity Why its important: Focus shifts from labels and branding to benefits Concept is a bit more advanced

46、in less-developed countries, where the focus is on value and convenience Of US consumers use multipurpose facial skincare products Source: Mintel Oxygen 2010 Mintel International Group. All rights reserved. Confidential to Mintel.3 5 What we see in the market: Simple solutions at a variety of price

47、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 2010 Mintel International Group. All rights reserved. Confidential to Mintel.3 6 Pre

48、diction 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” choice

49、s on restaurant menus Source: Mintel Oxygen 2010 Mintel International Group. All rights reserved. Confidential to Mintel.3 7 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 t

50、imeand they worked Prediction Eleven: New Retro 2010 Mintel International Group. All rights reserved. Confidential to Mintel. A product that worked: Pepsi Throwback, US Trades on Boomers search for nostalgia But also addresses a current consumer concernmade to the old formula, which included sugar a

51、nd not HFCS Simple idea: an existing formula, existing pack design, existing distribution and sales Payoff: Pepsi Throwback achieved about $41M in sales in just over a year on the market 3 8 Pepsi Throwback, part of line of limited edition CSDs Source: Mintel GNPD IRIS Prediction Eleven: New Retro 2

52、010 Mintel International Group. All rights reserved. Confidential to Mintel. 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 cans that used the same design as seen in 1946 and 1957 3 9

53、 Modern design Historical design Prediction Eleven: New Retro 2010 Mintel International Group. All rights reserved. Confidential to Mintel.4 0 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 sp

54、ectrum 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 in a slim can 2010 Mintel International Group. All rights rese

55、rved. Confidential to Mintel. Your contacts tel: +1 312 450 6117 email: Director of Innovation & Insight Lynn Dornblaser David Jago Director of Innovation & Insight tel: +44 207 606 4533 email: 41 2010 Mintel International Group. All rights reserved. Confidential to Mintel.42 Prediction Two: Redefin

56、ing “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 the negatives “No additives” becoming the norm in many countries, with percentages much

57、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 to the issue of obesity 2010 Mintel International Group. All rights reserved. Confident

58、ial to Mintel.43 What we see in the market Products not limited to ageing women, but for women of all ages Johnson & 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 Com

59、es Out of the Closet 2010 Mintel International Group. All rights reserved. Confidential to Mintel. Of UK consumers say they have cut back on how often they eat out and/or how much they spend 44 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 the home Signals a greater focus for more products that help consumers cook more, and better, at home Consum