2020年快速消费品市场分析及展望ppt课件

1、2019 CPG/FMCG Trends 2010 Mintel International Group. All rights reserved. Confidential to Mintel.22019 Mintel CPG Predictions Every year, we develop a list of predictions for the coming yearBased on input from more than 40 Mintel employees, from every one of our offices (Chicago, London, Sydney, Sh

2、anghai, Tokyo)Finalized by our leading global consultants in Chicago, London, and SydneyPredictions are global in scope, and may differ somewhat from one part of the world to anotherObjective:Offer our insight and ideas as to whats ahead for CPG products in the year to come 2010 Mintel International

3、 Group. All rights reserved. Confidential to Mintel.3Todays agendaA brief look: 2019 Consumer predictionsCPG predictions: The listFirst, a brief look at new product activityA dozen CPG predictions, one by oneWhats nextIntent:Share our expert knowledge on trends that will impact your business 2010 Mi

4、ntel International Group. All rights reserved. Confidential to Mintel.Women will continueto redefine gender rolesas well as lifestages42019 Mintel Consumer TrendsConsumers will take a“prepare for the worst”stance towardsbudgetingQR codes will provideconsumers withalternative channelsfor information

5、andexperienceAn ageing society willmean new challengesand opportunities forthe workplaceTraditional universitieswill no longer be theonly venue foreducationBrands will need todecide whether tocounter or cater to theissue of obesityHow does your(urban) garden grow? More city dwellers will get a green

6、 thumbAutomation will find machines replacing people in new and unexpected waysRetailers will need to get more creative than cutting prices in order to lure consumers in storePrepare for the WorstWhere its AppOn Her Own TermsNo Degree, No ProblemThe Big IssueRetired for HireWho needs humans? Retail

7、RebirthGarden State 2010 Mintel International Group. All rights reserved. Confidential to Mintel.Global 2019 CPG predictions: The list5WellnessQuiet reductionRedefining “natural”Personal hygiene comes out of the closetConvenienceProfessionalisation of the amateurLess is more reduxIndulgenceEcono-chi

8、cInstant resultsEnvironment Sustainable stays focused on the basicsDemographicsSimplicity for older consumersMarketing and mediaBlurring categoriesNew retroMore cradle-to-grace initiatives 2010 Mintel International Group. All rights reserved. Confidential to Mintel.Global new product introductionsGl

9、obal introductions driven by Food and BeautyTotal introductions annually top 250,000New product introductions, global, by supercategory6Source: Mintel GNPD 2010 Mintel International Group. All rights reserved. Confidential to Mintel.7A closer look at food and drinkEurope accounts for the greatest pe

10、rcentage of product introductions in all food and drinkNorth Americas contribution to the global total continues to shrinkFood & drink introductions, global, by regionSource: Mintel GNPD12%20%27%4%37% 2010 Mintel International Group. All rights reserved. Confidential to Mintel.8Food and drink, s

11、elected claimsClaims that focus on inherent goodness dominate new product offeringsMost claim groups increase, with declines seen by Minus and Plus groupsFood & drink introductions, global, by selected claim categorySource: Mintel GNPD 2010 Mintel International Group. All rights reserved. Confid

12、ential to Mintel.9A closer look at non-foodNon-food is more of a mixed bag in terms of introductions, with more declines over time compared to food and drinkEurope also commands the greatest percentage of introductionsNon-food introductions, global, by regionSource: Mintel GNPD10%23%24%3%40% 2010 Mi

13、ntel International Group. All rights reserved. Confidential to Mintel.10Non-food, selected claimsClaim activity has been quite steady in last two yearsNote stagnation of NaturalNon-food introductions, global, by selected claim groupsSource: Mintel GNPD 2010 Mintel International Group. All rights res

14、erved. Confidential to Mintel.11Prediction One: Quiet reductionWhat it is:Several key ingredientssodium, sugar, and high fructose corn syruphave been experiencing covert reductions in product formulationsWhy its important:Over time, we may see some shifts from covert to overt, depending on the ingre

15、dient, depending on the region of the worldOf US consumersbelieve that HFCSin beveragespromotesobesitySource: Mintel OxygenBrands will need to decide whether to counter or cater to the issueof obesityConsumer Trends Tie-in 2010 Mintel International Group. All rights reserved. Confidential to Mintel.

16、12Prediction One: Quiet ReductionWhat we see in the market:HFCS reduction most important in North AmericaNew product introductions, global,with HFCS, by regionYoplaits SimplyGo-Gurt yogurt in a tube, USA, with “no high fructose corn syrup” on front of packSales of $7M in first 33 weeks, outperformin

17、g the category average; priced at parity withregular Go-GurtSource: Mintel GNPD IRIS 2010 Mintel International Group. All rights reserved. Confidential to Mintel.Prediction One: Quiet ReductionPositives and negatives of sodium reduction:Reduced sodium levels essential for good health and disease pre

18、ventionConsumers balk at the compromised tasteResult: Companies reduce, but dont communicateConsumer attitudes to salt Whats ahead?Sodium levels will continue to drop, but likely that few products will be labeled as “reduced sodium”13Source: TGI Europa/Mintel 2010 Mintel International Group. All rig

19、hts reserved. Confidential to Mintel.14Prediction Two: Redefining “Natural”What it is:“All natural” continues to be ill-defined and under fire, leading toa “natural shakedown”Why its important:Focus likely to shift to greater accentuation of the positives,rather than the negatives“No additives” beco

20、ming the norm in many countries,with percentages much higher in some countries rather than othersNew product introductions with no additives/preservatives claims, globalSource: Mintel GNPDConsumer predictions Brands will need todecide whether tocounter or cater to theissue of obesity 2010 Mintel Int

21、ernational Group. All rights reserved. Confidential to Mintel.Prediction Two: Redefining “Natural”All natural ice cream made from just five ingredients, listed front of packOriginal seven varieties have sold over $28M since launchSales of the top 3 out-perform the benchmark for all Hagen-Dazs ice cr

22、eam introductions in the same period15Series NameHagen-DazsFive-VanillaBean-14.00fl.oz(US)Hagen-DazsFive-Coffee-14.00fl.oz(US)Hagen-DazsFive-MilkChocolate-14.00fl.oz(US)Benchmark:Haagen-DazsexclFive(17SKUs)Hagen-Dazs Five, USA, launched spring 2021Quad WeeksSource: Mintel GNPD IRIS 2010 Mintel Inter

23、national Group. All rights reserved. Confidential to Mintel.Prediction Two: Redefining “Natural”16PepsiCos Pepsi Natural all natural cola, USA, made with sparkling water, sugar and kola nut extractA cautionary tale: Are all categories right for natural positioning?Sales of Pepsi Natural have slid; p

24、roduct has been discontinuedPossible reasons:“Natural” consumers may not be soda drinkersThey also may not choose leading national brandsBeware price premiumsPepsi Natural: 9.56 per oz. compared to Regular Pepsi at 2.38 Source: Mintel GNPD IRIS 2010 Mintel International Group. All rights reserved. C

25、onfidential to Mintel.Mintel estimate of compound annual growth rate for incontinence products in the US,2021-201917Prediction Three: Personal Hygiene Comes Out of the ClosetWhat it is:For personal care products, discretion is out, honesty is inWhy its important:Look for more open discussion of form

26、erly taboo subjects, leading to greater and more unique product developmentTransparency will be the basis for future marketingSource: Mintel GMNWomen will continue to redefine gender roles aswell as life stagesConsumer Trends Tie-in 2010 Mintel International Group. All rights reserved. Confidential

27、to Mintel.18What we see in the marketProducts not limited to ageing women, but for women of all agesJohnson & Johnsons K-Y Yours + Mine lubricantSchick Quattro TrimStyle razor and trimmer for womenPoise pads advertising in US, featuring Whoopi GoldbergPrediction Three: Personal Hygiene Comes Out

28、 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 spend19Prediction Four: Professionalization of the AmateurWhat it is:CPG products continue to bring into the home what use

29、d to require a specialist, across all categoriesWhy its important:Consumers can have a greater sense of control, including over how (and if) they spend money on services outside the homeSignals a greater focus for more products that help consumerscook more, and better, at homeConsumers will take a “

30、prepare for the worst” stance toward budgetingConsumer Trends Tie-in 2010 Mintel International Group. All rights reserved. Confidential to Mintel.20What we see in the market:Products that help consumers create meals quickly, easily, and with better resultsMcCormicks Recipe Inspirations seasonings, U

31、SAPepsiCos Gatorade G Series Pro products, USAHeros Cocina Creativa line (creative cooking), Spain, intended to help consumers give dishes a creative touchPrediction Four: Professionalization of the Amateur 2010 Mintel International Group. All rights reserved. Confidential to Mintel.21What we see in

32、 the market:Nonfood products that bring expert experience and knowledge to a mainstream consumerUnilevers Seda shampoo and conditioner, Brazil,co-designed by seven hair expertsColgate-Palmolives Ajax Professional Grease & Stain cleaner, FrancePrediction Four: Professionalization of the Amateur 2

33、010 Mintel International Group. All rights reserved. Confidential to Mintel.Of UK consumers feel retailers and manufacturers should be charged for excessive packaging22Prediction Five: Less is More ReduxWhat it is:Less is more thinking linked increasingly to convenience and economical solutions, wit

34、h the environment taking a secondary roleWhy its important:This trend can possibly signal a revival of previously “tired” categories, such as dehydrated soupWhile stickpack drink mixes are well developed, the concept can expand into additional categories 2010 Mintel International Group. All rights r

35、eserved. Confidential to Mintel.23What we see in the market:Concentrates, simplified forms appearing in many categoriesBottle Greens Squeezy Squash, UK, triple strength beverage concentratesStarbucks Via instant coffee, USA, in an iced varietyUnilevers Knorr Gourmet Moments upscale dehydrated soup,

36、FrancePrediction Five: Less is More Redux 2010 Mintel International Group. All rights reserved. Confidential to Mintel.Pot Noodle convenient mug pack targeted at office workersNearly 300,000 sales since launch, 6,600 average weekly sales on a RRP of 49p24Unilever Pot Noodle In a Mug, UKSource: Minte

37、l GNPD IRISPrediction Five: Less is More Redux 2010 Mintel International Group. All rights reserved. Confidential to Mintel.25Prediction Six: Econo-chicWhat it is:Luxury is making a comeback, but in a more limited wayWhy its important:Occasional splurges by consumers provide opportunity for CPG prod

38、ucts positioned as “small treats”Of UK consumers buy value AND premium private label productsConsumers will take a “prepare for the worst” stance toward budgetingConsumer Trends Tie-in 2010 Mintel International Group. All rights reserved. Confidential to Mintel.26What we see in the market:Simple pro

39、ducts, with simple “elevated” benefitsMars Twix candy bar, France, in a limited edition metal tin 9-pack Method Products Ultra Concentrated Dish Soap, USA, in a Pink Grapefruit scentPrediction Six: Econo-chic 2010 Mintel International Group. All rights reserved. Confidential to Mintel.27Prediction S

40、even: Instant ResultsWhat it is:Products that provide a benefit, instantlyWhy its important:Results-driven products answer the need by consumers for products that performWhile currently seen mainly in personal care products, it also can expand to food and drink 2010 Mintel International Group. All r

41、ights reserved. Confidential to Mintel.28What we see in the market:Skincare mainly, at a variety of price pointsCliniques Anti-Blemish Solutions, Liquid Makeup, globalLOreals Collagen Micro-PulseEye Correction System Prediction Seven: Instant Results 2010 Mintel International Group. All rights reser

42、ved. Confidential to Mintel.29Prediction Eight: Sustainability Stays Focused on the BasicsWhat it is:Reduce, reuse, recycle continues as the environmental mantra, as products continue to build on current initiativesWhy its important:Focus on the basics while consumers balance environmental concerns

43、with budgetary constraintsRemember the hidden parenthetical statement: consumers will engage in green livingif it does not cost any more29Of UK consumers say they would buy more environmentally friendly products if it saved them moneyHow does your (urban) garden grow? City dwellers get a green thumb

44、Consumer Trends Tie-in 2010 Mintel International Group. All rights reserved. Confidential to Mintel.30What we see in the market:Concepts borrowed from other countries or categoriesSimple ideas, easy for consumers to adoptPepsiCos Quaker Chewy Granola Bars, USA, in a Rip n Go boxless container, simil

45、ar to those seen in AsiaDolphin Water, Netherlands, in a stand-up drip-free pouchPrediction Eight: Sustainability Stays Focused on the Basics 2010 Mintel International Group. All rights reserved. Confidential to Mintel.31Prediction Nine: Simplicity for Older ConsumersWhat it is:Products focus more o

46、n simple, realistic results rather than hype or lofty promisesWhy its important:Older consumers, especially Baby Boomers, continue to look for products tailored to their needsIn Europe and North America, over one third of the population is aged 45+ yearsAn ageing society will mean new challenges for

47、 the workforceConsumer 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 offerOpportunity to offer simple, proven solutions instead32US consumer attitudes regarding looking youngerP

48、rediction Nine: Simplicity for Older ConsumersSource: Mintel Oxygen 2010 Mintel International Group. All rights reserved. Confidential to Mintel.33What we see in the market:More realistic role modelsProducts with benefits, at mass market pricesLOreals Visible Lift anti-ageing foundation, USAPredicti

49、on Nine: Simplicity for Older Consumers 2010 Mintel International Group. All rights reserved. Confidential to Mintel.34What we see on the market:The beginnings of food and beverage products just for them, with simple, clear benefitsNestl Nutrition Resource Senior Activ, Switzerland, a nutritional su

50、pplement for older adults to aid in improving nutritional status, regaining strength and energy after illness or surgery, and supporting physical strength and cognitive healthPrediction Nine: Simplicity for Older Consumers 2010 Mintel International Group. All rights reserved. Confidential to Mintel.

51、35Prediction Ten: Blurring CategoriesWhat it is:More and more, CPG products cannot be easily slotted in to one category or another, causing confusionand opportunityWhy its important:Focus shifts from labels and branding to benefitsConcept is a bit more advanced in less-developed countries, where the

52、 focus is on value and convenienceOf US consumers use multipurpose facial skincare productsSource: Mintel Oxygen 2010 Mintel International Group. All rights reserved. Confidential to Mintel.36What we see in the market:Simple solutions at a variety of price pointsDr Pepper Snapple Groups Sunkist Sola

53、r Fusion, USA, a carbonated fruit-flavored drink with caffeineLOreals Perfect Clean Foaming Gel, global, with an integrated “scrublet” Prediction Ten: Blurring Categories 2010 Mintel International Group. All rights reserved. Confidential to Mintel.37Prediction Eleven: New RetroWhat it is:Big brands

54、continue to revitalize old products and old ad campaignsWhy its important:“Retro” means something different to each age group, providing significant opportunities for many brandsOf US consumers say they would like to see more “old-fashioned” choices on restaurant menusSource: Mintel Oxygen 2010 Mintel International Group. All rights reserved. Confidential to Mintel.38What we see in the marketUnilever crea