2011年快速消费品市场分析及展望

2011CPG/FMCGTrends©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.22011MintelCPGPredictionsEveryyear,wedevelopalistofpredictionsforthecomingyearBasedoninputfrommorethan40Mintelemployees,fromeveryoneofouroffices(Chicago,London,Sydney,Shanghai,Tokyo)FinalizedbyourleadingglobalconsultantsinChicago,London,andSydneyPredictionsareglobalinscope,andmaydiffersomewhatfromonepartoftheworldtoanotherObjective:Offerourinsightandideasastowhat’saheadforCPGproductsintheyeartocome©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.3Today’sagendaAbrieflook:2011ConsumerpredictionsCPGpredictions:ThelistFirst,abrieflookatnewproductactivityAdozenCPGpredictions,onebyoneWhat’snextIntent:Shareourexpertknowledgeontrendsthatwillimpactyourbusiness©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.Womenwillcontinuetoredefinegenderrolesaswellaslifestages42011MintelConsumerTrendsConsumerswilltakea“preparefortheworst”stancetowardsbudgetingQRcodeswillprovideconsumerswithalternativechannelsforinformationandexperienceAnageingsocietywillmeannewchallengesandopportunitiesfortheworkplaceTraditionaluniversitieswillnolongerbetheonlyvenueforeducationBrandswillneedtodecidewhethertocounterorcatertotheissueofobesityHowdoesyour(urban)gardengrow?MorecitydwellerswillgetagreenthumbAutomationwillfindmachinesreplacingpeopleinnewandunexpectedwaysRetailerswillneedtogetmorecreativethancuttingpricesinordertolureconsumersinstorePreparefortheWorstWhereit’sAppOnHerOwnTermsNoDegree,NoProblemTheBigIssueRetiredforHireWhoneedshumans?RetailRebirthGardenState©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.Global2011CPGpredictions:Thelist5WellnessQuietreductionRedefining“natural”PersonalhygienecomesoutoftheclosetConvenienceProfessionalisationoftheamateurLessismorereduxIndulgenceEcono-chicInstantresultsEnvironmentSustainablestaysfocusedonthebasicsDemographicsSimplicityforolderconsumersMarketingandmediaBlurringcategoriesNewretroMorecradle-to-graceinitiatives©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.GlobalnewproductintroductionsGlobalintroductionsdrivenbyFoodandBeautyTotalintroductionsannuallytop250,000Newproductintroductions,global,bysupercategory6Source:MintelGNPD©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.7AcloserlookatfoodanddrinkEuropeaccountsforthegreatestpercentageofproductintroductionsinallfoodanddrinkNorthAmerica’scontributiontotheglobaltotalcontinuestoshrinkFood&drinkintroductions,global,byregionSource:MintelGNPD12%20%27%4%37%©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.8Foodanddrink,selectedclaimsClaimsthatfocusoninherentgoodnessdominatenewproductofferingsMostclaimgroupsincrease,withdeclinesseenbyMinusandPlusgroupsFood&drinkintroductions,global,byselectedclaimcategorySource:MintelGNPD©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.9Acloserlookatnon-foodNon-foodismoreofamixedbagintermsofintroductions,withmoredeclinesovertimecomparedtofoodanddrinkEuropealsocommandsthegreatestpercentageofintroductionsNon-foodintroductions,global,byregionSource:MintelGNPD10%23%24%3%40%©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.10Non-food,selectedclaimsClaimactivityhasbeenquitesteadyinlasttwoyearsNotestagnationofNaturalNon-foodintroductions,global,byselectedclaimgroupsSource:MintelGNPD©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.11PredictionOne:QuietreductionWhatitis:Severalkeyingredients—sodium,sugar,andhighfructosecornsyrup—havebeenexperiencingcovertreductionsinproductformulationsWhyit’simportant:Overtime,wemayseesomeshiftsfromcoverttoovert,dependingontheingredient,dependingontheregionoftheworldOfUSconsumersbelievethatHFCSinbeveragespromotesobesitySource:MintelOxygenBrandswillneedtodecidewhethertocounterorcatertotheissueofobesityConsumerTrendsTie-in©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.12PredictionOne:QuietReductionWhatweseeinthemarket:HFCSreductionmostimportantinNorthAmericaNewproductintroductions,global,withHFCS,byregionYoplait’sSimply…Go-Gurtyogurtinatube,USA,with“nohighfructosecornsyrup”onfrontofpackSalesof$7Minfirst33weeks,outperformingthecategoryaverage;pricedatparitywithregularGo-GurtSource:MintelGNPDIRIS©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.PredictionOne:QuietReductionPositivesandnegativesofsodiumreduction:ReducedsodiumlevelsessentialforgoodhealthanddiseasepreventionConsumersbalkatthecompromisedtasteResult:Companiesreduce,butdon’tcommunicateConsumerattitudestosaltWhat’sahead?Sodiumlevelswillcontinuetodrop,butlikelythatfewproductswillbelabeledas“reducedsodium”13Source:TGIEuropa/Mintel©2010MintelInternationalGroup.Allrightsreserved.ConfidentialtoMintel.14PredictionTwo:Redefining“Natural”Whatitis:“Allnatural”continuestobeill-definedandunderfire,leadingtoa“naturalshakedown”Whyit’simportant:Focuslikelytoshifttogreateraccentuationofthepositives,ratherthanthenegatives“Noadditives”becomingthenorminmanyc