Cocooning – Home as Fortress - Implications for Global Marketing Strategies
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Chapters: 6 | Tables: 14 | Publication date: Oct 2006
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Regional coverage
Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East
Table of contents
1. EXECUTIVE SUMMARY
1. KEY TRENDS AND DEVELOPMENTS
2. DEMOGRAPHICS AND LIVING PATTERNS
3. MAJOR MARKETS
4. FUTURE TRENDS
2. MARKET DRIVERS
Chart 1 Levels of Cocooning
Chart 2 The Drivers of Cocooning
1. THE PSYCHOLOGY OF COCOONING
Towards happiness
Away from fear
Beliefs about the world
Impact of fragmentation
Time pressures and priorities
Chart 3 Economically Active Population in Major Markets 2005
Cocooning as stress management
Time pressures and the desire for convenience
Chart 4 Ready Meals Spending Per Capita in Major Markets 2005
Chart 5 Foodservice Per Capita Spending in Major Markets 2005
2. SOCIAL AND ECONOMIC FACTORS
Affluence
Table 1 GDP at Purchasing Parity 2005 Actual and Forecast in Major Markets 2005-2009
Changing nature of trust
Home sweet home and home safe home
Home from home
Chart 6 Hours Worked Per Week in Non-Agricultural Jobs in Major Markets 2005
Virtual cocoons
Penetration of plastic
Chart 7 Credit Cards Per Capita Spending in Major Markets 2004
3. CULTURAL FACTORS
Individuality
Chart 8 Index of Individuality in Major Markets
Chart 9 Index of Uncertainty Avoidance in Major Markets
3. KEY TRENDS AND DEVELOPMENTS
Paradox of diversity
Zones of comfort
Online shopping
Chart 10 Online Shopping Per Capita Spending in Major Markets 2005-2007
Home as “showroom for brand me”
New dwellings
Table 2 Growth in Number of New Dwellings in Major Markets 2004-2009
Gated communities
Age, immobility and assisted living
Table 3 World: Change in Under-14s Population by Region 2005/2015
Table 4 World: Regional Change in Over-65 Population 2005/2015
Shopping and debt
Virtual worlds
Chart 11 Penetration of Video Games Consoles in Major Markets 2005
Myspace phenomenon – virtual friendships
Shared interests
On-line gaming
Second lifers
Mobile cocoons
Chart 12 Passenger Cars Per ‘000 in Major Markets 2005
Wandering cocooning – blocking out the world with headphones
Resort travel
4. DEMOGRAPHICS/LIVING PATTERNS
1. HOUSEHOLD PATTERNS
The declining family
Table 5 Household Structure in Major Markets 2005
Chart 13 Single Person Households as % all Households in Major Markets 2005
Ageing populations driving single households
Table 6 Dependency Ratios Outlook in Major Markets – pensioners as proportion all population 2004/2009
Home ownership
Chart 14 Home Ownership – Owner Occupiers Per ‘000 in Major Markets 2005
Drinking at home
Chart 15 On- and Off-trade Drinking –Proportion Volume Sales in Major Markets 2005
Eating at home
Chart 16 Home Delivery/Takeaway Spending Per Capita in Major Markets 2005
Home alone
Chart 17 Pet Ownership per Household in Major Markets 2005
Cocoon care – the rise of DIY and remodelling
Chart 18 DIY Spending Per Capita in Major Markets 2005
Table 7 House Price Inflation in Major Markets 2004/2005 and 1997/2005
Chart 19 Gardening – Spending Per Capita in Major Markets 2004
Urbanisation, suburban poverty and the rise of exurbanisation
Chart 20 Forecast % Urban Dwelling Population by Region 2005/2015
The impact of technology
Chart 21 Household Penetration of PCs in Major Markets 2005
Table 8 Growth in Ownership of PCs in Major Markets 2000/2005
Chart 22 Penetration Internet Connection in Major Markets 2005
Chart 23 Penetration of Mobile Phones in Major Markets 2005
Work patterns
Home-working
Self-employment
Chart 24 Self-employed Workers in Major Markets 2005
Part-time working
Chart 25 Part-time Working Per ‘000 in Major Markets 2005
5. COCOONING IN MAJOR MARKETS
Cocooning in major markets
Chart 26 Cocooning Propensities in France
Chart 27 Cocooning Propensities in Germany
Chart 28 Cocooning Propensities in the UK
Chart 29 Cocooning Propensities in the US
Chart 30 Cocooning Propensities in Japan
Future cocooning – the BRIC nations
Chart 31 Cocooning Propensities in the BRIC Nations
Individuality and risk aversion
The money to spin the cocoon
Table 9 GDP, Fertility Rates and Household Size in Major Markets 2005
Time pressure
Table 10 Hours Worked Per Week in Major Markets 2005
Connectedness and cocooning
Table 11 Ownership of Cars, Computers and Phones in Major Markets 2005
Shopping on-line
Chart 32 On-line Spending Per Capita by Major Market and Sector 2005
6. FUTURE OUTLOOK
1. TRENDS TO WATCH
The rise of the matchmaker
Profile matching
Rise of on-line communities
Mobile neighbourhood watch
New age/old age return to basics
Rise of the storage facility
F2F and pyramid marketing
It’s a free market
Everyone is an entrepreneur
The first eBay recession?
2. IMPLICATIONS FOR GLOBAL MARKETING STRATEGIES IN THE FUTURE
Brand as hosts
The end of mass marketing?
Data protection and privacy
The risk of retreat – “long slump” or just a correction?
The cost of shopping (for retailers)
Membership malls
The high demands of peak experiences
Demands for service
3. MARKET FORECASTS
Table 12 Forecast Spending on Ready Meals, US$ Million by Major Market 2006-2010
Table 13 Forecast Spending on Off-Trade Alcoholic Drinks by Major Market 2006-2010
Table 14 Forecast Spending on Gardening US$ Million by Major Market 2005-2009
Chart 33 Growth in Internet Users by Major Market 2005/09
Chart 34 Forecast Online Spending Per Capita US$ 2005-2007
Chart 35 Forecast Growth in Users of Mobile Phones by Major Market 2004/09