Give ' Em What They Want: Consumer Segmentation in Packaged Food

Introduction

Scope

• Introduction

Objectives of global briefing

• Introduction

Key findings

• Introduction

Segmentation by Age: Children and Young Adults

Children and teens boast increased spending power

• Segmentation by Age: Children and Young Adults

Parle Milk Power biscuits in India

• Segmentation by Age: Children and Young Adults

Targeting children to build lifelong brand loyalty

• Segmentation by Age: Children and Young Adults

Market performance follow-up: Kellogg's Krave c ereal in the UK

• Segmentation by Age: Children and Young Adults

Segmentation by Age: Seniors

The world's population is ageing fast

• Segmentation by Age: Seniors

Mature consumers increasingly seek out added value food

• Segmentation by Age: Seniors

Danaos targets senior consumers in Italy

• Segmentation by Age: Seniors

Marketing messages for older consumers

• Segmentation by Age: Seniors

Segmentation by Gender: Women

Women's spending power rises with greater employment levels

• Segmentation by Gender: Women

Many developing markets see growth in women's incomes

• Segmentation by Gender: Women

Packaged food for women becoming more sophisticated

• Segmentation by Gender: Women

Female consumers demand functionality and visible results

• Segmentation by Gender: Women

Segmentation by Lifestyle: Urbanites

Urbanisation drives global population growth

• Segmentation by Lifestyle: Urbanites

Urban population rise boosts consumer demand for packaged food

• Segmentation by Lifestyle: Urbanites

Flavoured milk drinks with fruit juice in China

• Segmentation by Lifestyle: Urbanites

Familiar product altered for new usage: Activia Obid in Ukraine

• Segmentation by Lifestyle: Urbanites

Portable packaging formats

• Segmentation by Lifestyle: Urbanites

Hard to reach rural consumers in developing markets

• Segmentation by Lifestyle: Urbanites

Small grocery formats can still flourish despite urbanisation

• Segmentation by Lifestyle: Urbanites

Food distribution: D eveloped vs developing markets

• Segmentation by Lifestyle: Urbanites

Segmentation by Lifestyle: Single-person Households

Single-person households on the rise globally

• Segmentation by Lifestyle: Single-person Households

S ingle-person households not a homogenous consumer segment

• Segmentation by Lifestyle: Single-person Households

Demand for single portions boosts chilled ready meals in France

• Segmentation by Lifestyle: Single-person Households

Segmentation by Lifestyle: Cocooning

Many consumers not going out as much any more

• Segmentation by Lifestyle: Cocooning

Premium meal solutions appeal to stay-at-home diners

• Segmentation by Lifestyle: Cocooning

Product innovations also focus on health and indulgence

• Segmentation by Lifestyle: Cocooning

Smaller and sharing formats both benefit from stay-at-home trend

• Segmentation by Lifestyle: Cocooning

Segmentation by Lifestyle: Ethical Consumers

Defining the ethical packaged food consumer

• Segmentation by Lifestyle: Ethical Consumers

The organic consumer in Western Europe

• Segmentation by Lifestyle: Ethical Consumers

Skånemejerier Ekologisk Mjölk in Sweden

• Segmentation by Lifestyle: Ethical Consumers

All-natural products rival organic in the US

• Segmentation by Lifestyle: Ethical Consumers

Chobani Greek yoghurt in the US leverages natural appeal

• Segmentation by Lifestyle: Ethical Consumers

Lessons from the success of fair trade chocolate in the UK

• Segmentation by Lifestyle: Ethical Consumers

Final Conclusions

Segmentation by age needs to become more specific

• Final Conclusions

Growing female workforce will create new opportunities

• Final Conclusions

Urbanites will continue to expand globally…

• Final Conclusions

…and boost growth of single-person households

• Final Conclusions

Final conclusions: Consumer segmentation in packaged food

• Final Conclusions

Report Definitions

Report terminology

• Report Definitions

Product category definitions

• Report Definitions