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

Introduction

Scope

Objectives of global briefing

Key findings

Segmentation by Age: Children and Young Adults

Children and teens boast increased spending power

Parle Milk Power biscuits in India

Targeting children to build lifelong brand loyalty

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

Segmentation by Age: Seniors

The world's population is ageing fast

Mature consumers increasingly seek out added value food

Danaos targets senior consumers in Italy

Marketing messages for older consumers

Segmentation by Gender: Women

Women's spending power rises with greater employment levels

Many developing markets see growth in women's incomes

Packaged food for women becoming more sophisticated

Female consumers demand functionality and visible results

Segmentation by Lifestyle: Urbanites

Urbanisation drives global population growth

Urban population rise boosts consumer demand for packaged food

Flavoured milk drinks with fruit juice in China

Familiar product altered for new usage: Activia Obid in Ukraine

Portable packaging formats

Hard to reach rural consumers in developing markets

Small grocery formats can still flourish despite urbanisation

Food distribution: D eveloped vs developing markets

Segmentation by Lifestyle: Single-person Households

Single-person households on the rise globally

S ingle-person households not a homogenous consumer segment

Demand for single portions boosts chilled ready meals in France

Segmentation by Lifestyle: Cocooning

Many consumers not going out as much any more

Premium meal solutions appeal to stay-at-home diners

Product innovations also focus on health and indulgence

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

Segmentation by Lifestyle: Ethical Consumers

Defining the ethical packaged food consumer

The organic consumer in Western Europe

Skånemejerier Ekologisk Mjölk in Sweden

All-natural products rival organic in the US

Chobani Greek yoghurt in the US leverages natural appeal

Lessons from the success of fair trade chocolate in the UK

Final Conclusions

Segmentation by age needs to become more specific

Growing female workforce will create new opportunities

Urbanites will continue to expand globally…

…and boost growth of single-person households

Final conclusions: Consumer segmentation in packaged food

Report Definitions

Report terminology

Product category definitions

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