Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the US Confectionery Market

 Published On: May, 2014 |    No of Pages: 56 |  Published By: Canadean | Format: PDF
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Summary

Understanding Consumer Trends and Drivers of Behavior in the US Confectionery Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

• A desire for indulgent treats is the primary driver of consumption in the US
• Busy Lives of the US consumers drive consumption of on-the-go Confectionery products
• Older Consumers are under-consuming Confectionery products in the US
• US women are ‘heavy frequency’ consumers of Confectionery products
• The US has the most attractive Confectionery market in the world in terms of volume consumption

Synopsis

Understanding Consumer Trends and Drivers of Behavior in the US Confectionery Market identifies the key demographic groups driving consumption, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.
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• Key consumer demographic groups driving consumption within the US market. The figures showcase the number of times consumers of specific ages and genders consume Confectionery, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
• Market value and volumes over 2008–2018 for the US and nine other countries to give a global context
• The degree of influence that the 20 key consumer trends identified by Canadean have on Confectionery consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
• Insight into the implications behind the data, and analysis of how the needs of will evolve in the short-to-medium term future
• Examples of international and US-specific product innovation targeting key consumer needs

Reasons To Buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of US Confectionery consumers. This is based on Canadean’s unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Confectionery sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions
Category classification and demographic definitions
Summary methodology
Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context
A desire for indulgent, affordable, and convenient snacking is driving Confectionery consumption
The US Confectionery market, currently valued at EUR33.0 billion, will witness relatively higher growth in the next five years
The Confectionery market is dominated by the Chocolate category, at 64.2% of volume consumption
There were 69.6 billion Confectionery occasions in the US in 2012, with the highest number of occasions witnessed among women
The high value growth compared to volume growth highlights opportunities for premium products in the US
The US has the most attractive Confectionery market in the world in terms of volume consumption

Demographic cohort consumption patterns
Women over-consume Confectionery products than men in the US
Older consumers are under-consuming Confectionery products in the US
US women are ‘heavy frequency’ consumers of Confectionery products
Mid Lifers have the largest proportion of heavy frequency Confectionery consumption

Consumer trend analysis
Indulgence is the key motivation for choosing Confectionery products in the US
Comparing consumer trends influence on consumption of Confectionery products across major markets
The Changing Lifestyle mega-trend: Consumers are moderately motivated to seek products meeting their age and lifestage needs
The Connectivity mega-trend: Media can be used to increase consumer engagement and positive sentiment around a brand
The Convenience mega-trend: Busy Lives of the US consumers drive consumption of on-the-go Confectionery products
The Ethics mega-trend: Ethical concerns alone have a minimal impact on consumption of Confectionery products in the US
The Experience & Enjoyment mega-trend: A desire for indulgent treats is the primary driver of consumption in the US
The Health & Wellness mega-trend: Consumers prioritize indulgence over health, fearing healthier products are not as tasty
The Individuality mega-trend: Almost a third of Confectionery consumption in the US is driven by a need for comfort and relaxation
The Trust mega-trend: US consumers have high confidence in Confectionery product safety
The Value mega-trend: Better Value for Money is one of the primary factors influencing product choices in the US

Innovation examples
Manufacturers are innovating across categories to target the growing needs of the US consumers
Global innovations on formulation and positioning can be a source of inspiration for the US manufacturers

Recommended actions
Manufacturers should meet growing demand for premium chocolates as well as targeting Older Consumers
Innovative packaging and product sizes will encourage consumption

Appendix
An explanation of the sub-trends
Detailed methodology
About Canadean

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