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'On-Trend' Innovation & Marketing Concepts: The Individualism Mega-Trend
Datamonitor, May 2008, Pages: 46
CATALYST
SUMMARY
ANALYSIS
INTRODUCTION: Using trend frameworks develops the means to boost the quality and frequency of insight generation and new product planning
There is a funnel approach to identifying the manifestation of trends
TREND: Innovation is a major driver of growth but is a challenging process
A number of internal problems can lead to ineffective approaches to innovation
Four different types of innovation strategy exist
One of the major hurdles to successful innovation appears to be capturing consumers imagination
TREND: Individualism reflects the value that consumers place on self-expressive and more personalized goods and services
The rise of individualistic values and attitudes is visible in consumer behavior and society at large
The market maturity that characterizes more developed consumer societies also drives individualism
There are a number of personal motivations/benefits associated with customization opportunities
TREND: Offering customization possibilities has been one of the most profound areas of packaged goods marketing and innovation
INSIGHT: Occasion and body part specific products are being used as a way of helping consumers to maximize enjoyment while creating a just-for-the-moment positioning
VERDICT: Occasion specificity is a potentially compelling draw, but there are limitations
INSIGHT: Consumers are empowered by additional choice and the new possibilities to adjust and adapt the benefits offered by a broad range of product formats
VERDICT: Empowering consumers, especially the younger Generation C, with customization possibilities is likely to be an important marketing tactic in the coming years
INSIGHT: Gender customization is an increasingly important route to satisfying specific consumer needs
VERDICT: Formulating and positioning products to specifically appeal to males and females is on-trend, but not without limitations
INSIGHT: Age customization reflects the more overt formulation and positioning of products to meet the needs of specific ages
VERDICT: Age is still an important market segmentation tool
INSIGHT: Nutrigenomics/personalized nutrition is an emerging scientific discipline which is expected to have a growing impact on the CPG industry in the coming years
VERDICT: Nutrigenomics is an area of research that the food and beverage industry will be hearing a lot more about in the next 25 years as the idea of personal wellness resonates
INSIGHT: Situational and personally adaptive beauty solutions are an emerging area in personal care
VERDICT: The desire to customize, and to be seen as an individual, will have an increasingly big impact on the personal care industry
TREND: Self-expressive consumers increasingly value adaptable, participative goods and services
Trends in entertainment and media consumption reflect the participation era
INSIGHT: Manufacturers are giving consumers the ability to customize and express themselves through branded products via packaging and basic aesthetic modifications
VERDICT: Even the most minor of customization possibilities can help to separate brands from mass market rivals
INSIGHT: Many brands now invite consumers to share ideas, concepts, flavors, recipes and so forth, often via competitions with attractive prizes
VERDICT: Allowing consumers to participate in brand building will become a well-established part of marketing, especially for high-passion/high involvement brands
INSIGHT: A proliferation of product and service concepts now allow consumers complete autonomy to develop products to meet their own needs and desires
VERDICT: Losing control of brand development does heighten risk, but consumers increasingly want to interact with brands on their own terms
INSIGHT: Interactive advertising is a way of empowering individuals through marketing communications
DATAMONITOR VERDICT: Innovative brands can now create truly interactive advertising campaigns
APPENDIX
Definitions
Methodology
Further reading and references
Ask the analyst
Disclaimer
List of Figures
Figure 1: Datamonitors mega-trends are having a long-term and substantive impact on the marketing landscape and can be grouped into two categories
Figure 2: Consumer behavior and the innovations targeting it inevitably fit into a trend hierarchy
Figure 3: There are four different approaches to innovation and six kinds of innovativeness rating
Figure 4: Attitudes towards innovation vary markedly and influence the inability of new products to capture the imagination of CPG shoppers
Figure 5: Individualism is driven by self expressive consumers seeking to make their own mark on the world
Figure 6: Four key personal benefits as well as the additional ease of customizing have driven the trend toward more personalized consumer packaged goods
Figure 7: Occasion specificity is an approach to marketing that helps to personalize a product, with particular prevalence in soft drinks
Figure 8: Customized vending and adjustable packaging are two ways industry players have empowered consumers, helping them to personalize benefits in the most relevant manner
Figure 9: Categories traditionally perceived to be gender neutral, or even exclusionary on the basis of gender appeal (e.g. beer), are changing as manufacturers offer gender specific lines and reformulate products to make them appeal to a specific gender
Figure 10: Products formulated and marketed for age specific ailments and problems remain an important way of communicating product relevance and thus tapping into the individualism mega-trend
Figure 11: Situational and personally adaptive beauty solutions is an emerging area in personal care
Figure 12: Dermalogicas body mapping offers a personalized service for personal care customers
Figure 13: Consumers media orientations are changing, with participative and engaging social media becoming more important
Figure 14: Manufacturers are giving consumers the ability to customize and express themselves through branded products via packaging and basic aesthetic modifications
Figure 15: Häagen-Dazs, Hershey, Wendys and Kraft have all sought to involve consumers in the product development process
Figure 16: There are a number of products and services offering consumers close to complete autonomy
Figure 17: Interactive advertising is a way of empowering individuals through marketing communications
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