To keep up with the increased stress and pressure in society, households choose to simplify life, wherever possible. The trend is clear; we are facing a change in consumer behaviour, and we are not only eating out to a higher extent, but we are also facing a real boom in the e-commerce of groceries. Convenience purchases increase, not only in the convenience stores itself, but indeed also in grocery channels, restaurants, and petrol stations, as well as within the new trend with home deliveries from restaurants.
The consequence of this changed behaviour is that households reduce their traditional consumption in the FMCG market. With nine out of ten consumers having purchased convenience during the past year, the sector is now becoming more important than ever and it is crucial to understand this change, and growth in consumption, otherwise you risk being left behind in favour of other market players.
GfK now presents the Convenience Tracker, in a remastered version with both a broader and deepened focus.
The report helps you understand questions such as:
For more information please contact Mattias.Fridh@gfk.com
The pace of change driven by new technologies never slows. For our latest thinking on how five key trends will impact Connected Consumers now and next, explore our full Tech Trends 2017 report
Consumers are more connected than ever. New technologies and the benefits they bring have a significant impact on people’s behavior and their relationships with brands. Find out what that means for your business!
Key insights from our Convenience Tracker data
With almost half of Scandinavian adults buying products for immediate consumption each week, the food industry is firmly focused on understanding their “on-the-go” purchase behavior.
With almost half of Scandinavian adults buying products for immediate consumption each week, the food industry requires up-to-date information on their “on-the-go” purchase behavior.
GfK is partnering with a fintech company to launch its new Consumer Wallet spending tracker in Sweden.
It has not gone unnoticed that the online gambling market is in an expansive phase, we look at the opportunities and challenges that come with this developing market.
Join GfK’s industry experts and SCA (Cushelle) to learn about the key trends affecting packaging – now and in the future.
Sweden’s most trustworthy professions are firefighters and paramedics.
At last week’s Front End of Innovation (FEI) conference, Vijay Govindarajan of Dartmouth’s Tuck School of Business and the author of The Three Box Solution said “The future comes to us in daily doses”. This point was driven home for me in the recent announcement that came from GM and Lyft, about their plan to test autonomous self-driving cars as taxis as early as 2017. Not only did this give us a glimpse into the not-so-distant future, but it is a great example of a business following our five guiding principles of innovation: Think big, Understand shifts, Look outside-in, Fuse trends, and Think about the “Perfect Storm”.
The most obvious fundamental force behind this announcement is the technology — because without that the dream of an autonomous car would simply be the stuff of science fiction. However, technology itself is not the only factor. Way back in 2000, a third of all Americans1 told us that they would be interested in a car that drives for you when you don’t feel like driving — clearly an early, weak signal that this type of technology was at least intriguing to consumers.
The second (and also somewhat obvious) driver behind this announcement is the rapid expansion of the sharing, or access, economy. Back in 2010, we told our clients that the “for now” economy – predicated on consumers’ increasing interest in experiences and liquidity and a shying away from ownership and long-term commitments – was poised for growth. Flash forward to today and we have a world where 59% of global consumers have at least heard of the access economy1 (and 12% report that they have engaged in it). Lyft is one of the dominant players in this marketplace.
Perhaps not so obvious are some other fundamental forces. By the year 2050, 70% of humankind is projected to live in urban areas1. This is a huge driver with implications across a wide-range of platforms, not the least of which is related to transportation. Beijing has already reported traffic jams lasting 3 days or more – what could those traffic jams look like when that urban population doubles from where it is today? The need for more efficient ways to get from point A to point B is only going to grow.
Another force is that of an aging population. In most developed markets, we’ve been experiencing aging populations for more than a generation. The real change is going to come in the future, when markets like China and India report their highest ever numbers of consumers age 65 and older. Couple that with the trends of ‘aging my way’ and aging with vitality, and we see the opportunity for autonomous vehicles – ending the need for anyone to have their keys taken away due to physical or mental impairments.
Lastly, constant connectivity, and the integration with technology that this implies, speaks to the underlying need for a business model of matching unmet needs of consumers in real time. We at GfK have recently launched our Connected Consumer Index, which provides a single measure covering how much, and on what devices, consumers in each of 78 countries and 8 world regions digitally connect with each other and with digital content. The market for Connected Cars has shown steady growth over the past three years, especially in the more developed markets like Hong Kong and North America.
The news of this week does, to paraphrase William Gibson, prove that the future is already here, although not evenly distributed. Following the five guiding principles of innovation is one way to make sure your business is on an even playing field.
Please share your thoughts in the comments below or email me at firstname.lastname@example.org.
1GfK Consumer Life (Roper Reports®)
Together with the GfK SE Works Council, we have signed a Social Charter for GfK which is effective from 1 May 2016.