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Trends and Forecasting

Trends and Forecasting

Today’s speed to market of new offerings and shortening product lifecycles place a unique pressure on businesses to stay ahead.  Consumer purchasing behavior is shifting more rapidly than ever.

To succeed, businesses need accurate sales forecasts -- based on robust analysis -- and the most up-to-date purchasing and market trends.

We deliver detailed forecasts of consumer demand for technology devices, as well as global technology market trends. 

Our forecasts are built using the world’s largest sample of point of sales data, combined with our global expertise and local knowledge. This combination provides our clients uniquely granular and timely forecasts of future demand – forecasting what products consumers will purchase, in what volume, at what price, and where.  

Forecasting for investors and capital markets

Institutional investors face pressure to perform. To succeed, businesses need visibility to significant trends at the earliest stage(s). Businesses need to acquire reliable and compliant information on where to invest. 

We provide investors with robust forecasts using the world’s largest sample of point of sales data. We predict and document turning points in consumer demand, providing regular, detailed company analyses on technology hardware, semiconductor and consumer durable companies. 

Our forecasts allow investors to make successful recommendations backed up by credible and compliant sources.

Latest insights

Here you can find the latest insights for Trends and Forecasting industry. View all insights

    • 07/31/14
    • Retail
    • Technology
    • Travel and Hospitality
    • Consumer Goods
    • Market Opportunities and Innovation
    • Trends and Forecasting
    • South Africa
    • English

    Additional African countries added to GfK Global consumer study

    GfK now offers insights specifically into African consumers within the ‘GfK Roper Reports Worldwide’ study. For global brands, this kind of information furthers a deeper under-standing that helps them retain relevance in the African market.
    • 06/28/17
    • Consumer Goods
    • Trends and Forecasting
    • Global
    • English

    Dads are shopping more and brands are important anchors

    Dads are changing.  As more mothers have entered the workforce and become empowered outside of the home, dads have become more engaged with household chores like cooking, cleaning, and grocery shopping.  These trends are not just born of necessity; in the US, Canada, and countries around the world, it has become more acceptable for dads to take on what might once have been seen as a mom’s tasks and roles.

    Opportunities in the grocery store

    Grocery shopping, in particular, is an area that has seen significant growth for dads.  According to GfK’s Consumer Life Global study, 78% of dads around the world shop for groceries weekly, a rise of 9 percentage points since 2009.  The increase is particularly pronounced in North America, where 87% of Dads do a weekly grocery shopping trip, an increase of 12 percentage points since 2009.

    The implications for brands

    These shopping trends have implications for brands of all categories — especially those in the consumer packaged goods space.  In our recent webinar series, “The New Contract between Moms and Dads” we explored three anchors that are important for brands to keep in mind when targeting the increasingly important dad segment of the buying population:
    1. Dads buy from brands they trust. More dads today indicate that they only buy products or services from a trusted brand.
    2. Dads are interested in what others have to say about brands. Dads are more likely than moms to agree that they are “interested in other people’s opinions about what products and services to buy.” While moms feel more confidence in selecting one brand over another based on characteristics, dads will look to the influence of others to aid their decision.
    3. Dads buy nostalgia. In the US, dads are significantly more likely than moms to buy brands they grew up with.  They will share their past and present memories of these brands with their children, as well.
    Today’s dad is much different from dads of the past.  They have increasing power and influence in the home and at the shelf.  Brands in particular are important anchor points and should establish themselves as (modern) dad friendly.  Expect these trends to continue to accelerate as the next generation of dads (aka the Now Generation) will continue to increase their shopping and other household responsibilities.  Take into account the key anchors – trust, influence, and nostalgia – to be successful with dads at the shelf. Tim Kenyon is Vice President on the Consumer Life team at GfK. He can be reached at tim.kenyon@gfk.com. hbspt.cta.load(2405078, '129c015c-0a3c-47b2-b4c7-516d3d2adcac', {});
    • 06/28/17
    • Consumer Goods
    • Trends and Forecasting
    • Global
    • English

    Dads are shopping more and brands are important anchors

    Dads are changing.  As more mothers have entered the workforce and become empowered outside of the home, dads have become more engaged with household chores like cooking, cleaning, and grocery shopping.  These trends are not just born of necessity; in the US, Canada, and countries around the world, it has become more acceptable for dads to take on what might once have been seen as a mom’s tasks and roles.

    Opportunities in the grocery store

    Grocery shopping, in particular, is an area that has seen significant growth for dads.  According to GfK’s Consumer Life Global study, 78% of dads around the world shop for groceries weekly, a rise of 9 percentage points since 2009.  The increase is particularly pronounced in North America, where 87% of Dads do a weekly grocery shopping trip, an increase of 12 percentage points since 2009.

    The implications for brands

    These shopping trends have implications for brands of all categories — especially those in the consumer packaged goods space.  In our recent webinar series, “The New Contract between Moms and Dads” we explored three anchors that are important for brands to keep in mind when targeting the increasingly important dad segment of the buying population:
    1. Dads buy from brands they trust. More dads today indicate that they only buy products or services from a trusted brand.
    2. Dads are interested in what others have to say about brands. Dads are more likely than moms to agree that they are “interested in other people’s opinions about what products and services to buy.” While moms feel more confidence in selecting one brand over another based on characteristics, dads will look to the influence of others to aid their decision.
    3. Dads buy nostalgia. In the US, dads are significantly more likely than moms to buy brands they grew up with.  They will share their past and present memories of these brands with their children, as well.
    Today’s dad is much different from dads of the past.  They have increasing power and influence in the home and at the shelf.  Brands in particular are important anchor points and should establish themselves as (modern) dad friendly.  Expect these trends to continue to accelerate as the next generation of dads (aka the Now Generation) will continue to increase their shopping and other household responsibilities.  Take into account the key anchors – trust, influence, and nostalgia – to be successful with dads at the shelf. Tim Kenyon is Vice President on the Consumer Life team at GfK. He can be reached at tim.kenyon@gfk.com. hbspt.cta.load(2405078, '129c015c-0a3c-47b2-b4c7-516d3d2adcac', {});
    • 06/21/17
    • Media and Entertainment
    • Trends and Forecasting
    • Connected Consumer
    • Global
    • English

    Get them out to the ball game: How brands can leverage the power of sports fans

    As the summer of 2017 approaches in the US, there’s a veritable buffet for sports fans to enjoy. The Warriors and Penguins have been crowned champions but baseball, soccer, racing, golf and tennis now fill the schedule. I will be a part of the crowds this summer, heading to Connecticut to see the US national soccer team play Ghana, to Citi Field for Mets games, and to Billie Jean King National Tennis Center for the US Open. It’s also a time of change for sports teams and brands, as multiple sources of entertainment compete for our attention. We have more options to consume sports than ever before. Sports programming on television alone has increased by 160% since 2005, and this does not include the voluminous streaming options from services like ESPN3. Fans are also changing how we watch sports, using a mix of devices, and streaming this content now more than ever. GfK Consumer Life has found that one in five sports fans watch live events on their mobile phones (+14 pts from Americans overall). Additionally, sports fans are more likely to own streaming devices like Apple TV or Roku (34%, +10 pts). Facing these challenges, sports franchises and brands need to think creatively to keep fans engaged; here are a few ways they can do that:
    1. Emphasize experience. American sports fans want experiences when we show up at the stadium: 63% (+10 pts from Americans overall) agree that “experiences are more important than possessions.” It is the #1 attitude to life among American sports fans.  To keep us interested, ensure that fans have memorable and personalized experiences that reward us for the time we have invested. Recently, the New York Red Bulls hosted an event at ArteVino in Hoboken, NJ, where fans were able to paint pictures and drink wine with some of the MLS team’s players.
    2. Expand the idea of community. American sports fans are joiners: 48% agree that “the groups that I belong to say a lot about me” (+16 pts from America overall). While sports fans spend more time with friends on a weekly basis (4.9 hours vs. 3.5 hours). Staying continuously engaged in this busy world is difficult. Fortunately, sports leagues and franchises can nurture virtual communities with apps to keep fans connected – this makes sense given that sports fans are almost twice as likely as the average American to describe virtual interactions as just as good as in-person ones. The Rooter app was recently released to help connect fans of soccer and Indian online cricket during live events; an American version cannot be far away.
    3. Keep them active. American sports fans don’t just watch sports, we play them. Over half (59%, +35 pts from Americans overall) of fans play sports at least once a week, and 82% exercise just as often (+17 pts). If a team wants to get these fans to come to the stadium more often, a good way to reach them would be to sponsor a 5k race on game day like the NHL’s LA Kings or promote a weekly recreational league in the area. Brands can also align with sports entities that attract those who pursue an active lifestyle. An example of this is Michelob Ultra bringing their brand to active fans by becoming the official beer of the World Surf League.
    4. Tap into fans’ passions. Beer is a mainstay at American tailgate parties, so it’s not surprising that American sports fans are more likely to drink beer on a weekly basis (51% vs. 30% of total). While domestic beer remains popular among American fans, many are turning to craft beer. Nearly a third of the fans who drink beer have craft beer on a weekly basis. Collaborating with local brewers is a new and interesting way to increase the link between a team and its fans. Minnesota United FC of MLS has embraced this idea by working with Surly Brewing in Minneapolis to create the Rising North Pale Ale. Brands can also work to find partnerships that highlight tailgating food. NASCAR and Fox Sports recently teamed up with Allrecipes to create a food-focused social media community where fans can share their favorite tailgate recipes.
    Using these strategies will help to strengthen relationships with sports fans and keep us coming to the stadium or tuning to whatever screen we prefer. By realizing that sports fans aren’t just customers – we can also be a team’s biggest advocate online, at the local sports bar, or in the stands – you can truly leverage the power of this group. Adam Swift is a Senior Analyst on the Consumer Life team at GfK. He can be reached at adam.swift@gfk.com.
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South Africa
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