Möchten Sie zur deutschen Seite wechseln?JaNeina
Close
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

    • 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.
    • 06/01/17
    • Retail
    • Trends and Forecasting
    • Global
    • English

    The big, hairy, new luxury mindset and the opportunities it offers brands

    Being a 23 year old male, less than two years removed from undergrad, I’m still getting used to this whole “adulting” thing. My spending habits to start my professional career were sub-par at best – luckily I had the ability to live with my parents for a while. Now being off on my own, wanting nicer things can really challenge my wallet. Yet I still find my peers and I can find ways to indulge on the finer things in life whether it be travel, fashion, or daily aspects of our lives like personal grooming and coffee breaks.

    Putting luxury within consumers’ reach

    As we’ve recently noticed, consumer confidence is up, employment is up, and median household incomes have reached pre-recession levels. This gives us a little more room to be a bit more liberal with our spending, making what’s typically considered a “luxury” closer to our reach. GfK Consumer Life’s research shows that one in three Americans believe “now is a good time to buy.”  This sentiment is up 14 points from 2011, and continues to trend upwards. Here’s a question for you readers: how many 22-23 year old men does it take to plan a New Year’s trip to New Orleans? Answer: TEN. Planning this adventure was no small feat, as limited disposable income put us at a crossroads. We had our location, but even the cheapest hotel near the French Quarter was going to run us each at least an arm, a leg, and doubling our student loans. We had heard about AirBnB from friends, but never really looked into it before – yet it turned out to be the perfect fit. Staying in a New Orleans home gave us the ability to experience the city, rather than just visit. It comes as no surprise that our research increasingly shows that experiences are more important than possessions for Americans – especially among millennials. We valued this alternative option, and saw this as a luxury accommodation for our New Year’s voyage.

    Making luxury accessible across industries

    This taste for luxury is seen in more ways than just travel. Recent research from GfK Consumer Life shows that half of Americans daydream about being rich (the #2 thing Americans daydream about, #1 among <$50k HHI).  Many of us aspire for luxuries before our incomes can sustain it – so we have to get creative. I see many of my peers using services like Rent the Runway to get at least a taste of this luxurious feeling.  Paying student loans while saving money doesn’t give a recent college grad much disposable income to work with, but renting a designer dress is both sensible and a way to treat oneself. Brands offering products that connote premium or luxury can learn from this when seeking loyalty in their future customers.  The sharing economy gives us a feeling of being wealthy before our income catches up to our dreams, which aligns with GfK Consumer Life insights that 21 percent of Millennials associate the sharing economy with ‘giving you access to luxury goods that you normally could not afford’ (+4 pts from total Americans).

    Finding other opportunities that allow consumers to indulge

    Men’s grooming is another hot luxury opportunity. Growing up I never imagined spending as much time as I do grooming, but for the past ten months I’ve committed to growing a beard for the first time ever. I’ve even going as far as purchasing beard oils and creams to soften the hairs and make it look neater. Through beard blogs (yes, they exist!) and how-to videos, I successfully grew a full beard, and continue to browse different products and reviews to keep it around. When looking at the hard data, I find that I’m not alone! GfK Consumer Life’s research shows that men ages 18-34 are most likely to prefer to buy luxury brands of beauty/grooming products, at 57% (+17 pts from total US consumers, +8 pts from 18-34 women). Hordes of men are dishing out extra money for grooming to fit the mold; the opportunity to capture these men cannot be ignored. What about the consumer that doesn’t travel, shop, or meticulously groom each day? Well sometimes, we all just need to indulge in something for ourselves. More than one in three Americans strongly agree that it is important to indulge or pamper themselves on a regular basis (+6 pts from 2011). This trend is being capitalized on by people like ex-Starbucks CEO Howard Schultz, who has shifted his focus on building his Roastery & Reserve premium portfolio with $12 cups of coffee. This turns a consumer’s typical coffee break into “a multisensory coffee experience” while enjoying a unique food menu and coffee brewed in different ways.

    Conclusion

    Americans have more money and confidence than they’ve had in years, and are willing to spend on luxury, even if the investment is minimal. Younger generations want this premiumization too – but in different ways. The sharing economy and smaller yet premium indulgences offer brands across industries to offer products and services in new, exciting ways. Brett Willman is an Associate on the Consumer Life team at GfK. He can be reached at brett.willman@gfk.com. hbspt.cta.load(2405078, 'eeec743c-de83-475d-be16-5404dc043a69', {});
Contact us
General