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Smart Insights: Consumer Goods

The number of touchpoints between brands and consumers is increasing at an unprecedented rate. Consumers are seeking richer retail experiences, rather than simply acquiring new products. There is also an intense competition for loyalty.

To be successful, consumer goods (FMCG, domestic appliances, home and living) companies need a comprehensive understanding of what is driving consumer choices and experiences at every touchpoint.

GfK's consumer goods research and insights illuminate the trends behind today's market realities and tomorrow's consumer demands.

Fast Moving Consumer Goods

Home Appliances

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Here you can find the latest insights for consumer goods industry. View all insights

    • 12/05/16
    • Retail
    • Technology
    • Consumer Goods
    • Global
    • English

    Remaster your trade marketing to create the perfect promotional tune

    Join our promotion and retail expert for our webinar on 15 December and discover how to remaster you below-the-line marketing activities to create the perfect promotional tune.
    • 11/23/16
    • Consumer Goods
    • Trends and Forecasting
    • Global
    • English

    Forecasting the 2017 market for Major Domestic Appliances

    Things are looking up for the global major domestic appliances (MDA) market in 2017. After a rather difficult year in 2016, where the market has grown by less than 1% overall, we forecast global revenue in 2017 will be a solid +4%, reaching $193 billion. This would make it the second best year after the record turnover of $196 billion measured in 2014.

    Factors driving Major Domestic Appliance growth

    Low interest rates and inflation in many regions are driving historically high levels of consumer spending. On top of that, real estate markets are booming, especially in Germany, France, Benelux and Scandinavia – leading to higher durable goods spending, such as built-in home appliances. The demographic trend in Europe towards smaller households also adds to this increased demand for home appliances. With many consumers having more money in their pockets, the MDA market will be driven by innovative, premium smart products, such as energy efficient washing machines, heat pump tumble dryers, bottom freezer fridges with ‘No Frost’ technology, inductions hobs and self-cleaning ovens. Smart, connected appliances are currently experiencing limited demand in Europe, but we expect them to grow fast in the next years. Online sales will outperform the average market development, at the expense of the smaller traditional retail outlets.

    Exploring the global MDA markets

    According to our GfK forecast data, the global market for Major Domestic Appliances will grow solidly by +4% in 2017, driven by high consumer confidence in Europe and North America, a strong development in India, and a modest recovery in China, Russia and Brazil, whose once buoyant markets have recently suffered from a deterioration of economic and geo-political conditions. Growth drivers for the developed countries in Europe and North America are a favorable macroeconomic environment with historically low interest rates and strong real estate markets. Built-in products will profit strongly from this development, and we will observe an increase in purchases of more premium products with innovative features. The sluggish market in China will be supported by a strong increase in online sales and replacements of older products. India and other developing countries in Asia will grow strongly with better educated, young families and household penetration rates which are still very low. The markets in Russia and Brazil are expected to stabilize with a stronger World economy and subsequently higher crude oil and raw material prices.

    Summary

    With the MDA market poised for growth, appliance manufacturers should capitalize on the market conditions with new innovate products that give consumers what they want. While increasing consumer awareness of the smart home will lead to greater adoption of smart products and appliances over time, it will be the products that seamlessly improve the lives of their owners that will find the most success. Natalia Andrievskaya is the Global Director of Major Domestic Appliances. For more information or to share your thoughts, please email Natalia.Andrievskaya@gfk.com.
    • 11/10/16
    • Consumer Goods
    • Home and Living
    • Point of Sales Tracking
    • Connected Consumer
    • Global
    • English

    Gardeners gets smart with robotic mowers

    As in many other areas, consumers are keen to embrace technologies that make their lives easier. Find out in which country gardeners were the most enthusiastic adopters of robotic lawnmowers.
    • 11/08/16
    • Retail
    • Consumer Goods
    • Global
    • English

    Delivering on the promise of quick and easy meals

    I don’t cook much in the summer, so this is the time of year when I start spending more time in the kitchen. But I have my limits, as do most people with busy schedules. Food marketers understand that most people want to get dinner on the table quickly and with minimal fuss. The internet, lifestyle magazines, and other sources are littered with ideas for one-dish meals and 15-minute dinners. Yet this sheer volume of recipes may intensify the problem. More than one in two (52%) American adults aren’t willing to spend more than 30 minutes making dinner on an average weekday, finds a new US survey from GfK Consumer Life. This share ranges somewhat by age and gender, but not as much as you might think – from 48% of Boomer women to 60% of Millennial men. This means that there is an enormous appetite for quick and easy meal ideas, an appetite that marketers could be doing a better job of satisfying.

    Extend “quick and easy” to finding the recipe itself

    The internet is by far the most popular source for recipes across all consumer segments, cited by 60% of Americans. Many popular recipe websites seem geared more toward browsing than targeted searches. This is fine for those seeking inspiration, but not so helpful for those who want to know precisely what they can make in the next 20 minutes. Apps are making gains as a regular recipe source in recent years, from 10% in 2012 to 18% today. Over a third (34%) of Millennial women use them. Apps such as the Allrecipes Dinner Spinner are ideally suited to the “need it now” quest and often allow users to filter on preparation time as well as other parameters such as ingredients and dietary needs.

    Extend “quick and easy” to pre- and post-meal tasks

    Even a 10-minute meal will take longer than that if you discover that you’re lacking a critical ingredient or utensil. Most (58%) Americans look for recipes that use ingredients and tools they already have in their kitchens, the top-ranked statement out of 11 related to cooking. Recipes should indicate which ingredients are optional or suggest substitutions where possible. The same goes for items required to prepare the dish. Not everyone has a vegetable steamer or is savvy enough to be comfortable leaving out the juniper berries. Meal-kit services like Blue Apron and HelloFresh omit virtually all of the pre-cooking tasks including the recipe search and grocery shopping, but are not known for their speedy preparation times. The Peapod grocery delivery service offers the convenience of delivery, including meal-kit options. It has also partnered with UK-based Whisk to offer a “smart shopping list” option that allows customers to instantly add recipe ingredients to their online shopping cart. At the other end of the process, it’s safe to say that people who don’t want to spend a lot of time making dinner don’t want to spend a lot of time cleaning up afterwards. Washing dishes isn’t Americans’ most hated household task, but it’s certainly disliked more than shopping for food or cooking the actual meal. Recipes and meal-kit services should also account for clean-up time or they risk leaving an unpleasant ‘after-taste’ that could deter future use.

    Conclusion

    Touting “quick and easy” meal ideas will definitely appeal to American cooks, most of whom want to put fresh and healthy food on the table but don’t want to spend three hours preparing it. Marketers who offer recipes via websites and product packaging or meal-related services of any kind, need to deliver on all counts to rise above the crowd. Diane Crispell is Senior Consultant on the Consumer Life team at GfK. She can be reached at diane.crispell@gfk.com.
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