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Trends und Prognosen

Das Kaufverhalten der Verbraucher ändert sich schneller denn je. Produktzyklen werden kürzer, neue Angebote kommen immer schneller auf den Markt und Unternehmen müssen der Konkurrenz einen Schritt voraus bleiben. Um erfolgreich zu sein, benötigen sie präzise Umsatzprognosen – basierend auf soliden Analysen – sowie die aktuellsten Kauf- und Markttrends.

Wir bieten Ihnen detaillierte Prognosen zur Nachfrage nach technischen Geräten sowie weltweite Daten zu den Trends in Technologiemärkten.

Unsere Prognosen beruhen auf der weltweit größten Erhebung von POS-Daten. Hinzu kommen die Fachkompetenz unserer Experten auf internationaler Ebene sowie das Wissen über lokale Gegebenheiten. Dank dieser Kombination erhalten Sie einzigartige, granulare und schnelle Prognosen – Prognosen darüber, welche Produkte die Verbraucher kaufen werden, in welchen Mengen, für welchen Preis und wo.

Prognosen für Investoren und Kapitalmärkte

Investoren stehen ebenfalls unter großem Leistungsdruck. Um erfolgreich zu sein, benötigen Unternehmen bereits frühzeitig Einblicke in maßgebliche Trends. Sie müssen wissen, wo sich Investitionen lohnen.

Wir bieten Ihnen auf Grundlage der weltweit größten Erhebung von POS-Daten umfassende Prognosen. Wir führen regelmäßige, detaillierte Unternehmensanalysen im Bereich Hardwaretechnik, Halbleiter und langlebige Gebrauchsgüter durch und ermitteln so relevante Informationen über Veränderungen in der Verbrauchernachfrage.

Unsere Prognosen ermöglichen es Ihnen, Empfehlungen auszusprechen, die auf zuverlässigen Quellen beruhend.

Aktuelle Insights

Finden Sie hier aktuelle Insights aus dem Bereich Trends und Prognosen.

    • 08/02/18
    • Technology
    • Point of Sales Tracking
    • Trends and Forecasting
    • Tech Trends
    • Switzerland
    • German

    Durchzogener Heimelektronik Markt 2017 mit Lichtblicken

    Nach einem negativen ersten Halbjahr zeigte sich der Multimedia Markt Schweiz seit Juli 2017 etwas versöhnlicher - die darauffolgenden Monate lagen alle über Vorjahr.
    • 23/08/17
    • Press
    • Technology
    • Point of Sales Tracking
    • Trends and Forecasting
    • Switzerland
    • German

    Multimediahandel meldet Rekordtief

    Der Rückgang im Schweizer Multimediahandel geht weiter. Das Marktvolumen nahm in den vergangenen zehn Jahren um fast ein Drittel ab. Luca Giuriato, Senior Market Consultant bei GfK Switzerland, schreibt über die Gründe für die Talfahrt.
    • 13/11/19
    • Retail
    • Trends and Forecasting
    • TEMAX
    • Global
    • English

    4 facts you can’t ignore about Black Friday

    Seasonal promotions are one of the core reasons consumers make a purchase. The importance of good deals to consumers can be clearly seen in GfK’s weekly long-term sales trends for Technical Consumer Goods. GfK has found that about a quarter of cumulative global sales come from select promotional events that only take place during 10 weeks of the year. Of course, there are regional differences, but Christmas, Singles’ Day and Black Friday dominate the promotional calendar in many countries around the world.

    1. Black Friday 2019 is timed perfectly

    Every year, Black Friday falls on the Friday after Thanksgiving in the US, which is celebrated on the fourth Thursday of November. This year’s Black Friday takes place on the latest possible date, 29th of November: right after payday and only three weeks before Christmas. As a result, many consumers will already feel the pressure to buy gifts and, probably more importantly, will have money to spend on Black Friday deals. For some shoppers, this might be the first time that they can go bargain hunting without having to organize a loan before making their purchase. This year’s Black Friday could well set new sales records thanks to its timing.

    2. Black Friday is bigger than Christmas

    Traditionally, the Friday after Thanksgiving has been regarded as the beginning of the United States’ Christmas shopping season. Today, both in volume and value, Black Friday is bigger than the original peak trading periods including Christmas and the January sales – and it continues to grow. Our Weekly Point of Sales Tracking shows that Black Friday week in 2018 generated more than double the turnover (+113%) of an average selling week across the EU5 (France, Germany, Italy Spain, UK) markets. For those countries plus Brazil, Black Friday is the most important week of the year in terms of sales value generated. Latin America has seen unprecedented peak sales during Black Friday.

    3. Black Friday attracts aspirational bargain hunters

    In general, consumers love bargains and they are actively looking for them. shows that with the ease of making price comparisons online, a growing number of consumers shop around before making a purchase decision. Globally, nearly half of all consumers (44%) have increased the frequency they compare prices from different stores. This is true for 58% of shoppers in Latam, 45% in Europe, 41% in APAC and 35% in North America.  And this is what makes Black Friday so successful and important – but retailers need to make sure the price drops are genuine in this environment of comparing prices. And our research shows that a significant proportion of shopping decisions might be driven by consumers wanting to treat themselves. A growing number of shoppers state that they want to “indulge or pamper themselves on a regular basis” or that they “prefer to own fewer, but higher quality items” or they “only buy from trusted brands”. These types of shopper attitudes give an indication of what aspirational bargain hunters could be looking for on Black Friday.

    4. It’s happening – so don’t fight it

    Black Friday has become an essential part of the annual retail calendar for deal-loving shoppers. So for retailers, it’s a question of “do or die”. To “do” it successfully, it’s important to understand the nuances of purchase behavior and shoppers’ attitudes. To make this key event in the “golden” quarter of the year deliver for your business, manufacturers and retailers alike need accurate weekly point of sale data to evaluate performance and plan tactics. In today’s competitive retail environment, it’s vital to respond quickly to consumer purchase behavior and competitor offers. And in the more mature markets, we’re seeing a trend in retailers and manufacturers finding new strategic answers on their quest to make Black Friday profitable despite the challenge of meeting consumers’ demand for bigger and better bargains. This trend is called “Premiumization” and it could transform Singles’ Day, Christmas and the rest of the 2019 shopping season.

    Can “Premiumization” save shopping season 2019?

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    • 17/06/19
    • Technology
    • Consumer Goods
    • Trends and Forecasting
    • Global
    • English

    Consumers seek health innovations from brands

    The relationship between consumers and their health is transforming at an unprecedented speed. From athleisure and cannabis to plant-based burgers and in-mall fitness centers, the trend behind so many of today’s breakthrough consumer movements is wellness. Consumers are seeking health innovations and depending on brands to help them achieve their goals. Regardless of industry, understanding these trends more deeply can help brands leverage this extraordinary moment. While there are many societal shifts driving health and wellness today (e.g. rising healthcare costs, aging population), consumers are also playing a major role in the changing marketplace today as well – many shifts in people’s attitudes and behaviors are worth a closer look.

    Seeking health

    Stress and anxiety are rising at an extraordinary pace.  Out of the 20+ concerns that GfK Consumer Life tracks annually, more societal worries have risen than declined since 2009 – from climate change and terrorism to economic inequality and the cost of healthcare.  What’s more, one of the fastest-rising mindsets from just 2016 until today is the worry about personal safety and security.  It’s clear that consumers are on the hunt for products and services that make them feel protected. This has manifested itself in the rising focus on self-care and mindfulness. More than half of Americans are seeking control over their unpredictable lives, and over a third are looking for opportunities to pamper themselves, a sentiment that has risen significantly in recent years. But these desires are often not material – they are much more about mental and emotional indulgences, products and services that give people the safety net they’re looking for. Health innovations include meditation apps like Headspace and Calm, increasingly part of the mainstream, deliver on this need, providing a safe space that makes users feel empowered and centered. Consumers are also telling us that safety and well-being are increasingly critical aspects of innovation. New offerings can take many shapes – from physical items that may offer new levels of comfort like weighted blankets to innovative textiles used by companies like Under Armour that convert your body heat into energy that is reflected back to you.

    Pivot to prevention

    The impact of the rising cost of healthcare cannot be understated. Today, this is the #2 concern among all Americans, who often have to make tough decisions about what level of healthcare they’re able to provide for themselves and their loved ones. Experts believe that the traditional model of healthcare delivery is shifting to a preventative mode, where the focus is more on healthy behaviors and real-time monitoring. It follows, then, that almost 7 out of 10 (69%) Americans today are taking a more proactive approach to their health through their behaviors and the products that they choose to consume. Many are re-examining their diets with this approach in mind and learning a lot more about the medical benefits of functional foods. For example, almost 3 out of 10 Americans today decide what to eat or drink based on whether pre- or pro-biotics are included. And in response, established brands like Tropicana now offer items that are friendly to the digestive system. Detection will also be an important element in health innovations. GfK Consumer Life research shows that Americans share a growing strong desire for proactive identification of threats such as allergens, contaminants, polluted air, and much more. New devices and services that do better jobs of identifying these threats to our health will become more of a “must have” in the future.

    Pushing for health innovations

    More and more, consumers are playing the lead role in managing their own health, and the roots of this trend are in the evolution of the consumer’s broader worldview. Today, freedom (#4) and self-reliance (#9) are top-10 personal values in the US. What’s more, we increasingly define ourselves by more personal metrics of success (such as being true to ourselves) than our relationships with others, whether it’s as a parent, spouse, or friend. Autonomy, which has in many ways been accelerated by technology, is dictating more consumer needs today – but this doesn’t mean that brands can’t be involved as well. This manifests itself clearly within the health and wellness space. Americans agree that their top physical concerns, particularly as they age, are closely tied to mobility and independence – it’s critical to them that they’re able to do what they want, when they want, for as long as they want.  Brands that support this need for both physical and mental mobility will be successful in the future, like this concept of a “smart rehab” device from Nokia. This shift of control from brands, retailers, and advertisers to customers is apparent across many other categories.  This is due to not only how attitudes and personal values are shifting, but also the vast amount of information now available from our peers via social media, review sites, and more. This is one of the reasons behind the growth of the direct-to-consumer industry in recent years. Consumers are informed and self-directed, and successful brands of the future need to accommodate them as such. Recently, we’ve seen established companies such as Nike take advantage of this business model, selling more products directly to individuals and creating more ways for them to find community. As consumers increasingly take charge of their well-being, brands of every kind need to track their changing desires and concerns to stay a step ahead of demand and build close relationships with their customers seeking health innovations.

    Access our latest recording on this topic

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