Cultural Connections
Improving local marketing execution through an
understanding of how the Consumer Lifestyle Trends are
playing out across different cultures
©The Futures Company, Bord Bia 2009
About the report
• The purpose of the Consumer Lifestyle Trends programme is
to deliver insight into the emerging consumer behaviours
that will shape business in the short-to-medium term.
• This report builds on the Consumer Lifestyle Trends to help
explain the cultural context and key differences between
Ireland and key export markets for the Irish Food and
Drinks Industry. The development of the Consumer Lifestyle
Trends within each country has been used as a basis to
highlight potential marketing implications for companies
wishing to target consumers in these markets.
• The report explores in detail the current consumer context
of Ireland and the UK and summarises key characteristics
for the more secondary markets of France, Germany, Italy,
Spain and US.
©The Futures Company, Bord Bia 2009
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Contents
Section
Contents
Introduction
The objectives of the report and approach
Executive summary
Key Findings
Chapter 1
Understanding Ireland
8-13
Chapter 2
Understanding the UK
14-19
Chapter 3
Secondary Markets
20-31
Chapter 4
Cultural Closeness
32-37
Appendix
Information sources & Further Information
38-41
©The Futures Company, Bord Bia 2009
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3
4
5-7
Introduction
•
It has long since been recognised that despite an increasingly connected world and the apparent
blurring of cultures, from a marketing perspective, all countries to a great extent remain unique.
Marketing practice that once played to the notion of one size fits all and the mantra of global brand
consistency has softened to recognise that brands in today’s world need to show consumers that they
understand their local culture and prevailing attitudes. Good business practice still demands a degree
of consistency across markets to gain cost efficiencies and the ability to develop scalable innovation.
The challenge for all companies is to know where to draw the line and to understand what aspects of
the product and brand mix are transferrable.
•
This report seeks to highlight the differences and points of consistency across a number of important
export markets for the Irish Food and Drinks industry with the objective of providing guidance on
where product / brand propositions may best travel or, how brand behaviour may need to change to
make effective consumer connections.
•
The analysis is founded on the attitudes and behaviours underpinning the Consumer Lifestyle Trends.
A number sources of insight have been used to develop this analysis:
– The primary source of insight used has been The Futures Company’s Global MONITOR study: an
18 country international quantitative consumer survey designed to provide a single source of
trends data for the 16 year old plus population.
– An in-depth understanding of broader societal drivers (including economic, political,
demographic, social, cultural and technological influences) across markets.
– On the ground brand and consumer behaviour observed by the The Futures Company’s global
intelligence network Global Sreetscapes.
(SEE APPENDIX FOR MORE DETAIL)
“Understanding relevance is the key to strategy in dynamic markets. Those [companies] that are
successful…have enjoyed exceptional long-lasting market and financial success by constantly finding
new sources of relevance in their markets”
David Aaker
Conversations with Marketing Masters, 2007
©The Futures Company, Bord Bia 2009
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Executive summary:
Key findings
©The Futures Company, Bord Bia 2009
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Executive summary:
Key Findings:
•
There a number of common cultural links between key export markets for the Irish Food
and Drinks Industry in terms of how the Consumer Lifestyle Trends are playing out.
Many of these links vary by market and a number of market clusters can be identified
where a common marketing approach may be applicable. Key clusters are:
–
Anglophone Countries: UK and US.
–
Catholic Europe: France, Italy and Spain
–
Northern Europe: Germany
•
Ireland in terms of common characteristics most closely links with other countries in the
Catholic Europe group. However, the commonalities in some instances could be seen as
barriers; the strong desire to preserve tradition and cultural heritage limit the scope of
brands that use this as a leading component of their positioning (this needs to be
defined in a local sense). However, the commonality of a feeling of a more full-on
lifestyle is a connecting characteristic with Irish consumers. Convenience and products
that simplify life are universally sought and non traditional brands (or foreign brands)
may be seen as more effective at meeting this need.
•
Significant opportunity exists in the Anglophone markets of the UK and US for Irish
brand and products; there is a growing desire to connect with what is real in these
markets. Whilst this is reflected by consumers looking to rediscover and recover their
heritage, acceptance of brands and products from other cultures that have these
characteristics is high.
©The Futures Company, Bord Bia 2009
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Executive summary:
Key Findings:
•
Environmental and social concerns most strongly resonate with the Anglophone and
Northern European markets. There is a growing expectation that brands and products
are addressing the environmental impacts they make, and it is rapidly becoming a
hygiene factor that the company or brands champion a social cause.
•
Northern European markets (namely Germany) stand apart on a number of notable
levels. Authenticity here is important as a mark of quality: a desire for traditional
German products is more through a belief that traditional forms of production provide
the best outcome, rather than a desire to preserve tradition and heritage. Here Irish
heritage should be leveraged as a signifier of quality.
©The Futures Company, Bord Bia 2009
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Chapter 1:
Understanding Ireland
©The Futures Company, Bord Bia 2009
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Ireland
Introduction
Ireland has experienced rapid growth over the past decade, bringing
about a sea of change in consumers’ lives. Ireland’s economy has
outperformed other OECD countries throughout most of this decade
bring prosperity and opportunity to the majority of the population. As
markets have flourished and developed in the economic boom, the
Irish consumer has become more sophisticated and marketing
literate. Whilst, the recent global financial crisis has heavily impacted
the Irish economy, dampening their enthusiasm and optimism
somewhat, the Irish remain savvy in the way in which they approach
the market place. Armed with the resource of knowledge many
consumers continue to look for the best the market has to offer, albeit
at a lower price.
Trend development
As Ireland has become a mature consumer society it is, therefore, not
surprising that many of the Consumer Life Style trends have become
well-established in Ireland. In terms of trend dynamics, the Irish most
closely resemble other Anglophone markets (the UK, US, Australia
and Canada), sharing common values such as self-expression and
individuality. However, the Irish are in some ways more traditional in
their beliefs and so also share some similarities with other Catholic
countries in Southern European markets.
Mature and
growing
Established and
dynamic growth
Emergent and
growing
Established and
dynamic growth
Mature and
growing
Mature and
growing
©The Futures Company, Bord Bia 2009
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Ireland
Savvy, confident and optimistic consumers in a
modernizing society
Rapid economic development over the past decade has transformed
Ireland into a modern consumer society. This is reflected in the way
many of the Consumer Lifestyle Trends are being played out.
Modernisation has increased the pace of life and created additional
demands on consumers’ time and energy. As in other Anglophone
markets, the Irish are living increasingly fast and complex lives. To
cope with new demands, consumers are seeking sophisticated
strategies that go beyond buying convenience products and looking
for retailers that are open for longer hours. Although, they finding
time management a constant challenge, they are less stressed than
other Anglophone countries and are keen to pack more into their
lives. This is reflected in their desire for more choices and the fact
that they are less likely than other Anglophone countries to feel that
the pace of life is too busy for them.
In reaction to their Life-on-the-go, the Irish are, more keenly than
ever, seeking experiences that help them to decompress and enjoy
life to the full. Irish consumers place great emphasis on fun and look
for elements of play and escapism in their experiences. However,
compared to the British, the Irish are also more willing to take part in
riskier and more adventurous activities.
©The Futures Company, Bord Bia 2009
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76% of the Irish agree
that “having fun” is
important to them.
44% say, “I like to
take part in activities
that have an element
of risk or adventure”.
(Compared to the
survey average of 68%
and 38%,
respectively).
Source:Global MONITOR 2008
Ireland
Savvy, confident and optimistic consumers in a
modernizing society
Increased spending power and enhanced self-confidence have created
empowered and demanding consumers. As Professional Consumers,
the Irish are sophisticated. They tend to be brand-savvy and do not
rely on famous brands to discern quality. They are fairly priceconscious, place a high priority on product performance, and do not
need to be considered trendsetters.
However, in contrast, the Irish are more likely to seek expert opinions
before making purchases and they are more interested in luxury than
other Anglophone countries. They like to trade up to a more premium
goods when they can.
They are smart with
their trade offs, 57%
agree “I like to splash
out on some products
and services, even if it
means that I have to
economize in other
areas” (against the
survey average of
46%).
Source: Global MONITOR 2008
Aware and active in relation to health
The Irish also show a high level of competence in the Quest for Health
and Wellness. Like the other Anglophone countries, the Irish are
increasingly concerned about modern health risks such as obesity and
feel pressured to be more health-conscious. Consequently, the Irish
are actively managing their health, perhaps more so than their British
neighbours. They are taking control of their health and feel personally
responsible for managing their wellness. Irish consumers are
increasingly willing to try new health remedies, and they proactively
use the Internet to search for solutions. Nevertheless, they are less
likely than average to eat healthy foods or drink water (to improve
their wellbeing). There is always room for improvement.
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The Irish are the most
likely of all countries to
“research illnesses or
injuries online”
(68%, compared to the
survey average of
47%).
Source:Global MONITOR 2008
Ireland
Moving with the times and becoming increasingly
globally aware
The Irish are becoming more globally aware as technology
penetration increases and their wealth offers them greater mobility.
This is making them more aware of global environmental problems
such as global warming as well as other sustainability issues. And
they are more sensitive to corporate social-responsibility and ethical
concerns (Making a Difference). Similar to the British, the Irish feel a
sense of duty to use recycled products. They also feel increased
social pressure to take personal responsibility for their actions in this
area of their lives. Nevertheless, in terms of market innovation and
action in this area, the Irish perhaps lag slightly behind the British.
Irish Tradition is Good
Despite rapid modernisation, there remains a deep and abiding sense
of tradition in Ireland. The Irish continue to value, and take pride in
their heritage and culture.
Keeping It Real continues to be one of the most mature and dynamic
trends in Ireland. Unlike the UK, which is looking to rediscover its
roots, the Irish are looking to hold onto and preserve their cultural
identity throughout a period of rapid development. In a similar way
to the Spanish (whose economy similarly benefited from a period of
intensive investment and development after joining the European
Community in the early 1980s), and the Irish are embracing change
while working hard to maintain their unique traditions and way of
life.
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Sustainable Fish
Kinvara Fish products support
the livelihood of the local
fishermen who are committed
to sustainable fishing practices.
69% of the Irish
agree," I worry that
aspects of our culture
and traditions are
being lost as the world
merges into a single
global culture”
(compared to the
survey average of
61%).
Source:Global MONITOR 2008
Ireland
Summary:
•
Similar to the Anglophones, the Irish are living increasingly Life-on-the-go. They are
moving beyond the more basic need for convenience and are looking for increasingly
sophisticated solutions to better manage their personal resources. Modern lifestyles,
however, are still relatively new to the Irish, and the benefits of the new currently
outweigh the potential down side.
•
The Irish are confident consumers who are brand-savvy, price-conscious and discerning.
Unlike the Anglophones, the Irish are more likely to trade up for everyday luxury items
and to consult an expert before making purchase decisions. They still need some
reassurance and advice to help them navigate decisions in the marketplace.
•
The Irish are actively engaged in managing their own health, using the Internet to
research health interests and concerns, and they are adopting a wide range of health and
wellness strategies.
•
Irish consumers are becoming increasingly aware of global issues such as sustainability.
They take their “green” responsibility seriously and believe that their efforts can make a
difference.
•
The Irish remain fairly traditional in both their attitudes and behaviours. Family values,
culture and heritage continue to play important roles in Irish society. Compared to other
Anglophone countries the Irish are more committed to the traditional concept of
community. They seek to preserve and celebrate their roots in as many ways as possible,
while remaining open to modernisation.
©The Futures Company, Bord Bia 2009
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Chapter 2:
Understanding the United
Kingdom
©The Futures Company, Bord Bia 2009
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United Kingdom
Introduction
The UK is one of the most globalised and sophisticated consumer
societies in the world. Unsurprisingly, given a shared cultural and
linguistic heritage, UK consumer attitudes fit most closely with other
Anglophone markets, in which consumers are accustomed to a great
deal of choice, and many products and services are carefully tailored
and targeted to meet their needs and wants. In particular,
marketplace offerings are highly attuned to the emerging trends
identified by the Consumer Lifestyle Trends. In fact, the UK is the only
market in which all 6 of the trends can be considered mature.
UK consumers are individualistic, assertive, savvy, self-reliant and
discerning. They are looking for greater control over all aspects of
their lives, even though they tend to be more reserved in some of
their behaviours than other Anglophone consumers.
Trend development
Mature and
dynamic growth
Mature and
growing
Mature and
dynamic growth
Mature and
growing
Mature and
growing
Mature and
dynamic growth
©The Futures Company, Bord Bia 2009
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United Kingdom
Self-reliant and coping with modern pressures, but
increasingly concerned
As one of the most economically developed and technologically
progressive societies in the world, the pace of life in the UK is fast,
which creates huge time and energy demands for consumers, as seen
by the trend Life-on-the-go. In contrast with developing markets,
convenience has become a hygiene factor. Hence, consumers are
looking for strategies that will give them greater control over their
busy lives. This need for control is also apparent in the way the Quest
for Health and Wellness trend is being played out.
Despite relatively good health, UK consumers feel societal pressure to
be slim, and (as is typical for an Anglophone market) UK consumers
feel an increasing sense of personal responsibility for their health.
They use the Internet extensively to research health questions and
concerns, and they practice a wide range of preventive health
measures that are focused as much on mental, emotional and
spiritual health as on physical health.
UK consumers are globally connected citizens who demonstrate high
awareness and concern over a range of ethical, social and
environmental issues. Often, they feel guilty about not being more
environmentally conscious, and many feel pressured by societal
expectations to take more personal responsibility. They also recognise
that science and technology cannot solve all environmental problems;
it will take the combined efforts of private citizens, government and
business to solve major environmental problems.
Health solutions for a fast
pace of life
Compeed cold sore patches
have made treating cold sores
simpler with these one a day
invisible patches.
83% of UK consumers
feel that “people have a
duty to use recycled
products whenever
possible” (compared to
the survey average of
79%).
Source:Global MONITOR 2008
©The Futures Company, Bord Bia 2009
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United Kingdom
Conservative and astute
Like other advanced consumer societies, UK consumers have shifted
their focus from accumulating material goods to collecting
experiences. However, compared with US and Irish consumers, UK
consumers are strikingly less likely to seek extreme or radical
experiences. Instead, they tend to value experiences that act as an
antidote to their fast-paced and stressful lives, fully immersing
themselves in something different - something that allows an escape,
but without the added element of extreme risk and adventure that is
popular with consumers in other markets in relation to Living Life to
the Full.
As Smart Shoppers, the British behave much like consumers in other
advanced consumer societies, but with a decidedly British accent.
They are not easily seduced by luxury, exclusivity or trendiness, and
they understand the trade-offs between price and quality. The British
are more somber and performance-driven in their choices. However,
they are also less price-sensitive than their US counterparts.
A Dining Experience
Inamo is a pioneering
restaurant and bar that enables
consumers to control their own
dining experience using the
interactive table tops.
63% of UK consumers
agree that “price is
more important than
brand” versus the
survey average of 52%.
Source:Global MONITOR 2008
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United Kingdom
Growing consumer backlash against globalisation
There is increasing evidence that UK consumers feel that old cultural
traditions, values and ways of life are under threat from the forces of
globalisation. The consumer backlash against globalisation and its
much faster pace of life is growing.
These concerns play out in the ways in which UK consumers embrace
the Keeping It Real trend. Unlike the European Mediterranean
markets, which are looking to preserve existing cultural norms, UK
consumers are looking to rediscover and recover their heritage, and
then to celebrate it. More and more, UK consumers are seeking out
products that represent forgotten traditions, bear witness to the past
and are made with a level of craftsmanship that seems to be evermore difficult to come by in an increasingly virtual world. As a result,
this trend continues to rapidly grow versus other markets despite
being mature.
Similar to many other Anglophone markets, authenticity is
aspirational in the UK, and many consumers are willing to pay a
premium for products that offer them an element of heritage, history
and superior craftsmanship. These products are seen to offer an
anchor point in a fast changing modern world.
Traditional Sweets
Hand made traditional English
sweets by Miss Hope and Mr
Greenwood.
50% of UK consumers
say, “I like buying
products that have a
sense of history or
tradition about them”
compared with a low of
36% among German
consumers.
Source: Global MONITOR 2008
©The Futures Company, Bord Bia 2009
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United Kingdom
Summary:
•
UK consumers are time and energy deficient but have learnt to stay in control of these
pressures in recent times. To cope, they are interested in sophisticated solutions that go
beyond convenience, such as simplification and outsourcing, and allow them to make the
most of their time.
•
UK consumers are self-reliant and are beginning to take responsibility for safeguarding
themselves against modern health risks. They are also adopting a wider range of
preventive health measures and doing research online.
•
UK consumers are becoming more aware of, and concerned about, ethical and
sustainability issues. They feel a great deal of societal pressure to do the right thing. As a
result, they are taking greater personal responsibility for their actions.
•
UK consumers are confident and brand-savvy. They understand the trade-offs between
price and quality and are sophisticated value-seekers. They are performance-driven and
are more rational than emotional when making purchase decisions.
•
There is a growing desire for authenticity, especially in the form of products that have
elements of tradition, heritage and superior craftsmanship. UK consumers like products
with an interesting back story and are willing to pay a premium for them.
©The Futures Company, Bord Bia 2009
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Chapter 3:
Secondary Markets
©The Futures Company, Bord Bia 2009
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Secondary Markets
Trend
development
Emergent and
dynamic growth
Mature and
growing
Established and
dynamic growth
Established and
dynamic growth
Mature and
dynamic growth
Emergent and
dynamic growth
Mature and
growing
Mature and
growing
Mature and
growing
Mature and
growing
Emergent and
dynamic growth
Mature and
growing
Established and
dynamic growth
Mature and
dynamic growth
Established and
dynamic growth
Established and
growing
Established and
growing
Mature and
growing
Mature and
growing
Established and
dynamic growth
Established and
growing
Established and
growing
Mature and
growing
Established and
growing
Established and
dynamic growth
Emergent and
growing
Emergent and
growing
Mature and
dynamic growth
Established and
growing
Mature and
dynamic growth
©The Futures Company, Bord Bia 2009
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France
France is an advanced consumer society, so the trends are either
well-established or mature there. However, French consumers are
different from consumers in other advanced markets. They resist
some of the forces of globalisation and fight to protect their
traditional way of life. Protectionist policies have maintained France’s
distinctiveness, and this has been a source of national pride.
Nevertheless, the recent weakening of the economy and high
unemployment are driving the need for modernisation, thus creating
significant tensions.
Struggling with modern pressures, but refusing to
adapt
French consumers are feeling the impact of their increasingly fastpaced and complex lifestyles. Despite this, and unlike the Spanish
and Italians, the French are not looking for ways to cope with the
pressures of modern life; they are looking for ways to simplify their
lives.
Similarly, there is a growing awareness of the negative impact of
modern lifestyles on health and wellness. However, unlike the
Italians, French consumers resist altering their traditional methods in
the Quest for Health and Wellness and remain focused on their
broader and more indulgent definition of “wellbeing.”
The French are also becoming more aware of, and concerned about,
ethical and environmental issues. They recognise the need to take
personal responsibility for environmental problems, and they
acknowledge that science and technology will not solve all
environmental problems.
©The Futures Company, Bord Bia 2009
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French Heritage
Ricard’s advertising campaign taps
into national pride and targets
those consumers who want to drink
genuine French “Pastis” not a
poor foreign imitation.
23% of the French will
“try health remedies
from other countries or
cultures” compared
with the survey average
of 35%
Source: Global MONITOR 2008
France
Sophisticated and smart shoppers
The proliferation of products and services available in France’s
advanced retail marketplace has made consumers sophisticated and
brand-savvy. Luxury, exclusivity and trendiness hold surprisingly
little appeal, except perhaps to those more cosmopolitan consumers
in Paris and other urban centres. They are also self-assured and able
to make their own purchasing decisions rather than relying on
brands for choice editing. Like consumers in other advanced
markets, French consumers are becoming more demanding. They
want good quality at a fair price, and they are also extremely pricesensitive, are always looking for the least expensive option and are
less likely than the Spanish to trade up or down.
Summary:
•
French consumers remain fairly traditional in both their
attitudes and behaviour. Culture, heritage and family values
continue to play important roles in French society.
•
The French lag behind the Spanish in terms of ethics and
sustainability. Despite feeling a sense of responsibility to do
good, they feel that their personal choices are unlikely to make
a difference, compared to the actions of others.
•
French consumers are savvy, sophisticated, extremely priceconscious and not easily seduced by luxury, exclusivity or the
latest trends. They are also becoming increasingly demanding
and place great emphasis on getting good quality at a cheap
price.
©The Futures Company, Bord Bia 2009
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Wine Shots
These sweet and classic wines
come in 6cl or 10cl tubes, which
provide novices with a low-cost
way to try wine of a particular
variety or from a particular region.
68% of French
consumers say that
“price is more
important to [them]
than brand names”
compared with the
survey average of 52%
Source: Global MONITOR 2008
Germany
With a plethora of products and services available to them, Germans
are savvy and demanding consumers. German consumers are also
seeking fun and interesting ways in which to get release from their
pressurised and busy modern lifestyles. Germany is also amongst the
most liberal societies surveyed, and there is a strong sense that
consumers there want to move forward with the times and let go of
their history and past. However, German consumers maintain a
highly rational approach to consumption, having a high regard for
quality and functionality and a keen eye for value.
In control of life
Given that Germany is an economically advanced and modern
society, it is not surprising that the pace of life there is fast.
Consumers have many demands on their time. However, unlike other
developed markets, Germans are not and do not appear to be
stressed out, and they seem to be on top of their busy lives.
Germans tend to be rational shoppers; getting good quality at a good
price is more important than a famous brand name, style or design.
This attitude may be a lingering legacy of almost a decade of a
relatively difficult economy. Product tests and reviews are
commonplace across sectors, and are often used as a guide to
consumers at the point of sale.
German consumers behave much like consumers in Mediterranean
markets in their Quest for Health and Wellness - relying for the most
part on traditional health and wellness strategies. Germans value
“‘folk”’ remedies, and they trust their doctors and the efficacy of
Western medicine. Germans do not feel pressured to be more healthconscious and are not interested in doing more to manage their
health and wellness.
©The Futures Company, Bord Bia 2009
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64% of German
consumers say that
“using products and
services that offer the
greatest convenience”
is important (compared
to the survey average
of 51%)
Source: Global MONITOR 2008
78% of German
consumers agree, “I
am always pushing for
better quality and
value from companies,
even when buying
everyday products”
(compared to the
survey average of
62%).
Source: Global MONITOR 2008
Germany
Open to change
German consumers are more open to embrace the new and leave the
past behind is seen in the way Keeping It Real is being played out.
Unlike most developed markets, authenticity for these consumers is
less about celebrating traditions, cultural heritage or history and
more about a desire for trust, transparency and continuing quality.
There is still a great value placed on traditional tastes and reliable
German products and brands that have withstood the test of time at
home and abroad.
German consumers have a strong awareness and understanding of
green and ethical issues. They are among the world’s most active
environmentalists — recycling, buying local and looking for ways to
conserve energy.
Summary:
•
Germans want control of their busy lives and, for the most
part, feel they have taken the necessary steps to be in control.
•
Germans may approach life in a very rational way; however,
they also love to have fun and have new experiences.
•
Yet a heavy focus on conventional wellbeing strategies and on
the importance of traditional communities suggests that
Germany still remains traditional in some areas.
•
German consumers are environmentally conscious and have
been demonstrating green behaviours for many years.
Support the Local Environment
Bionade supports local farmers by
guaranteeing to buy 100% of the
yield from farmers who convert
their operations into organic farms.
51% of German
consumers say, “I worry
that aspects of our
culture and traditions
are being lost as the
world converges into a
single global culture”
(compared to the
survey average of
61%).
Source: Global MONITOR 2008
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Italy
The large majority of the Consumer Lifestyle Trends are wellestablished in Italy, a fairly advanced consumer society. However,
the interplay of the trends in Italy is unique. In some ways, Italians
are similar to their Mediterranean neighbours France and Spain;
however, in other ways, they appear closer to consumers in the
emerging markets. This dichotomy reflects both Italy’s position as a
developed European market and its conservative culture heavily
influenced by more traditional authorities such as the Catholic
Church, family etc. Italy is changing, but it remains a land of
cherished customs and timeless rhythms.
Traditional values remain strong
Much like the Spanish and the French, Italians hold their history
dear, local customs and traditions. However, continued economic
development and globalisation pose a growing threat to their unique
way of life, and Italian consumers are becoming more concerned that
their culture is being lost. The trend Keeping It Real resonates
powerfully in Italy because, as consumers, Italians place great
emphasis on craftsmanship, sense of style and provenance. This is
reflected in the kinds of products they buy, the quality of the
ingredients, where the products are made, who made them and the
story behind them.
In contrast to other developed markets, they are also looking for
better balance in their lives and, many stated they would be willing
to take a lower-paying job to achieve this goal. Italians have always
understood the importance of emotional wellbeing, and they appear
to welcome health and wellness products from other countries and
other cultures that might make their lives better.
Traditional Food
This pasta is made from a
traditional durum wheat using
traditional bronze rollers. The
unique history of this family brand
is detailed on the packaging.
56% of Italian
consumers are
enthusiastic about
“buying products that
have a sense of history
or tradition about
them” (compared to
the survey average of
48%).
Source: Global MONITOR 2008
©The Futures Company, Bord Bia 2009
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Italy
A very particular kind of consumers
While getting a cheap price is important to Italians, luxury is more
important to them than consumers in many other developed
markets. They do not understand, nor will they tolerate, the need to
sacrifice quality or style, to get a lower price. Italy is one place in the
world where sophisticated consumers are in control, and it is
incumbent on marketers to understand their consumer’s emotional
as well as functional needs and wants.
Awareness and concern about a range of social and environmental
issues are causing Italians to take a more ethical and sustainable
approach to their lifestyles. Making a Difference is important to these
consumers. But Italians remain confused about sustainability and
feel unsure about what they can do to help. Consequently, they still
lag behind markets such as the UK and Spain.
Summary:
•
Italian consumers have a continuing strong interest in history,
tradition and provenance, and this is reflected in their interest
in authentic products.
•
In the area of health and wellness, consumers are beginning to
make more use of modern remedies as well as new technology
in the form of the internet.
•
Italians are savvy, sophisticated consumers and should be
treated as such.
SMS Price Tracking
As food prices rise, consumers can
track food prices via SMS.
48% of Italian
consumers say that
they “usually choose
the cheapest products
available” (compared
to the survey average
of 41%).
Source: Global MONITOR 2008
•
Awareness and concern around ethical and sustainability issues
have increased; however, Italian consumers remain confused
about the best way to go about Making a Difference.
©The Futures Company, Bord Bia 2009
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Spain
Spain demonstrates a characteristic profile of a fairly advanced
consumer society — all of the Consumer Lifestyle trends are either
established or mature. However, Spain is not like its neighbours in
the rest of Europe, and it is evolving differently. In the last quartercentury, Spain has been transformed from a rather sleepy economy
into a modern, open and fast-moving economy populated by
increasingly savvy consumers and shoppers with discerning tastes.
Change welcomed, but not at the expense of
tradition
Rapid economic growth in recent years has opened up a wealth of
opportunities for Spanish. Since the early-mid 1990s Spain’s
economy has grown rapidly and unemployment fell well below 10%
from a level that was once above 20%.
As a result, Spain’s living standards are now higher than Italy’s.
Spanish consumers feel the threat of globalisation and rapid
development on their traditional way of life. While they embrace
opportunity and change, they are also increasingly concerned about
the potential impact on their culture and traditions, as seen in the
way they embrace the trend Keeping It Real. Spaniards are proud of
their unique culture, which exists on both national and regional
levels, and are doing everything they can to maintain and support it.
Traditional social values also remain strong and continue to define
social interactions and personal relationships. Spain lags behind the
most advanced consumer societies as a result of the continued
influence of traditional norms and institutions such as the church and
family. Similarly, traditional values and practices continue to define
many attitudes and practices in relation to the Quest for Health and
Wellness.
©The Futures Company, Bord Bia 2009
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Local Food
Food retailer Caprabo is promoting
foods from Catalonia
62% of Spanish
consumers say that
“the pace of life is too
fast for me these days”
(compared to the
survey average of
51%).
Source: Global MONITOR 2008
Spain
High consumer concern around sustainability
It may come as a surprise to some that Spanish consumers
demonstrate a high level of awareness of, and concern about,
environmental and sustainability issues. They are increasingly active
in this area, making personal sacrifices and trade-offs in their
everyday lives. This focus on the environment puts the Spanish close
to the most mature group of markets in relation to Making a
Difference. They are also sensitive to the impact that climate change
and water shortages are having on their lives and their livelihoods,
especially in an economy where agriculture and tourism are so
important. Spain is the third-largest global wine producer and the
fourth-largest global producer of both citrus fruits and barley. More
than half of Spanish soil is devoted to agriculture, global climate
change pose very real threats to the Spanish.
Summary:
•
Spanish consumers want their lives to be a blend of the best of
today and the joys of yesteryear — progress and tradition,
hand-in-hand.
•
The Spanish are savvy consumers who are not seduced by
luxury and exclusivity. They are more demanding and valueseeking than the French and Italians.
•
However, traditions remain important in their lives. This is
reflected in their strong desire for products that celebrate and
preserve their cultural heritage.
•
There is high awareness of, and concern about, environmental
and sustainability issues.
©The Futures Company, Bord Bia 2009
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Urban Trash Safari
New urban sport where people go
out on weekly missions to hunt,
reuse and restore useful stuff
others throw away.
Spaniards are the most
likely of all markets to
agree with the
statement, “I feel bad
about not being as
environmentally
conscious as I would
like to be” (63%,
compared the survey
average of 47%).
Source: Global MONITOR 2008
USA
America is once again a nation in transition. A fundamental shift has
begun to transform the way Americans live their lives, and as it
develops, it is redefining the American dream. The dominant forces
of self-reliance and personal empowerment that defined American
life in the 1990s and in the first years of the 21st century are
beginning to morph into the a marketplace defined by greater
responsibility. They are seeking ways to find common ground and
have begun to move beyond a “me first” sense of entitlement. They
are assuming more responsibility for their actions and are seeking
opportunities to “live their values” in ways that promote the common
good.
A new responsibility marketplace begins to take
shape
Today, Americans remain self-confident and self-reliant; they
continue to believe in themselves and are both savvy and smart
when it comes to how they shop, what they buy, where they buy and
why they buy. Fueled by the Internet, consumers took control of the
marketplace and demanded — successfully — that marketers and
producers make the products that they wanted. The result: the
consumer-driven marketplace of today that is manifested in the
Smart Shopper trend.
However, consumer attitudes are moving from inner-directed to
other-directed. The shift from “me” to “we” becomes most evident in
the growing importance of the trend Making a Difference. This trend
is about the willingness and desire to support social and
environmental initiatives that require a personal commitment.
©The Futures Company, Bord Bia 2009
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“Responsibility: What’s your
policy?”
A website where consumers can
watch short films, read about and
share their thoughts on what it
means to do the right thing.
71% of Americans
agree with the
statement, “I feel I can
make a difference to
the world around me
through the choices I
make” compared to the
survey average of
60%).
Source: Global MONITOR 2008
USA
True authenticity is beginning to define the new
American marketplace
America is coming off almost two decades of bingeing and excess:
“McMansions” (homes that are excessively large), living beyond their
means (driven in part by the housing boom), an obsession with
luxury brands and the widely held view that more of everything is
better. Even before the recent surge in oil prices and the meltdown
in financial markets, Americans had begun to react against the
excesses of the past few decades. Already, they had begun to push
back on all the dubious advertising, the half-truths from
manufacturers and politicians, and the inauthentic masquerading as
the “real”. Authenticity, truth, quality, heritage—genuine and real—
all are qualities that Americans increasingly look for in the products
they buy and the companies with which they do business.
Home production
My Farm is a cooperative urban
farm that grows vegetables in
backyards throughout San
Francisco.
Summary:
•
The United States is an advanced consumer society that is well
into the evolution to a post-materialistic society.
•
The focus on self is diminishing, and the focus on the needs of
the larger community is growing stronger. American consumers
have begun to take ownership of the pressing social,
environmental and personal problems they face. As a result,
they are taking steps to solve their own problems.
•
The concepts of “real” and “authentic” are growing in
importance in the American marketplace—not just more, but
better. Quality, heritage, genuineness, truth and transparency
are more valued today than at any time in the recent past.
©The Futures Company, Bord Bia 2009
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82% of Americans say
that they “appreciate it
when companies make
it clear what they stand
for and stay true to
their values”.
Source: Global MONITOR 2008
Chapter 4:
Cultural Closeness
©The Futures Company, Bord Bia 2009
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Cultural Closeness
Introduction
The best way to guard against a mismatch of global and local
targeting is to identify markets that are similar and then employ a
common overarching strategy that is sensitive to local differences in
the execution of that strategy.
The Futures Company using their global trends survey, Global
MONITOR have identified cultural territories by performing a
correspondence analysis that plots each country with respect to all
the trends and with respect to every other country. This enabled the
identification and actionable understanding of the dimensions
aligning countries relative to one another.
Correspondence analysis is a method
of factoring categorical variables and
displaying them in a property space
which maps their association in two
or more dimensions.
Correspondence analysis has been
popular in marketing research, as it
displays such variables as customer
attitudes and behaviours in relation
to each other.
Where does Ireland sit:
The findings
The analysis highlighted a number of country groupings that are best
explained through 3 differentiating factors within the analysis:
–Materialist vs. Post-Materialist Values
–Free vs. Constrained Identity
–Full-on vs. Moderate Lifestyles
For the countries discussed in this report three category groupings
are relevant:
–Anglophone Countries: Post Materialist, Free Identity and Fullon Life Styles
–Catholic Europe: Post Materialist, Free Identity and (more)
Moderate Styles
–Northern Europe: Post Materialist, Free Identity and (more)
Moderate Styles
©The Futures Company, Bord Bia 2009
About the analysis:
33
The analysis highlights that Ireland
most closely sits within the Catholic
Europe cluster. However, the dividing
line with the Anglophone countries is
marginal.
Consequently, the analysis highlights
that there are a number of common
linkages with the countries discussed
in this report. The important
consideration for marketers is to play
to the right commonalities in each
market to ensure success. This
differs by cluster
This is explored in the remainder of
the chapter
Anglophone Countries
Countries:
Key Trends
Common Characteristics
Marketing Implications
Smart
shoppers
Many sources of brand value such as
convenience, brand name, luxury and
novelty have become hygiene factors.
To hold premium positioning brand must
have rich and engaging offers. Superficial
executions will be quickly unmasked.
Notions of value are sophisticated and
extend beyond just price and product
performance.
Life-on-the
go
The fast pace of life is seen as given in these
markets. Consequently, convenience has
become a hygiene factor and is not a source
of competitive advantage.
Some consumers will be open to brand and
products that encourage or reflect a slower
way of life; playing a role in providing some
respite from the pressured feeling created by
the pace of life in these countries.
©The Futures Company, Bord Bia 2009
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Primary positioning of products need to
extend beyond a convenience positioning to
ensure relevant differentiation.
Brands that encourage consumer slow down
for a moment in their lives will resonate.
Anglophone Countries
Countries:
Key Trends
Common Characteristics
Marketing Implications
Keeping It
Real
These countries are looking to rediscover
their roots and more traditional ways of life.
This is fuelled by a desire for greater
openness in product sourcing and
production.
Brand that play to their traditions and
heritage (whether local or not) are likely to
receive stronger interest in these markets
in the future.
The interest is in what is ‘authentic’ rather
than an attachment with local cultural
heritage and traditions.
In the current environment, keeping sight
of these qualities is critical in terms of
promoting the true value of brands and
products.
Living Life
to Full
These cultures actively seek new experiences
and to broaden their horizons.
Food can be a strong area of
experimentation within these cultures.
Playing to the a sense of adventure through
food can be effective in these markets.
Making a
Difference
Growing environmental concern is a strongly
emerging theme and consumer response is
primarily likely to be reflected through
purchase choice.
These issues are unlikely to be the primary
reasons driving brand and product choices.
However, they are likely to increasingly
provide a point of difference and may
rapidly become a hygiene factor for
consumers in these markets.
©The Futures Company, Bord Bia 2009
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Catholic Europe Countries
Countries:
Key Trends
Common Characteristics
Marketing Implications
Life-on-the
go
The quickening pace of life is as a challenge
in these markets, and unlike the Anglophone
markets, they are searching harder for relief,
even an exit strategy.
Convenience still offers an emergent
opportunity in these markets and could
provide relevant differentiation. Brands that
talk to slower way of living will also
resonate.
Making a
Difference
Environmental concern is an emerging
theme but consumer response is limited.
With the exception of Spain, many of these
issues are yet to become a primary source of
concern.
Concerns will begin to reflect more strongly
in consumers choices. However, the current
context means that a positioning primarily
built around these values is unlikely to gain
significant traction.
Smart
Shoppers
Value and good prices are preferred over
strong brands.
Maintaining premium positioning through
branding is likely to be challenging in these
markets.
Keeping It
Real
This is a strong connecting theme of all the
markets. A desire to remain connected to
tradition (of which food is a primary
component) is strong. However, it is very
much about local traditions.
Irish heritage may not be seen as appealing
as local alternatives.
©The Futures Company, Bord Bia 2009
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Northern Europe Countries
Countries:
Key Trends
Common Characteristics
Marketing Implications
Life-on-the
go
Being in control of their lives is culturally
very important, and consumers in these
markets are seeking strategies to help them
manage their busy lifestyles.
Convenience still offers an emergent
opportunity in these markets and could
provide relevant differentiation.
Making a
Difference
Environmental concern is a strong theme
and more embedded into the way consumers
approach the market place. There is an
inherent expectation that companies are
addressing these issues.
These concerns do reflect more strongly in
consumers choices today. Successful brands
can be built on this positioning.
Keeping It
Real /
Smart
Shoppers
The connection with tradition is very
different in Germany, here it represents
quality and craftsmanship rather than a
definer of national identity.
Brands and products that play to the way
that traditional processes and ingredients
lead to quality are likely to gain traction in
these markets.
Heritage, tradition and artisan skills are a
means to define ‘good value’ in this market.
©The Futures Company, Bord Bia 2009
37
Appendix:
Information sources
©The Futures Company, Bord Bia 2009
38
Methodology for Global Monitor study
•
Sample Size
–
•
31,287 respondents, ages 16 and older, across 18 different countries.
Countries
The study includes countries from five regions of the world:
ü North America: U.S. and Canada
ü Europe: U.K., France, Germany, Ireland, Italy, Poland, Russia, Spain, Sweden
ü Asia: China, India, Japan, Turkey
ü Latin America: Brazil, Mexico
ü Oceania: Australia
•
In field Timing
–
•
Between May 15 and July 21, 2008.
Data-collection method for the quantitative element
–
–
Web-based, self-administered surveys.
In Poland, Turkey, Brazil, Russia, Mexico, India and China, we combined a Web-based
methodology with in-person, face-to-face interviewing to ensure key demographic groups
where reached.
©The Futures Company, Bord Bia 2009
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Methodology for Global Monitor study
•
Global Streetscapes
A global urban network of culturally
connected individuals who gather trends intelligence from around the globe to
provide strategic and creative direction for companies, brands and agencies.
•
Global Streetscapes is a qualitative / observational trend offering designed to complement and
bring-to-life the vast amounts of quantitative data and insights gathered through Global MONITOR,
providing visual examples of key trends in the global marketplace.
•
With an extensive network of Streetscapers in 46 cities around the world, including 12 U.S cities,
Global Streetscapes is designed to put us in touch with the changing needs and behaviours of our
consumers.
©The Futures Company, Bord Bia 2009
40
For further information
•
For further information about Bord Bia’s Consumer Lifestyle Trends
Programme and this report, please contact the Information Services
Enquiry team
– Tel: +353 1 668 5155
– Email: info@bordbia.ie
•
More in-depth content for all the trends and a copy of this report is
available on the Bord Bia web site; www.bordbia.ie
©The Futures Company, Bord Bia 2009
41