The spread and influence of technology over the next five years will be a key driver of change across the globe. However, there will be regional differences and some countries will leapfrog traditional cycles of development.
China, with its huge population and increasing affluence, is a very lucrative market for companies and brands in the Pacific. The Demand Institute, projects that consumers in China will spend $56 trillion over the next decade, with a largely young, affluent, connected consumer base with disposable incomes leading the charge.
With global sponsorship spend forecast to reach over $62 billion in 2017 and global media rights spend expected to hit $45 billion, the top-line metrics remain positive. This report detail what we regard as the 10 major commercial trends in sports.
Compared to their counterparts in other markets, Hong Kong consumers are relatively less likely to engage in online shopping, simply because of the close proximity and convenience of nearby physical stores. A growing reliance on the internet and mobile tech, however, are opening the doors to change.
It’s no surprise that more and more items are being outfitted with built-in connectivity. Consumers’ adoption of internet-enabled devices isn’t a given, however, and it’s worth exploring why acceptance has been so fragmented across categories—as well as what the industry can do to accelerate usage.
How many things can you say for certain that you're paying attention to, or even seeing, at any given moment? Our brains just aren’t good at recalling the kinds of details marketers need to evaluate their efforts in a complex world. That’s where the right neuroscience tools can help.
In terms of golf’s global appeal, few markets rank higher than South Korea. Insights from Nielsen Sports show that 35% of people in the country are interested in golf, which puts it ahead of markets like the U.S. and Europe as the sport’s most interested population.
Companies striving for “leaner, bigger, better” innovations require realistic marketing inputs and an accurate forecast to identify their most promising initiatives. Proving that “consumers love it” without a realistic volumetric assessment simply isn’t enough.
Nielsen Sports’ latest 2018 FIFA World Cup Tracking Study shows that 94% of Russians are aware of the FIFA World Cup, with three-fourths saying they’re excited about the prospect of hosting the tournament.
What are some of the biggest technological influences that will cause the largest impact to consumers, products, industry and society? Are consumers, retailers and suppliers ready for technology trends that will dominate the way we work, live and play in the next 5 years?
Global consumer confidence increased modestly in 2016, a time of great political and economic change around the world, rising three points between the first and fourth quarters to 101. Confidence scores finished the year more strongly than they began in every region except Africa/Middle East.
Unconstrained by physical walls, e-commerce retailers offer a huge inventory of products in endless aisles. Unfortunately, our physical world product coding processes can’t scale to e-commerce: they’re too costly and too slow.
The premium sector is growing globally, and as it turns out, it isn’t ritzy categories like diamonds and champagne that are topping the charts. Rather, global consumers are most often willing to trade up for everyday consumables.
In the coming decades, machine learning will transform work as we know it. And unlike previous revolutions, which primarily affected blue-collar workers, the smart machine revolution has white-collar workers in its sights.
Around the world, consumers are looking for a taste of the good life. And it’s not just those who are wealthy. Sales of products in the “premium” tier are growing at a rapid pace. In fact, the growth of the premium sector in many markets is outpacing total growth for many fast-moving consumer goods categories.
This study identifies the attributes consumers are looking for in premium product offerings, and reveals the underlying sentiment behind the reasons for purchase. We explore what “premium” means to consumers, and we identify the categories for which they’re most willing to pay a higher price.
Consumers are faced with a dizzying array of retailers vying for their attention, and a retail loyalty program can be a determining factor for where they decide to shop. In fact, 72% of global respondents agree that, all other factors equal, they’ll buy from a retailer with a loyalty program over one without.
2016 has been a momentous year on the world stage with Britain voting to exit the European Union and Donald Trump winning the United States election. There have been major upheavals in the Asia Pacific too – literally in New Zealand and Japan with damaging earthquakes, but also a political scandal in South Korea, the passing away of Thailand’s King Bhumibol, and unexpected currency reforms announced in India. We are living in uncertain times where disruption is becoming the new norm.
Most new product launches are “small” or “sustaining” innovations, which include the many, many brand extensions that large companies launch year after year. These launches are absolutely essential for growing existing brands and defending shelf space.
Marketers are more willing to invest in a platform if there is independent, third-party measurement to provide transparent performance metrics and inform best practices that reduce waste and maximise return on ad spend. This message is especially resonant for mobile.
Global consumers, by and large, have more shopping choices at their disposal than ever before. For retailers, differentiating your brand in such a crowded space is critical. A retail loyalty program can be an effective way to create competitive advantage by reducing customers’ likelihood to switch stores.
Done well, loyalty programs can help drive more frequent visits and heavier purchasing. More than seven in 10 global respondents (72%) agree that, all other factors equal, they’ll buy from a retailer with a loyalty program over one without.
While the third quarter of 2016 saw considerable economic diversity across the markets measured by Nielsen’s Global Survey, consumer confidence in the U.S. remained on solid footing with a score of 106, despite a decline of seven points from the second quarter.
Influenced by several factors, the Fast Moving Consumer Goods (FMCG) industry in Vietnam is indeed ‘fast moving’. We have been asked by many key market players which factors influence this industry and how can manufacturers expect it to change so that they can develop their own strategies and approach to catch the growth opportunities and win?
Third-quarter 2016 global consumer confidence remained stable at 99, up one point from the second quarter and unchanged from third-quarter 2015. Country-level scores, however, varied dramatically throughout the regions, reflecting considerable economic diversity around the world.
Third-quarter global consumer confidence increased one point from the second quarter to 99. Country-level scores, however, varied dramatically throughout the regions, reflecting considerable economic diversity around the world.
Amidst steadily rising reports that Asia is on the cusp of an obesity epidemic and growing speculation among the healthcare community that general health and wellness in Asia over the coming years is on a concerning trajectory, Asian consumers are becoming more conscious of their food choices and many say they are concerned about their weight.
Most of the customer data companies gather about innovation is structured to show correlations rather than causations. Yet after decades of watching great companies do poorly at innovation, we’ve come to the conclusion that the focus on correlation is taking firms in the wrong direction.
Marketers in Vietnam spend over $1 billion annually, but it is estimated that up to 30% does not pay off. That’s $300 million which doesn’t bring the return on investment from marketing activities each year. Little do brands know exactly where their investments did not generate the desired outcomes. So, the questions remain the same from year to year: How to make every single dollar invested in marketing count?
Among global respondents, 74% say they appreciate the freedom of being connected anywhere, anytime, and 70% strongly or somewhat agree that their mobile device has made their life better. This constant connectivity has not only changed the way we keep in touch, but also the way we shop, bank and pay for goods and services.
Grabbing a bite to eat outside of the house is a weekly occurrence for almost half of global respondents, but are we stopping to savor our entrees or eating grub on the go? As it turns out, we’re doing quite a bit of both.
The 2016 report is the second edition of the Nielsen Southeast Asia Breakthrough Innovation Report. The report looks at new products launched in more than 160 product categories, representing 71% of annual fast-moving consumer goods (FMCG) sales across Indonesia, Thailand, Philippines, Vietnam and Malaysia.
While today’s consumers certainly scrutinize the foods that fill their pantries, they aren’t just eating at home. In fact, eating out isn’t just for special occasions; it’s a way of life for nearly half of global respondents.
Asia Pacific continues to shine on most companies’ radar when looking for growth opportunities thanks to its combination of large populations with increasing spending capacity and optimistic consumer sentiment. Across Asia Pacific, four markets boast GDP growth at greater than 5% (China, India, Philippines and Vietnam) and six markets are enjoying higher GDP growth in 2016 than last year (Australia, Indonesia, South Korea, New Zealand, Philippines and Thailand).
Brands armed with new products have always rushed to be first to market, as first movers often establish a stronghold that can be difficult for later entrants to break into. But being “first mover” at the expense of being “best mover” can often lead brands to competitive disadvantage.
The ins-and-outs of what a healthy diet looks like may vary somewhat around the world, but simplicity resonates globally. While there is some variation across regions, the story stays the same: Artificial is out, many of us avoid food with long lists of ingredients and consumers are intent on removing the bad and adding the good.
Over the past decade or so the Paralympic Games has established itself as a major sporting event in its own right. Each edition delivers hundreds of compelling stories created by thousands of athletes in front of millions of viewers.
In addition to representing their countries and competing for medals, para-sports athletes participating in the Rio 2016 Paralympic Games this month will be challenging stereotypes, increasing inclusion and breaking down social barriers—something these competitors have been doing since the first Paralympic Games in Rome, Italy in 1960!
As a consumer group, Millennials are just starting to flex their spending power, which will grow significantly in the coming years. While they’re years from fully establishing themselves, they’re already having a marked impact on the global consumer landscape.
Nearly two-thirds of global respondents say they follow a diet that limits or prohibits consumption of some foods or ingredients. Taking a closer look, a majority of global respondents say that when it comes to ingredient trends, a back-to-basics mind-set, focused on simple ingredients and fewer artificial or processed foods, is a priority.
Growing a brand isn’t easy, especially for those in in crowded categories. But even the most established categories change over time, and even categories that appear stable may be one critical innovation away from awarding one brand a significant long-term advantage.
While the opportunities are obvious, the volatility of Vietnam FMCG market puts a lot of challenges for the manufacturers and retailers to make sound decisions to fully seize the market growth opportunities and drive a profitable business.
Consumers around the world are increasingly focused on clean eating and the benefits of eating more healthfully, with 70% of global respondents saying they actively make dietary choices to help prevent health conditions such as obesity, diabetes, high cholesterol and hypertension.
For many companies, cost reduction efforts become an endless downward spiral. As soon as one cost reduction program is completed, it’s followed by another. It’s a dangerous cycle, but it’s one we know how to break.
Global consumer confidence held steady in the second quarter of 2016 at 98, an index score that was flat from the first quarter and two points higher than a year earlier. North America was the only region to sustain growth momentum in the second quarter, demonstrating a three-point increase in confidence to 111.
Global consumer confidence remained stable in the first quarter and below the optimism baseline score of 100, edging up one index point to 98. The score reflected mixed confidence levels reported in every region.
With more than 1.3 million traditional trade stores in Vietnam, getting products into stores and in front of the consumer can be a big challenge for manufacturers. In fact, until recently, many manufacturers had shifted their focus away from the traditional trade channel in Vietnam, opting instead to set their sights on the expanding modern trade format.
In modern retail, the use of promotions has slowly escalated to become a now-standard practice that has resulted in a shared reliance among retailers and manufacturers, but decent returns are increasingly hard to generate. So knowing which categories are more or less sensitive to pricing changes is essential for driving growth.
A core element in increasing share of wallet is understanding and responding to local consumer needs. It makes sense then, that differentiation from your competition could be an important way to build a competitive advantage. So what are consumers looking for?
Modern retail has long been guided by a powerful premise: the bigger, the better. But the retail landscape is shifting, and this mantra no longer holds true in all cases. This report explores the pain and pleasure points in global consumers' shopping experiences.
Marketers often think of “earned” media as asymmetric marketing opportunities—they’re cheap and fast, which make them quite easy for smaller brands to exploit. But the power of earned media as an asymmetric strategy is more appearance than reality.
Mature brands will find themselves in a broader range of situations than new ones. When it becomes clear that your established brand needs investment to grow your circle of buyers, how do you know which path will work best for you?
Though global consumer confidence remained stable in the first quarter, there was notable variation on a country-by-country basis, and many markets noted a growing recessionary sentiment. In fact, six in 10 global respondents believed their nation’s economy was in recession in the first quarter.
Global consumer confidence remained stable in the first quarter and below the optimism baseline score of 100, edging up one index point to 98. The score reflected mixed confidence levels reported in every region.
When asked to pick the attributes they seek when purchasing all-purpose cleaners, 40% around the world say they want environmentally friendly benefits and nearly as many (36%) say they don’t want harsh chemicals.
When it comes to cleaning products, it should come as little surprise that efficacy tops the list of most important attributes that consumers around the world seek out when selecting household cleaners.
As multinational companies continue to expand into new markets, often providing access to a greater range of products for local consumers, are local companies getting lost in the shuffle? Not necessarily so. In fact, many local companies are thriving.
Many consumers appear to have strong preferences about the origin of the products they buy, but how important is this attribute really when they consider a purchase? How does it stack up against other selection factors?
Typically, small teams build concepts, get qualitative or quantitative feedback, refine concepts, collect another round of feedback, and so on, until they arrive at a “winning” concept. This technique works well, but it suffers from one major drawback: It often produces ideas that are good enough but not the best.
In Vietnam, traditional grocery rules both in store numbers and sales contribution. The challenge to get your products into stores can be incredibly difficult but we discover 5 insights you need to know about tranditional trade channel in Vietnam to win both retailers and shoppers.
Benjamin Franklin said the only things certain in life are death and taxes. Perhaps we should add dirt to the list. So who’s doing the cleaning, what solutions do they use and how often are they freshening up their homes and clothes?
No matter where you live or who you are, dirt and grime are inescapable facts of life. As such, we all need to clean—and we spend a significant amount of time keeping our homes and clothes clean and fresh.
Over the past decade or so, as multinational organisations tackled challenges such as increasing competition, financial crises, and slow growth in developed markets, many increasingly looked to emerging regions such as Asia as a source of growth. Nowhere was this trend more evident than the FMCG sector.
The past decade has seen unprecedented change in the technology and telecommunications sector in Asia-Pacific, and the coming years show no sign of a slowdown. The availability of smartphones, tablets, Wi-Fi, 4G networks and ecommerce is changing the way business is conducted, and driving huge-scale innovation in areas ranging from customer engagement to retail models.
It's easy to reach Super Consumers, once you know who they are. But identifying the optimal strategies to change their behaviour is another matter. Nielsen has come up with a five-point plan to maximise the value of the telco Super Consumer.
VOD services are undoubtedly transforming the way audiences consume video, so it’s important to tune in to what’s driving engagement around the world. Our recent online global survey found that while several strong motivating factors will support continued growth, there are a few barriers to be mindful of, too.
VOD is fast becoming a part of daily viewing habits for many around the world, regardless of age. In fact, among the 65% of global respondents who watch any type of VOD programming, more than four-in-10 say they watch at least once a day.
Not long ago, “watching TV” meant sitting in front of the screen in your living room, waiting for a favorite program to come on at a set time. Today, VOD programming options put the viewer in control of what they watch, when they watch and how they watch.
VOD programming allows consumers to watch what they watch, when they watch and how they watch. And today, nearly two-thirds of global respondents (65%) in a Nielsen online survey in 61 countries say they watch some form of VOD programming, which includes long- and short-form content.
Asia Pacific business leaders predict that by 2020 business models will look significantly different to today, and few believe their organisations are prepared to deal with the rapid pace of change taking place in today’s business environment, according to a new report released today by global measurement company, Nielsen.
Nielsen’s first annual Asia Pacific Business Sentiment Survey delves into the inner-most thoughts and concerns of business leaders around the region and reveals how they are preparing to tackle accelerating, complex and challenging change events in the future.
Multinationals should not turn their backs on emerging market consumers. Some rebalancing toward developed markets makes sense in the near term as their relative strength improves, but it must not come entirely at the expense of investment in emerging markets.
What keeps you up at night? There’s probably more than just one thing: From anxieties about rising utility bills to worries about our personal health, to concerns about the well-being of our family, there’s a lot to think about.
More than half (55%) of respondents around the world believed they were in recession in the fourth quarter of 2015, a modest increase from the start of that year (53%)—and a level that often exceeds official economic definitions.
Global consumer confidence ended 2015 on a subdued note as the index declined two points from the third quarter to 97. Compared to first-quarter 2015, confidence in the fourth quarter remained flat in Asia-Pacific at 107, while Europe edged up four points to 81. All other regions ended the year less confident than they started.
Global consumer confidence ended 2015 on a subdued note as the index declined two points from the third quarter to 97—the same score as the start of the year. Europe was the only region to show consistent confidence improvements throughout the year across all three indicators (job prospects, personal finances and intentions to buy).