TrendSights Analysis: Simplicity - Facilitating demand for a less complicated lifestyle

TrendSights Analysis: Simplicity - Facilitating demand for a less complicated lifestyle

  • May 2017 •
  • 42 pages •
  • Report ID: 4948879 •
  • Format: PDF
TrendSights Analysis: Simplicity - Facilitating demand for a less complicated lifestyle

Summary

Simplicity offers consumers a sense of comfort within a world of increasing complexity and uncertainty. As a result of a rapidly evolving, and sometimes unpredictable, global landscape, today’s consumers are leading more complicated, stressful, and fast-paced lives than ever before. In turn many are seeking to take a step back from this environment. By simplifying their lifestyles as well as their product choices, Simplicity offers a form of relief from modern life for consumers.

As consumers live more complex lifestyles, they are seeking products which can streamline their regimes, routines, and consumption experiences and essentially simplify them in terms of time and effort. Developing products which can achieve this in innovative and unique ways is therefore essential when engaging consumers with this trend. Similarly, given the overwhelming number of products available to the consumer, the Simplicity trend’s applicability is not limited to solely to the consumption experience. The trend carries significant weight in making it easier for consumers to identify which product is best suited to them and throughout the retail journey.

Trend drivers
- Time scarcity: lack of time means consumers seek easy-to-use, streamlined products to assist in daily routines.
- De-consumerism: consumers do not necessarily want to own more products and are instead choosing more meaningful, memorable experiences.
- Overwhelmed consumers: the proliferation of information and products means that choice paralysis is a real issue consumer’s face.

Consumer targets
Consumer groups most likely to be engaged with the Simplicity trend are -
- 25-44 year olds are most likely to believe simplifying their lifestyle to be important in creating a feeling of wellbeing.
- Women are most likely to agree there is too much choice when shopping.

Solutions which can streamline functional tasks - multifunctional, dry-use products will appeal in personal care and household cleaning categories while meal kits will simplify meal preparation. Cut through the clutter for consumers by ensuring that product benefits and usage instructions are clearly stated on pack as well as the differences between products in the portfolio. Use easy-to-understand, recognizable ingredients in order to convey product safety and transparency within simplified formulations.

The report "TrendSights Analysis: Simplicity" explores how brands can facilitate demand for a less complicated lifestyle. Additionally, this report insight into the different routes through by which products can align with the Simplicity trend including examples of best-in-class innovation, helps to compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are and identify the innovation implications of the trend for your sector.

Companies mentioned in this report: Picard, Arm & Hammer, Platinum Label, Passage Foods, Kispray, John Frieda, Scratch, Dior, Gousto, Sam Farmer, Lily’s Kitchen, Boots, Reiner, You, Marlowe, Presha Fruit, Nestea, RXBAR, Kiss, Chobani, Hershey’s, Evolve, San Miguel, Diageo, Amazon Prime.

Scope

- 74% of consumers globally find living a less complicated lifestyle to be important in creating a feeling of wellbeing.
- Women are among the consumer groups most likely to agree that there is too much choice when shopping for products.
- Brands need to cut through the clutter for consumers by ensuring that product benefits and usage instructions are clearly stated on-pack as well as communicating the differences between products in their portfolios.

Reasons to buy

- Gain insight into the different routes through by which products can align with the Simplicity trend including examples of best-in-class innovation.
- Compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are.
- Identify the innovation implications of the trend for your sector.
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