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MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
MCCP Trendstream™ 13 Drivers Of Change for 2013
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MCCP Trendstream™ 13 Drivers Of Change for 2013

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  • 1. 13 Drivers of Change for 2013
  • 2. MCCP ‘13 Drivers of Change for 2013’ will shapeconsumer behaviour and can offer you anopportunity to significantly grow your business…We are giving you this gift for free in 2013,however it will be a missed opportunity unless youconvert it to tangible strategies and plans For more information contact: email: Kay@mccp.ie or Tel: 01 6350030
  • 3. At MCCP, we know both the smartphone andtablet market experienced extensive growth in2012…It is because we know how consumers arereading that we have chosen to publish ourpredictions in this format Predicted to be… Mid 2012 End 201249% 16% 71%4 41%&
  • 4. Introducing Trendstream™ and what itcan do for you…
  • 5. At MCCP Trendstream™ we identifyall the drivers of change that shapeconsumer behaviour Consumer Sentiment Attitudinal Changes Behaviours Consumer Trends
  • 6. These seeds of change are thengrouped, filtered and refined Identify ‘Seeds’ of Change ‘Theme’ Detection & Analysis ‘Trend’ ID & Validation ‘So What’ for brand & target
  • 7. MCCP’s planning process works withclients’ data and original research tobuild real insights into their business Discovery Fresh Eyes Consumer Dialogues Industry Specific Data
  • 8. Combined MCCP planning and Trendstream is the path to game changing ideasIdentify ‘Seeds’ of Change ‘Theme’ Detection & Industry Specific Data Consumer Dialogues ‘Trend’ ID & Validation Analysis Fresh Eyes ‘Game ‘So What’ Discovery Changing Ideas’ Trendstream Planning
  • 9. Why not engage in a Discovery™ with usto convert these 2013 predictions intoopportunities, strategies and real growthfor your brand For more information contact: email: Kay@mccp.ie or Tel: 016350030
  • 10. 13 for 2013
  • 11. 13 for 2013 The brand engagement The new normal The gender shift The cultural identity shift shift1. Pick ‘n’ Mix Maturity 5. Visible Men 7. Collective Shield 12. Iconism2. Micro Luxuries 6. Cutaway Feminity 8. Value Shift 13. Fool Proof Consumers3. Micro Planning 9. Happier but Moany4. Intergenerational 10. Regen‘eire’ationCompromise 11. Moderation Culture
  • 12. 1. Pick ‘n’ Mix Maturity
  • 13. Pick ‘n’ Mix Maturity We will witness the perpetuation of ‘Semi Adults’ in 2013 as we become adults sooner and are ‘younger’ for longer. The lines between youth, adult and the elderly are increasingly fluid, raising opportunities and challenges for marketers to get past the obvious age lines
  • 14. Pick ‘n’ Mix MaturityNon-commital Adults Back to education The majority of those taking diploma courses are90,000 adult children in their 30s and 40s living with female aged 35-44 and The majority undertakingtheir parents while 440,000 18+ are still living at degrees or PGC’s tend to be younger with 64% underhome. Many of these have no property, job or 34 (Source: Aontas 2012)relationship commitments (Source: CSO 2011Communion spend at Entrepreneurial Teensadult proportionThe average cost of a Communion per childis now €554, with many salons being A record 16,600 students applied for this year’s Student Enterprise Programme frombooked out for spray tans and gel nails 387 second level schools(Source: EBS 2012)
  • 15. Pick ‘n’ Mix Maturity So What?The challenge for brand custodians is tomake sure that they reflect the ‘real’elements of their underlying needs asstereotypes no longer apply. Brandsmust show that they understand thisjuxtaposition within their customersmindsFeed their ambitions and also their desirefor carefree positivity associated withyouthClients need to rethink segmentation andconsumer needs and mindset instead offocusing on age
  • 16. Pick ‘n’ Mix Maturity We Expect… Get ready to see young and fun ideas and The emergence ofThis rise of attitudes, experiences coming from new innovation thatexperiences and mind- everywhere as 2013 will satisfy newsets that will satisfy won’t be a year of shunning responsibility, energetic needs ofneeds across age lines but it won’t be an older consumers unnecessarily serious, grown up year either
  • 17. 2. Micro Luxuries
  • 18. Micro Luxuries Irish consumers have tired of their moderate and frugal lifestyles. Although careful not to revisit hedonistic ways, consumers are looking for opportunities for micro release and luxuries.
  • 19. Micro LuxuriesChristmas Release Online LuxuriesIrish consumers used 70,000 tonnes of packaging over theChristmas period, an increase of 25% from last year, including 6 2.6 million Irish people spend €116 a month tomillion roles of wrapping paper, 5 million boxes of chocolates secure value for money purchases (Source: Digitaland 20 million soft drink cans (Source: Repak 2012) Hub Development Agency 2012)Retail Therapy Tech December retail sales were up in December 2012 for 71% of Irish consumers were predicted to have the first time in 5 years (Source: Retail Excellence smartphones by the end of 2012 (Source: Tony Ireland 2012) Keohane CEO Tesco 2012)
  • 20. Micro Luxuries Dublin Zoo has recorded an all time high for visitor numbers in 2012. There has been a rise of 97,000 people since 2009 visiting annually Source: MCCPTrendstream™/ Dublin Zoo 2013
  • 21. Micro Luxuries So What?Market in a way so that the consumer feelsno guilt over the purchase but still feels itis an indulgencePrice is important but the premium natureof the product will still influenceconsumers’ decisions in this area. Brandsmust focus on getting the value equationrightGive consumers an affordable way toexperience your brandA little and often is more relative in thenew normal
  • 22. Micro LuxuriesWe Expect… Mini sized luxuries have been popular for the last few years but it We still find ways to enjoy ourselves seems like marketers have caught up and so while we continue to spend with consumers and are giving more more than average at Christmas ‘fun’ sized options than before. The than our European counterparts, anticipation of the event is half the we’ve planned every element and fun and 2013 is a year that we will are keeping an eye on the scale of be planning in advance so as to our activities guarantee that our schedule is peppered with positive landmarks
  • 23. 3. Micro Planning
  • 24. Micro Planning Anxiety, uncertainty and insecurity are leading to micro planning. As a nation squeezed from all angles, attempting to survive everyday financial battles as well as long term ones - planning has become our saviour
  • 25. Micro Planning Grocery Shop Military Precision 69% of Irish consumers agree with the ‘I travel to Dublin just to buy my statement ‘Whether or not my finances Armani foundation’ (Source: MCCP improve , I am likely to write out shopping Consumer Dialogues) lists’ (Source: Bord Bia 2012) Planned Christmas Banking Planning BudgetDespite being pinched the Irish are estimated to spend 1.9 million customers were active users of€966 at Christmas, that’s 63% more than EU counterparts online banking in Q2 2012, a 17% increase onbut it something Irish consumers plan and allow for the same time last year (Source: IPSOS(Source: Deloitte Christmas Spending Report 2012) Personal banking report 2012)
  • 26. Micro PlanningOnly 6% of Irish consumers bought onimpulse in 2012 while *74% agreethat they are more likely to considerthe risks of each decision that theymake so as to maintain control Source: MCCPTrendstream™/ Deloitte Christmas Spending Survey 2012/Bord Bia 2012)
  • 27. Micro Planning So What?Irish consumers are trying to predict theunpredictable and plan for it - so helpthem. Brands need to enable this controlseeking behaviour not hinder itGive the consumer a sense of control ‘Rightsize’Give the consumer more flexibilityover their day to day livesBrands will need to be smarterand create more ways on a regularbasis to ensure consumers areable to consume your products
  • 28. Micro PlanningWe Expect…We relish and look forward to Even in a social context, the bigplanning and controlling each night out and all of theelement of our lives. The increased unpredictable baggage it comes withrelevance of diaries, personal has been shunned in favour of moreplanners and the widespread targeted activities with friends suchadoption of smart phones across the as brunch. We’ve learned to accept,country are the enablers of our plan for and seek to prevent themicro managing fetish. We care for unpredictability of our lives andour smartphone, love our banking refuse to commitapp and crave a calendar
  • 29. 4. IntergenerationalCompromise
  • 30. IntergenerationalCompromise Parents have always strived to provide better childhoods for their children than they had themselves. Intergenerational compromise depicts the current struggle to achieve this, resulting in parents inability to better and even maintain the standards of living they became accustomed to. As a result, a new aspiration will be to standstill , whereas in reality many will be trading downward
  • 31. Intergenerational CompromisePrivate Schooling Income DropEnrolment in Private schools has fallen Income of households with children fellsince 2008 (Source: Sean Flynn, five times more between 2009-2010education editor) than childless ones (Source: CSO 2012)Childrens costs are Differentburdens structures…different lives80% of parents regard back to school costs Ireland has the highest joint share of childrenas burdens and have to cut back on food living with one parent in the EU. 23.2% ofand other bills to afford them (Source: children >18 live in single parent familiesBarnardos Back to School Costs 2012) (Source: Eurostat 2011)
  • 32. Intergenerational Compromise So What?Alleviate parental guilt and appeal to parentsexpectations by presenting them withproducts & services that to bring to life simplesolutions which have the associated ability toovercome larger real life hurdles Develop products/brands with aspiration but at lower price pointsCreate opportunities and products that allow parents toprovide their children with a taster of stand out occasions thatthey may otherwise miss out on Provide a sense of assurance, the kids will be okayHousehold debt not income, will be abetter predictor of spend
  • 33. IntergenerationalCompromise We Expect… Parents struggle to give theirThe current generation of children the upbringing theyparents and home owners are had, never mind improve uponthe most educated they’ve ever this. Simply, parentalbeen but it is unlikely their expectations are not being metchildren will be able to build on with regards to their children’sthis achievement upbringing as they seek out solutions and even compromises
  • 34. 6. Cutaway Feminity
  • 35. Cutaway Feminity New pressures and roles have been cutting away at womens’ feminity.
  • 36. Cutaway FeminityCEO The New WomanMarrissa Mayer, CEO of Yahoo returned to By July 2012 ‘How to be a Woman’ had already soldwork just two weeks after giving birth over 400,000 copies Business Set-Up’s Worldy Women Siansplan was a meal planning company set up by an Success and likeability in women are negatively Irish mum, previously a Home Ec teacher, who wanted correlated. However, this isnt stopping women to help other mums. It has won two awards, both a getting to the top. Female role models will digital award and innovation in 2012 become increasingly prevalent
  • 37. Cutaway Feminity So What?Brands need to acknowledge a newtype of femininity that is modern andprogressiveIndependence will take on a new set ofrules, that are in tune with females. It’sless about trying too hard and moreabout being true to yourself
  • 38. Cutaway Feminity We Expect… Women will be moreWomen will demonstrate confident to do what theytheir independence in want versus what societysociety and through social demands of them. They willmedia will redefine their role be more in control
  • 39. 5. Visible Men
  • 40. Visible Men Over the past 5 years we’ve seen the emergence of a group of men who have been particularly affected by the recession, losing jobs and staying home: ‘Invisible Men’. In 2013 this group of men, will no longer be disenfranchised and will adapt to the new roles and responsibilities. They will become visible again – but in a new guise.
  • 41. Visible MenDad 2.0 Huggies Huggies created controversy earlier in the year by Dad 2.0 is a conference in Texas organised by showcasing ‘hapless dads’ in their ads trying to dads for dads. http://www.dad2summit.com look after their babies. Amid a wash of complaints they withdrew the adsMen’s Shed Association AsdaBecoming a member of a Community Men’s Shed Backlash against sexist Asda after it launchesgives a man that safe and busy environment where he multi-million pound advertising campaign withcan find companionship and support in a relaxed the tagline behind every great Christmas theresenvironment mum’
  • 42. Visible Men So What? Men will need support as they become visible in their new roles and brands that enable this. A ‘Mum’s’ orientation may be isolating for the increasing number of male homemakersBrands facilitating dads being a stay athome parent in a visible way will berewarded with loyaltyBrands that stick to conventional genderroles risk offending a potentially lucrativeconsumer segmentMen have different requirements frombrands - they shop differently
  • 43. Visible MenWe Expect… Men will become more vocal and startSociety is recognising the need to support demanding more services and facilitiesmen as they take on new roles, face the from brands and services. From daddybrunt of unemployment, and feel the changing rooms in store toburden of associated anxieties. These acknowledgement of men as equalnew roles for men are leading men to partners in the home men will start toseek out the type of support that is demand respect, applying many of thetypically shown to their female skills they acquired in the working worldcounterparts, for example parenting to the domestic sphere. Mr Mom is acolumns written by male homemakers consumer who will be listened to
  • 44. 7. Collective Shield
  • 45. Collective Shield There is an inherent need among the Irish for social approval and support. Whether it’s laughing or crying - we are all in it together
  • 46. Collective ShieldUnited losers Irish against fraudAlthough losing all 3 of our group matches it is the way We have come together, as a nation, to stop socialtheir fans supported them that left the biggest welfare fraud and will go against the peopleimpression. Irish fans were voted the best fans at Euro looking out for themselves. Reporting on social2012. “The executive committee has decided to give a welfare fraud has increased from 600 in 2005 tospecial award to the Irish football fans,” (Source: 16,000 in 2012 (Source: Department of SocialGianni Infantino, UEFA secretart General) Protection 2012)Talking away yourworries Others interests at heart43% of Irish consumers like to talk about their worries Half of Irish people worry about the comfortwith other whilst 29% like to do it over a social drink and safety of older relatives during the winterSource: YouGov Samaritans 2012 (Source: AA Survey 2012)
  • 47. Collective Shield79% of Irish consumers gave moneyto charity in 2012 and 66% of Irishpeople have helped a stranger in thelast monthRecently, Irish people made a considerable dealabout Katherine Lynch not paying for train ticket.She was brought to court over her not paying afee and made an example of. Irish peopleinherently like to take people off their pedestalsand make sure everyone is treated equally Source:MCCPTrendstream™/ World Giving Index 2012
  • 48. Collective Shield So What? Ensure that your product or service makes the consumer feel a part of something as opposed to being independent Try and have effective communication without the use of celebrity spokespeople or placing people on pedestalsBrands that serve the greater communitygood stand a better chance than those thatdon’t
  • 49. Collective ShieldWe Expect…The negative side to this Many brands and celebrities arecamaraderie is that we are happy to trying to be ‘just like you’ for thisreject anyone or anything that sticks reason as they would rather jumpthemselves out from the crowd. We than be pushed from theirsaw the backlash against Roy Keane pedestals. For this reason, no onein Euro 2012 and Bono bashing is wants to improve their situation inrife but we should expect to see any way that goes against the normseniority, role models and icons of their peerschallenged
  • 50. 8. Values Shift
  • 51. Values Shift Despite constant grumbling about the EU, Irish consumers are adapting to a way of life that is more in line with EU styles. Structures imposed by the EU are being engrained into Irish society and changing how consumers behave
  • 52. Values ShiftInvesting time in family Taking to the streets Irish people are standing up in their thousands 61% of Irish people said that Family was the for what they believe in. Protests for Savita, most influential factor in their lives (Source: increased college fees and cuts in carers justaskmccp 2012) allowanceGrocery Shop Water Charge Aldi saw its market share increase by Water charges are being introduced by 31.5% while lidl saw a 6.2% increase while 2014, this will cost anywhere from €100- Ikea Dublin is the most profitable in the EU €400 (Source: Treacy Hogan, Environment (Source: Kantar Worldpanel 2012, Ikea) correspondence)
  • 53. Values Shift Civil Partnerships accounted for 2% of marriage totals in 2012 *2012 was listed as one of the worse years for pub culture on record. Since 2007 it has experienced a 34% decline paving way for the more café/bar culture of Europe **Ireland will introduce new driving licenses to build a mutually recognisable form of license across all 27 EU member states Source: MCCPTrendstream™/ CSO 2012/ *The Vintners Federation 2012/** RSA 2013
  • 54. Values Shift So What?Be careful not to rely too heavily oneverything Irish and Irish nostalgia asconsumers are embracing the Europeanway of life valuesAllow the consumer embrace their‘European-ness’Consumers are taking control of their lives, seeingbalance as positive - this affects their entireattitude, behaviours . This often presents manybrands with the opportunity to ensure that theyare aligned with this new value set
  • 55. Values ShiftWe Expect… Lidl & Aldi are lauded for greatA greater adoption of European pricing but in fact the diversestyle values over overtly European style products whichcapitalist desires. Inherent Irish they’ve introduced to Irishapathy has been thrown out the society have also awakened ourwindow in favour of protests taste to a range of healthy,around key issues from diverse yet affordable ways toconservative citizens across the improve our lifestyles in a morecountry European context Source: MCCPTrendstream™/ CSO 2012
  • 56. 9. Happier but Moany
  • 57. Happier but Moany One of the ways we emotionally support ourselves is through being social. Moaning is an inherently social activity which is much more positive than anger which is inherently introverted
  • 58. Happier but MoanyAnglo Irish-The musical Moaning Outlet Over 4000 Irish consumers parted with The Joe Duffy showed gained 11,000 between €20 and €48 to come together and new listeners between July 2011 and turn Ireland’s banking crisis into light hearted July 2012 (Source: National entertainment Listenership Survey 2012)Support for the Euro Economy The economy is one of our favourite topics to talk about.Although we like to collectively complain about the Although 49% of people fell that a negative economiceuro and all that it brings over 67% of Irish consumers situation is likely in 2013, Ireland is more positive than mostwant to keep the euro (Source: Eurobarometre 2012) including France, Germany , Italy, Portugal (Source: Deloitte Christmas Spending Survey 2012)
  • 59. Happier but Moany So What?Beware of indicators that give part of thepicture as they can be easilymisinterpreted without the right contextand comparisonsRight size positivity - humour is importantas big claims will be shot down Global brands need to grasp that Irish sensibility needs to be fully understood, it’s complex!
  • 60. Happier but MoanyWe Expect… This would give us reasons toEconomic indicators are improving, believe that negative sentiment isquality of life indicators remain high often communicated via researchin an international context but let’s and the media need to be takenjust face it – we prefer a good moan. with a grain of salt as we’ve settledFamously apathetic, we’ve become into a relatively frugal way of life.more engaged through humour, We are a nation that is at itsprotesting or even just a rant which happiest when we are complainingis socially positive compared to and who reject overwhelminganger prosperity and even positivity
  • 61. 10. Regen‘eire’ation
  • 62. Regen‘eire’ation Irish consumers are becoming more discerning, after years of recession, shame and guilt, consumers are seeking out brands that showcase the best of Ireland whilst supporting them and their country
  • 63. Regen‘eire’ationRegen‘eire’ation from Irish GiftsafarLargo Foods (Tayto and Hunky Dorys etc.) is now exporting about Demand for Irish made gifts rose this year, there hasfour times as many crisps to Oz as it had been just a few years been a significant increase in people interested inago, while the companies online order were up 20% this year anda 45% increase in sales was recorded for Sydney based Taste of buying and owning Irish craft and design (Source:Ireland (Source: John Mulligan (Irish Independent 2012) Karen Hennessey CEO Crafts Council of Ireland 2012) Irish Identity Irish ‘Own Brand’ Consumers want to buy Irish but also want value. Irish producers are partnering up with major retailers 61% agreed with ‘My Irish identity is to give consumers the best of both world. Over 50% important to me in my daily life’(Source: of Lidl’s sales and 47% of Aldi’s are generated by Irish JustaskMCCP2012) products Source: RTE 2012
  • 64. Regen‘eire’ation80% of Irish consumers agree that ‘itis important to buy local products tosupport the economy , even if theysometimes cost more’ Source: MCCPTrendstream™/ Bord Bia Understanding Irish Consumer Behaviour 2012
  • 65. Regen‘eire’ation So What?You can earn Irish credentials but never fullyown them, and the reward from ‘made inIreland’ symbols is only a hygiene factorcompared to a brand story that provides thecontext of Authentic Ireland.Brand Ireland is about its people, and avalue set that is ours not of others making Irish people are turning to support Irish companies who support the Irish economy as long as they offer quality and affordable prices
  • 66. Regen‘eire’ationWe Expect…The success of new Irish food brands Brand Ireland is about its people,demonstrate the quest for real ‘Irish’ and a value set that is ours not ofquality food and tangible stories others making. There has alreadysuch as the ‘farmer’ turned food been a reaction against theproducer’. This needs to be corruption of our Irish identity andauthentic and transparent in its ‘Irishness’ in 2013 will be typified byapproach a quest for Authentic Ireland
  • 67. 11. Moderation Culture
  • 68. Moderation Culture Moderation culture depicts the Irish consumers’ quest for the perfect balance. Neither the austere nor indulgent options are off the menu as we sense check for balance but are careful not to deny nor overly engage in excess
  • 69. Moderation CultureModerately Healthy HealthyThere has been an increase in participation in mini and halfmarathons. Consumers are no longer committed sportspeopleor not, an increasing majority are moderately active. An average All things in moderation. Eat well and someof 40,000 women take part in the Flora Womens Mini Marathon exercise as opposed to eating healthy and lots ofeach year excerciseDrinking Grocery Shopping Irish consumers are making more frequent visits Consumption of alcohol has changed in Ireland with to the shop but purchasing less, the average Irish people consuming more frequently but consuming less household made 2.5 more shopping trips in 2012 per occasion (Source: John Mulligan Independent 2012)
  • 70. Moderation CultureWe Expect… At another level of behaviour, ‘bargains’ We have been swinging from extremes no longer come in bulk form, as such as ‘wholesome’ and ‘adulterated’ consumers continue to shop little and but there is evidence that we will be often. There is evidence that portion more conspicuously selecting the control is now important and for this options which combine our vices and reason ready meals have never been a some virtues. We are nutritionally, healthier perceived option. We will financially and morally aware and continue to witness a growth in consciously looking for a moderate convenience and bundling where it is an combination of good and bad attributes. ‘all in’ vice and virtue package. The big This is most easily recognised in food but advantage of this for marketers and across categories, this gives some insight producers is that no indulgences are off into the type of reconstruction which we the agenda and reconstruction is likely are going to see. to take place in this more balanced form
  • 71. Moderation Culture So What? Brands need to prove their relevance to consumers as part of an overall lifestyle. People have a pick and choose mentality to all aspects of life now, finding their own balance. No longer can consumers be pigeon holed into discreet categoriesBrands need to find their niche, it’s nolonger possible to be the only option orthe complete answer
  • 72. 12. Iconism
  • 73. Iconism The age old saying ‘absence makes the heart grow fonder’ is in essence what this trend says. In order for brands to earn the respect that commands a market premium they need to ensure their content is quality over quantity if they want consumers to be of the same mindset.
  • 74. IconismWe Expect… They do not do this by sharing everyday information, instead, a Brands become iconic the same sense of ‘insider’ is cultivated way uber celebrities do but do and communicated. Brands that so by using a different strategy achieve this that are able to charge a premium over their less iconic competitors
  • 75. IconismNespresso Apple Apple are famously selective about informationNestle require that consumers register in order to become they share and only bring products to market in aowners of their machines. They intentionally make it difficult finished state. Behind the scenes in Apple is afor people to become consumers mysteryCrème Egg Cult TV shows Television shows which receive bad ratings Creme egg’s limited availability plays initially are some of the most successful shows. into a MIMO (Miss It Miss Out) The vocal minority that latch on to these shows mentality and stokes desirability punch above their weight in influence
  • 76. Iconism So What?Brands need to be choosy about what they shareand realise that sometimes less is more andconsumers don’t want a ‘behind the scenes’ lookat everything.To achieve this brands needs to focus on alluringcommunications that epitomise the experienceof the brandCreate digital guidelines so as to get over theattractive easy wins e.g. FB likes and followers.The shift is now back to quality not quantityShare selectively so that consumers are left‘wanting more’
  • 77. 13. Fool Proof Consumers
  • 78. Fool Proof Consumers The average punter will become the analyser of marketing tactics and your brands ‘message’. The consumers’ abilities have matured and brands are under pressure to go places before they do
  • 79. Fool Proof ConsumersSavvy Shoppers Taking advantage of sales 88% of Irish people will go online to research Retailers have reported a 10% rise in the St. products before they buy, versus 79% of their Stephens day sales in 2012 (Source: Retail European counterparts (Source: IAB 2012) Ireland 2013)Broadband enabler Consumers over retailers82% of Irish people regard broadband as being 61% of Irish consumers use social media to read productimportant in their daily lives (Source: justaskMCCP reviews whereas only 23% go on the actual retailers2012) page (Source: Deloitte Christmas Spending Survey 2012)
  • 80. Fool Proof Consumers43% of consumers agree that ‘supermarketdeals come with a catch’ while 56% ofconsumers agree that offers such as BOGOF‘are just a way for the shops to make moremoney’However consumers are taking advantage ofcertain offers, *34% more Irish consumers areusing loyalty points than they were last year Source: MCCPTrendstream™/ Bord Bia 2012/ Deloitte Christmas Spending Survey 2012
  • 81. Fool Proof Consumers So What? Create campaigns that work across platforms in different ways so that every experience of the brand will bring a new element and brings the viewer/participant to new depths of the brand experienceIt is time to raise the bar in terms of creative output andembrace the value of co-creation where possible Offer Value through new formatsTwo-way communications mean that the opportunity forinformal consumer research is all around brands so takethe opportunity to both learn and take inspiration frombest your consumers
  • 82. Fool Proof ConsumersWe Expect… Savvy shopping behaviours, amateur marketers and theMore online, more cross channel maturation of the media willharmony, more choice, more user combine to both challenge brandsgenerated productions and more and create the opportunity forsocially created icons them to raise the bar in terms of output at every level
  • 83. Evidenced-based trends for the Irish marketcan drive your business if understood andconverted to a comprehensive strategyOur proven Discovery™ process does thisTo find out how to convert to strategy: email: Kay@mccp.ie or Tel: 01 6350030

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