Page 6 - Jan 2014

RESEARCH, ANALYSIS & TRENDS

Mintel releases Asia Pacific

consumer trends for 2014

The London-based market research firm Mintel Group People are starting to see themselves as citizens of the
Ltd opened three new offices (Mumbai, Singapore and world, who are easily connected with their counterparts
Kuala Lumpur) in the Asia Pacific region two years ago, from other countries through the Internet and social
on top of their established offices in Sydney, Shanghai media. Another way to be active in a cause is con-
and Tokyo. The rapid growth of interest in Mintel’s prod- scious consumerism in which shoppers opt to support
ucts and services in these markets has led the company charitable efforts through their purchases.
to expand its coverage significantly by expanding its
analyst team across the region. Whether it’s through sports game viewing, clothing pur-
chase, or online activism, the coming year will see a
continued increase of global connections through both
John Hore, Managing Director of Mintel Asia Pacific, experiences and technology.
said: “We see Asia Pacific as a key area for the future
and as such, we are now focusing significant investment Life, Streamlined
in the region.”

The demand for instant gratification will continue to
Finding answers to the questions “What will consumers drive consumers in 2014. Mintel sees a perpetuated
be buying into in 2014?” was the goal of Mintels latest cycle emerging in which consumers want faster solu-
research that managed to identify five key trends that tions to their problems, resulting in technology that an-
set to impact the consumer market across Asia Pacific. swers those problems – only to lead to a demand for
even faster solutions. In the coming year, more acces-
Internationalism on the agenda sible -- and even wearable -- technology will provide
people with solutions to problems they weren’t even
Whether to share joy, like the global celebration of the aware they had.
UK’s royal baby, or to remember, in the case of the
passing of esteemed leaders like former South African This trend capitalizes on smartphone ownership, which
President Nelson Mandela, the global community has is nearly universal (90%) among Chinese Internet users
become close-knit. Connections are heightened by the aged 20-49 surveyed by Mintel. The devices will be-
immediacy provided by technology; each day, people come more convenient as industry sources predict that
are using social media and other innovations to elimi- 2014 could see the widespread availability of mobile
nate the barriers and the boundaries formerly presented payments in China. Retailers also are appealing to
by geography. shoppers with concepts like mobile in-store checkouts,
sizing technology, smart appliances and mobile wallets.
Already interest in international spirits consumption has These solutions meld high-tech customized service
gone global, with 40% of spirit drinkers in the UK and with impersonal convenience, such as that seen in a
67% of spirit drinkers in the US saying they like to try leading beauty store in Singapore.
drinks from other countries, such as sake, Chinese bai-
jiu or Brazilian cachaca. Meanwhile, in Brazil imported Ultimately, advancements will cut down on the need for
vodka and whiskey have caused declines in sales of people to find products, information and services; in-
traditional sugar cane-based spirits. Yet, some modifica- stead, the roles are being reversed and the products,
tion might be required to break into a new market be- information and services find people – allowing them to
cause 43% of Chinese adults aged 20-49 who have pur- quickly move on with their more efficient and improved
chased spirits would like to see Western spirits with lives. Indeed, innovations in delivery are advancing with
packaging or bottles tailored to the local market. discussion around the potential of delivery via drones,
heralding an era where next-day delivery becomes a
Indeed, the provenance of products is increasingly im- concept of yesteryear.

portant to shoppers in Asia Pacific, including highlight-
ing origin such as dairy products from New Zealand.
6 Asian eMarketing November 2013 - E-Commerce & Affiliate Marketing