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Copyright2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Rising internet penetration, denser urban locations, faster paced
lifestyles and challenging working hours are adding more and more
layers of complexity to consumers’ lives. According to the World Health
Organization, “workplace stress is the health epidemic of the 21st century,”
and multiple agencies have tracked the steady rise of anxiety related
illnesses around the world. Consumers are feeling more stretched than
ever before, and are increasingly striving for convenient solutions which
help to simplify their busy lives.
Around the globe, consumers need and look for convenience in all
forms—whether simplicity, time saving or suitability. When it comes to
the fast-moving consumer goods (FMCG) space, convenience is not only
about store formats, products or packaging. It means more than the latest
technologies or new engagement strategies. Rather, it is about every
encounter, interaction and action that can help fulfl consumers’ growing
demand for efciency.
The Nielsen Quest for Convenience report looks at changing consumer
needs around the world, specifcally focusing on factors driving
consumers’ increasing need for convenience, to provide global FMCG
players with key insights, indicators and solutions to successfully tap into
the rapidly rising need for convenience.
SATISFYING MOMENTS OF TIME WITH EFFORTLESS EXPERIENCES
THE QUEST FOR
CONVENIENCE
IN TODAY’S HYPERCONNECTED WORLD,
CONVENIENCE IS THE ULTIMATE CURRENCY.Copyright2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Around the world, today’s consumers are leading increasingly hectic lives,
and work-life balance is regularly cited as one of their biggest concerns(1).
Busy consumers are demanding products, places, spaces and processes
to help overcome everyday obstacles to efortless living. Shortcuts,
cheats, easy-to-use, automated, intelligent and digitised options for every
conceivable lifestyle item, incident and interaction are the order of the day.
This growing demand for convenience presents manufacturers and
retailers with myriad opportunities. New, innovative and integrated
convenience solutions are being brought to market at speed to address
multiple consumer challenges. However, for sustained success, companies
will need to adapt and enhance their convenience solutions as consumer
needs rapidly evolve. To do so efectively means being ahead of the game
– understanding, before your competitors do, how consumer demand will
change and what solutions will help.
Today, convenience transcends products, services and store channels.
Packaging, preparation, storage, portability, disposal, ordering, replenishment
and fulflment, as well as device, payment and application technologies are all
key considerations in providing an overall convenience experience.
THE HYPERCONNECTED,
HYPERLIFE OF TODAY’S
CONSUMERS
CONSUMERS
REQUIRE LESS
TO DO MORE
FOR SUSTAINED SUCCESS, COMPANIES
WILL NEED TO ADAPT AND ENHANCE THEIR
CONVENIENCE SOLUTIONS AS CONSUMER
NEEDS RAPIDLY EVOLVECopyright2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
RE-DEFINING
CONVENIENCE
Nairobi, near future:
It’s early in the morning and you’re walking to the
taxi rank to catch a ride to work. You stop at the corner kiosk to purchase
a ready-made cup of tea, a few slices of fruit for breakfast and a tube of
glue to repair your shoe. You use M-Pesa (mobile money) to pay the bill
and fag down the matatu (taxi). During the commute you transfer money
to your son up-country to buy stationery for school and then you connect
to the taxi wi-f to watch highlights from last night’s football game. Upon
arriving at your destination, you settle your taxi fare via M-Pesa.
London, near future:
You’re heading home after a long day at the ofce.
Your connected watch assesses trafc conditions and identifes quick-
service restaurants nearby. It selects a restaurant and meal based on your
dietary preferences and a scan of your vital signs to ensure an appropriate
calorie intake. The watch orders the food, pays the bill via your connected
wallet and then navigates a drone to meet you on your walk to the train
station. By the time you reach home your watch has received a discount
coupon for your next visit to the restaurant.
As these scenarios show, convenience means diferent things to
diferent consumers. Circumstances, culture, location, market maturity
and technology are key infuences and are driving the need for FMCG
convenience solutions tailored to cater to diferent segments of society
and geographical areas.
No matter where or for whom, at its essence, convenience has three core
attributes: ease, utility and simplicity. In providing these, convenience
solutions can enable more fulflment, enjoyment and balance in
consumers’ busy lives. To deliver true convenience, these three attributes
must be the foundation for the entire consumption, shopping and
engagement spectrum.
EASE
UTILITY
SIMPLICITY。