Introduction

The Comfort mega-trend is driven by demands for safety, escapism, simplicity and tradition. In many ways, the Sensory versus Comfort mega-trend trade-off represents the problems associated with balancing a desire for new experiences and change with desires for stability and familiarity

Scope of this research

• Detailed trend analysis outlining what constitutes 'value' for consumers (trends are, after all, a reflection of what's important to consumers)
• Global in focus, but also offers country-by-country and sector-by-sector insights thereby catering to top-line or more specific information needs
• Covers all major FMCG sectors, but also with applicability to wider consumer goods audiences
• One of 10 dedicated mega-trend reports outlining the most important issues shaping global consumers' buying behavior both now and in the future

Research and analysis highlights

Good trend-watching is about taking the bigger-picture approach. Adopting a broader global perspective to trend-tracking facilitates better decision making by overcoming 'category myopia'. Monitoring the broader FMCG environment will enable bigger picture learning that can be applied more specifically

A considerable 'trust void' is apparent in Europe when it comes to commercial enterprises in general and the specifics of the product they produce and market. Datamonitor research has found that consumers across the continent do not automatically accept stated product claims

Only a minority of consumers in the Asia Pacific region stated that they found food products and ingredients imported from other countries to be either 'trustworthy' or 'very trustworthy'. Given that the majority of consumers are predisposed to distrust foreign ingredients, this is a significant proportion of the market to potentially lose out on

Key reasons to purchase this research

• Understand the significance of the different Comfort-aligned trends across territories and FMCG sectors to help support market diversification plans
• Save time and gain maximal insight by using this 'one-stop-shop' resource which offers a clear and up-to-date framework for understanding consumers
• Access data from two waves of global primary research to increase the likelihood of being 'on-trend' with NPD and marketing activities