コクーニング現象とマーケティング戦略

Abstract

There is a global trend towards a focus on the home - from the networked office facilitating home working at one end of the scale to a fortress existence with the emphasis on home security at the other. This report examines the consumer trend towards cocooning and examines its impact on consumer markets.

Table of Contents

• COCOONING - HOME AS FORTRESS
• 1. EXECUTIVE SUMMARY
• 1.1 Key Trends and Developments
• 1.2 Demographics and Living Patterns
• 1.3 Major Markets
• 1.4 Future Trends
• 2. MARKET DRIVERS
  • Chart 1 Levels of Cocooning
  • Chart 2 The Drivers of Cocooning
• 2.1 The Psychology of Cocooning
  • Chart 3 Economically Active Population in Major Markets 2005
  • Chart 4 Ready Meals Spending Per Capita in Major Markets 2005
  • Chart 5 Foodservice Per Capita Spending in Major Markets 2005
• 2.2 Social and Economic Factors
  • Table 1 GDP at Purchasing Parity 2005 Actual and Forecast in Major Markets 2005-2009
  • Chart 6 Hours Worked Per Week in Non-Agricultural Jobs in Major Markets 2005
  • Chart 7 Credit Cards Per Capita Spending in Major Markets 2004
• 2.3 Cultural Factors
  • Chart 8 Index of Individuality in Major Markets
  • Chart 9 Index of Uncertainty Avoidance in Major Markets
• 3. KEY TRENDS AND DEVELOPMENTS
  • Chart 10 Online Shopping Per Capita Spending in Major Markets 2005-2007
  • Table 2 Growth in Number of New Dwellings in Major Markets 2004-2009
  • Table 3 World: Change in Under-14s Population by Region 2005/2015
  • Table 4 World: Regional Change in Over-65 Population 2005/2015
  • Chart 11 Penetration of Video Games Consoles in Major Markets 2005
  • Chart 12 Passenger Cars Per ' 000 in Major Markets 2005
• 4. DEMOGRAPHICS/LIVING PATTERNS
• 4.1 Household Patterns
  • Table 5 Household Structure in Major Markets 2005
  • Chart 13 Single Person Households as % all Households in Major Markets 2005
  • Table 6 Dependency Ratios Outlook in Major Markets - pensioners as proportion all population 2004/2009
  • Chart 14 Home Ownership - Owner Occupiers Per ' 000 in Major Markets 2005
  • Chart 15 On- and Off-trade Drinking -Proportion Volume Sales in Major Markets 2005
  • Chart 16 Home Delivery/Takeaway Spending Per Capita in Major Markets 2005
  • Chart 17 Pet Ownership per Household in Major Markets 2005
  • Chart 18 DIY Spending Per Capita in Major Markets 2005
  • Table 7 House Price Inflation in Major Markets 2004/2005 and 1997/2005
  • Chart 19 Gardening - Spending Per Capita in Major Markets 2004
  • Chart 20 Forecast % Urban Dwelling Population by Region 2005/2015
  • Chart 21 Household Penetration of PCs in Major Markets 2005
  • Table 8 Growth in Ownership of PCs in Major Markets 2000/2005
  • Chart 22 Penetration Internet Connection in Major Markets 2005
  • Chart 23 Penetration of Mobile Phones in Major Markets 2005
  • Chart 24 Self-employed Workers in Major Markets 2005
  • Chart 25 Part-time Working Per ' 000 in Major Markets 2005
• 5. COCOONING IN MAJOR MARKETS
  • Chart 26 Cocooning Propensities in France
  • Chart 27 Cocooning Propensities in Germany
  • Chart 28 Cocooning Propensities in the UK
  • Chart 29 Cocooning Propensities in the US
  • Chart 30 Cocooning Propensities in Japan
  • Chart 31 Cocooning Propensities in the BRIC Nations
  • Table 9 GDP, Fertility Rates and Household Size in Major Markets 2005
  • Table 10 Hours Worked Per Week in Major Markets 2005
  • Table 11 Ownership of Cars, Computers and Phones in Major Markets 2005
  • Chart 32 On-line Spending Per Capita by Major Market and Sector 2005
• 6. FUTURE OUTLOOK
• 6.1 Trends to Watch
• 6.2 Implications for Global Marketing Strategies in the Future
• 6.3 Market Forecasts
  • Table 12 Forecast Spending on Ready Meals, US$ Million by Major Market 2006-2010
  • Table 13 Forecast Spending on Off-Trade Alcoholic Drinks by Major Market 2006-2010
  • Table 14 Forecast Spending on Gardening US$ Million by Major Market 2005-2009
  • Chart 33 Growth in Internet Users by Major Market 2005/09
  • Chart 34 Forecast Online Spending Per Capita US$ 2005-2007
  • Chart 35 Forecast Growth in Users of Mobile Phones by Major Market 2004/09