体验经济-消费者趋势分析（2023）

本报告重点在于消费者如何摆脱物质主义并寻求更身临其境的体验。 这一趋势是感官享受大趋势的一部分，该趋势探讨了对非同寻常的、以感官为导向的购物和消费体验不断增长的需求。

随着快速消费品的购物体验变得日益常态化，越来越多的消费者寻求的不仅仅是实体产品。 消费和购买决策不再仅由产品/服务的物质面驱动，因此品牌也必须在体验层面上运作。

本报告检视并分析体验经济中的消费者趋势，洞察未来体验驱动型购物和消费的需求，以及跨世代消费者需求的变化。

范围

• 体验经济趋势的未来成长很大程度上取决于最年轻的消费群体。 因为这些受众优先考虑他们购买的产品的体验而不是实体产品。
• 数位化和社群媒体的使用也有望满足对更身临其境的体验不断变化的需求。 这些平台使消费者能够了解市场上的新选择，并帮助品牌了解当前消费者的需求。
• 各公司正在利用体验经济趋势，为产品添加新的颜色、纹理和香味，以提供额外的感官维度。

目录

第 1 章 TrendSights：体验经济

• 趋势摘要
• 什么
• 为什么
• 如何
• 接下来会发生什么事？

第 2 章附录

Abstract

Trendsights Analysis on Experience Economy focuses on how consumers are becoming less materialistic and start looking for more immersive experiences. The trend is part of the Sensory & Indulgence mega-trend, and explores the growing demand for unusual, sensory-oriented shopping and consumption experiences.

As the shopping experience for the fast-moving consumer goods is becoming increasingly standardized, a rising number of consumers are looking for something more than just the physical product itself. Individuals are becoming more 'experience-driven', therefore brands need to operate also on the experiential level, as consumption and purchasing decisions are no longer solely dependent on the materialistic aspect of a good/service.

Scope

• The future growth of the trend of experience economy will be highly dependent on the youngest consumer groups, as this audience is prioritizing experiential side over the materialistic aspect of the products they purchase.
• Digitalization and the usage of social media will also cater the shift in demand for more immersive experiences. Consumers can use these platforms to learn about new options in the market, while brands can see what are the current consumers' needs.
• Companies are embracing the trend of experience economy through providing additional sensory aspects by adding new colors, textures and scents into products.

Reasons to Buy

• Identify future demands for more experience-driven shopping and consumption, especially among younger consumers.
• Understand how consumers' needs are changing depending on the generation - gen Z and Y are argued to be less materialistic, thus their market expectations might be different to 'traditional buyers'.
• Understand how the immersive aspects of shopping and consumption can be introduced into different categories.

Table of Contents

Table of Contents

1. TrendSights: Experience Economy

• Trend Overview
• What?
• Why?
• How?
• What Next?

2. Appendix