CONSUMER TRENDS IN UKRAINE
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Transcript of CONSUMER TRENDS IN UKRAINE
CONSUMER TRENDS IN UKRAINE Special Research Project by
Trend is a reaction of consumer society to the social challenges that cause changes of the cultural contextSocial challenges could be political and economical changes, new stage of technical evolution, sport achievements, issue of a controversial and resonating book or music album, etc.
How to understand trends:
No single trend exists in isolation. Trends all interrelate like trees, branches and plants in a forest : hence an organic diagram is a more realistic representation than a formal structure. Consumers don't live in neatly wrapped segmentations and neither do the trends they are exposed to. Core trends have a longer lifespan and are deep rooted in major sociological movements. These mega trends last at least 10 years. They are rooted in deep socio-cultural phenomena and deliver insight into lifestyle and lifestage behaviour. Other trends are o�shoots of mega trends and exhibit less longevity. We concurrently monitor these because they add interest and spark. Plus, we have observed some of these evolve into the next big trend.
Trend de�nition:
How to apply trends:
Trends can be applied in di�erent ways "Trunk" trends often the basis for longer term brand development e.g. NPD or repositioning a brand to ensure it remains relevant "O� shoot" trends provide inspiration for think pieces, consumer typologies and creative briefs Base product o�erings on several mega-trends.A product or service should be founded on at least one and ideally several of these mega-trends.Ensure that they avoid compromising on desirable attributes. Map how product o�erings are "on-trend" relative to competitors.
Methodology:
Trends are based on an anthropologic methodology “commercial ethnography” that involves identifying, analysing and applying consumer trends across a range of di�erent categories and backgrounds.Commercial ethnography - longitude research of social-cultural and consumer trends in the natural environment. Ethnography does not aim to study people, but instead observes people in order to examine their every day experiences, situations, environments, activities, relations, interactions and processes in a very rich detail.
Research tools:
1. Secondary and semiotic analyses - understanding the systems behind all the things that you‘just know’.
2. Informal observation – used as a ‘�rst pass’ research tool, to generate questions, focus issuesor con�rm choice of a venue or a target audience.
3. Formal observation – expert researchers in the natural, day-to-day setting, observing what peopledo, how they interact, the kinds of things they use, etc.
4. Interviews – in-context, narrative interviews, which try to elicit the participant’s view of the world.On-desk:
analysis of the global trends application to Ukraine;general socio-cultural context of trends development in Ukraine.
A hunger for progression and acceleration has given way to looking back to the past. It is a return to the natural and simple as a reaction against more confusing and complicated techno world.
BASICS
H . W. L .
L O W C O S T L I F E S T Y L E
B A C K T O T H E PA S T
ORGANICS
DEBIT/CREDIT
LIFESTYLESELF CARE
SPORT ACTIVA-
TION
H O M E C O M F O R T
HOMEMADE
T R A D I T I O N A L I S M
CLOSERTO
NATURE
E C O L I F E
ECO-ENEGRY
ECO-RESPONSI-
BILITY
ECO-FASHION/
SHOW
BA
SI C
S
STAYCA-TION
SHARING
ECONOMYCLASS
TRYSU-MERS
GAME MANIA
(basic games/adult
gaming)
UKRAINI-ZATION
ETHNORENNAIS-
SANCE
RETRO-MANIA
(back to USSR/retro
eclectism)
HOMEWITH YOU
DEMO-CRATI-
ZATION
HOMEWITH YOU
HOMEMADE
Trend is about consumer’s sympathy to the home atmosphere and trust to home-made products. Customer is in need of native and “dear” non-factory, non-mass goods. Even illusion of home-made will satisfy their wishes.
Home Comfort
You can treat consumer with a cup of co�ee and invite to relax on a home sofa. These things are very pleasant for those tired of big city routine. Home atmosphere is becoming an advantage.
Home is a factory of perfection. Mothers knitted socks, homemade soup associates with heart-based quality and home comfort. There are more and more “home made” goods.
We are looking at the past thinking that it was golden period, romantic and fabulous. People are feeling nostalgia and dreaming of the past. For each consumer there is his/her own nostalgia angle so we are talking about retomania sub-trend.
Games for adults help to escape from everyday routine and to enjoy your life.
Back to the Past
Who wants to grow-up? Consumer wants to be back in the past, when he/she was a child. He wants to escape from the problems of noisy life and intensive work.
RETROMANIA
GAMEMANIA
DEBIT/CREDIT
LIFESTILE
ORGANICS
SELF CARE
SPORTACTIVA-
TION
HEALTHY WAY of LIFE
Trend is striving for keep one’s debits growing like mental and physical health.
Consumers are used to look beautiful and handsome, to take care of themselves and to invest money in health. Private clinics, hospitals and medical laboratories are on the rise same as number of spa-salons and wellness centers.
Sport revisits Ukrainian consumers becoming more democratic and available. More people prefer to spend their time in an active way trying out new sport activities – bicycle-trial, kengoo-jumping, snowkite, etc.
Ukrainians prefer natural foods produced without GMO, preservatives and fertilizers, from ecologically clean places.
Healthy nutrition and sport exercises from Monday till Friday then “party hard” from Friday till Sunday.
UKRAINI-ZATION
ETHNORENAIS-SANCE
Consumer is tired of the speed-up temp of a modern fast-forwarding world. He is looking for a common and clear things, he is back to national and ethnical roots.
Consumer is getting involved into Ukrainian culture and traditions from clothes to literature. Festivals of traditional Ukrainian music, national motives in Ukrainian designers collections show love toward Ukrainian culture.
Ethno-culture, history, myths, legends plunge us to the atmosphere of naturalness and simplicity. Ethnoshops, ethnocafes, ethnoclubs, ethnomusic and even ethnotourism are appearing in Ukraine.
Traditionalism
ECO RESPONSI-
BILITY
ECO-FASHION/
SHOW
CLOSETO
NATURE
ECOENERGY
As the number of plants and factories polluting environment is getting bigger , consumer strives to live in ecologically clean areas , in balance with nature and environment.
Alternative energy sources, bio fuel production are the most vivid manifestations of consumers caring about ecology.
With strong focus on tomorrow’s challenges, companies need are declaring eco-responsibility e�orts.
Eco-initiatives of brands and opinion leaders manifested in the sponsoring of eco events and propaganda of eco-friendly fashion for regular urban usage.
It is going to be hard to live in a big city. Young Ukrainians want their children to be free of the city problems. People want to live closer to nature, in balance and harmony: they spent weekends in the county; �rst eco-villages are built in Ukraine; eco-tourism is becoming popular.
Eco Life
SHARING
TRYSUME-RISM
Consumer’s intention not to overpay for the goods and services which can be purchased at a�ordable, lower price. Low cost lifestyle is not necessary lifestyle of poor or greedy consumers. This is a lifestyle of smart and experienced consumers with di�erent income levels who are used to analyzing and planning their spending.
Crisis is turning Ukrainians into the practice of collective or shared purchasing, rent and even travel. Sharing is a new philosophy of life-style and consumption.
Trysumerism is a tendency of owning less and using more. Renting goods for di�erent cases or sometimes with perspective of purchasing.
Even in times of economical downturn consumers are willing to discover and travel. They want to look stylish and wear branded clothes. It is possible with economy-class services and shops.
Low Cost Lifestyle
ECONOMYCLASS
STAYCA-TION
DEMOCRA-TIZATION
People understand that there is no reason to overpay for the services and products that could be done at home, including the entertainment. It is the reason for staying home instead of going out to di�erent places. As a result the role of individual and family home consumption is growing.
To keep their customers many shops, bars, night clubs, etc. move to a more democratic format. This can be seen in the price format, the face-control, the interior and the menu. New democratic formats such as the cork-fee, show rooms, beer gardens, food courts and yard sales appear.
Break out from the usual, mundane, routine, by realizing your creative potential, expanding your horizons, achieving success and enjoying life today not tomorrow.
SELF – ACTUALIZATION
INTEGR ATION
LIVE IN A MOMENT
PERSONAL GROW TH
СREATIVE GENER ATION
SMART CONSUMER
ESC APISM
WELCOME TO UKRAINE
WELCOME TO UKRAINE
UKRAINE IN THE WORLD
UKRAINE IN THE WORLD
TEMPORARYDOWNSHIFTING
TEMPORARYDOWNSHIFTING
LUXURY WITH NO MONEY
LUXURY WITH NO MONEY
TEACHYOURSELF
TEACHYOURSELF
SCREENSCAPINGSCREEN
SCAPING
MENTALUPGRADEMENTAL
UPGRADE
SELF
– A
CTU
ALI
ZATI
ON
COMPREHANDYOURSELF
COMPREHANDYOURSELF
PRO-AMATORPRO-AMATORENGAGEMENTENGAGEMENT ESTHETIC
RENAISSANCEESTHETIC
RENAISSANCE
D.I.Y.D.I.Y.
MINI-PRENEURS
MINI-PRENEURS
Group of Ukrainian consumers is living in a moment. People want to get everything today not tomorrow. There is no time to think about the future and postpone plans.
Live In the Moment
Ukrainian consumer purchasing capacity is much lower in comparison with average European but nevertheless Ukrainians buy the latest mobile phone models and expensive branded clothes to mention few. Ukrainian consumer became a victim of “luxury living” lifestyle.
Consumers’ attitude to social status is becoming ironic. Logo and brand mania is dying out. People are starting to understand that show o� and material things are not the most important values. People will pay more attention to the quality of life.
LUXURY WITH NO MONEY
LUXURY WITH NO MONEY
MENTALUPGRADEMENTAL
UPGRADE
It is mental diversion by means of entertainment or recreation used as an "escape“ from the perceived unpleasant aspects of daily stress.
Escapism
Computer games and internet in XXI century are equivalent to cinema, TV and radio, they used to help consumer to escape from the problems and plunge into virtual world of illusions.
Downshifting is a social behavior or trend in which individuals live simpler lives to escape from the rat race of obsessive materialism and thus reduce stress and its psychological consequences. Crisis times is good for some to realize their dreams of downshifting. But not for the lifetime – just to wait till rain is over.
TEMPORARYDOWNSHIFTING
TEMPORARYDOWNSHIFTING
SCREENSCAPINGSCREEN
SCAPING
Striving for knowledge, professional and personal growth.
Personal Growth
Consumer is in the search for peace, harmony and recreation. That’s how yoga and tantric practices are getting more popular. People want to open their inner potential, to comprehend yourself.
Number of di�erent courses, master-classes and trainings concerning di�erent areas of life demonstrates huge desire of a consumer to study and develop its talents.
TEACHYOURSELF
TEACHYOURSELF
COMPREHANDYOURSELF
COMPREHANDYOURSELF
Ukraine is still in progress of cultural integration into the world community. Integration goes across multiple areas of Ukrainian society.
Integration
Ukraine has opened its boarders both physically and culturally. Slowly, step by step, Ukraine is becoming popular among foreign tourists and people all over the world.
If before Ukraine was related with Chernobyl, sport heroes and neighborhood with Russia, nowadays it got broader. More people are opening di�erent Ukraine for themselves.
WELCOME TO UKRAINE
WELCOME TO UKRAINE
UKRAINE IN THE WORLD
UKRAINE IN THE WORLD
Ukrainian from “homo-faber” (Man of Work) to “homo-creativus”. Creative sourceis di�erentiating characteristic of new consumer generation.
Creative Generation
They are actors, movie directors, photographers, dance instructors, DJs and musicians after 18 p.m.. And before they are white collars, employees of big and small companies. All of them are dreaming to develop hobbies into profession and express their talent.
Modern’s consumer is pro-active. Consumers are opened to cooperation and ready to create.
Consumer doesn’t want to receive an ordinary typical product or service. They are open for cooperation and success will come to the company which would invite them to creation together, involving customers to the brand development and improvement.
PRO-AMATORPRO-AMATOR
ENGAGEMENTENGAGEMENT
D.I.Y.D.I.Y.
Art comes to everyday life through modern galleries and goes into the cities streets.
People who lost their jobs during crisis or in parallel to their daily job are starting a small on-line or o�-line business. They dwell on their thoughts on products and services which they can provide not always on their �eld.
ESTHETICRENAISSANCE
ESTHETICRENAISSANCE
MINI-PRENEURS
MINI-PRENEURS
We live in highly individualistic society. Mass market domination provokes consumer move to individuality and self-expression.
INDIVIDUALIZATION
NEWLUXURY
IND
IVID
UA
LIZ
ATI
ON
UNIQUENESS MARKET
STATUS
LIKE NOOTHER
5 STARLIVING
NICHE MARKE T
LIKE NOOTHER
Individual and group uniqueness manifestation through consumption of niche and exclusive goods and services.
Uniqueness Market
Contemporary society consists of groups and communities divided by di�erent interests and attitudes. If you are invited, you need to keep group identity. Number of niche Mass Media, FMCG goods and various services is increasing.
Modern consumer is a spoiled child. He is looking for tailor-made clothes, searching for unique things, which are not duplicated. They want to stay out from the crowd. It’s opening a new space for the companies product range extension.
NICHE MARKE T
Trend is about showing your belonging to the particular high class caste, emphasizing it through consumption of premium brands. There is no place for the mass market goods and culture.
Status
Number of extra reach people is increasing in the world and in Ukraine despite of recent developments. This trend induces luxury goods and services market growth – wine boutiques, yacht-clubs and �ve star hotels.
The old luxury days are gone. It was luxury de�ned primarily by image without tangible component. The way luxury is de�ned today is by image, experience and rational/functional bene�ts that it gives. It must reach out to people, tell the story that’s relevant to people’s needs and values.
NEWLUXURY
5 STARLIVING
One of the main problems of the modern consumers is lack of time. Speeding-up life rhythm prompts consumers to use new hi-tech innovations and technologies, which are becoming part of everyday life.
TIME AND PROGRESS
COMMUNITYZATION/BLOGGING
COMMUNITYZATION/BLOGGING
INFOTAINMENTINFOTAINMENT
VIRTUAL REALITYVIRTUAL REALITY
MULTY-FUNCTIONALITY
MULTY-FUNCTIONALITY
ON AIRON AIR
INTERNETCOMMERCEINTERNET
COMMERCE
INTERNETBROADCASTING
INTERNETBROADCASTING
VIRTUAL LIFE
ТЕCHNО WORLD
TIME-MONEY
NEXT TO YOU
24/7
AUTOMATION/SPEED UP
NEXT TO YOU
24/7
AUTOMATION/SPEED UP
TIM
E A
ND
PR
OG
RE
SS
24/724/724/7
Time is getting a new currency and a luxury for always-busy consumers. Before people spent time to save money, nowadays they prefer to spend money but save their time.
Time-Money
12 hour active day is in the past. Today we are striving to do more within the same time – we live an active life 24/7.
Audio books, fast-food terminals, payment terminals are becoming commonin consumer life saving money and precious time.
AUTOMATION/SPEED UP
AUTOMATION/SPEED UP
Latest innovations and technological news change life of Ukrainian consumer.
Techno World
Music playing camera with access to internet and with lighter? Ten years ago it couldbe a science �ction today – reality brought with gadgets. Gadgets are becoming helpful and irreplaceable for Ukrainian consumers.
Modern telecom technologies unite us in one big interactive world, enablingus to communicate everywhere anytime.
MULTY-FUNCTIONALITY
MULTY-FUNCTIONALITY
ON AIRON AIR
Ukrainian consumer is diving into the world of virtual reality, where he discovers more and more useful, interesting and exiting things. Life of the modern consumer consists of two parts, two realities - virtual and real.
Virtual Life
Prompted with intrinsic convenience bene�t and fueled with internet penetration growth, the number of internet shops is increasing in UA-net. It becomes common for Ukrainian consumer to buy goods and pay the bills via internet.
Internet community/blogging is new space for communication, getting information, advertising and even private life. No matter who you are – politician, pop-star, businessman, student, or maybe a company – your blog is your new virtual face.
INTERNETCOMMERCEINTERNET
COMMERCE
COMMUNITYZATION/BLOGGING
COMMUNITYZATION/BLOGGING
TV and radio appear in UA-net. TV channels and radio stations are launching their on-line versions. Podcasting technology enables people to create their own informational and entertaining content, their personal radio or TV.
It was initially designed as information mediums – like TV news, product packaging or restaurant menu - is becoming the combination of information with entertainment.
People recreate real life and real objects in the virtual world. From the streets of the city where they live to apartments and home. We are diving deep into the virtual reality.
INTERNET-BROADCASTING
INTERNET-BROADCASTING
VIRTUAL REALITYVIRTUAL REALITY
INFOTAINMENTINFOTAINMENT
Our services:
Full version of Ukrainian Trend Report: up to 700 slides with all the supportive materials (videos, pictures, etc);
Trend consultancy presentations – ideas generating on the research results;
Client speci�c questions to trend experts and trendsetters / Adding up to X client speci�c questions to the relevant experts and trendsetters;
Conducting of specialized quick on-line polls (concepts testing) with trendsetters and experts on speci�ed by client topics;
Conducting of non-standard brainstorming with trendsetters on speci�ed by client topics.
Responses:
“There were no attempts of systemizing and classifying trends by directions in trend watching before. I think it is right and modern way of trend research performed by Think! McCannErikson. It is clear that we should consider actual and future consumer trends to be competitive on the market.”
Tatyana Rodnina marketing manager , “Slavutich Carlsberg Group”
“Trend research by Think! McCannErickson illustrated quite advanced approach to the attempt to obtain better understanding of the consumer. The creative visualization of the trends was also recognized as an original way to express the meaning behind.”
Inna NikovaMarketing communication director, “Nestle Ukraine”
trendwatching @ think-mccann.com.uaFacebook: Trend_ReviewTel.: + 38 044 494 28 35
Ukraine, Kyiv 04050
13, Pymonenko Street,Business Center FORUM, 6A