體驗經濟-消費者趨勢分析（2023）

本報告重點在於消費者如何擺脫物質主義並尋求更身臨其境的體驗。 這一趨勢是感官享受大趨勢的一部分，該趨勢探討了對非同尋常的、以感官為導向的購物和消費體驗不斷增長的需求。

隨著快速消費品的購物體驗變得日益常態化，越來越多的消費者尋求的不僅僅是實體產品。 消費和購買決策不再僅由產品/服務的物質面驅動，因此品牌也必須在體驗層面上運作。

本報告檢視並分析體驗經濟中的消費者趨勢，洞察未來體驗驅動型購物和消費的需求，以及跨世代消費者需求的變化。

範圍

• 體驗經濟趨勢的未來成長很大程度上取決於最年輕的消費群體。 因為這些受眾優先考慮他們購買的產品的體驗而不是實體產品。
• 數位化和社群媒體的使用也有望滿足對更身臨其境的體驗不斷變化的需求。 這些平台使消費者能夠了解市場上的新選擇，並幫助品牌了解當前消費者的需求。
• 各公司正在利用體驗經濟趨勢，為產品添加新的顏色、紋理和香味，以提供額外的感官維度。

目錄

第 1 章 TrendSights：體驗經濟

• 趨勢摘要
• 什麼
• 為什麼
• 如何
• 接下來會發生什麼事？

第 2 章附錄

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