TrendSights: Localism

TrendSights: Localism

Category : Consumer Goods
November  2014  Pages : 79



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Summary
Localism reflects preserving local identities in a globalized world and the belief that one's own culture is superior to others. Origin also matters in the context of product safety concerns, particularly ingredient and production integrity. A "place brand" provides an aura of trust and a perceived guarantee of quality.


Synopsis
- Offers unique insight into regional variations in consumer attitudes towards locally produced products.

- Contains key innovation examples across food, non-alcoholic drinks, alcoholic drinks, personal care, and household care.

- Provides insight based on results from Canadean Consumer's latest surveys, including the 2014 Q4 survey.

- Key topics explored include ethnocentrism, production techniques, targeting emerging markets and traceability.

Reasons To Buy
- How does the Localism sub-trend fit in Canadean Consumer's overall TrendSights framework?

- What does the Localism sub-trend mean for core product and marketing innovation in my sector?

- What are the underlying motivations underpinning consumer preferences for local/locally produced foods?

- What are the innovation implications of consumer ethnocentrism for my sector?

Key Highlights
Local products are typically associated with freshness. 38% of consumers consider local or locally produced products to be "fresher," making it the most commonly cited benefit.

On the other hand, consumers do not associate locally produced products with sustainability. Only 11% consider local products to be more sustainable or to have a smaller carbon footprint.
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