TrendSights: Migrating Influence

Summary
The Migrating Influence sub-trend is being driven by an interconnected and globalized marketplace, whereby consumers are increasingly exposed to new cultures and the visibility of global innovations is improving. This is resulting in the adoption of innovations previously confined to specific markets and demand for exotic consumption experiences to meet evolving consumer preferences.


Synopsis
- Offers unique insight into regional attitudes towards foreign innovation concepts and experiences.

- Contains key innovations across food, non-alcoholic drinks, alcoholic drinks, personal care, household care, packaging, retail, and foodservice.

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

Reasons To Buy
- How does the Migrating Influence sub-trend fit into Canadean Consumer's overall TrendSights framework?

- What is the Migrating Influence sub-trend? How does it impact consumers? What will it mean for core product and marketing innovation in my sector?

- What are the motivations underpinning consumer preferences for foreign and unfamiliar innovations and consumption experiences across various sectors?

Key Highlights
Traditionally, the migration of influence has often been seen as moving from Western markets to emerging and Eastern ones, a product of the perception that the West has a monopoly on the "best" and most innovative ideas. However, this perception is now changing as players from around the globe grow in prominence in both reputation and innovation.

As consumers encounter a wider range of cultures and demand more exciting experiences, this is reshaping the food innovation landscape in their home markets. This demand is being reinforced by the sentiment that almost half of global consumers (43%) agree that their taste in food has changed as a result of exposure to foods from other cultures.