IntroductionConsumers are using their homes as a base for comfort, safety, and heightened enjoyment, as well as viewing their homes as a safe retreat. This is a pertinent enabler in promoting product usage in the home environment (reinforcing usage relevance and providing more creative usage tips).Scope ' Pinpoints key marketing and innovation "platforms" that can be employed to entice new product trial and shows how they relate to "on-trend" examples. ' Uses a unique blend of consumer and innovation insight to show how consumers' desire for cocooning can be met. ' Contains examples from across the food, non-alcoholic drinks, alcoholic drinks, personal care, household care, packaging, and retail spaces. ' Contains exclusive segmentation using proprietary research to identify a consumer group, hardcore cocooners, allowing for more effective targeting.HighlightsConsumers are increasingly value-conscious, with 67% questioning what value means to them since the economic downturn. Visits to salons, takeaways, and restaurants are all out-of-home activities that consumers have cut back on, owing to the continued global financial crisis.Consumers want their home to reflect themselves and 56% state that compliments about their home create feelings of pride. They are also cooking at home more, with the majority, 63%, stating that they enjoy cooking and or preparing food.Keywords: pubs, bars, restaurants, meal deals, packaging, innovation, online, cocooning, at home, retail, off-trade, off trade, on-trade, on trade, take-home, take home, take-out, take-outs, takeaways, spa, salon, online, foodservice, alcohol, premix spirits, ready meals.Reasons to Buy ' To what extent do global consumers seek at-home, professional-grade products across the major fast-moving consumer goods sectors, and why' ' What is the Cocooning sub-trend' How does it impact consumers' What will it mean for core product and marketing innovation in my sector' ' How can packaging and digital media capitalize on the sub-trend to entice consumers into consuming an out-of-home product at home'

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Cocooning: Consumer and Innovation Trends
Published on March 2013
Report Summary
Introduction
Consumers are using their homes as a base for comfort, safety, and heightened enjoyment, as well as viewing their homes as a safe
retreat. This is a pertinent enabler in promoting product usage in the home environment (reinforcing usage relevance and providing
more creative usage tips).
Scope
' Pinpoints key marketing and innovation "platforms" that can be employed to entice new product trial and shows how they relate to
"on-trend" examples.
' Uses a unique blend of consumer and innovation insight to show how consumers' desire for cocooning can be met.
' Contains examples from across the food, non-alcoholic drinks, alcoholic drinks, personal care, household care, packaging, and
retail spaces.
' Contains exclusive segmentation using proprietary research to identify a consumer group, hardcore cocooners, allowing for more
effective targeting.
Highlights
Consumers are increasingly value-conscious, with 67% questioning what value means to them since the economic downturn. Visits to
salons, takeaways, and restaurants are all out-of-home activities that consumers have cut back on, owing to the continued global
financial crisis.
Consumers want their home to reflect themselves and 56% state that compliments about their home create feelings of pride. They are
also cooking at home more, with the majority, 63%, stating that they enjoy cooking and or preparing food.
Keywords: pubs, bars, restaurants, meal deals, packaging, innovation, online, cocooning, at home, retail, off-trade, off trade, on-trade,
on trade, take-home, take home, take-out, take-outs, takeaways, spa, salon, online, foodservice, alcohol, premix spirits, ready meals.
Reasons to Buy
' To what extent do global consumers seek at-home, professional-grade products across the major fast-moving consumer goods
sectors, and why'
' What is the Cocooning sub-trend' How does it impact consumers' What will it mean for core product and marketing innovation in my
sector'
' How can packaging and digital media capitalize on the sub-trend to entice consumers into consuming an out-of-home product at
home'
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