[营销星球]尼尔森《便捷至上，未来可期》消费者研究报告

Copyright?2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.THEQUESTFORCONVENIENCE2Copyright?2018TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Risinginternetpenetration,denserurbanlocations,fasterpacedlifestylesandchallengingworkinghoursareaddingmoreandmorelayersofcomplexitytoconsumers’lives.AccordingtotheWorldHealthOrganization,“workplacestressisthehealthepidemicofthe21stcentury,”andmultipleagencieshavetrackedthesteadyriseofanxietyrelatedillnessesaroundtheworld.Consumersarefeelingmorestretchedthaneverbefore,andareincreasinglystrivingforconvenientsolutionswhichhelptosimplifytheirbusylives.Aroundtheglobe,consumersneedandlookforconvenienceinallforms—whethersimplicity,timesavingorsuitability.Whenitcomestothefast-movingconsumergoods(FMCG)space,convenienceisnotonlyaboutstoreformats,pr