2 Copyright2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. Rising internet penetration, denser urban locations, faster pacedlifestyles and challenging working hours are adding more and morelayers of complexity to consumers’ lives. According to the World HealthOrganization, “workplace stress is the health epidemic of the 21st century,”and multiple agencies have tracked the steady rise of anxiety relatedillnesses around the world. Consumers are feeling more stretched thanever before, and are increasingly striving for convenient solutions whichhelp to simplify their busy lives.Around the globe, consumers need and look for convenience in allforms—whether simplicity, time saving or suitability. When it comes tothe fast-moving consumer goods (FMCG) space, convenience is not onlyabout store formats, products or packaging. It means more than the latesttechnologies or new engagement strategies. Rather, it is about everyencounter, interaction and action that can help fulfl consumers’ growingdemand for efciency. The Nielsen Quest for Convenience report looks at changing consumerneeds around the world, specifcally focusing on factors drivingconsumers’ increasing need for convenience, to provide global FMCGplayers with key insights, indicators and solutions to successfully tap intothe rapidly rising need for convenience. SATISFYING MOMENTS OF TIME WITH EFFORTLESS EXPERIENCES THE QUEST FORCONVENIENCE IN TODAY’S HYPERCONNECTED WORLD,CONVENIENCE IS THE ULTIMATE CURRENCY.3 Copyright2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. Around the world, today’s consumers are leading increasingly hectic lives,and work-life balance is regularly cited as one of their biggest concerns(1).Busy consumers are demanding products, places, spaces and processesto help overcome everyday obstacles to efortless living. Shortcuts,cheats, easy-to-use, automated, intelligent and digitised options for everyconceivable lifestyle item, incident and interaction are the order of the day.This growing demand for convenience presents manufacturers andretailers with myriad opportunities. New, innovative and integratedconvenience solutions are being brought to market at speed to addressmultiple consumer challenges. However, for sustained success, companieswill need to adapt and enhance their convenience solutions as consumerneeds rapidly evolve. To do so efectively means being ahead of the game– understanding, before your competitors do, how consumer demand willchange and what solutions will help. Today, convenience transcends products, services and store channels.Packaging, preparation, storage, portability, disposal, ordering, replenishmentand fulflment, as well as device, payment and application technologies are allkey considerations in providing an overall convenience experience. THE HYPERCONNECTED,HYPERLIFE OF TODAY’SCONSUMERS CONSUMERSREQUIRE LESSTO DO MORE FOR SUSTAINED SUCCESS, COMPANIESWILL NEED TO ADAPT AND ENHANCE THEIRCONVENIENCE SOLUTIONS AS CONSUMERNEEDS RAPIDLY EVOLVE4 Copyright2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. RE-DEFININGCONVENIENCE Nairobi, near future: It’s early in the morning and you’re walking to thetaxi rank to catch a ride to work. You stop at the corner kiosk to purchasea ready-made cup of tea, a few slices of fruit for breakfast and a tube ofglue to repair your shoe. You use M-Pesa (mobile money) to pay the billand fag down the matatu (taxi). During the commute you transfer moneyto your son up-country to buy stationery for school and then you connectto the taxi wi-f to watch highlights from last night’s football game. Uponarriving at your destination, you settle your taxi fare via M-Pesa. London, near future: You’re heading home after a long day at the ofce.Your connected watch assesses trafc conditions and identifes quick- service restaurants nearby. It selects a restaurant and meal based on yourdietary preferences and a scan of your vital signs to ensure an appropriatecalorie intake. The watch orders the food, pays the bill via your connectedwallet and then navigates a drone to meet you on your walk to the trainstation. By the time you reach home your watch has received a discountcoupon for your next visit to the restaurant.As these scenarios show, convenience means diferent things todiferent consumers. Circumstances, culture, location, market maturityand technology are key infuences and are driving the need for FMCGconvenience solutions tailored to cater to diferent segments of societyand geographical areas. No matter where or for whom, at its essence, convenience has three coreattributes: ease, utility and simplicity. In providing these, conveniencesolutions can enable more fulflment, enjoyment and balance inconsumers’ busy lives. To deliver true convenience, these three attributesmust be the foundation for the entire consumption, shopping andengagement spectrum. EASE UTILITY SIMPLICITY 。。。。。。