Decisions are an inherent part of life and decisions are made in-the-moment. NIQ Consumption Moments gives you the most precise understanding of consumer decision making and consumption occasions, combining knowledge from the consumer perspective, such as needs, motivations, desires, emotional states, and the contextual perspective including time of day, day of the week, company, and location.
Consumption Moments analyses the forces that drive consumer behavior:
Internal Forces
- Needs and Desires
- Motivations
- Emotional State
External Forces
- Time of day
- Day of week
- Location
- Availability
- Company
Understanding internal and external forces is crucial for brands to drive consumption in the relevant moments, and we know consumers are more aware and intentional in their consumption decision-making process, truly investing in building unique moments.
Just as consumers live in the moment, brands must also ensure they are present in the moment. To authentically connect with consumers in their daily lives, drive relevance and inspire purchase decisions brands need to showcase how products genuinely enhance life’s moments. This enhances the mental availability of products and ensures they are top of mind for consumers in multiple, relevant category situations.
Brand loyalty and favorable attitudes are no longer the defining criteria for decisions in the “zero moment of truth”, and to create meaningful connections with messages that deeply resonate with the target, it is vital to fully understand what drives consumers and the context which they are living. That combination where consumption moments arise.
Loyalty cannot be relied on to drive growth
52%
of the typical brand’s shoppers will not buy the brand again next year
Making life easier remains important
55%
are likely to spend on product formats that are convenient to use
Shift from cautious to intentional consumption
62%
are likely to spend more on at-home to save on out of home entertainment
NIQ Consumption Moments puts consumers at the center, while also capturing the complete context around them. It enables brands to understand the consumption patterns of a single category or brand, but also broaden the scope to map interactions at cross-category level.
Case Study – Ready-to-Drink Alcoholic Beverages
A relatively new and fast-growing category in the US, a study on consumption occasions revealed that Ready-to-Drink Alcoholic Beverages were not only taking occasion share away from the more traditional options, but also creating new moments for the industry, taking occasion share away from the non-alcoholic beverages.
This opened a new category-entry-point ‘chill at home’ which manufacturers of Ready-to-Drink and other alcoholic beverages could exploit, and manufactures of non-alcoholic beverages needed to defend.
Alcoholic Beverages entry points:
Life changes, consumers adapt, and moments evolve. NIQ Consumption Moments captures sku-level accurate in-the-moment data to help you invest wisely in your Brand Strategy, Product Positioning, Innovation Roadmap and Communication.
Weave your products into the fabric of human moments today with NIQ Consumption Moments
Dive deeper into consumer behavior
Learn how Consumption Moments can help you market growth in your region that fit your customers, goals, and strategy.
