Marketing Forecast from Ad-ology

If marketers want to reach digital consumers, they need look no further than the newly dubbed Generation C (Connected). Findings from several research shops indicate that 18-34 year-old consumers are going digital at unprecedented levels and in unprecedented ways. This shift has significant implications for marketers as they consider the attitudes of Gen Y which is now more likely to be called Gen C.

U.S. demand for decorative laminates is expected to grow 5.5% per year to 12.4 billion sq. ft. in 2015, a rebound from the declines of the 2005-to-2010 period, according to a new study from the Freedonia Group. Continued improvement in the housing market, lower unemployment and greater credit availability will boost demand for laminates across the board in all major applications: cabinets, furniture, flooring, wall panels and countertops.

Ethnic food preparation and consumption has been on the rise over the past several years and is expected to continue growing. Authenticity is the most important factor to the majority of consumers who buy or eat ethnic food. Growing consumer interest in healthy eating and convenience food is also driving sales in the Mediterranean and Middle Eastern categories.

Coffee and tea remains a key foodservice industry growth driver, buoyed by aggressive menu innovation and a strong foothold in the breakfast daypart, according to a new study from Packaged Facts. Sales of coffee and tea at restaurant and drinking places are projected to reach $18.7 billion in 2012. The challenge for foodservice operators involves expanding varieties and occasions for use while converting home and office coffee and tea users into foodservice users.

Long lines, particularly at grocery and mass merchant stores, can cause consumers to abandon their purchases, negatively affecting in-store sales, according to a new survey sponsored by AisleBuyer. Sixty percent of smartphone-carrying shoppers said they would use their mobile phone to pay during an in-store shopping trip if it meant they didn’t have to wait in line.

More than 51% of consumers plan to spend the same amount of money in 2012 as in the previous year, according to a 2012 Shopping Outlook survey conducted by PriceGrabber. Consumers cite confidence in the economy and expectations of better discounts from retailers as reasons they will spend as much or more this year than last. Electronics and clothing top the wish list, followed closely by travel and vacations.