January 2012

Mintel Reports

Why use Mintel?

If you want to learn ANYTHING about marketing trends and topics…this is your site!

What does Mintel do?

Mintel collects and interprets data from a variety of sources.  The sources are conveniently indicated below each Figure, table and graph.   Data sourced in Mintel are derived from multiple sources, then interpreted and expanded by Mintel analysts.  This gives the user more of a feel for the global “Zeitgeist”.

Mintel conducts both formal and informal in-depth trade interviews for some reports, using experienced external researchers.  Direct quotations are included in the reports, giving valuable insight into a range of trade views on topical issues. For the majority of reports, Mintel produces five-year model forecasts based on an advanced statistical technique known as “multivariate time series auto-regression’ using the statistical software package SPSS. The model searches for relationships between actual market sizes and  a selection of relevant and significant macroeconomic and demographic determinants to identify those predictors having the most influence on the market.  

Note:  when the data is referenced as “estimated”, the information is either not finalized in the original source or has been approximated by Mintel analysts. 
 
What does Mintel offer the user?

Mintel offers reports and articles about consumer products such as:  “Pantyhose usage declining”, “Tire and rim markets in the U.S.”, or “Functional furniture demand is rising”…etc., but also backs up these articles with charts, graphs, and links.  The information is refreshing and up to date and presented in an eye-catching manner.  It is liberally sprinkled with illustrations to give visual cues to the topical content….which is helpful when time is at a premium.

There are many sections of note in Mintel but the four below are considered here within this blog:

Reports

A neat feature in the “Reports” segment is the “My Reports This Month”, which allows you to view a wide variety of listed topics and concerns in blurbs which then expand into the full topic.  Each month a new list is provided with an “Upcoming Reports” listing.  Reports are given form both the US and the International Markets.

What’s Hot

In the “What’s Hot” section you can easily access topic reports featuring the hottest industry stories. Use the drop down menu on the left to begin your casual perusal of the materials offered.   Boolean searching is standard with Mintel and is easily accessed in the toolbar at the top of the database with Filtering capabilities, allowing you to corral your interests into topical areas.

News

News.. Updates are listed for a ready overview of the day’s informational perusal at a glance.  The “Useful Lists” category within this option allows the user to see listings of interest given.  Such as: “Top spa themes for 2012 identified” or “Brits health habits”.

And Tools…

In the Tools area, you will need to create a user profile to allow downloading of files.  A very helpful option listed within the tools area is the “Export to Basket” option. This option allows the user to gather reports in one file which may then be accessed by type.  This is highly recommended as the database posts new material daily….


Just to whet your appetite with what is possible with Mintel, look at the following article selected below:

     

[Some observations on this link:]

• The user is able to click on the link “Drug Store News” and go into that resource however, I don’t see where it links you directly to the article once inside the resource.  You may have to search further inside the linked.
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• You can link to the company itself…here it is “Odwalla” and see a company profile listing many related topics and reports that are tangential to the company and the topic discussed here.
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• Note:  there is a convenient Google Search option at the bottom of the screen for easy access to information at large with the Target Industry filled in for you.
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• You can continue to go deeper and deeper into your topic if you would like by following the links
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• For example:  if you click on the link in the “Reports” category within the Odwalla Inc. section that you are on at this point, you  will be given a listing of reports that might interest you….such as “Natural and Organic Food and Beverage:”  The Market….which then leads you to the informational content examined in this topic.  [example...see below]

Natural and Organic Food and Beverage: The Market - US - October 2011
               
The $18.9 billion natural and organic food and beverage (NOFB) market is one of the few bright spots in a generally dreary consumer economy. Strong opportunities for innovation and growth remain in this market, even as the food industry as a whole is struggling. This report examines how the NOFB market is growing and evolving, and identifies key trends that are likely to shape its future, including:

·         Examining the growth of the market over the past three years, and what factors have contributed to this growth, as well as what will influence future growth

• Identifying market segments that show the most potential for growth in the coming three to four years, and how savvy brands can capitalize on that potential
• Looking at how natural and organic consumers have adapted to current economic conditions, and implications for NOFB producers
• Analyzing the most important drivers of growth and change in the NOFB landscape, including how consumers’ changing eating habits and increased concern about health and nutrition will shape the future market
• Identifying key players in the overall NOFB market in 10 leading segments, and examining how changing market conditions have impacted the leading companies and brands
• Tracking the hottest marketing trends and analyzing recent successful campaigns in both traditional and new media advertising for NOFB brands

 
 
So, hopefully you get the scope of what Mintel can offer by the exampled above!

For each topic researched, there is a table of contents menu on the left side of the page that allows for even more in-depth thought crunching! Such as …”Market Drivers”;  “Competitive Context”; “Segment Performance” and “Leading Companies” just to name a few that stand out. 

And within these options are further research refinements to allow you to continue gathering information.

Sections may be downloaded and/or exported as well as bookmarked and printed. 


To Recap, look at the “Reports”, “What’s Hot” and “News” areas if you are a first-time user, as well as the “Help” option located on the toolbar. 

Who would benefit from using Mintel?

I think most marketing students and faculty users would enjoy this database.  But also I would add any one who is involved in utilizing trends and unique info for business would benefit from it too.