3 minute read
Consumer Insight - The Insights Family explores the rise in popularity of 3D printing
3D printing
makes it personal
Every year The Insights Family speaks to more than half a million family members across 18 countries, to understand their current and future attitudes, behaviours, and consumptions.
After almost two years of uncertainty and constantly changing reality, brands must almost start again to understand the attitudes, behaviours and consumption patterns affecting kids, parents, and families alike, and think of new, inventive and immersive ways of (re)connecting with them.
Therefore, at The Insights Family, we’ve launched the Future Forecast 2022 report, which predicts some of the key trends to watch out for next year, such as 3D printing.
This trend has long been heralded for its potential applications. But with the relentless march of tech innovation, it’s only a matter of time before the devices become affordable, accessible and adapted by the average consumer.
Until now, 3D printing has been too expensive or inaccessible for the average person to harness. However, investment surrounding the industry continues to grow. The market was valued at approximately $13.7 billion in 2020, and it’s expected to surpass $63.46 billion by 2026 - an annual growth rate of 29%. This technology brings with it the possibility
to provide families with “the ultimate level of personalisation.
Globally, the average tween (six to nine yearsold) considers the ability to personalise a product important to their purchase decision.
In the UK, this number rises to 20%, and it’s increased by 37% since September 2021. Kids in Germany, Poland, Italy and France also rank this factor considerably higher than average, while those in China and especially Japan do not especially value this in their purchase decision. In countries where the ability to customise products and experiences is highly valued, integrating 3D printing into the customer journey has the potential to offer product manufacturers a significant advantage over their competitors.
In fact, there are already many examples of the application of 3D printing in the toy market. In 2021, Warner Bros. collaborated with Toybox to give fans the opportunity to print licensed toys based on their IP, including Batman - a top five character globally among boys aged six to nine. These foundations will only be enhanced in this space, offering a new way for kids to connect with their favourite toy brands. Globally, Barbie is already the favourite toy of girls aged six to nine, providing opportunities for customisation of their toys through attire choices. However, if 3D printing means that there is no additional production time, why not allow customisation of the product at its core - a Barbie built around the appearance of the doll’s owner?
involved in their creation “ What does this mean to you? As 3D printing gets cheaper, faster and better, the number of opportunities increases - and brands should experiment to stay ahead of the curve. We could well see a 3D printer at the top of Christmas wish lists this time next year. Therefore, brands need to integrate this technology into their manufacturing, as the personalisation of toys will allow kids not only to love them but also to feel involved in their creation. To find out what other trends will be popular next year, check out The Insights Family’s Future Forecast 2022 report. For the first time, the company is exploring not only kids and parents, but family ecosystems trends, based on Kids Insights and Parents Insights data. The report contains 10 predictions and trends that will impact advertising, content, licensing, marketing, product and retail strategies for brand owners. To download the full complimentary Future Forecast 2022 report, visit https:// try.theinsightsfamily.com/toysnplaythings.
The rise in popularity of 3D printing could change the customer journey, allowing the ultimate in personalised product, says The Insights Family founder and CEO Nick Richardson
