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The global economy has shown signs of improvement over the past six months or more with the
result that consumer expenditure is expected to grow at a faster rate. However, now more than ever,
consumer behaviour will be a disrupter to business. Among these factors, the desire to be perceived
and treated as unique is one of the prime concerns of modern consumers with the result that more
personalised and customisable products are coming to market than ever before. Understanding these
trends will allow you to construct your business and service offering to meet the needs of these
consumers.
E
uromonitor International researcher Alison Angus is Head of Lifestyles
Research and has compiled a report which outlines the 10 top
consumer trends for 2018. This is a synopsis of that report. You can
read the full report at
.
Clean Lifers
There is a growing global trend towards cleaner living and the adoption of
more minimalist lifestyles where the impact on the environment is reduced
and less focus is placed on possession than is placed on experience. They
are more focused on how they can make an impression on the world through
their behaviour which results in abstinence from ‘harmful’ substances and
behaviours. The family unit, extended or otherwise, is important to this group
with the result that less will be spent on external entertainment and more on
home-based socialising or family vacations. An example of this group can be
found in the Vegan lifestyle.
Another extension of this is the pre-occupation with physical health and
appearance. All of these are major disruptors to businesses but have seen
the development of new business models and product generation. As a result
of the reduced volume of alcohol consumption, many of the major beverage
companies have been driven to manufacture healthier options or even alcohol-
free options to attract the growing consumer segment.
The Borrowers
This category follows on directly from the Clean Lifers in that the focus is
no longer on possession and rather on experience. This has given rise to the
development of previously unheard of companies such as Airbnb and Uber.
The Borrowers want access rather than ownership. One of the contributing
factors to this trend is increasing urbanisation where for the first time
more than 50 per cent of the world’s population now resides in an urban
Source: Euromonitor International Global Consumer Trends Survey 2017
Nex Media • TOP GLOBAL CONSUMER TRENDS FOR 2018
Top global consumer
trends for 2018
