2019 will be the year of intelligence when it comes to consumer trends. Customers now know exactly what is what they are looking for and that forces brands to be more innovative and aware of their demands. Here are the top global consumer trends for the New Year:
- Age agnostic: Now, more than ever before, people feel and want to be considered as young, regardless their actual ID age number. They take better care of themselves and their overall well-being, follow fashion, cosmetic trends etc. Moreover, they use technology as much as the younger generations do. The main reason behind it is longevity as a result of descent healthcare systems and social conditions. All over the world, the proportion of older people relating to the general population is rising, which makes them an important consumer group. In addition, most of the times their average income is relatively high, making them ideal target group for luxury products such as holiday homes, luxury watches etc.
- Back to basics: Consumers tend to reject mass production in favor of more ‘handmade’ products. In 2019 ‘back to basics’, does not mean buying simple products of lesser quality but unique and authentic ones. This trend is widely observed in food and beverage industry as well as cosmetology.
- Conscious Consumer: Consumers are not ignorant anymore. They are aware of environmental problems, care about animal welfare and turn to veganism. This behavior may have a positive effect on various industries, such as clothing, cosmetic or food ones, which may ‘force’ to embrace a more ethical approach as well.
- Digitally together: Over the last years technology connects the world in various ways. This evolution continues to rise and nowadays professionals are able to cooperate with their colleagues from every part of the world and people can share their experiences, making friends or engaging in activities regardless the distance.
- Everyone is an expert: As mentioned before, consumers are not ignorant. They relate to each other on product information rather than the brand itself and the rising use of social media gives them the opportunity to influence one another. Industries that produce ‘experiences’ e.g. travel agencies are particularly involved in this trend.
- Finding my JOMO: Or in other words, the joy of missing out. Social media play a very important role in our lives but a movement of setting boundaries is starting to rise. Recent data exposure scandals force people to rethink about their posts and start looking for activities that help them disconnect like cooking or reading books.
- Taking care of myself: This trend asks for ways to relive illness, unhappiness or a simple discomfort without the need of a middleperson. Consumers use apps or gadgets that can simplify their lives but also respond to their way of life turning their back to ‘professionals’ and bloggers that give them advice concerning them.
- A plastic free world: Sustainability is a major consumer trend in recent years and people more and more demand plastic – free packages for their products. Major companies like IKEA have already started to invest in recyclable packaging material while consumers are willing to pay a little extra for it.
- I want it now: ‘Time is money’ and people believe it now more than ever. The rise of apps that help consumers save time while buying products is the industry’s effort to keep up with this demand.
- Living alone but not lonely: People, especially older ages, embrace an independent lifestyle without the fear to be stigmatized as spinsters. These consumers are more budget- conscious and ask for products and experiences that can replicate a relationship e.g. group travels.
Idea Monkeys, with its market research and consumer insights service, always take under consideration the latest consumer trends and use them in a unique and innovative way to promote your brand and make it relevant in the most effective way.