This report based on a vast array of primary and secondary research provides a comprehensive snapshot of global consumer behavior. Structured around Datamonitor's well-established mega-trends framework, it offers added clarity, new detailed insight, future trend predictions and intuitive recommendations for marketing and product development.
Scope
Detailed insight and analysis covering each of the 10 mega-trends with a separate Action Points chapter outlining product development opportunities
Report Highlights
Industry executives surveyed globally believe that health is the most important mega-trend influencing their business today. Changes in consumer values and behavior have been profound; 76% of European and US citizens overall are conscious of health and wellness issues on a daily basis. Going forward, the trend will only increase in significance.
Consumer preferences are often counter-intuitive leading to a scenario of trends and counter trends. On one level, shoppers are more experimental and value customized choice. But 'choice paralysis' means consumers are simplifying shopping by downsizing the subset of brands in their 'consideration set' of product choices.
Ethical consumerism will continue to migrate away from a small minority of consumers towards the mainstream. Consumers will increasingly expect brands to show they are responsible in the public domain whether contributing to the local community, divulging the means of sourcing, or offering a responsible consumer buying choice.
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