Here are the consumer trends of 2019
The consumer trends of 2019 are revealing that conscious customers are demanding full transparency in what is in their products and where they are from, according to a report from Euromonitor.
Consumers are rejecting the mass-produced and generic and will favour products positioned as simplified and of better quality, with an implied level of status. In the food and beverage industries, the trend is leading to an increased consumption of local ingredients and craft drinks.
“Spirits from micro-distilleries are increasingly favoured for their taste innovation and experimentation, favouring of local ingredients, hand-crafted image and solid grounding in a location and origin. The alcoholic drinks industry is largely lifestyle-driven, and craft spirits is another manifestation of this, implying a certain social status and set of values for those who choose to buy craft,” said Gina Westbrook, director of consumer trends at Euromonitor International.
Animal welfare is at the focus of the 2019 conscious customer. Product features such as free range and grass fed / pasture raised increasingly influence purchasing decisions of consumers. Furthermore, milk alternative and meat substitute sales continue to grow.
“The Conscious Consumer is here to stay. The free and liberal lifestyle that is gaining traction among modern consumers today will see more and more Conscious Consumers adopting a flexible approach to veganism. This eliminates the weight of labels and allows individuals to find their own ways of embracing a more plant-based diet and to choose more plant-derived products,” said Alison Angus, head of lifestyles at Euromonitor International.
According to Euromonitor, the top 10 consumer trends for 2019 are:
1. Age Agnostic: Boundaries of old age are shifting. As people live longer and take better care of themselves, older consumers feel and want to be treated as younger.
2. Back to Basics for Status: Shoppers are searching for authentic products and experiences, moving away from overt materialism to simplicity as well as from generic to higher quality products.
3. Conscious Consumer: What used to be the domain of ethically-positioned, niche producers is now being embraced by conventional companies through higher welfare products.
4. Digitally Together: As our digital capabilities and comfort using new technologies grows, so will the potential of what can be created or experienced together, but remotely.
5. Everyone’s an Expert: Whereas previously shoppers relied on a certain brand or information source, now companies must constantly innovate to entice more inquisitive shoppers.
6. Finding My JOMO: The Fear Of Missing Out has now given place to the Joy Of Missing Out. Consumers want to protect their mental wellbeing, disconnecting from technology and prioritizing what they truly want and enjoy doing.
7. I Can Look After Myself: As people become more self-sufficient, they take preventative measures against illness, unhappiness and discomfort without consulting a professional.
8. I Want a Plastic-free World: The push for a plastic-waste-free society has gained momentum, creating a virtuous circle where businesses gain by improving sustainability.
9. I Want it Now!: Consumers seek instant gratification and frictionless experiences that mesh with their lifestyles, allowing them to dedicate more time to their professional or social lives.
10. Loner Living: More people – especially older consumers – across the world break the stigma of living alone and embrace their independent lifestyles.