Top10GlobalConsumerTrends 2019 Euromonitor PDF

Top 10 Global Consumer
Trends for 2019

Emerging Forces Shaping Consumer Behaviour
Gina Westbrook, Ali Angus
2 2
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© Euromonitor International
3
OVERVIEW
Introduction
1. Digitally together
2. Loner living
3. Age agnostic
4. Back to basics for status
5. Conscious consumers
6. I want a plastic-free world
7. I can look after myself
8. Everyone’s an expert
9. I want it now!
10. Finding my JOMO
Conclusion
INTRODUCTION 4
Consumer landscape in 2019
Global Population by Age Group: 2019 Consumer Expenditure Growth by

Region: 2019
6.0
5.0
4.0
Annual real growth, %

3.0
2.0
1.0
Babies/Infants (0-2) Kids (3-7) 0.0
Latin America
Australasia
Western Europe
Asia Pacific
North America
Middle East & Africa
Eastern Europe
Tweens (8-12) Teens (13-17)
Young Adults (18-29) Middle Youth (30-44)
Mid-Lifers (45-64) Later Lifers (65-79)
Source: Euromonitor International

Note: Data is forecast and in constant 2017 prices, fixed US$ exchange rates
5
78.1% 50.8%
penetration rates of percentage of population
mobile internet online
3.9bn 62.2%
internet users proportion of urban
households
Source: Euromonitor International from national statistics/Eurostat/UN/OECD/ITU
6
1.
Digitally together
We can really be together, digitally
DIGITALLY TOGETHER 7
Digitally together
▪ Sharing experiences, Share of National Populations with LTE Mobile Internet or

creating, engaging together Faster 2014-2026
▪ Faster internet is
▪ driving live interactive
experiences
▪ facilitating
collaboration on large
files faster, instantly
▪ VR in games pushing
boundaries everywhere
Peleton (US)
Credit: Peleton
▪ Digitally connecting exercise equipment with ▪ Positioned in the path of two key trends:
live instructors and exercisers health and digital togetherness
▪ Live classes - authentic experience ▪ Major disruptor for gym industry
▪ Community collaboration motivates ▪ Captured imagination of exercisers
Oculus Venues (US)
Credit: Oculus
▪ An online virtual reality platform for Oculus ▪ Tech hurdles to combine high-quality imagery
users to experience concerts, sporting, other and at-home convenience of virtual reality
live events ▪ By being one of the first mainstream virtual
▪ Unites viewers from around the world in a reality devices, Oculus leveraged its market
live, digital venue leadership into one of the largest VR online
▪ Value-add for Oculus customers streaming platforms
10
2.
Loner living
We’ve never been more alone
LONER LIVING 11
Loner living
Global Population of Divorced or Widowed Individuals ▪ Loving the single life

2012-2017 ▪ Not tying the knot
600
▪ Loner Living consumers are
sensible and proud
500
▪ The upside of being alone at
400 home
Population (million)
▪ Unused space for

300 entertainment
▪ Digital companionship
200
▪ Consumers embracing their
100
independence
0
2012 2013 2014 2015 2016 2017
Population by Marital Status [Divorced] Population by Marital Status [Widowed]
LONER LIVING 12
M-Bar: Mini-KTV (China)
▪ East Asia’s number of single households is

rising faster than many other regions
▪ Growing interest in Japanese Ohitorisama style
cultures (“doing it alone”) driving demand for
solo activities
▪ Services capitalizing on this – foodservice
for one, solo gyms
▪ M-Bar karaoke boxes cater to single
consumers
▪ Start-up based in China, expanding into Asia
▪ Low cost ‘snacking’ on karaoke
Credit: Euromonitor International

LONER LIVING 13
ElliQ (Israel)
▪ The Israeli Intuition Robotics Ltd. designed

ElliQ to provide companionship and health tips
▪ The start of consumer / robot bonding
▪ tell jokes, suggest breathing exercises,
medication reminders
▪ US$22m funding to date, investors include
Samsung NEXT, Toyota AI Ventures and iRobot
▪ ElliQ enables older generations to maintain
independence for longer
▪ Future not just for elderly – any single
household?
Credit: ElliQ
14
3.
Age agnostic
We’re ageless
AGE AGNOSTIC 15
Age agnostic
▪ Ageing population that feel, 50+ the Fastest Growing Population Segment
behave and be want to 60
treated as younger
40
▪ Spans age groups, but most 20
commonly associated with 0
Baby Boomers or Generation China India Japan Russia Brazil Mexico USA United Global
Kingdom
▪ Not passively ageing -
% of 50+ total population 2018 % of 50+ total population 2025
enjoyment of life is priority
▪ Alienated by age labels
▪ Favour segmentation based
on needs, interests and To win now, it is less about conceptualising consumers in
values obvious ways but rather embracing the openness of accepting
everyone in creating universal design across generations,
addressing the ageing demographic in subtle and nuanced
approaches and moving away from sub-segmenting
consumers and marketing to them as old.
AGE AGNOSTIC 16
CoverGirl (US)
▪ Goodbye anti-ageing: the era of ageless

beauty has arrived
▪ Shift to using older models
▪ Beauty company CoverGirl’s recent, high
profile campaigns featuring 69-year-old Maye
Musk
▪ Cultural shift in how we view ageing
▪ Think more creatively how to win and retain
loyalty from older customers
AGE AGNOSTIC 17
Brands target needs, interests and values,

not ageing (Global)
Dior Capture Youth Vichy Slow Age Not Into Ageing Skin Care
Credits: from left to right: Dior Official Website, Vichy Official Website, Nia Official Website
▪ Brands respond to positive ageing narrative

▪ Look beautiful at any age
▪ Ageless
▪ Function, health-orientated and prevention focus rather than ageing labels
▪ Lifestyle approach to marketing
18
4.
Back to basics for status
We want authenticity, for show
19
57% of consumers globally Back to basics for status

feel that “life used to be
simpler and better” ▪ Choosing simplified products which
express their individuality
▪ locally-produced food
And 41% of respondents ▪ holidays with ethical appeal
globally claim to use ▪ ‘craft’ beer and spirits

▪ ‘do-It-yourself’ beauty products
DIY beauty products at ▪ rejection of ‘fast fashion’
least once a month ▪ Expressing individuality
▪ Move away from overt materialism
Source: Euromonitor International’s Lifestyles Survey (2017)

Euromonitor’s Beauty Survey (2018)
BACK TO BASICS FOR STATUS 20
The Commissary (South Africa)
Credit: The Commissary
▪ Back to basics dining by renowned chefs in ▪ Reflects desire for a no-frills, high-quality
Cape Town dining experience
▪ Name reflects vision ▪ Focus is on taste and quality of the meals
▪ Highlights variety and quality of food that can
be prepared with basic provisions
BACK TO BASICS FOR STATUS 21
Italic (US)
▪ Luxury goods without the branding

▪ Members-only marketplace gives strong
element of exclusivity
▪ Focus on quality and luxury
Credit: Italic
22
5.
Conscious consumers
We want to be considerate
CONSCIOUS CONSUMERS 23
Conscious consumers
▪ Influential consumers – no longer Animal Welfare Friendly Categories - Global Sales

niche 2017-2018
20,000 12
▪ Animal-friendly rising fast in 2018
Retail Value Sales 2018 (USD million)

18,000
▪ Plant-based and natural choices 10
16,000
2017-2018 Growth (%)

becoming more integrated into 14,000
8
the mainstream 12,000
10,000 6
▪ Quest for improved transparency
8,000
and purpose 4
6,000
4,000
2
2,000
0 0
2018 RSP sales 2017/2018 Growth

Bond Pet Foods (US)
▪ Ethical food for pets

▪ Global premium cat and dog food sales will
increase to nearly 50 billion USD in 2023
▪ Channeling environmental and ethical
concerns into vegan alternatives
▪ Pets can thrive on a vegan diet calibrated to
their nutritional needs
▪ Future of premium pet food is going high tech
to satisfy growing consumer consciousness
throughout their lifestyles
Lentein (US)
▪ Non-meat proteins such as whey, soy and pea

increasingly popular Sustainability …. Water lentil is grown in
▪ Parabel’s LENTEIN protein sourced from aqua farms - so fast-growing that it can be
water lentil (lemna / duckweed) harvested every day.
▪ Suitable for vegan, dairy- and soya-free diets

▪ Carbon-neutral plant source, adding a further
clean label string to its bow
26
6.
I want a plastic-free world
We want to impact our world
I WANT A PLASTIC-FREE WORLD 27
I want a plastic-free world
▪ Consumers demand % Willing to Pay More for “Environmentally Conscious or

Eco-friendly” Products
alternatives to single-use
plastics 16
▪ Images of ocean and wildlife 14
pollution spark outrage

12
▪ Plastic-free pledges by leading
10
multinationals reflect strong
industry response 8
▪ Governments and industry

6
work together to improve
recycling rates 4
0
Fresh food Packaged food
2015 2017
Source: Euromonitor Lifestyles Survey 2015, 2017
I WANT A PLASTIC-FREE WORLD 28
Corona Extra (Mexico)
▪ Corona Extra, a top 10 global lager brand,

piloting a plastic-free multipack ring in Mexico
at the start of 2019
▪ Made from plant-based biodegradable fiber
▪ Designed to break down into non-harmful
organic waste
Credit: Corona
I WANT A PLASTIC FREE WORLD 29
Skipping Rocks Lab and Just Eat (UK)
Credit: Just Eat
▪ Sustainable flexible packaging for liquids made ▪ Just Eat found 89% of customers would like to
from seaweed-extract see more takeaway sauces like this
▪ In 2018 Skipping Rocks Lab and Just Eat ▪ Potential impact of just one brand in
partnered to deliver sauce sachets in Ooho! consumer foodservice
packaging
30
7.
I can look after myself
We’re becoming more self-sufficient
I CAN LOOK AFTER MYSELF 31
I can look after myself
▪ Consumers turn to alternative preventative

self-care methods
▪ Crave self-sufficient simplicity that fits with
their individual needs
▪ Health and happiness supported by ethical
choices
▪ Taking back control, tuning out hype
I CAN LOOK AFTER MYSELF
32
The Marshmallowist (UK)
▪ Cannabis flavour CBD-Infused marshmallows

▪ Sweet / dietary supplement providing the
therapeutic effects of CBD-oil.
▪ Cannabis laws remain stringent in most
countries
▪ CBD-oil has become popular as it contains
no psychoactive properties
▪ Safe, legal, marketable
Source: The Marshmallowist
I CAN LOOK AFTER MYSELF 33
Give Legacy (Switzerland)
▪ Men account for almost half of infertility cases

globally
▪ Taking control of their own fertility
▪ Give Legacy is a mail-order service offering
fertility analysis and storage of sperm
▪ Private, discreet, safe with luxury level of
service
▪ Encouraging men to consider their fertility
before it is too late
Credit: Give Legacy
34
8.
Everyone’s an expert
We’re becoming wiser
EVERYONE’S AN EXPERT 35
Everyone’s an expert
▪ Switch in power between Internet retailing spend increases as digital consumers

retailer and consumer become more informed
▪ ‘The customer is always 2,000.00 25.0
right' has never been truer 1,800.00
▪ Compulsive need to absorb Store-based Retailing

1,600.00 20.0
and share information Spend Per Capita
1,400.00
▪ ‘Passion’ industries like
travel, beauty, fashion 1,200.00 15.0 Internet Retailing
Value (USD)
Spend Per Capita

especially impacted
% growth
1,000.00
800.00 10.0
Store-Based Spend Per
Capita Growth
600.00
400.00 5.0
Internet Retailing
Spend Per Capita
200.00
Growth
0.00 0.0
2015 2016 2017 2018

Sephora: Beauty Insider Community (France)
▪ Offers responsive features - giving option to

communicate directly with beauty experts
and fellow shoppers
▪ Encourages a sense of support and friendship
▪ Provides a forum where everyone can be an
expert if they want
Credit: Sephora
Aliwangwang (China)
▪ Comms software allows consumers to contact

sellers and similar buyers
▪ Taking the lead in interactive paths to
purchase
▪ Normalising buyer-seller interactions,
pre-purchase
38
9.
I want it now!
We demand immediacy
I WANT IT NOW! 39
I want it now!
▪ Efficiency-driven lifestyles I am Willing to Spend Money to Save Time

and frictionless experiences 60
▪ Mobile app technology helps

consumers keep up 50
▪ Time premium is on the rise

▪ Rise of super apps, especially 40
% of respondents
in East Asia
30
20
10
0
15-29 30-44 45-59 60+
Strongly Agree or Agree Neither Agree nor Disagree Strongly Disagree or Disagree
Source: Euromonitor International Lifestyles Survey 2017
I WANT IT NOW! 40
Samsung Family Hub (Global)
▪ Never running out

▪ Internal cameras for checking stock while
grocery shopping already
▪ Smart product for household management
▪ Keeps tabs on food and family member
schedules
▪ 2018 release upgraded list of functions to
include 36 apps
Credit: Samsung
I WANT IT NOW! 41
Menlo Club (US)
▪ The online wardrobe that embodies monthly

convenience
▪ Easy to build customer preferences
▪ Menlo suggests further items based on these
preferences
▪ Subscription services save time and hassle
▪ They are proliferating in the e-commerce
space
Credit: Menlo Club
42
10.
Finding my JOMO
We are intentional
FINDING MY JOMO 43
Finding my JOMO
▪ JOMO (Joy of Missing Out) I Find I am Looking for Ways to Simplify my Life
prompts re-appropriation of
self-time Thailand
South Africa
▪ Being intentional, setting India
Italy
boundaries Indonesia
China
▪ Over-reliance on the internet a Middle East
source of stress globally - in Brazil
France
emerging markets Mexico
Poland
▪ Looking for real-life experiences Russia
Colombia
– reducing need to ‘share’ USA
Germany
Canada
Turkey
Australia
South Korea
United Kingdom
Japan
0 20 40 60 80 100
% of respondents
Source: Euromonitor International Lifestyles Survey 2017

FINDING MY JOMO 44
COOKiamo (Italy)
▪ Cookery courses to get people to enjoy time

together while preparing, cooking, eating
▪ Connects locals to food and top chefs
▪ Set in a real, homely kitchen to help
participants feel relaxed
▪ Successful courses enable participants to
relax and take the time needed
▪ Consumer focus on how their time is spent is
changing how group activities are shaped and Credit: COOKiamo
marketed
Evading does not have to necessarily involve long
breaks in remote locations, escapism can also
happen at home. What really matters is
personalisation. Consumers want to ensure their
time offline is spent around individual Finding my
JOMO needs.
FINDING MY JOMO 45
Flash Pack (UK)
Credit: Flash Pack
▪ Flash Pack lets solo travellers disconnect ▪ Maxes on two of our trends – Loner
and seek some level of adventure living and JOMO
▪ Re-connecting in real life and meet other ▪ Solo travel simplification
people face to face ▪ No compromise on comfort
▪ Travel as both adventure and learning ▪ Sense of adventure and meaningful
experience
46
Conclusion
CONCLUSION 47
The Top 10 Global Consumer Trends for 2019
Key takeaways
▪ Political upheaval and unprecedented
change means consumers want to “take
back control”
▪ Use consumer engagement to listen,
learn and give agency to customers
▪ Live your corporate social responsibility
policy, be authentic. Respect and don’t
preach
▪ Use good tech to ensure that the path
to purchase is simple and efficient
Thank you
Alison Angus, Head of Lifestyles Research Gina Westbrook, Consumer Trends Director
Alison.Angus@Euromonitor.com Gina_Westbrook@Euromonitor.com

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Top 10 Global Consumer

Trends for 2019

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For usage requests and permission, please contact us

4. Back to basics for status

6. I want a plastic-free world

7. I can look after myself

Consumer landscape in 2019

Global Population by Age Group: 2019 Consumer Expenditure Growth by

Annual real growth, %

Babies/Infants (0-2) Kids (3-7) 0.0

Source: Euromonitor International

Source: Euromonitor International from national statistics/Eurostat/UN/OECD/ITU

▪ Sharing experiences, Share of National Populations with LTE Mobile Internet or

Source: Euromonitor International

Oculus Venues (US)

Global Population of Divorced or Widowed Individuals ▪ Loving the single life

▪ Unused space for

Population by Marital Status [Divorced] Population by Marital Status [Widowed]

Source: Euromonitor International

M-Bar: Mini-KTV (China)

▪ East Asia’s number of single households is

Credit: Euromonitor International

▪ The Israeli Intuition Robotics Ltd. designed

▪ Goodbye anti-ageing: the era of ageless

Brands target needs, interests and values,

▪ Brands respond to positive ageing narrative

57% of consumers globally Back to basics for status

globally claim to use ▪ ‘craft’ beer and spirits

Source: Euromonitor International’s Lifestyles Survey (2017)

The Commissary (South Africa)

Credit: The Commissary

▪ Luxury goods without the branding

▪ Influential consumers – no longer Animal Welfare Friendly Categories - Global Sales

Retail Value Sales 2018 (USD million)

2017-2018 Growth (%)

2018 RSP sales 2017/2018 Growth

Source: Euromonitor International

Bond Pet Foods (US)

▪ Ethical food for pets

▪ Non-meat proteins such as whey, soy and pea

▪ Suitable for vegan, dairy- and soya-free diets

I want a plastic-free world

▪ Consumers demand % Willing to Pay More for “Environmentally Conscious or

▪ Images of ocean and wildlife 14

pollution spark outrage

▪ Governments and industry

Source: Euromonitor Lifestyles Survey 2015, 2017

Corona Extra (Mexico)

▪ Corona Extra, a top 10 global lager brand,

Skipping Rocks Lab and Just Eat (UK)

Credit: Just Eat

I can look after myself

▪ Consumers turn to alternative preventative

The Marshmallowist (UK)

▪ Cannabis flavour CBD-Infused marshmallows

Source: The Marshmallowist

Give Legacy (Switzerland)

▪ Men account for almost half of infertility cases

Credit: Give Legacy

▪ Switch in power between Internet retailing spend increases as digital consumers

right' has never been truer 1,800.00

▪ Compulsive need to absorb Store-based Retailing