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Global Survey Report

Global Consumer Trends: Summary of 2013 Survey Results

| Pages: 69

Price: US$1,450

About this Report

This report analyses the lifestyle traits of 16,300 online consumers in nine major developed and emerging markets: Brazil, China, France, Germany, India, Japan, Russia, UK, and the US. To explore recent changes in consumer motivations, habits, and opinions, this report also compares 2013 Global Consumer Trends survey results to 2011 results.

Passport Survey queries over 16,000 people around the world on a regular basis in its Global Consumer Trends survey, in order to help companies identify current and evolving trends in consumer life.  Passport Survey then analyses these consumer responses to help firms assess potential business opportunities.

Analysis reveals the motivations, habits, and opinions of internet-connected consumers in nine developed and emerging markets: Brazil, China, France, Germany, India, Japan, Russia, UK, and the US. 

In this globally networked era, ingrained local cultural traditions confront new information, needs, and products.  Firms must make informed predictions about which consumer habits and beliefs are open to change, as well as which technologies could drive that evolution.  Firms must also distinguish between the start of a passing fad and the beginning of a new normal.  Selected findings from the report include:

• Fast food is out, travel is in: nearly 40% of online consumers plan to decrease their spending on fast food in the next 12 months, while one-quarter anticipate increases in their travel budget

• Independent consumer reviews are eclipsing traditional media, such as TV ads, as the most influential marketing channel in consumers’ minds

• Online shopping continues to gain traction among consumers: over 80% have now purchased apparel, shoes, or consumer electronics online at least once, if not more frequently

• When shopping for food, consumers look for “added vitamins or fibre” on labels and shun artificial ingredients, particularly in emerging markets

• In this hyper-connected era, internet-connected consumers are nearly all looking for ways to simplify their hectic lives

(Note: all data underlying this report is available through Euromonitor’s Passport Survey system.)

Table of Contents



Decreases in overall spending, wishful thinking or reality?

Overall spending and saving

Consumers in emerging markets are significantly more likely to have increased spending

  • Chart 1 Change in Overall Spending Habits in Past 12 Months, by Country

Younger consumers are spending more; older consumers more likely to keep spending constant

Most consumers are saving at least some of their income

  • Chart 2 Spending vs Savings Habits Over The Past 12 Months

Online consumers expect spending to continue to fall; saving to increase

  • Chart 3 Intended Changes in Financial Habits in Next 12 Months – By Market Maturity

Spending reduction activities

Reduced spending unlikely to come as a result of fewer purchases

Increased use of discount stores helps customers spend less

Private label brands are popular but little growth is expected

  • Chart 4 Change in Money Spending Reduction Activities in the Next 12 Months

Spending by category

Relatively few consumers have increased spending on non-necessity categories

  • Chart 5 Change in Spending Activities in the Next 12 Months

Emerging consumers more enthusiastic about increasing category specific spending

  • Chart 6 Increases in Spending Activities in the Next 12 Months – By Market Maturity

Credit cards

More than half of online consumers rely on credit cards for essential purchases

  • Chart 7 Credit Card Usage for Shortfalls, by Country

Majority have used credit cards for non-necessities, too

  • Chart 8 Credit Card Spending on Non-Necessities

Business implications and recommendations

Spending reduction provides an opportunity for good value products

Consumers want to spend less, but may have trouble achieving this

Convincing emerging market consumers to spend more will be easiest

India may be a good market for budget and credit education

Older consumers’ overall spending levels are less flexible

Young consumers predict spending increases


From TV ad to online shopping cart, looking for strong brands

General shopping attitudes

Consumers are most interested in bargains and quality when shopping

  • Chart 9 Shopping-related Personal Traits and Values by Market Maturity

Consumers are increasingly interested in bargains and quality

  • Chart 10 Overall Shopping Attitudes, 2011-2013

Shopping habits differ by gender, and to some extent, age

Preference for branded products strongest in emerging markets

  • Chart 11 Shopping Attitudes by Country

Trying new things appeals to online consumers

Independent consumer reviews now have the most impact on consumers’ decision process

  • Chart 12 Influence of Types of Advertising by Market Maturity

Willingness to pay

Green features more important for toiletries than for other product categories

  • Chart 13 Willingness to Pay for Toiletries Products by Feature

Beauty products with multiple benefits are worth more to consumers, while celebrity endorsement adds little value

  • Chart 14 Willingness to Pay for Beauty Products by Feature

For home care products, a strong brand is most likely to command a premium price

  • Chart 15 Willingness to Pay for Home Care Products by Feature

In apparel and footwear, quality and durability bring higher prices

  • Chart 16 Willingness to Pay for Apparel or Footwear Products by Feature

Preferred green features

Natural and organic top list of preferred green product features

  • Chart 17 Importance of Green Features Among Consumers Who Will Pay a 50+% Premium

Consumers in emerging markets are more environmentally focused

Business implications and recommendations

Knowing a brand is important to consumers, especially in emerging markets

Consumers in emerging markets will pay more for products with added features

Older consumers generally less willing to pay more

Relative importance of green features differ by country

Traditional advertising is still effective


Continued expansion of technology in all areas of consumer life

Device ownership and usage

Ownership of computers and mobile phones high among online consumers

  • Chart 18 Ownership of Technological Devices

Daily tech use not limited to one device

  • Chart 19 Frequency of Device Usage

Largest share of internet access is from personal computers

  • Chart 20 Internet Access by Device Type

Mobile activities

Mobile phones still primarily used for basic features

Basic mobile activities even more common in emerging markets

Expanded mobile activities in 2013

  • Chart 21 Activities Conducted on Mobile Phones

Increased mobile usage likely in the future

Online activities

News and networking top internet activities

Online activity participation more common among emerging market consumers

  • Chart 22 Weekly Online Activities

Consumers have increased all online activities in recent years

  • Chart 23 Online Activities – 2011 to 2013

Global consumers more likely to observe than comment on social media

  • Chart 24 Level of Participation in Social Media Websites by Age

Online shopping

Apparel and electronics most purchased online

Online grocery shopping still limited with potential growth

  • Chart 25 Purchasing Frequency Among Those Who Purchase Items on the internet

Business implications and recommendations

Chinese consumers are a good test market for new technology

Consumers most likely to visit websites from their computer

Mobile phones must continue to provide good basics of voice and text

Potential for different mobile needs among older consumers


From the supermarket to the table, but hold the sugar

Typical meal types and eating habits

Cooking at home still most popular type of meal preparation

  • Chart 26 Types of Meals Consumed, by Gender

Ordering takeaway is an occasional treat

  • Chart 27 Weekly Takeaway Meal Ordering, by Country

Increase in preparing meals to eat away from home

Meal preparation

Most consumers look for a quick breakfast

Consumers are split on time spent preparing lunch

Quick lunches most sought after among consumers in the UK and US

Consumers spend the most preparation time on dinner

  • Chart 28 Time Spent Preparing Meals

Little time is put into making snacks

Popular (and unpopular) food features

The majority of consumers are willing to pay more for specific benefits

  • Chart 29 Willingness to Pay More for Food Attributes

Consumers look for specific ingredients and attributes in food

  • Chart 30 Selected Food Decision Factors

Consumers also look for products without undesirable ingredients and characteristics

  • Chart 31 Selected Food Decision Factors, Limited Ingredients

External factors are important to many consumers, particularly in emerging markets

  • Chart 32 Selected Food Decision Factors, External Influences

Healthy eating and dietary restrictions

Weight loss and management is a focus for the majority of consumers

Dietary restrictions impact sizeable number of global consumers

  • Chart 33 Dietary Restrictions in 2013 and 2011 Global Consumer Trends Surveys

Business implications and recommendations

Market food products towards women

Strong opportunities to grow sales among women in Brazil and China

Home cooking shortcuts likely to be popular

Takeaway loyalty programs may bring repeat business

Organic products less attractive than other wellness attributes

Focus on wellness messaging and products, especially in emerging markets


Fit for life, thanks to exercise, weight management and a multivitamin

Personal health

Young and emerging market consumers most likely to rate themselves as “healthy”

  • Chart 34 Personal Health Rating

Treatment and prevention

Doctors’ visits normal, but infrequent

Alternative healthcare more prevalent among consumers in emerging markets

  • Chart 35 Healthcare Visits At Least Yearly

Alternative care a growing option for young consumers

Vitamins and supplements are more common among consumers in developed countries

Despite health benefits, few regularly manage stress

  • Chart 36 Frequency of Healthy Behaviours

Online global consumers concerned about their weight and monitor the types of foods they eat

Healthy behaviours up among consumers since 2011

  • Chart 37 Trends in Health-Related Behaviours 2011 and 2013

Exercise habits

Weekly exercise common among online consumers

Nearly one third of consumers exercise almost every day

  • Chart 38 Daily Exercisers by Country

Nearly all physically-active consumers participate in sports and gym workouts

  • Chart 39 Weekly Participation in Physical Activity 2011 and 2013

Lower-impact activities popular as well

  • Chart 40 Weekly Participation in Physical Activity by Country

Alcohol and tobacco

European consumers continue to lead the way in smoking habits

  • Chart 41 Weekly Cigarette Smoking by Country

Global consumers tend to be occasional drinkers

As with smoking, consumers in developed countries tend to drink more frequently

  • Chart 42 Frequency of Alcohol Drinking

Business implications and recommendations

Opportunities for health-related products in emerging markets

Stress-relief services can be marketed to the health-conscious emerging market consumer

Alternative medicine can attract old and young, but different messaging is needed

Exercise is not necessarily high impact and sport related


Putting purchases in perspective by understanding personalities

Consumer outlook on life

Consumers unsatisfied compared to expectations, especially in developed markets

  • Chart 43 Global Consumers Who “Get What They Want in Life”

A majority of consumers are looking for a simpler life

Emerging market consumers are more likely to want a return to a simpler life

  • Chart 44 Attitudes on Simplifying Life by Country

Global consumers are split between outgoing and shy personalities

  • Chart 45 Personality Traits by Country

Majority of consumers try to have a positive impact on the environment

Emerging market consumers have a stronger focus on being “green”

  • Chart 46 Attitudes to the Environment by Country

Consumers’ belief that they can change the world does not translate to local community involvement

Emerging market consumers are more optimistic about making a difference

  • Chart 47 Attitudes on Community Involvement by Country

Personal relationships and self-reflection

Personal relationships focus on family

  • Chart 48 Importance of Factors by Country

Emerging market consumers are even more family focused

Health and family are the keys to a happy life

  • Chart 49 Factors Important to Happy Life

Strong friendships are more important to consumers in developed markets and those under 30

Emerging market consumers again show the importance they place on family

Work and finances

Work factors focus on security and satisfaction

  • Chart 50 Importance of Work and Financial Factors by Country

Majority of consumers able to separate work and personal life without too much added pressure

  • Chart 51 Attitudes on Work and Personal Life by Country

Emerging and developed market consumers feel equal amounts of pressure

Consumers of all types are planning for the future

  • Chart 52 Attitudes on Planning for the Future

Most consumers do not plan to work in a foreign country in their lifetime

  • Chart 53 Attitudes on Working or Living Abroad Life by Country

Status and consumerism

Online consumers balance self-confidence with need for approval

Need for external approval higher in emerging markets

  • Chart 54 Attitudes on Peer Perception by Age

Business implications and recommendations

Most consumers are looking for ways to meet their own expectations

Consumers are moving towards (or dreaming of) a simpler life

Companies should show consumers how their products contribute to the world

Family is a focus for most consumers

Consumers in developed nations also enjoy having space for themselves

Financial security is the most important feature of a job

Work and personal lines are more likely to be blurred in certain markets

Opinions of peers are more important in emerging markets


A tale of two economies

Shoppers looking for price, quality, and convenience

The tech takeover continues

Cooking traditions remain, but shortcuts are welcomed by home chefs

Growing focus on weight loss, whether through diet or exercise

Simplicity, family, and global impact



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