Consumers Our insights cover everything from income, spending, behaviour and attitudes to demographic changes and household makeup. We help businesses anticipate consumer preferences and stay relevant long term.

Meet the 'Conscious Consumer'

Euromonitor International  Profile Picture
Euromonitor International Bio

This post is part of a series highlighting the Top 10 Global Consumer Trends 2019 white paper.

Consumers are becoming more mindful in what they buy as they seek to combat some of the negative effects consumerism is having on the world. The Conscious Consumer is a key trend for 2019, with animal welfare being at the forefront of many consumers’ purchasing decisions.

This is most clearly seen in the rise of Veganism, which is increasingly being adopted by a wide range of people.  They range from the health-conscious to those concerned with animal welfare to those who see how the environment is negatively affected by industrial meat production. Social media has brought veganism to the forefront of consumers’ minds. It is for everyone and has become cool, endorsed by celebrities such as Jennifer Lopez, Miley Cyrus and Chinese pop singer Long Kuan. It is no longer seen as a choice for life with total eradication of animal-based products with today’s Conscious Consumers having a more flexible approach to their consumption and choosing to be vegan—or flexitarian—for one meal, one or two days a week.


Though this is true for developed economies, in emerging markets there is a deep-rooted perception of meat as good nutrition and a sign of prosperity. But even in these developing regions, in countries such as China, Indonesia and India, young, urban, middle- and high-income consumers are also advocates of the new Conscious Consumerism trend.

Animal welfare concerns will evolve further and extend to other industries beyond food, beauty and fashion, to home care, home furnishings, pet food and so on. The meaning of responsible business is shifting, demanding companies improve minimum animal welfare standards even for regular products.

The Conscious Consumer is here to stay. In the short, medium and long-term, mindful consumption, whether full-time or part-time, looks set to rise. Conscious Consumers are influential, and the trend will spread to others. Furthermore, rising consumer affluence and awareness will boost demand for higher welfare, premium products. Investing in animal welfare is consequently a key tool for adding value in today’s highly competitive business environments.

For more insights into changing consumer values and priorities and their impact and how they are disrupting businesses globally download the Top 10 Global Consumer Trends 2019 white paper.

Interested in more insights? Subscribe to our content

Explore More

Shop Our Reports

Understanding the Path to Purchase: Global Consumer Types in 2023

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. Consumers are grouped based on shared traits and…

View Report

Consumer Market Flashpoints: Between Uncertainty and Opportunity

In the upcoming years, consumers and businesses face an array of challenges, with income inequality, mass migration and rising uncertainty about another crisis…

View Report

Global Inflation Tracker: Q3 2023

This report examines inflation levels and drivers globally and in key countries. Global inflation is moderating, although divergence among the key economies…

View Report
Passport Our premier global market research database with detailed data and analysis on industries, companies, economies and consumers. Track existing and future opportunities to support critical decision-making across all functions within your organisation Learn More