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Top 6 Insights from the 2015 Global Consumer Trends Survey

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New Global Consumer survey results are here!

We are excited to announce that the latest consumer survey results from the 2015 Global Consumer Trends survey are now live on Passport in the Lifestyles dashboard and in published analysis on the Lifestyles page (with more being added in the coming weeks and months!).

Euromonitor International’s Global Consumer Trends surveys help companies stay ahead of a fast-changing consumer landscape by reaching out to internet-connected consumers from across the globe, then translating the results into comprehensive analysis and actionable opportunities. Below is a preview of six insights drawn from the 2015 survey results. The full report highlighting key survey findings across all major consumer lifestyles areas can be found in the report: Global Consumer Trends: Summary of 2015 Survey Results, located in the Lifestyles system on Passport and for sale here.

1.    Millennials and Gen Z are leading the shift from computers to mobile

With the rapid proliferation of mobile devices such as smartphones and tablets, today’s internet-connected consumers have access to whatever they want, wherever they go. Smartphones, in particular, have changed the way consumers interact with the world around them by offering many of the same capabilities of a computer, in the palm of the user’s hand. Consumers under 30, namely Millennials and those in Generation Z, are among the first segments to begin replacing computers with smartphones for many day-to-day activities. Indeed, Millennials and Gen Z make up much of the population in the growing middle classes of emerging markets, underscoring the importance of mobile strategies in these countries.

Comparison of Daily Smartphone and Computer Activities among Under 30s


Source: Euromonitor International Global Consumer Trends survey, 2015

Note: Shows the percentage of respondents under 30 who do listed activity at least daily on indicated device.

2.   The key to swaying customer opinion is to first convince their friends and family

When it comes to product endorsements, peer opinions - especially those that come from a personal connection - hold more weight than paid advertisements. Survey respondents selected friends and family recommendations as their top marketing influence - 59% consider this type of feedback to be very or extremely influential, more than any other factor surveyed - while independent consumer reviews came in second. To encourage these personal recommendations, companies and brands should leverage the growing online browsing and shopping habits of customers and make it easy to share a recent purchase on a social networking platform. Indeed, likes, shares and re-tweets serve as powerful product endorsements, potentially spurring interest among a customer’s friends, family and other members of their social media circle.

3.    Informed eaters will pay more for healthy packaged food

Although many strive to prepare their own meals and eat fresh foods, consumers often resort to packaged food and ready meals to fit into their busy schedules. Even those who pay the most attention to labels and nutrition eat ready meals just as often as those who are less concerned with ingredients. However, these consumers with a long ingredient watch-list express a much greater willingness to pay extra for the packaged food features they deem important. Topping the list is all-natural. Fifty-six percent of “clean eaters” (those who avoid artificial ingredients and GMOs) are interested in all-natural packaged food features and 45% of those interested will pay a premium for it.

4.    Trust in “green” labels is growing, but skepticism remains high

Although stricter regulation of product labels led to a jump in trust from 2011 to 2015, consumers remain largely ambivalent towards ethical and environmental language and claims. To overcome consumer confusion, marketers may need to invest in educational campaigns or public service announcements aimed at clarifying vague terminology and bolstering trust. Such efforts should also address the personal benefits of natural and organic products as consumers are most likely to pay more for features they believe will improve their own wellbeing or that of their family.

Trust in Labels Comparison Between 2011 and 2015


Source: Euromonitor International Global Consumer Trends survey, 2015

Note: Shows the percentage of global respondents who indicated they consider claim to be trustworthy.

5.    Many consumers struggle to link some health priorities with everyday habits

Sticking with good habits can be easier said than done. The good news is that roughly two thirds of global consumers cited regular exercise as very important to maintaining health, and nearly the same proportion work up a sweat on at least weekly. However, while eating fruits and vegetables topped the list of important health habits for 84% of respondents, the majority eat just one or two servings of fruit and one or two servings of vegetables each day. Similarly, though seven in 10 consumers consider limiting stress important to their overall health, relatively few actively participate in stress-reduction activities.

6.    The ability to make time for what matters most is critical for today’s ever-busy consumer

Life moves at a hectic pace, and consumers say they struggle to find enough time to get everything done. However, too often marketers position “convenience” as just a means of fitting more obligations and commitments into already overburdened schedules, when in actuality most consumers really just want more time for family, friends, and themselves. So instead of focusing on saving time, marketers should emphasise the importance of making time, highlighting how a product or service frees up time for the things that matter most.

Top Life Priorities for Global Consumers


Source: Euromonitor International Global Consumer Trends survey; 2015

Note: Showing the percentage of global respondents who ranked response as one of the top three priorities in life.

Find out more by exploring the 2015 Global Consumer Trends results

The latest Global Consumer Trends results, covering the above topics and much more, can be found in the Lifestyles dashboards, Global Consumer Trends: Summary of 2015 Survey Results report, and additional analysis published on the Lifestyles page in the coming months.

Euromonitor International’s Global Consumer Trends survey results are drawn from online consumers ranging in age from 15 to 65+ and living in 9 major markets: Brazil, China, France, Germany, India, Japan, Russia, UK, and the US. Between 1,800-2,000 consumers in each market are surveyed each round, with many topics are tracked over time.

Complete access to 2015 Global Consumer Trends results, as well as all previous Euromonitor consumer survey results, is available with a Lifestyles subscription. For more information, please request a demo or contact our press department.

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