Global Consumer Types: Who They Are and How They Live

July 2021

While many companies often identify market segments using demographics alone, few would agree that consumers are neatly defined by age, gender or income. To overcome this, Euromonitor’s Survey team has looked beyond standard demographics to create distinct, personality-driven Consumer Types at global and country levels.

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Why segment consumers by type?

Grouping consumers solely by demographics when looking at their buying behaviour and purchase decision-making can give a skewed view of their daily habits and long-term lifestyle choices. Instead, Euromonitor International’s annual Consumer Types series looks beyond standard demographics, profiling distinct personality-driven Consumer Types at both the global and country level. Changes in attitudes and habits can be tracked through our Consumer Types series year-on-year, giving valuable insight into what consumers want and need, even distinguishing among those in the same demographic group.

This briefing includes a 2021 update of the 10 global Consumer Types, which are generated using Euromonitor International's annual Voice of the Consumer: Lifestyles Survey data.

Scope
Why segment consumers by type?
Breakdown of 2021 global Consumer Types
Overview of 2021 global Consumer Types
Exploring shopping habits across Consumer Types
Impulsive Spender
Path to purchase of the Impulsive Spender
Understanding the Impulsive Spender
Minimalist Seeker
Path to purchase of the Minimalist Seeker
Understanding the Minimalist Seeker
Secure Traditionalist
Path to purchase of the Secure Traditionalist
Understanding the Secure Traditionalist
Empowered Activist
Path to purchase of the Empowered Activist
Understanding the Empowered Activist
Undaunted Striver
Path to purchase of the Undaunted Striver
Understanding the Undaunted Striver
Conservative Homebody
Path to purchase of the Conservative Homebody
Understanding the Conservative Homebody
Inspired Adventurer
Path to purchase of the Inspired Adventurer
Understanding the Inspired Adventurer
Cautious Planner
Path to purchase of the Cautious Planner
Understanding the Cautious Planner
Self-care Aficionado
Path to purchase of the Self-care Aficionado
Understanding the Self-care Aficionado
Balanced Optimist
Path to purchase of the Balanced Optimist
Understanding the Balanced Optimist
Global Consumer Types and COVID-19
Where is the Digital Enthusiast?
Conclusion
Lifestyles country reports series
Country Consumer Types (1)
Country Consumer Types (2)
Country Consumer Types (3)
Voice of the Consumer: Lifestyles Survey
Euromonitor International’s Consumer Types Series
How do we create our Consumer Types?
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