Megatrends in the United Kingdom

July 2022

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in the United Kingdom.

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This report comes in PPT.


Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Germany report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Germany report answers:

  • How is the consumer mindset in Germany changing? In Germany, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Germany purchase decisions?
  • Where and how do consumers shop in Germany?
  • What health-related activities do consumers in Germany participate in?
  • What megatrends should I focus on in Germany (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
British fintech app Revolut allows consumers to budget, manage their finances and invest
Gaming is the standout digital use for most; virtual assistants for later life
Consumers are careful about sharing personal information
Millennials most active when managing data and privacy settings
Impartial opinions are most valued
UK consumers cautious about moving back to in-person contact
Experience more
Case study: Charlotte Tilbury continues to expand its virtual shopping capabilities
Real world experiences are key across the generations
Regular online socialising is the main leisure activity among British respondents
Safety and relaxation are the most valued travel features
Younger cohorts more eager for real-life activities
Middle class reset
Candy WashPass brings more system spending under one roof, with gains for all involved
While looking for bargains, older people in the UK are still more mindful consumers
Rental and sharing not as compelling as second-hand in the UK
Generation Z shows stronger frugal purchasing intentions
Celebrating single positivity with Interflora UK self-partner bouquets
Millennials keenest on standing out and spending money to save time
Millennials in the UK are the most engaging consumer group
Quality, performance and comfort are worth the most to UK consumers
Shifting market frontiers
The Cheese Merchant now supplying high-quality products direct to UK consumers
Turning inwards after Brexit
Commitment to local sourcing rises with age
Shopping reinvented
London’s iconic luxury retailer Harrods bets on suburbia for its stand-alone beauty stores
Computers or tablets are the most popular methods of purchase
A brand’s social media role is relatively low in the UK compared to global levels
Younger cohorts are more enthusiastic towards brand engagement
Sustainable living
Revivo platform makes luxury shoes available through refurbing
Consumers are highly engaged with having a positive impact
Consumers recycle, reduce food waste and use less plastic than globally
Political engagement the prime outlet for action
Recyclable and biodegradable packaging most sustainable for consumers
Champo offering ayurvedic hair care in the UK
Two thirds rank physical exercise as their top wellness solution
Meditation for reducing stress exceeds global average
App usage and purchase of health products lag behind global trend
Caution is more important than preventative health spend

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Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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