Megatrends in the US

August 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 US.

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Overview:

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 USA 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 USA report answers:

  • How is the consumer mindset in USA changing? In USA, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in USA purchase decisions?
  • Where and how do consumers shop in USA?
  • What health-related activities do consumers in USA participate in?
  • What megatrends should I focus on in USA (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?
Scope
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Case study: Genies brings new artists to its metaverse via partnership with UMG
Video gaming tops the list of digital activities in the US
More than half of Americans actively manage data and privacy settings
Millennials are the keenest to receive personalised offers
Friends and family are still the most trusted source of information
Post-pandemic, more activities will shift back to in-person than vice versa
Experience more
Case study: Nike partners with Roblox to build its own Nikeland metaverse
All cohorts prefer real world over virtual experiences
Post-pandemic, Americans still socialise more online than in person
Travellers favour destinations that are relaxing and safe
Only baby boomers are set to increase online more than face-to-face activities
Middle class reset
Case study: Ulta entices shoppers to choose click and collect by offering targeted discounts
Consumers look out for bargains amid belt-tightening
Renting and reusing are on the rise
Generation Z are revealed to be the most frugal cohort
Premiumisation
Case study: Glossier recommences in-store retailing with hyper-local concepts
Simplification and curated experiences are key priorities
Millennials extensively research products and services before buying
US consumers are willing to pay a premium for quality
Shifting market frontiers
Case study: Walmart diversifying supply chains and markets
Consumers feel international products are less available to them
Older consumers are the most likely to support local trade
Shopping reinvented
Case study: Warby Parker app offers a convenient alternative to in-person eye exams
Consumers prefer shopping in-store, despite the shift to online
Social media brand engagement is relatively low
Generation X are the most likely to follow brands on social media
Sustainable living
Case study: Izzy’s zero-waste mascara is the first of its kind
Consumers are trying to do more to help the planet
Recycling is the top environmental priority for Americans
Consumers are becoming more vocal and sharing their opinions
Recyclable packaging is seen as the most sustainable
Wellness
Case study: Karma Beverage’s CBD Water delivers broad-spectrum distillate at peak potency
Dietary supplements are part of the daily regime for most Americans
Meditation is gaining popularity as a way to beat stress
Millennials are embracing health tech
Safety remains a priority in the wake of the pandemic
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