Top 10 Global Consumer Trends 2022: Expert Opinions and Trend Manifestation

May 2022

Every year, Euromonitor International identifies emerging and fast-moving trends that are expected to gain traction in the year ahead. These provide insight into changing consumer values, exploring how consumer behaviour is shifting and causing disruption for businesses globally. In this report, Euromonitor’s senior analysts respond to one of the Top 10 Global Consumer Trends 2022 and consider how it impacts their sector. Each trend is further illustrated with case studies from across the board.

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Key findings

Backup Planners

Faced with challenges in securing their usual or desired products and services, Backup Planners are looking for ways to purchase similar items or finding creative solutions to obtain alternatives. 

Supply chain shortages are forcing businesses to pivot and provide new solutions for customers to access products and services. 

Climate Changers

Green activism and low-carbon lifestyles are here to stay. Consumers expect brands to step up and are taking action through the products they purchase as concerns over the climate emergency escalate. 

To win over Climate Changers, companies should offer products that are carbon footprint certified. Transparent labelling of carbon-neutral products builds trust and enables consumers to make informed choices.

Digital Seniors

Older consumers were forced online as the world shut down. Now, familiar and comfortable with technology, Digital Seniors are empowered to make purchases and use services through this channel. 

Businesses have an opportunity to tailor their digital experience to target and meet the needs of this expanded online audience. 

Financial Aficionados

Consumers are gaining confidence in investing and becoming savvy savers to strengthen their financial security. Financial Aficionados take control of their money and use services to track their transactions. 

Financial literacy is no longer restricted to Wall Street. Companies should provide tools and easy-to-use solutions to make any consumer feel financially empowered. 

The Great Life Refresh

The pandemic triggered consumers to make The Great Life Refresh, resulting in drastic personal changes and a collective reboot of values, lifestyles and goals. 

Businesses should innovate goods, services and experiences that respond to this once-in-a-generation moment, coupled with marketing that acknowledges and embraces the upheaval. 

Overview

Scope
Top 10 Global Consumer Trends 2022 in brief (1)
Top 10 Global Consumer Trends 2022 in brief (2)

Backup planners

Industry context for backup planners: Economy
Industry context for backup planners: Retail
Australian Woolworths introduces Q-Tracker to help customers save time
The Cheese Merchant now supplying high-quality products direct to UK consumers
Frito-Lay’s direct-to-consumer model helps customers circumvent empty shelves
Mexican Pronto Envios brings everything from stores to your doorstep in minutes
Pinduoduo’s “Team purchase” model gives Chinese consumers access to cheaper products
US LemonBox  is helping Chinese consumers to access hassle-free and tailored vitamin packs

Climate changers

Industry context for climate changers: Sustainability
Industry context for climate changers: Fresh Foods
Boozt launches ReBoozt, allowing consumers to sell pre-owned Boozt fashion lines
Onfleet Offset delivery software introduces carbon offset solution
Klarna: incorporating CO2 footprint tracking into the online shopping experience
Nestlé launches Wunda carbon-neutral plant-based milk in France, Netherlands and Portugal
OMO laundry capsule detergent obtained via carbon capture technology in China
Salwa Petersen’s Chébé is a carbon-neutral hair cream with circularity in mind, made in France
Walmart’s US online store adding icons to highlight products with reduced impact
Yulu: shared mobility platform and electric bikes in India
Zero-waste packaging: Izzy, a reuseable mascara

Digital seniors

Industry context for digital seniors: Consumer Foodservice
Industry context for digital seniors: Consumer Electronics
UK’s smart home service app Howz operates as a telecare system
US grocery delivery platform Instacart offers additional support to Digital Seniors
China’s e-commerce platform JD.com provides first 5G smartphone for seniors
Japan’s wearable payment ring, Evering , allows a smooth payment experience for seniors
Nestlé Brazil’s Nutren Senior features a chatbot to help seniors embrace the digital age
US-based virtual reality platform Rendever assists elderly people overcome isolation

Financial Aficionados

Industry context for financial aficionados: Consumer Finance
Industry context for financial aficionados: Luxury Goods
El Salvador’s embrace of cryptocurrency signals rapid decline in unbanked population
Twig launches the new circular “Bank of Things”
COCOON’s rental service for luxury handbags is emblematic of changing consumer demands
British fintech app Revolut allows consumers to budget, manage their finances and invest
Brazil’s Nubank provides accessible digital banking to financially underserved in Latin America
EasyEquities democratises trading for price-conscious consumers in South Africa
FamPay is driving financial education and personal finance management among India’s youth
US-based trading platform Robinhood makes stock trading accessible to all consumers

The great life refresh

Industry context for the great life refresh: Households
Industry context for the great life refresh: Pet Care
Amazon US investing in employee education
Bumble helping dating after lockdown
Calm: part of the rise of the wellness app
Laika insurance for the pandemic pet boom in Colombia
Working from Hyatt, Hilton and Marriott
Zara (Inditex) leans into leisurewear

The metaverse movement

Industry context for the metaverse movement: Digital
Industry context for the metaverse movement: Sports
Ariana Grande headlines Fortnite’s Rift Tour in the metaverse
Sports and e-sports converge as Spain’s Real Madrid expands reach with livestreaming
Balenciaga drops more virtual products through Fortnite’s first luxury partnership
E.l.f. cosmetics commissions an original song for a viral TikTok campaign in the US
Gucci presents its brand to digital-savvy young consumers in a virtual space on Roblox
Japanese NPO Virtual Rights conducts first fully-VR board meeting
Korea’s K-pop superstars BTS perform for millions of paying global fans from the virtual stage
Meta and Ray-Ban Stories (Luxottica) smartglasses offer portable access to the metaverse
Selfridges runs a virtual Pokémon shopping world online and in-store in the UK

Pursuit of preloved

Industry context for pursuit of preloved: Economies and Consumers
Industry context for pursuit of preloved: Fashion
Amazon renewed offers like-new refurbished products
French Youzd C2C online platform benefits from fast delivery
IKEA introduces Circular Hub to enhance sustainable development
Revivo platform makes luxury shoes available through refurbing
US resale platform thredUP develops thrifting fashion
Second-hand app Xianyu (Idle Fish) complements Alibaba’s marketplace in China

Rural urbanites

Industry context for rural urbanites: Cities
Industry context for rural urbanites: Gardening
Start-up Muddy Trowel aims to retain and mentor the UK’s new crop of novice gardeners
Virtual farmers’ market Membo delivers local farm produce to urbanites in Estonia
Rooftop Republic is integrating farming into big city life in Hong Kong
Commercial real estate rent outside UK city centres a success factor for Appear Here
Amazon ramps up same-day delivery capacity through US neighbourhoods
Estonian Click & Grow pairs smart technology with gardening in city households
Pret A Manger growth strategy shifts away from chasing skyscrapers
Singapore builds its first sustainable “forest town” , Tengah
Skize offers tailor-made products for UK city balconies

Self-love seekers

Industry context for self-love seekers: Beauty and Personal Care
Industry context for self-love seekers: Consumer Health
Beiersdorf’s O.W.N shows how the future of personalised skin care will go mass
Miele’s countertop coffee system enables a sophisticated home coffee experience
Celebrating single positivity with Interflora UK self-partner bouquets
Karma Beverage’s CBD Water delivers b road-spectrum distillate at peak potency
NEIWAI: s elf-appreciation drives growth of wireless bra and sports-inspired apparel in China
War Paint for Men: World’s first make-up store for men calls for greater tolerance towards gender fluidity

The socialisation paradox

Industry context for The Socialisation Paradox: Alcoholic Drinks
Industry context for The Socialisation Paradox: Travel
Emirates Airlines builds confidence towards travel through its safety measures (Global/UAE)
Procter & Gamble launches King C. Gillette beard grooming range (Global/US)
Adidas integrates tech and non-tech features to offer an engaged retail experience (Global)
Finland’s Framery provides office pods that create more efficient and happier workplaces
The US’s Starbucks offers multiple “ways to order” and at-home products to nurture the human spirit
Dubai-based Carrefour City+ store adds another option to Middle East grocery shopping

Outlook

How do companies respond to consumers in 2022?
Key quotes from experts on The Top 10 Global Consumer Trends 2022 (1)
Key quotes from experts on The Top 10 Global Consumer Trends 2022 (2)

Methodology

Global Consumer Trends Methodology
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