Authenticity and wellness lead top consumer trends

Euromonitor International has revealed the top 10 consumer trends for the year ahead, based on its research findings.

According to the company’s report, ‘Top 10 Global Consumer Trends for 2017’, authenticity is a stand-out consumer value in 2017, heralded by change-makers, celebrities, supermarkets and chefs among other groups.

The report says companies are striving to ensure authenticity in response to this “reach for the real”, with examples including Airbnb’s Guidebooks feature, which lets accommodation hosts share local information, food apps helping consumers learn more about what they are buying, and tour operators that promote their unplugged vacations to help consumers get away from “synthetic” digital life.

“Consumers are now more demanding of products, services and brands than ever before and are using digital tools to articulate and fulfil their needs,” Euromonitor International Consumer Trends Editor Daphne Kasriel-Alexander said. “They want authenticity in what they buy, and expect elements of personalisation in mass-produced as well as upscale items.”

Meanwhile, healthy living is becoming a status symbol, according to the report, as more consumers opt to flaunt their passion for wellness through paying for boutique fitness sessions, ‘athleisure’ clothing, food with health-giving properties and upscale health and wellness holidays.

“The consumer interest in staying well sees them combining wellbeing activities with cathartic physical activity,” Ms Kasriel-Alexander said. “This is reflected in a thriving menu of more esoteric, boutique fitness workout choices in urban hubs and spas.

“Furthermore, consumers are aware that eating habits directly influence quality of life. This is fuelling unprecedented demand for healthier eating options with fitness-promoting attributes sought in supplements, beauty products and even pet food by consumers willing to pay for them.”

Highlighted trends include:

  • Ageing: a changing narrative.
  • Consumer in training.
  • Extraordinary.
  • Faster shopping.
  • Get real: the allure of authenticity/
  • Identity in flux.
  • Personalise it.
  • Post-purchase.
  • Privacy and security.

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