In recent years, consumers have been compelled to make significant changes due to numerous personal, economic, health, and emotional challenges. A substantial three in five consumers express that they are adapting their lifestyles in response to global issues, with 21 percent having already implemented considerable changes. Understanding how and why consumer lifestyles and attitudes transform is crucial for ensuring that innovations align with evolving consumer needs.
Consumers, confronted with many global issues, actively spend quality time with family and friends while emphasising investments in local communities. A striking 64 percent of consumers assert that these global concerns necessitate enhanced self-sufficiency in local communities, fostering a shift towards more conscientious living that balances ecological and financial considerations. This newfound emphasis on connection manifests in nearly a quarter of global consumers prioritising spending on exceptional food and drinks for home enjoyment.
A notable emerging trend is the rise of shared experiences, such as rice buddying in China, an innovative shared dining experience centred on social connections and expanding social circles.
The intertwining of health and pleasure is becoming increasingly evident, whether through choosing healthier socialisation spaces or opting for "better-for-you" treats. Half of consumers prefer treating themselves with everyday moments of happiness, often associated with a significant decrease or elimination of alcohol consumption. For Generation Z, this shift extends to choosing physically active first-date options like workout classes over traditional drink outings.
The widespread adoption of online shopping, coupled with financial constraints, has led to consumers seeking supplementary income through 'side hustles.' Additionally, one in five consumers is leveraging online shopping to reduce fuel costs. This trend caters to the needs of the 'Savvy Shopper,' characterised by heightened digital awareness, price consciousness, and increased demands for products that benefit both their pockets and the planet.
Post-pandemic, consumers, feeling a heightened sense of connection, are dedicating more time to their homes, transforming them into sanctuaries in response to various anxiety-inducing global crises. This increased home-centric focus has not only influenced home décor and space utilisation but has also given rise to new occasions and needs. This shift in consumer behaviour is driving demand for novel and elevated in-home experiences and practical and convenient solutions.
The lack of affordable healthcare concerns one in three consumers, prompting investments in preventative health measures and seeking advice from diverse sources. Consumers are seizing the opportunity to embrace 'Self Care,' proactively managing health and future wellness through diet and nutrition. An illustrative example of this trend is Nourished x Neutrogena Skin360's SkinStacks, a range of personalised supplements in the form of 3D-printed skin nutrient gummies tailored to individual needs.
