---
title: "This Might Be the Best Consumer Research Report of the Year! Top 10 Consumer Trends for 2016"
description: "Euromonitor International has released a research report on global consumer trends for 2016, summarizing the ten most important consumer trends of the year. This is an abridged version of that report."
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published: "2016-08-30"
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# This Might Be the Best Consumer Research Report of the Year! Top 10 Consumer Trends for 2016

> Euromonitor International has released a research report on global consumer trends for 2016, summarizing the ten most important consumer trends of the year. This is an abridged version of that report.

Euromonitor International recently released a research report on global consumer trends for 2016, summarizing the ten most important consumer trends of the year. Below is an abridged version of the report.

**1) AGNOSTIC SHOPPERS**
The term "agnostic" aptly describes current consumer behavior. With technological advancements, consumers can compare product quality and prices through various channels, leading to a decline in their emphasis on brands and logos. Many consumers frequently change where they shop and which brands they buy, making it difficult for manufacturers to foster brand loyalty. To attract these consumers, low prices alone are insufficient.

**Creating Value**
The new generation of consumers places great importance on innovation, especially innovation that brings them more value. Brands are leveraging emerging internet channels like social networks to provide consumers with more information and save them time. This not only builds a stronger connection between brands and consumers but also highlights the value of branded products.

Companies like Apple increase the resale value and sustainable usage time of their products by recycling used devices and offering discounts on new purchases. Many countries, including the United States and Chile, have introduced warranty policies for second-hand goods.

**Being Frugal**
For many consumers, due to limited financial resources, cost is a major concern. This phenomenon is not limited to low-income groups but is also common among the middle class. Therefore, consumers are more inclined to shop during sales and promotions. Research shows that British consumers spend twice as much time in supermarkets compared to ten years ago in search of better discounts. Consumers constantly monitor price fluctuations, compare prices, and indirectly "negotiate" with manufacturers by refusing to buy at full price, seeking what they consider more reasonable prices.

However, discounts alone do not guarantee attracting consumers. Consumers are not satisfied with merely discounted products; they also demand improved quality. The CEO of Germany's Rewe Group stated that consumers want "the best products at the most reasonable prices."

**2) BUYING TIME**
Consumers are increasingly valuing time, with many considering it a luxury. The most direct means is spending money to save time. They not only demand convenience but are also willing to "outsource" aspects of their lives by purchasing services to save time. British retailers predict that by the end of 2015, about one-third of British consumers will choose ready-to-eat meals to save time and effort in the kitchen. A survey shows that among Chinese aged 18 to 35, 58% believe that the luxury of one's life depends on the amount of free time they enjoy.

▲ Reasons for choosing ready-to-eat meals, with the main reasons being "no time to cook" and "acceptable price"

To cater to this demand, brands have launched targeted services focused on "saving time," many of which rely on the internet. For example, e-commerce giant Amazon offers one-hour delivery to "Prime Now" members in 20 U.S. cities.

In addition to buying time, consumers' expectations for real-time interactive services are also rising. Currently, many brands, including Amazon, offer 24/7 Twitter responses, but they have not yet met consumer expectations. Surveys show that brands take an average of 31 hours to respond to a consumer question on Twitter, with a response rate of only 20% of total questions. Meanwhile, 85% of consumers expect a response within one hour.

▲ Frequency of online purchases by category, with groceries being the most frequent

**3) CHALLENGING AGEING**
Despite many countries facing an aging population, in 2016, consumers aged 55 to 65 are more active, with higher employment rates, a focus on maintaining physical and mental health, and overall more fulfilling lives. This makes the consumer base more diverse.

According to Euromonitor International, the total population aged 65 and above is expected to reach 626 million in 2016. This consumer group has become a key market, offering significant opportunities for manufacturers and retailers. Many businesses have introduced policies such as "discounts for retirees" to attract these consumers.

The travel industry is particularly popular among older consumers. According to a survey by The Guardian, a large portion of UK tourism spending comes from consumers over 50.

Contrary to popular belief, older consumers are not resistant or uncomfortable with technology. Besides using it to stay in touch with family, one-third of people over 65 use various tech products to monitor their health. Many brands have also introduced innovative technologies for the elderly, such as home robots.

Among older consumers' online purchases, groceries and household cleaning products account for the highest share, with beauty and personal care products ranking third.

**4) CHANGEMAKERS**
More and more consumers, especially millennials, want to drive social change and solve social problems through their actions. This demand is reflected in their expectations of brands: they want companies to be socially responsible. Not only consumers, but many young entrepreneurs also see improving the social environment as their responsibility, valuing how they can change people's lives over mere material wealth.

▲ Consumer opinions by country

As the chart shows, the majority of consumers in major global markets hope to have a positive impact on society through their actions.

Consumers satisfy their need to change society through crowdfunding and small donations. At the same time, many young celebrities, such as model Cara Delevingne, actively participate in social issues like racial equality through social media.

Young consumers place less importance on product ownership, and the more environmentally friendly "sharing economy" is thriving, driving the rapid rise of companies like Airbnb. In response, brands are focusing on creating a "lifestyle" rather than just selling a product. Blake Mycoskie, founder of shoe brand TOMS, hopes his stores can be places where people communicate and share information.

**5) GENDER BLURRING**
As society evolves, the distinction between genders is becoming blurred. Both consumers and businesses are gradually abandoning traditional stereotypes of "male" and "female." This is clearly reflected in industries like clothing and toys.

Last October, Disney labeled all Halloween costumes as "children's" rather than boys' and girls'. Amazon also stopped categorizing toys by gender. The global chief merchandising officer of Toys "R" Us said, "These toys are just for different kids, not necessarily related to their gender." In the fashion industry, many new collections, including those from Marc Jacobs, H&M, and Hermès, feature unisex styles, reflecting this trend.

**6) GREENER FOOD**
Fast casual dining, which combines the healthiness of traditional dining with the speed of fast food, is growing faster than the fast food industry.

▲ Global sales of organic food and beverages in 2015

Consumers are increasingly focused on healthy eating, avoiding junk food, and reducing overeating and food waste. Additionally, there is a growing demand for transparency in food production processes.

According to the International Institute for Environment and Development, about half of the world's food is discarded. Various social media campaigns have been launched to combat food waste. Additionally, "ugly fruits" that were previously ignored are now appearing on supermarket shelves.

Another key aspect of green eating is consuming local food. Long-distance transported food often requires preservatives or freezing to stay fresh, which can pose potential health risks and waste resources on preservation and transportation. Therefore, many consumers are choosing locally produced food and beverages, and opting for seasonal vegetables.

Fast food chains, including McDonald's, are also responding to consumer demand by offering healthier, more natural options.

**7) MENTAL WELLBEING**
With the accelerating pace of society and increasing pressure in work and life, health has become a focus. The fitness industry is growing rapidly, and demand for sportswear is no longer limited to gyms. More people are wearing athletic clothing to work, and demand for high-end fitness equipment is also increasing.

In addition to physical health, consumers are equally concerned about mental health. Currently, various mental health products, such as books, have become bestsellers. On Amazon's 2015 bestseller list, "Coloring Books for Adults: An Adult Coloring Book Featuring Patterns that Promote Relaxation and Serenity" ranked third. Similar books sold millions of copies globally in 2015. Yoga is also a popular choice for relaxation, and many airports now provide meditation rooms.

**8) OVER-CONNECTED CONSUMERS**
In 2016, the global internet user base is expected to reach nearly 3 billion, and digitalization is having a huge impact on more consumers' lives. While digitalization brings convenience, it also raises concerns about over-reliance on digital devices.

▲ Percentage of consumers owning various electronic devices by country

As shown, the proportion of Chinese people owning smartphones has reached about 90%.

Currently, mobile has become a mainstream sales channel, with 45% of internet users having used mobile payments in-store at least once. Meanwhile, smartphone addiction has become a global problem. A survey shows that 60% of people sleep with their smartphones. Another survey indicates that two-thirds of British secondary school students use their phones before bed. These "vampire children" play on their phones until late at night, affecting their health and studies.

Additionally, research shows that humans are naturally more interested in social information, so phones combined with social media can easily distract people and prevent them from focusing on work.

To counter this, many people choose to temporarily disconnect from devices and enjoy "offline" time to relax. This provides opportunities for related service industries; for example, the spa industry is expected to reach $63.7 billion in total sales in 2016.

**9) BUYING SECURITY**
Unsettling terrorist events worldwide, personal safety concerns, and economic pressures have fueled consumer anxiety, driving them to seek more control. The desire to "buy security" has increased demand for gated communities. Consumers in developed and many developing countries are no longer satisfied with basic needs; insecurity is affecting various purchasing decisions and habits, as seen in increased demand for organic food, financial services, sunscreen, security agencies, and air purifiers.

▲ Share of organic packaged food and beverages in the organic sector globally and by region (blue: organic beverages; dark green: organic packaged food)

**Concerns over "helicopter parenting" and gated communities**
In Latin American countries, it is common for parents to install trackers on their children's phones. In fact, seeking control through high-tech products is a global phenomenon. Some child welfare institutions in Copenhagen monitor children from their offices via webcams. In the U.S., reports indicate that many parents hire investigators to follow nannies.

However, a new group of parents believes that giving children more space actually makes them safer. The online forum Free-Range Kids is one such group. They try to break the traditional belief that our children are always at risk of kidnapping or negative emotions like depression.

Gated communities come in various forms and sizes, often found in high-crime countries like Kenya and South Africa. These communities typically have their own shopping centers, public areas, hospitals, schools, office buildings, and churches.

**Smart homes are not foolproof**
Consumers' need for security and control has driven the development of smart homes. As ADT Security's latest ad says: "Now checking security is as easy as checking email or text messages."

For example, smart luggage allows people to monitor their luggage status anytime via smartphone (with Bluetooth and GPS devices). However, smart homes are not foolproof; they are vulnerable to hacker attacks. At last summer's Def Con information security conference, researchers demonstrated how to hack into baby monitors, security cameras, and other smart home devices.

**Buying control**
Consumers' purchasing habits are influenced by emotions, such as fear. In countries like South Africa and Mexico, the need for personal and family security is driving the security market's growth. However, brands across industries are seeking to hand control back to consumers, recognizing the importance of rebuilding trust, such as in food safety and privacy protection.

Due to frequent food scandals, demand for sustainable organic food is growing in the Asia-Pacific region. Euromonitor International estimates that real sales of organic dairy products in the region will reach $2.1 billion in 2016, up 18.4% year-on-year.

The need for security also affects consumers' choice of shopping environments, such as online shopping. Euromonitor predicts that global online sales will reach $1.152 trillion in 2016, up 16.3% year-on-year in real terms.

In countries like Kenya, where online fraud is rampant, online consumers often prefer cash on delivery. A Nigerian consumer posted on African tech forum radar.techcabal.com that he trusts online payment platforms but never trusts online stores to deliver as promised. In the U.S., the need for control has spawned a new service – Invisible Boyfriend, which sends texts or voice messages pretending to be a boyfriend/girlfriend for a monthly fee.

**Balancing freedom and security**
Freedom and security are the two most valued values for global consumers. However, these two values are difficult to balance. Over-prevention risks invading privacy, as true security is hard to ensure without sharing specific information. Consumption habits across different industries (travel, technology, automotive, and healthcare) reflect the shifting balance between freedom and security.

**10) SINGLE AND LOVING IT**
Surveys show that affluent singles enjoy a high-end lifestyle, typically having more disposable income and no financial pressure of raising children. Therefore, singles can afford to spend on premium products and experiences, such as traveling alone or buying high-end baby products for nieces, nephews, or friends' children. These singles are often seen as "yuppies," enjoying a life of luxury consumption and cultural fusion.

**Traveling alone**
A mid-2015 report by The Telegraph surveyed British singles' holidays. It found that one in three British tourists travels alone, seeking a lifestyle change, a short break in a different city, or to meet new people.

About a quarter of adult tourists are unmarried, divorced, or widowed. Some cruise lines are now attracting consumers by eliminating single supplements, offering lounges designed for singles, and single cabins. Some hotel chains have also launched hotels targeting young singles, such as Moxy Hotels, dubbed "Marriott for millennials," which is currently opening in the U.S. and plans to expand globally with over 100 more.

**Fondness for luxury brands**
Some luxury brands have also captured the hearts of young single consumers. They see photos of Rihanna wearing Dior clothing and accessories on Instagram and feel that shopping can cure their loneliness.

**DINK consumers**
In the U.S., the DINK (dual income, no kids) population is increasing year by year, but many of them are enthusiastic about buying gifts for children around them. Businesses see the opportunity. The International Business Times coined the term "PANK travel" (traveling with nieces and nephews) to describe this trend. According to Canadian website SavvyAuntie.com, about 38% of American women aged 20-44 have no children, and many of them have high incomes and love buying high-end gifts for children, often becoming good advisors for choosing gifts.

**Young single creative workers**
In the U.S., single creative workers under 35 are career-driven, stylish, wealthy, and concentrated in the creative industry. 26-year-old writer David Infante describes their lifestyle: wearing $80 sweatpants, drinking $16 six-packs of craft beer, and spending $43 out of every $100 on dining out rather than at home.

These singles sometimes appear more traditional and cautious, clean-shaven, even reminiscent of men born in the 1920s-1940s (the Silent Generation). To attract this readership, Playboy launched a free online publication in a low-key format, lowering the average reader age to 30 and boosting website traffic by 400%. Their target audience is now urban single workers interested in visual arts.

Source: Euromonitor International official research report, Hualizhi

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